Food, drinks signage No. 1

The food and beverage category leads the way in pro sports stadium advertising in North America, a new study by Ernst & Young says.A survey of 105 professional franchises across the continent with teams in Major League Baseball, the National Football...

The food and beverage category leads the way in pro sports stadium advertising in North America, a new study by Ernst & Young says.

A survey of 105 professional franchises across the continent with teams in Major League Baseball, the National Football League, the National Basketball Association and the National Hockey League found 38% of them had signage for this category, one of five the study used.

The others are consumer products and services, media and communications, business products and services, and retail, says the study conducted during the 1992 playing season by the accounting and management consultants firm.

The study, whose author was Jerry Gorman at Ernst & Young in New York, did not examine Canadian Football League signage, but it says comparisons to the nfl are similar.

External signs

‘The study compiles information on external stadium signs, as well as advertising in stadium concourses, yearbooks and scorecards as well,’ says the Ernst & Young Stadium Advertising Signage Study.

Almost 35% of the food and beverage signage featured advertising for beer and alcohol-related products, the study says, with 73 of the 87 stadiums and arenas surveyed (some locations such as Denver’s Mile High Stadium host football and baseball so 105 teams easily fit into 87 locations) having tobacco-related signage, although the study notes Canadian tobacco advertising is more restricted than that of the u.s.

Beer and alcohol products represented 14% of signage in baseball, 13% of basketball signage, 12% of football’s and 13% of hockey’s, the study says.

Consumer products and services ads made up 30% of all stadium advertising, with media and communications signage representing a further 13%.

Local lotteries

Almost one-quarter of all stadiums and arenas had advertising for local lotteries, the study finds.

Hockey arenas lead the way in signage, says Ernst & Young, with Canadian rinks having, on average, 82 advertising signs in them, 22% more than the average nhl arena in the u.s.

Hockey rinks, the study points out, easily accommodate signage within the televised field of play, the major reason for their having more signage than other sports locations.