While Toronto celebrates, snow spoils the party for sponsors

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WHITE OUT CONDITIONS AT THE 105TH GREY CUP HINDER SPONSORSHIP VISIBILITY 

 –Notable brands CP and Sun Life shine bright, despite a field covered in a blanket of snow–

All eyes may have been on the game Sunday night, but they certainly weren’t seeing all the logos that paying sponsors intended, as an unexpected snowfall covered the field – the most coveted branding real estate of the CFL Grey Cup. According to data analysis run by our SPOT tool that assesses and values on-screen logo and branding visibility, some major sponsors didn’t get what they paid for.

Our findings show that CP stole the show with 46.76% of all on-screen visibility during the broadcast, achieved by a combination of the most efficient assets, including shirt logo placement, field logos and LED visibility. Sun Life Financial came in at a close second, with 45.79% of all on-screen visibility, also bolstered by shirt logo placement.

With the field at a total loss from a branding perspective, it was the companies who displayed logo crests on the players’ shirts that won out in the end at this year’s Grey Cup.

Adidas rounded out the third spot for most-visible logo, with 5.13% of on-screen visibility. Again, it was the players’ gear that saw the most attention, with the brand’s iconic three stripes displayed on shirts and gloves.

Naming sponsor Shaw had extremely low on-screen visibility at 0.12%, as most of the brand’s logo placement was on the field or in the end zone.

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List of most visible sponsors at the Grey Cup

When compared to the recent Quarter Final, logo visibility told a markedly different story. CP, Shaw, and Sun Life Financial saw 33.99%, 11.59% and 10.30% of on-screen visibility, respectively.

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Quarter Final top sponsors

With nearly 10 million Canadians tuning in to the Grey Cup this year, sponsorship becomes like a high-stakes sport, with a lot to gain – or lose – as a simple snowfall can literally erase all your strategic planning.  As one of the biggest broadcast events in Canada, the Grey Cup is the optimal time for consumers to be repeatedly exposed to a brand.

Wholly owned by Elevent, SPOT is the latest service in digital analysis and logo recognition, currently offering one of the most advanced solutions on the market. SPOT determines the true value derived from broadcast or webcast exposure for sponsorship brands.

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