IPG Mediabrands

IPG Mediabrands

August 19, 2015 11:27 ET

Blue Jays Bandwagon Crowded on TV and Social Media

TORONTO, ONTARIO--(Marketwired - Aug. 19, 2015) -

Editors Note: There is a photo associated with this press release.

The Blue Jays may have to build a bigger bandwagon according to data analysis conducted by IPG Mediabrands, which shows fan interest in the team has exploded since a series of trades has vaulted the team into the playoff race.

"The outpouring of support for this team both in-game and in-broadcast has been truly exceptional. I think the club sent a message, loud and clear, that "We're All In" and the rest of Canada said "So Are We"," said Anthony Partipilo, Vice-President Marketing & Merchandising for the Toronto Blue Jays. "There are still a lot of games to play, and there are no guarantees. However, if the last few games are any indication, it promises to be an exciting ride to October and hopefully beyond."

From a social media perspective, before the trades were made the Blue Jays were getting an average of 4,246 Tweets per game day. That has increased by +270% in the Post Trade period to an average 15,712 Tweets per game day. The peak in Tweets happened on July 30th, when the trade for David Price was announced - with 34,381 Tweets in a single day. Tweets from outside Ontario have increased by +37%. The analysis from IPG Mediabrands covers Pre Trade (April 6th - July 27th) and Post Trade (July 28th - August 16th).

"It's remarkable to see how much Blue Jays fever has gripped the nation," says Loraine Cordery, Insights Manager at IPG Mediabrands. "The Blue Jays are clearly Canada's team based on the television ratings and social media numbers, and they have been able to maintain excitement around the team in the three weeks since the trades. Let's hope it continues!"

Average attendance before the Tulowitzki and Price trades was 27,841 and has since increased by +39% to 38,771. During the three sold-out dates versus the Yankees, the cost of tickets on the secondary market increased to as high as +331% if you wanted to sit in the 500-level, with a $13 ticket selling for $56. Partipilo also indicated that merchandise sales over the last 2 1/2 weeks alone have accounted for over 35% of the entire season game day sales.

The bandwagon jumping has also extended to TV Viewers - with viewership hitting a record breaking high for the series opener against the Yankees on Friday 14th August.

Pre Trade Post Trade % difference
Average Game AMA Total Canada 444,066 792,900 +79%
AMA most watched game 1,212,300 Home Opener
April 13th
2,033,500 Price Pitching vs Yankees August 14th +68%
% Viewers from Ontario 47% 53% +12%
AMA = Average Minute Audience
With AMA reaching over 2m for the series opener against the Yankees, Blue Jays broke the record for the most viewed event on SportsNet.

The research and analysis conducted by IPG Mediabrands was based on Numeris, Sysomos, ESPN and SeatGeek.com, covering April 6th to August 16th 2015.

To view the photo accompanying this press release please click on the following link: http://www.marketwire.com/library/20150819-BlueJays.jpg

About IPG Mediabrands

IPG Mediabrands was founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media-related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 127 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions. In Canada, IPG Mediabrands is represented by UM, Initiative, m2, Reprise, Orion and Cadreon.

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