Scrolling Packages Performing Well
The new scrolling advertising signage at the Melbourne Cricket Ground (MCG), which has only just been introduced for this year's AFL season, looks set to also be introduced at Telstra Dome in 2004 and will feature during next summer's cricket season at a number of venues around Australia.
Anthony Charles from Stadia Media, which handles the new signage, told On Sport that they have already sold the majority of available packages, which cover all games held at the MCG during the 2003 AFL season. He said there are still a few opportunities left but they expect these to be finalised soon, as most interested parties have been impressed with the quality and visibility of the signage on display during the opening rounds of the competition.
For the AFL season there are ten main packages, each going for $500K and covering both the regular season and finals series. Each package provides around 12-14 minutes of coverage during each match, with the signage changing on a two-minute rotation.
The signage covers 350 metres of the MCG's boundary fence and only one advertiser is displayed at any one time. The only exception to this is some custom packages Stadia Media is also selling, which splits one of the ten signage opportunities into 'wing' and 'goal' sections. These packages are priced at $300K for the wing and $175K for the goal section.
Charles said they are also currently exploring the opportunities created by the flexibility of the medium, which can allow advertisers to access the signage for short bursts or tactical campaigns. He said with television coverage of the AFL split between three broadcasters, they also have the ability to offer advertisers smaller packages providing coverage on a specific channel.
As for the plans for Telstra Dome, Charles said they have the rights for the signage at the ground and all indications are that they will introduce the scrolling signs in 2004. In relation to the cricket, he said they are currently in talks with the ACB and the major cricket venues around Australia and hope to have the signs at a number of grounds for both the four test series against India and the VB one-day series this summer.
