TV-Visible Signage Holds an Unparalleled Advertising Value Despite MLB Games Getting Shorter

May 30, 2023

TV-Visible Signage Holds an Unparalleled Advertising Value Despite MLB Games Getting Shorter featured image

The marriage of sports and television creates an extraordinary platform for brands to reach millions of engaged viewers. With its prominent placement on screen, tv-visible signage maximizes brand visibility, captures attention, and leaves a lasting impression. In the dynamic world of baseball, where every pitch and swing is magnified, tv-visible signage stands tall as a powerful medium to connect with fans, build brand recognition, and drive meaningful results for advertisers.


How has advertising been impacted now that games are shorter?

Over the years, Major League Baseball (MLB) has taken several measures to speed up the pace of play and shorten the duration of games. From pitch clocks to limiting mound visits, these new rules have helped reduce the average length of games. However, one thing that hasn’t changed is the high-value exposure that brands get from TV-visible signage advertising.

Despite a decrease of over 14% in the average length of regular season MLB games this year, brand exposure during games has remained strong, thanks to the resilience of TV-visible signage, particularly behind home plate. A study by Hive, as reported by Sports Business Journal, has found that brand exposure behind home plate and the pitcher’s mound has been the most consistent. Exposure for these assets has remained relatively flat year-over-year, correlating more with the number of pitches thrown during a game, rather than its length.

The prominent location of these ads makes them an even more valuable asset than ever before for sponsors looking to increase their brand recognition and visibility. Unlike other sports where ads may be displayed on the sidelines or on the court/field, baseball has a unique advantage in that the camera is almost always facing home plate, providing an unobstructed view of the ads behind the batter.


More Bang for the Buck

With the ever-growing viewership of televised baseball games, the strategic positioning of sponsors’ logos and messaging not only enhances their visibility but also generates significant returns on investment.

According to a recent article from Forbes, the value of these ads has only increased in recent years. In 2021, T-Mobile paid $2.65 million for a season-long ad placement behind home plate during games broadcast on Fox and Fox Sports 1 – a significant increase from the $1.5 million paid for the same placement in 2018.

In addition to the increased value of these ads, their impact is also significant. According to a study conducted by Nielsen, TV-visible signage advertising in baseball stadiums generated $1.1 billion in media value during the 2019 season. This value is based on the estimated exposure that these ads received during televised games.


What to Expect in 2023

It’s clear that TV-visible signage advertising remains a highly coveted asset for sponsors and a key source of revenue for MLB teams.

Van Wagner, the global leader in TV-Visible signage, says that demand remains high, and they already anticipate 2023 will be a record year. The agency sells high-impact, visible signage behind Homeplate, courtside, and along fields of play across more than 500 professional and collegiate sports teams and events.

Advertisers and brands turn to Van Wagner because they offer the most cost-effective and efficient way to reach millions of consumers watching sports on television. Van Wagner currently offers advertisers access to the largest network of teams across the NFL, NBA, MLB, NHL, NCAA, MLS, and International Soccer. Teams and properties turn to Van Wagner to provide a comprehensive solution – from equipment to maintenance to selling inventory.


While the average length of MLB games may have decreased, the exposure that brands receive through TV-visible signage advertising remains strong, particularly behind home plate. This highly effective and efficient advertising delivers significant results for sponsors looking to increase their brand recognition and visibility. As a result, we can expect to see these ads continue to be a prominent feature during televised games in the future.


Contact us today to learn how TV-Visible Signage can maximize your brand awareness and reach millions of sports fans.