Official Sponsors Captured 32% More Attention During MLB All-Star Break Than Other Advertisers

For brands that advertise in premium TV events, attention data can help measure and validate how well a sponsorship attracts attention. During the MLB All-Star break, official sponsors T-Mobile, Mastercard, Lincoln, and Chevrolet generated high attention to their commercials, validating their sponsorship.

The MLB All-Star break consists of two main contests; the Home Run Derby and the All-Star Game. For fans, each provides an opportunity to watch the league's best players. For brands, it is a time to capture the attention of all baseball fans in one night. TVision analyzed ads for the All-Star break’s official sponsors to find out if having an on-air sponsorship would impact attention paid to that brand’s ads. 

With our unique ability to detect when viewers are in the room and what they’re paying attention to second-by-second, we were able to uncover that event sponsorship affected the amount of advertising attention. By calculating an Attention Index for each brand - sponsors and non-sponsors - across the Home Run Derby & All-Star Game, our analysis revealed that official sponsors received an average 32% increase in attention.

Additionally, we analyzed if the All-Star break was an attentive environment for brands, compared to their performance over a regular season MLB game. Lincoln, the pregame sponsor of the All-Star Game, received a 43% increase in attention in their ads compared to the same advertisements that ran in regular season games. 

For T-Mobile, Mastercard, Lincoln, and Chevrolet, the All-Star break was a sound investment, generating comparatively high attention to their commercials. Across sports, awards, and other premium events, advertisers should use attention data to validate how well their sponsorship's impact attention.

TV and CTV Attention Report
The TV and CTV Attention Report