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The
Arena Media Networks Sponsor Scouting Report is a
new monthly feature that will provide in-depth analysis on
specfic sports sponsor categories with an insider's look at
how a specific company within the category approaches sports
marketing decisions. For more information on adding Arena
Media Networks to your facility or to inquire about advertising
opportunities,
click (http://www.arena-media.com)
or call 212-779-2021.
| Category: |
Financial Services |
| Brand: |
First Horizon Bank |
| Source: |
Tammy Driggers, Georgia President; Jennifer Castanet,
Director of Marketing |
Sponsorship
Activities: First Horizon announced last week an almost
“11-year deal” to become the naming rights sponsor
of Atlanta’s Philips Arena Club Level. The package has
been reported by the Atlanta Business Journal to be up to
$1 million annually. The deal is the largest package under
the First Horizon umbrella. Other deals involving both the
First Horizon brand and its First Tennessee Bank National
Association brand include packages with Bristol Motor Speedway,
the Chattanooga Lookouts, Memphis Grizzlies, Nashville Predators,
Class AAA Nashville Sounds and the University of Tennessee.
Sponsorship Objectives:
While its parent company, First Tennessee Bank has 45 percent
awareness in Tennessee, the First Horizon brand has to use
its sponsorships to increase brand awareness, a challenge
that many new bank names face. The branding elements represented
by the naming of the Philips Arena club packaged with the
branding on signage, French fry wrappers and staff shirts
are all part of this awareness objective.
Target Audience:
For its sports sponsorship spending, First Horizon’s
priority is to attract a high-end attendee. Driggers said
equal attention is paid to both prospective and existing clients
in its strategy.
BANK OF AMERICA
ANALYSIS
Source: Scarborough
Research
Adults 18+ (205,472 respondents) –
Release 1, 2006 – Scarborough Multi-Market
Banks HHLD uses (primary bank): Bank
of America
DID YOU KNOW?
- 34% of Bank of America customers are
Very/Somewhat interested in MLB
- More than 11.5 million adults who
bank with Bank of America are Very/Somewhat interested in
the Olympics!!
Top Leisure Activities past 12 months:
Bank of America
- Leisure Activities participated
in past 12 months
| 1. |
Gardening – 44% |
| 2. |
Swimming – 37% |
| 3. |
Photography – 27% |
| 4. |
Volunteer Work – 26% |
| 5. |
Jogging-Running– 24% |
Top DMA’s of Bank of America customers
(primary bank): - Market Penetration:
| 1. |
Los Angeles - 26% of all adults 18+ living
in Los Angeles use Bank of America as their primary
bank. |
| 2. |
Tampa/St. Petersburg – 26% |
| 3. |
San Francisco/Oakland/San Jose – 25% |
| 4. |
Miami/Ft. Lauderdale – 25% |
| 5. |
Las Vegas – 24% |
DID YOU KNOW?
- National average is 12% of all
adults in the U.S. have Bank of America as their primary
bank!!
- More than 3.4 million HHLD’s
in Los Angeles are banking with Bank of America!!
Scarborough Research
Study: Multi-Market 2006
Release 1 (12 Months only)
Release: Total Weight (February 2005 - March 2006)
Base: Total
Target: Banks HHLD uses (primary bank) (HHLD): Bank of America
Percent of Base: 12.24
Projected: 175176127 Respondents: 205472
| |
Total
Pop. |
Total
% |
Target
Pop. |
Target
% |
Ind
ex |
Horz
% |
| Total |
175,176,127 |
100.0% |
21,439,469 |
100.0% |
100 |
12.2% |
| Current
level of interest in Arena Football League (AFL) |
|
| Very
Or Somewhat |
8,456,922 |
4.8% |
1,078,936 |
5.0% |
104 |
12.8% |
| Current
level of interest in CART/Champ Car racing |
|
| Very
Or Somewhat |
9,264,734 |
5.3% |
1,201,981 |
5.6% |
106 |
13.0% |
| Current
level of interest in College basketball |
|
| Very
Or Somewhat |
41,088,670 |
23.5% |
4,612,576 |
21.5% |
92 |
11.2% |
| Current
level of interest in College football |
|
| Very
Or Somewhat |
53,331,733 |
30.4% |
6,188,633 |
28.9% |
95 |
11.6% |
| Current
level of interest in horse racing |
|
| Very
Or Somewhat |
17,475,248 |
10.0% |
2,091,122 |
9.8% |
98 |
12.0% |
| Current
level of interest in IndyCar Series |
|
| Very
Or Somewhat |
16,231,912 |
9.3% |
1,984,740 |
9.3% |
100 |
12.2% |
| Current
level of interest in Ladies' golf (LPGA) |
|
| Very
Or Somewhat |
12,839,507 |
7.3% |
1,678,718 |
7.8% |
107 |
13.1% |
| Current
level of interest in Major League Baseball (MLB) |
|
| Very
Or Somewhat |
57,925,646 |
33.1% |
7,363,945 |
34.3% |
104 |
12.7% |
| Current
level of interest in Major League Soccer (MLS) |
|
| Very
Or Somewhat |
11,374,857 |
6.5% |
2,023,026 |
9.4% |
145 |
17.8% |
| Current
level of interest in Men's golf (PGA) |
|
| Very
Or Somewhat |
30,770,257 |
17.6% |
4,153,683 |
19.4% |
110 |
13.5% |
| Current
level of interest in Minor League Baseball |
|
| Very
Or Somewhat |
14,422,092 |
8.2% |
1,757,988 |
8.2% |
100 |
12.2% |
| Current
level of interest in Monster trucks |
|
| Very
Or Somewhat |
12,665,681 |
7.2% |
1,299,045 |
6.1% |
84 |
10.3% |
| Current
level of interest in NASCAR |
|
| Very
Or Somewhat |
34,890,999 |
19.9% |
3,587,734 |
16.7% |
84 |
10.3% |
| Current
level of interest in Nat'l Basketball Assoc (NBA) |
|
| Very
Or Somewhat |
40,416,432 |
23.1% |
5,329,421 |
24.9% |
108 |
13.2% |
| Current
level of interest in National Football League (NFL) |
|
| Very
Or Somewhat |
76,434,559 |
43.6% |
9,160,810 |
42.7% |
98 |
12.0% |
| Current
level of interest in National Hockey League (NHL) |
|
| Very
Or Somewhat |
18,535,447 |
10.6% |
2,009,284 |
9.4% |
89 |
10.8% |
| Current
level of interest in NHRA (National Hot Rod Assoc) |
|
| Very
Or Somewhat |
12,905,460 |
7.4% |
1,378,541 |
6.4% |
87 |
10.7% |
| Current
level of interest in Olympics |
|
| Very
Or Somewhat |
91,449,094 |
52.2% |
11,554,949 |
53.9% |
103 |
12.6% |
| Current
level of interest in Pro bowling (PBA) |
|
| Very
Or Somewhat |
8,873,912 |
5.1% |
1,012,049 |
4.7% |
93 |
11.4% |
| Current
level of interest in Pro Bull Riding (PBR) |
|
| Very
Or Somewhat |
15,171,135 |
8.7% |
1,539,709 |
7.2% |
83 |
10.1% |
| Current
level of interest in Pro Rodeo |
|
| Very
Or Somewhat |
14,291,980 |
8.2% |
1,492,929 |
7.0% |
85 |
10.4% |
| Current
level of interest in Supercross/Motocross |
|
| Very
Or Somewhat |
10,595,792 |
6.0% |
1,215,119 |
5.7% |
94 |
11.5% |
| Current
level of interest in Women's Nat'l Basketball (WNBA) |
|
| Very
Or Somewhat |
10,757,331 |
6.1% |
1,362,320 |
6.4% |
103 |
12.7% |
| Current
level of interest in WWE (pro wrestling) |
|
| Very
Or Somewhat |
11,793,907 |
6.7% |
1,384,298 |
6.5% |
96 |
11.7% |
|
|
|
|
|
|
|
| |
Total Pop. |
Total % |
Target Pop |
Target % |
Index |
Horz % |
| |
|
|
|
|
|
|
| Total |
175,176,127 |
100.0% |
21,439,469 |
100.0% |
100 |
12.2% |
| Activities
past 12 months: Gardening |
80,928,136 |
46.2% |
9,481,197 |
44.2% |
96 |
11.7% |
| Activities
past 12 months: Swimming |
61,886,877 |
35.3% |
7,846,310 |
36.6% |
104 |
12.7% |
| Activities
past 12 months: Photography |
46,277,217 |
26.4% |
5,839,011 |
27.2% |
103 |
12.6% |
| Activities
past 12 months: Volunteer work |
48,220,313 |
27.5% |
5,555,335 |
25.9% |
94 |
11.5% |
| Activities
past 12 months: Jogging - running |
35,198,922 |
20.1% |
5,046,270 |
23.5% |
117 |
14.3% |
| Activities
past 12 months: Free weights - circuit training |
35,507,144 |
20.3% |
4,619,921 |
21.5% |
106 |
13.0% |
| Activities
past 12 months: Bicycling |
38,698,509 |
22.1% |
4,587,195 |
21.4% |
97 |
11.9% |
| Activities
past 12 months: Bowling |
34,134,504 |
19.5% |
3,944,689 |
18.4% |
94 |
11.6% |
| Activities
past 12 months: Fishing |
34,958,720 |
20.0% |
3,606,651 |
16.8% |
84 |
10.3% |
| Activities
past 12 months: Camping |
31,167,839 |
17.8% |
3,196,491 |
14.9% |
84 |
10.3% |
| Activities
past 12 months: Golf |
24,013,220 |
13.7% |
2,998,145 |
14.0% |
102 |
12.5% |
| Activities
past 12 months: Adult continuing education |
23,782,138 |
13.6% |
2,907,088 |
13.6% |
100 |
12.2% |
| Activities
past 12 months: Sewing - crafts |
25,979,795 |
14.8% |
2,866,039 |
13.4% |
90 |
11.0% |
| Activities
past 12 months: Hiking - backpacking |
22,351,581 |
12.8% |
2,735,736 |
12.8% |
100 |
12.2% |
| Activities
past 12 months: Casino gambling |
14,051,830 |
8.0% |
1,802,728 |
8.4% |
105 |
12.8% |
| Activities
past 12 months: Power boating |
13,157,392 |
7.5% |
1,618,655 |
7.5% |
101 |
12.3% |
| Activities
past 12 months: Tennis |
9,821,463 |
5.6% |
1,528,911 |
7.1% |
127 |
15.6% |
| Activities
past 12 months: Soccer |
4,249,920 |
2.4% |
980,721 |
4.6% |
189 |
23.1% |
| Activities
past 12 months: Snow skiing |
7,781,745 |
4.4% |
986,969 |
4.6% |
104 |
12.7% |
| Activities
past 12 months: Aerobics |
4,705,560 |
2.7% |
710,942 |
3.3% |
123 |
15.1% |
| Activities
past 12 months: Hunting |
10,800,772 |
6.2% |
652,945 |
3.0% |
49 |
6.0% |
| Activities
past 12 months: Basketball |
2,361,344 |
1.3% |
543,777 |
2.5% |
188 |
23.0% |
| Activities
past 12 months: Yoga - pilates |
2,626,649 |
1.5% |
407,018 |
1.9% |
127 |
15.5% |
| Activities
past 12 months: Snowboarding |
2,371,615 |
1.4% |
346,495 |
1.6% |
119 |
14.6% |
| Activities
past 12 months: Sail boating |
1,659,324 |
0.9% |
341,011 |
1.6% |
168 |
20.6% |
| Activities
past 12 months: Riding personal watercraft |
2,364,121 |
1.3% |
314,881 |
1.5% |
109 |
13.3% |
|
|
|
|
|
|
|
Copyright Scarborough Research
2006
No definitions subject to reliability notification
This exported report is not MRC accreditable
This story was originally published on December
1, 2006.
All information published by
The Migala Report is protected by the Digital Millennium Copyright
Act. Any duplication or use of objects in other electronic
or printed publications is not permitted without the written
permission of the Publisher.
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