MetLife sought the help of Navigate Research in order to understand the value of the exposure they were receiving from NFL broadcasts of two teams’ games.
Navigate conducted an exposure value analysis by examining the visibility, duration and audience sizes of various NFL broadcasts at MetLife Stadium, and estimated the total annual exposure value that MetLife could expect to receive from their naming rights deal.
MetLife currently uses the analysis to justify their NFL investment and potential new investments in the sports sponsorship space.
“You name a scenario, they modeled it. They ran 40,000 simulations.”Bob Bowlsby