American airlines Arena VS American Airlines Center

[eolesen]

From Advertising Age
---NBA FINALS TURN AA NAMING RIGHTS INTO BONANZA---
American Airlines could reap more than $60 million in brand exposure as a result of the National Basketball Association Finals that begin Thursday night. That's a minimum of $36 million in brand exposure for American, according to one sports-marketing firm, and as much as $63 million if the series goes to its maximum length of seven games. The figure is based on the $400,000 cost of a 30-second commercial spot during ABC's broadcast of the The Finals.

 

[FA Mikey]

Looks like for the next few days AA will be all over the sports pages and all over the news.

I hear American Ailines name all day long here. Now AA is putting its self out there even more with a contest for tickets and air travel, transfers and hotel for game 2.

 

[lpbrian]

NBA: Nothing But American.

 

[TWU informer]

From Advertising Age
---NBA FINALS TURN AA NAMING RIGHTS INTO BONANZA---
American Airlines could reap more than $60 million in brand exposure as a result of the National Basketball Association Finals that begin Thursday night. That's a minimum of $36 million in brand exposure for American, according to one sports-marketing firm, and as much as $63 million if the series goes to its maximum length of seven games. The figure is based on the $400,000 cost of a 30-second commercial spot during ABC's broadcast of the The Finals.

NO Cash in, just an assumed value of exposure.

That sports marketing firm is probably one of those "DORKS" FWAAA is always ranting about.

AA does need "exposure" right now, AA needs full fare passengers on the aircraft.

 

[FWAAA]

AA does need "exposure" right now, AA needs full fare passengers on the aircraft.

Couldn't agree more. What, exactly, might bring more full fare passengers.

I agree that advertising isn't likely to do it (but, as I've said before, I may be wrong, and the advertising executives may be right).

Budweiser, Coca-Cola and GM think advertising during sporting events makes sense, but I really doubt it sways someone away from buying Miller, Pepsi or Toyota. AA ads (whether expressly paid for or the value of the naming rights exposures) probably won't sway someone hell-bent on flying BA to LHR instead of AA and also won't convince someone to avoid UA and buy expensive AA fares instead.

Oh, and back to my original question - don't tell me it's the half-assed attempt by AA to upgrade its 763 and 777 business class with those ridiculous "wedgie" lie-flat-at-an-angle seats. Those are a waste of money and are already not state of the art.

 

[AMFAMAN]

For all the exposure during last nights game. I am willing to bet that the few Southwest anti-Wright amendment commercials had more of an impact.

 

[TWU informer]

For all the exposure during last nights game. I am willing to bet that the few Southwest anti-Wright amendment commercials had more of an impact.

Those must have been local channel specific as I did not see anything regarding the Wright amendment. However, there is no doubt that a commerical broadcasting and specific message is far superior to the named arena exposure.

A good way to tell would be to conduct a test and ask participants to list 10 arena or stadium corporate names and their locations without looking any one up to find the answer.

Then ask them to descibe 10 commercials seen in the 30 days.

 

[IORFA]

My local news just did a 30 second spot on the subject of AA receiving valuable advertising from the NBA Finals. So, I guess It might be worthwhile. By the way I live in an outstation, FAR away from an AA hub.

 

[Bob Owens]

From Advertising Age
---NBA FINALS TURN AA NAMING RIGHTS INTO BONANZA---
American Airlines could reap more than $60 million in brand exposure as a result of the National Basketball Association Finals that begin Thursday night. That's a minimum of $36 million in brand exposure for American, according to one sports-marketing firm, and as much as $63 million if the series goes to its maximum length of seven games. The figure is based on the $400,000 cost of a 30-second commercial spot during ABC's broadcast of the The Finals.

Look at the source. Would you expect them to say otherwise?

 

[eolesen]

Hmmmm. Advertising Age would have a vested interest, but I would expect that they'd be a lot more reliable as to the value than a bunch of malcontents...