A method for predicting background advertisement exposure parameters in sporting events: Televised football game approach

BACKGROUND: The background advertisement exposure parameters (BAEP) forms a premise for sponsorship negotiation and the basis for estimating the sponsorship value of background advertising. Prediction of the BAEP has a great contribution to the sporting events organizers and sponsors in terms of negotiating, decision-making for bidding, and income-generating. METHODS: Virtual Reality (VR), technology was utilized to construct a virtual three-dimensional model of the sports venue and simulate the telecast of the event. Based on VR technology and computer graphics theory, a pre-event prediction method for estimating the background advertisement exposure parameters of sporting events was put forward. The pre and post measures of the thirty BAEP of televised football games were compared to verify the effectiveness of the prediction method. RESULTS: There was no significant difference between the pre- and post-measurement results for the same football game. The pre- and post-measurement results of the thirty BAEP of televised football games were tightly matched. CONCLUSIONS: Using the prediction method can predict the BAEP of televised football games effectively and overcomes the shortcomings of current prediction methods that inhibits the effectiveness of the prediction of exposure parameters due to changes such as the type of the sporting events, the size of the sports venue, the layout of the background advertisements, and the placement of the television cameras, etc.