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ECONOMIC AND MEDIA CON1RIBU110N UPON PINELLAS coUNIY, fLORIDA

RESEARCH CONOUCIEO B'(

BONN MARKETING, INC.; MARK A. BONN, pr\.D

NIELSEN SPOR1S; sco1T HOROWI12 & GEORGINA WEBB

1

AN UNCOMMON SENSE OF THE CONSUMER'" I CONTENTS

• INTRODUCTION 4 0 Background 4

0 Key Findings 6

0 Overall Valuation 10

• 1: AVERAGE ANNUAL CONTRIBUTION OF TORONTO BLUE JAYS'

FLORIDA BUSINESS OPERATIONS 11

0 A - ANNUAL DIRECT SPENDING IN PINELLAS COUN fY, Fl. 12

• Accommodations Spending 12

• Employment Compensation 12

• Sponsorship and Community Relations 12

• Other Direct Spending 12

0 B- ANNUAL ECONOMIC IMPACT FROM TORON 10 HLU!- IAY!J

SPE. NDING IN PINELLAS COUNTY I Fl. 13

2

AN UNCOMMON SENSE OF THE CONSUMER-~ I CONTENTS CONT.

• II: ECONOMIC IMPACT OF THE 2016 TORONTO BLUE JAYS SPRING TRAINING SEASON 0 Key Findings

0 Executive Summary

0 Per Party Per Day Spending 0 Economic Contribution

• Ill: MEDIA VALUE DELIVERED TO DUNEDIN AND PINELLAS COUNTY, FL. BY THE TORONTO BLUE JAYS

0 How to Interpret Nielsen Sports Data 0 Key Findings

0 2015 Spring Training Broadcast Exposure

0 2015 On line Earned Media

0 2016 Social Media Engagement Value

0 2016 Earned Verbal Mention Value

• APPENDIX • GLOSSARY OF TERMS • CONTACTS

14 15 16 17 18

20 21 22 23 27

29

31

33 36 46

3

INTRODUCTION Background

• The Toronto Blue Jays are the only Major League Baseball (MLB) franchise located in

Canada.

• The Toronto Blue Jays have held Spring Training (and have housed their U.S.

operations) in Dunedin, Pinellas County, Florida since the team's inception in 1977.

• The team's current Facility Use Agreement comes to an end in 2017.

• The MLB Spring Training period officially takes place over a six (6) week time period

during February and March each year; however, media coverage and Canadian fan

attention on the team's Florida activities begins much earlier.

• In contemplation of possible renovations to the Spring Training stadium and training

faci lities used by the Toronto Blue Jays, Bonn Marketing and Nielsen Sports have

collaborated to analyze and communicate the economic contribution and media

impact the Toronto Blue Jays have had upon Pinellas County, Florida.

I

4

INTRODUCTION (CONT.) Background

• Included in this report are the following data and analyses:

I. Factual Toronto Blue Jays data regarding the organization's average annual direct

spending in the local community, along with an analysis of the full economic

contribution resulting from such spending.

II. Economic impact of the Toronto Blue Jays Spring Training, which analysis highlights

the very substantial financial inflows from visitation within Pinellas County.

Ill. Nielsen Sports' media analysis of the value received by St. Petersburg-Clearwater,

Dunedin and wider Pinellas County via the following:

• Canadian television broadcasts of Toronto Blue Jays Spring Training Games

• Peripheral television programming in Canada and the United States

• Canadian and US online media outlets

• Toronto Blue Jays social media channels

Ill

5

INTRODUCTION Key Findings

SECTION 1: ANNUAL ECONOMIC CONTRIBUTION OF THE TORONTO BLUE JAYS' FLORIDA BUSINESS OPERATIONS

A- TORONTO BLUE JAYS ANNUAL DIRECT SPENDING IN PINELLAS COUNTY

• $1.5 Million in Accommodations Spending

• $4.2 Million in Employee Compensation (Locally-Based Employees)

• $3.5 Million in Other Direct Expenditures

• $175,000 in Sponsorship and Community Relations

B- ANNUAL ECONOMIC IMPACT FROM TORONTO BLUE JAYS SPENDING IN PINELLAS

COUNTY

• $21.4 Million Overall Total Economic Contribution

• $10.9 Million in Labor Income

• 214 Jobs Created/Supported

6


SECTION II: ECONOMIC IMPACT OF THE 2016 TORONTO BLUE JAYS SPRING TRAINING SEASON

• 72,652 in paid attendance during the 2016 Spring Training Season

• Over 55% of all 2016 Toronto Blue Jays Spring Training attendees resided outside of Florida

• 79% of all 2016 Toronto Blue Jays Spring Training attendees resided outside of Pinellas County

• 24,862 hotel room nights were generated during six weeks by Toronto Blue Jays Spring Training game attendees

• $70.6 Million in Total Spending brought to Pinellas County by Toronto Blue Jays Spring Training in 2016

o $39 Million in Direct Spending

o $28.4 Million in Labor impact

o 799 jobs created/supported

I

7


SECTION Ill: MEDIA VALUE DELIVERED TO DUNEDIN AND PINELLAS COUNTY, FL. BY THE TORONTO BLUE JAYS

Ill

Pinellas County and Dunedin received $5 Million in total media value as a result of being the host City and County for Toronto Blue Jays Spring Tra ining and other Florida Operations, which media value was comprised of:

TV Broadcast

• $631,944 in TV broadcast exposure for Dunedin and Pine llas County during national Canadian broadcasts of Blue Jays Spring Training games (in the form of visual and verbal mentions, local imagery and video incorporated into the broadcasts and in-stadium signage shown on-screen)

Note: Average viewership for Blue Jays' spring training games in Canada is 2X+ greater than the average MLB team's viewership in the US Market.

• $248,004 in earned verbal mentions during news and sports highlights television shows

in Canada and the United States 8


SECTION Ill: M EDIA VALUE DELIVERED TO DUNEDIN AND PINELLAS COUNTY, FL. BY THE TORONTO BLUE JAYS (CONT.)

Online and Social M edia

• $2.1 Million in online media va lue in Canada and the United States

• Note: Earned media reach garnered 572 Mi llion impressions for online content, based on average da ily viewership provided by Meltwater News

• $2 Mill ion in socia l media engagement value from Toronto Blue Jays posts across Twitter, lnstagra m, and Facebook

I

9

INTRODUCTION Overa ll Valuation

Economic Contribution from Toronto Blue Jays' Spending

2016 Spring Training Total Economic Contribution

Media Exposure

TOTAL

Nun1ber of Room Nights

Toronto Blue Jays Direct Spending

Average Year

$21 .4 Million

$70.6 Mil lion

$5 Million

$97 Million

24,862

$9.4 Million

25 Year Projection (straight line)

$534.4 Million

$1.7 Billion

$124.2 Million

$2.4 Billion

621,550

$235 Million

I

<;otll c.·· llo•lll fl l ;u kPllnr N~t•l ·•'ll Spotlo .. Jllcl Toronto Blue Joys. Do w pu~sented n w y I.N rounded. 25 Year PrOJ<.:CI.Jon (s tr mght /me) colcu loterl by nJuluplyu>q llv•'W.<fc \cor <luto (ruutl<kd) !Jy :!.'J 10

AN UNCOMMON SENSE OF THE CONSUMER;" Ill

ANNUAL CONTRIBUTION FROM THE TORONTO BLUE JAYS~

FLORIDA BUSINESS OPERATION

• Annua l Accommodations Spending in Pinellas County, Fl.

• Employment Compensation (Locally-Based Employees)

• Sponsorship and Community Relations

• Other Direct Spending in Pinellas County, Fl.

All values are represented in USD

11

TORONTO BLUE JAYS: ANNUAL AVERAGE DIRECT SPENDING PINELLAS COUNTY, FL.

$4.2 Million $3.5 Million

$1.5 Million

$175,000

Sf.Wil'>UI ·.hrp

Con ~rnu ntty

Rl' l,lt row, t

Accomrnodatron~ Primary Spending 2 Employee

Compensation

lnclud('~ 111 stad1um fundra1S1ng, direct money donations and in-kind contributions Includes all o th PI d11ect Pxpenditures, for exampl e, taxes, capital expenses, transportation, medical services,

utililli'$, cl dvc•rlisll1g, cllld promotions.

Sow C•· I nrntllc) IJitJt: Joy.., Dolo Pti~.·;cnlt!d nwy be 1 ounded

I

$9.4 Million

12

AVERAGE ANNUAL ECONOMIC CONTRIBUTION FROM TORONTO BLUE JAYS' SPENDING IN PINELLAS COUNTY, FL.

I

13

AN UNCOMMON SENSE OF THE CONSUMER.. I

ECONOMIC IMPACT OF THE 2016 TORONTO BLUE JAYS SPRING TRAINING SEASON

• l<ey Findings

• Executive Summary

• Per Party Per Day Spending

• Economic Contribution


14

KEY Fl N Dl NGS: 2016 TORONTO BLUE JAYS MLB SPRING TRAINING

$481.61 Per Party Per Day spent by out

of state visitors primarily travelling for Spring Training

Full/Part-time jobs supported by total visitor spending during 2016 (552 jobs from direct visitor

spending)

I

15

ECONOMIC IMPACT: EXECUTIVE SUMMARY

V1sitor Origm

Trip Pu rpose

%of Total Attendance

0 It Nights

13 tl People

~~ Per Party

Per Day

~~ Direct

Spen ding

~~ Total

Expenditure

I

I I

Out of State: Spring Training

32.4%

7.4

. . 3.3

$481.60

$25.4 Million

_$11.8 Million

Direct Spending

(All Groups)

Total Attendance: 72,652

(Non-County Attendance: 57,395}

Out of State: Non-County: Non-County: Other Spring Training Other

26.1%

$419.04

$17.9 Million

$27.5 Million

$44.1 Million

14.2%

- 3.1 . .

$196.81

$541,519

Total Expenditure

(Al l Groups)

6.3%

$314.90

$421,360

$70.6 M illion

I

16

I

PER PARTY PER DAY SPENDING BY GROUP

• ' • • 'I' •' •

17

I

ECONOMIC CONTRIBUTION PER GROUP

$9.4 Million

Out of State: Spring Training

TOTAL IMPACT: $41.8 Million

•


• •

471 Employed

$372,954 $432,247

$685,62!>.::=:::1

$6.2 Million

•

Out of State: Other

TOTAL IMPACT: $27.5 Million


• •

313 Employed

$247,093

$285,039

$549,692 ~::::::1

18

ECONOMIC CONTRIBUTION PER GROUP

$206,861

Non-County: Spring Training

•

TOTAl IMPACT:

$923,231

$75,311

$67,131

• •

10 Employed

$8,181

$18,188 t:::::::l $9,912

$92,099

•

Non-County: Other

TOTAl IMPACT:

$421,360

$33,529 $29,887

• •

5 Employed

$3,642 $5,611 $4,454

19

AN UNCOMMON SENSE OF THE CONSUMER.. I

MEDIA VALUE DELIVERED TO DUNEDIN AND PINELLAS COUNT~ FL. BY THE TORONTO BLUE JAYS

• 2015 Spring Training Broadcast Exposure

• 2015 Online Earned Media

• 2016 Social Media Engagement Value

• 2016 Earned Verbal Mentions during news and sports highlights

shows in Canada and the United States


20

Ill

HOW TO INTERPRET NIELSEN SPORTS DATA

Static Dugout Roof 98 451 $88,464 18.89

Total 220 1,009 $197,915

1. SIZE OF THE LOGO 2. LOCATION OF THE LOGO 3. DURATION OF 4 . MULTIPLE BRAND HITS

Ql methodology provid es J Ql methodology provides a EXPOSURE

Ql methodology pr ovidPs il higher valuation weigh ting higher valuation weighting Ql methodology provides a hrgher valuatron wPrghlrng for brand exposures that for brand exposures that higher valuation weigh t ing for brand exposures where

appear larger on screen occur in the middle 50% of for brands that appear on multiple brand hits occur.

and have a greater level of the screen where the screen for longer periods of

rrnpact on the viewer. broadcast is focused . time.

t)t) l/l ('t ', N lt' l )l' ll S pOi lS 21

I

KEY FINDINGS

•

$5 Total amount of discounted media value that Dunedin and the •

11• } wider Pinellas County earns during Spring Training television M I I 0 n broadcasts in Canada as well as online, social media and

through earned mentions in peripheral programming across North America.

$124.2 Million

Should the Blue Jays continue to hold Spring Training in

} Dunedin for 25 years beyond the 2017 season, the earned media value generated for the benefit of Pinellas County over that period would contribute $124.2 Million.

As the only Major League Baseball team in Canada, the Blue Jays

205,000 } have very strong viewership numbers for Spring Training. The team's average viewership per game of 205,000 is 2X+ higher than the average US team's audience on ESPN and MLB Network (Person's 18+ ).

WHAT'S INCLUDED:

T/11 Jol/owtnq valuul!PIIt~ mca<;unnq the exposw e of Dunedin, Sl. Petersburg -C/earwatet and wider Pmellas Councy thtOuqiJ cfed1cotr>d game COV('JO(}c: (uJ

IV 111 C.unuda und /hf(>uqh eclttono l ment1ons w tlfun US and Canadian online media, verbal mentions dun nq spo t b ond nt·w\·te/(?Vtston pm gram mtng 111

!lw 1/) und Canado unci ocroo;<; t he Toronto Blue Jo ys' socwl m edw channels {Twitter, Facebook, and l nstoqram) NotlnCiudt:d 1r1 the valua tton we any

uddtllo11al e>..po~·uu· oppot tun1t1e:, through penpheral broadcasts (Sports News and fllgh!tghts progromrnmg), Pnnt cxposute 01 Rad1o exp osur t> (surh us

Tomntn Blut' Joys C,p(lrltf Ttatrii iiQ radio broadcasts in Canada).

22

TORONTO BLUE JAYS SPRING TRAINING BROADCAST EXPOSURE: 2015/2016 Media value for Dunedin and w ider Pinellas County

I

$5 Million BRANDS BY QIMV (GAME BROADCAST) TOTAL Ql MV BY ASSET (GAME BROADCAST)

TOTAL VALUE

2,605 EXPOSURES

6HRS 2 M IN 44sEC

VISIBILITY

$2.5 Million 100% MEDIA EQUIVALENCY

$631,944 Ql MEDIA VALUE"""

$2.1 Million ONLINE MEDIA VALUE

$2 Million SOCIAL MEDIA VALUE

$248,004 EARN ED VERBAL MENTIONS

$474 674

$117.866

I '

,, lUll ltll

I 11 d1 I fl

TOTAL QIMV BY MEDIA

5% 13%

S36 113 - $3 291

ll•ll(l,_lt .t p,.,,

I" ( !•• II llt'l

$2.1 Million

$2 Million

$248,004

rv • Onltne • Soc ta l Mt>d ia • Vt>t bdl Mentton~

Staur llu~' {! HOill• l'l ~t··

$470,92 6

'· ., ... M .......... -1 '" " ,.,. ... ,. .. , "'"' 1 '"·''"

Sl<Jllc: 1\u,JIII Outfu·lcl

\\ .. Jit

23

I

CANADIAN TELEVISION BROADCAST EXPOSURE Media value for Dunedin and wider Pinellas County

Ql MV BY BRAND

$36,113, 6% $3,291,0%

• • • •

24

2015 TORONTO BLUE JAYS SPRING TRAINING TELEVISION BROADCAST EXPOSURE

-·~~IJll (H ill

',II( {)t)l)

1\JO l)P

S300 ooo

~.200 Ollt)

l(l{) 0• 1(•

o·-so~vs

P1t tsbu rgh

P1rates

"'

03 08 vs.

P1tt~burgh

P1rates

03-13 vs. 03-14 vs. New 03-22 vs. 03-27 vs. 03-28 V<, 0) 29 VS

Balt1more

Onoles

York Yankees Tampa Bay Detroit Tigers Atlanta Braves Balt1m01e

Rays Oi!Oil·~

I

'·ll .. ~

13 I!

lt...OO

1·1 .'·1

07 1:'

00 lXJ

25

I

SAMPLE IMAGES

Static Board - Field Level Horne Plate Postcard Static Board - Outfield Wall

Static Board Outfield Wall TVGI - Text Static Board - Outfield Wall

26

ONLINE EARNED MEDIA EXPOSURE VALUE 9,860 ARTICLES

$2.1 Million DISCOUNTED MEDIA VALUE

571.7 Million REACH

Blue Jays announce 2016 home spring training schedule

Tnt- Blue Jays v11U v1ra,p u!'llh#u" ~pr1 n~ Str\jloOu!l' vAin 1w0 ~am~s fn Monlr@al again~

tht> Bos.ton Reo 5o, In i dd1t1on to lht 16 games at Florloa Auto E1ch1ngt St~dium

SHARE OF VALUE

#Articles

Reach

Value

I

1+1

27

I

TOP 5 SOURCES BY VALUE 76% of value from Canadian sources come from the 22 articles on msn.ca

1+1

• - - • - I I I

• Number of Articles from that news outlet

28

2016 SOCIAL MEDIA ENGAGEMENT VALUE

VOLUME OF EXPOSURE POSTS BY PLATFORM

$1.2 Million $1.2 Million $7,482

• $481,462

$299,179

• m $479,576 $1,886

•

@) $299,025 $155

blw)ft~ Onhon Pompey llomefs to Wloillge"&6-6tif,w1tr'ltl\f'O.!Ok..>s 111A115Wr111ie'rc

CIMisNTIW Uif\OOielmtQIIWWl

bt.clyt.wltnr i1 DcH ndor1j

tlnt'H.cn•n tiMiprtone~lrgosc

Ml~"" 9jOfOOM3<1

10t1fct&w T~):•

ldomzow;Mtz t~.kyyyz «J»Ikl~t'

IO"'PUUIS Close OAII'It tOCley

•ntonkl_obbotncletww!l2: WtJy 10 00

flrlt_al'lmad 4 o~_stle(M2l

~OOO_I'IOI'd O;,ltOI) Po<!~ t!> 0 beM.I

t9CJ4"U1n A::tll bl.l:7 Aoodrew~.)lfe

l OQ II'I I. ' ,. "'~' o•'fl('•-·1

TOTAL

$1.2 Million

$481,462

$299,179

I

29

SOCIAL MEDIA ENGAGEMENT VALUE

30

Ill

EARNED VERBAL MENTIONS (TV ONLY) 3,881 SHARE OF VALUE

ON AIR MENTIONS

$248,004 MEDIA VALUE

1+1 It

Mentions •

<> Else\vhere :n the Grapefrui~ Le?.f,~;(\ r~'(• \1~'7S tJnk on :he

Bl ,e l'l!lllll!! ln ~l - -·n ·s-•·e··"oo" ::>J·-·-'c'c'>"·-""''' '" ...J ~ ~~··dol o.l ol,....;c,:. , ~\,_,: I.,_ .L •. ,")c •• '~'-'1"-' Value three hits and strucf- out S!X o•:er s:x ::~n,n.c;s. :)c>ti'!Ck

31

I

TOP 5 NETWORKS BY VALUE

1+1

I • Number of Mentions on that network

32

AN UNCOMMON SENSE OF THE CON SUME R'" Ill

APPENDIX • Economic Impact Methodology

• Economic Impact Glossary

• Economic Impact Summary Table

• Florida Non County Attendees; Primary Trip Purpose: Spring Training

• Out of State Attendees; Primary Trip Purpose : Spring Training

• Florida Non County Attendees; Primary Trip Purpose: Other

• Out of State Attendees; Primary Trip Pu rpose: Other

• Economic Impact Expenditure Table

• Canadian TV Broadcast Exposure Table

33

I

ECONOMIC IMPACT METHODOLOGY Economic Impact Analysis Using IMPLAN

The 1M PLAN progra m was used to assess the economic contribution of spending by the Toronto Blue Jays upon Pine llas County. The 1M PLAN program is widely accepted by researchers because it uses multipliers for specific

outputs to est imat e the impact that spending generates upon labor income and employment. M any fed eral

and state agencies have adopted the IMP LAN model for their economic analysis. These agencies include but are

not lim1t ed to the fo llowing: Bureau of Economic Analysis, United States Department of Agriculture (USDA), U.S. Forest Service, Florida La bor Market Statistics, Florida Department of Environmental Protection, and many other simi lar agencies in Florida and th roughout the country.

IMP LAN uses a methodology based upon the application of various multipliers to calculate specific multipl ie rs for output , labor income, and employment individually. Data are collected for 528 distinct industry sectors at

the nationa l, state and local economic levels . 1M PLAN captures direct, indirect and induced effect s on output,

labor income and employment in all industries comprising local economies. The strength of the 1M PLAN multip lier is the integration of the input-output table within its software program with a set of accounts (e.g.,

sectors, household, government, capital) to represent the complete set of revenue and income flows between

production, income, consumption, investment, and trade. Thus, the multipliers are dynamic and fluctuat ing and have to be calculated for each economic impact analysis.

The economic impact involving spending by the Toronto Blue Jays organization related to Pinellas County w as calculated using 1M PLAN and documents that the total impact on output (Direct + Ind irect+ Induced) relat ed t o

the Toronto Blue Jays spending information reported in this study is $21.4 million. Another $70.6 mi llion w as

generated as a resu lt of Blue Jays Spring Training-generated visitor spending during the 2016 Spring Train ing Season, bringing the annua l total of economic impact of the two components to $92 mill1on.

34

Ill

ECONOMIC IMPACT METHODOLOGY Economic Impact Analysis Using IMPLAN

1M PLAN uses employee compensation (i.e., wage and salary payments as well as benefits, includ ing health and life msurJnce, retirement payments and ot her non-cash compensation) and proprietor's incomes when

calculating the impact of labor income. Total labor income generat ed by those Pi nellas County residents related to employee compensation received t hrough d irect spending by the Toronto Blue Jays was estimated at $7.09

million and supported an est imated total of 135.8 new full -and part-time employees in the area.

The total output multiplier (Direct + Ind irect+ Induced Impacts/Direct Impact) re lated to employee

compensation is 1.57. That is, dollars spent by t he Toronto Blue Jays associated w ith employee contr ibutions turn over 1.57 times on average, t o the total value of output in all sectors in Pinellas County. The total labor income multiplier for Pinellas County is 1.53 . This means for every dollar change in income re lated to t he

Toronto Blue Jays spending, it will produce a total income change of $1.53 in the local economy. Fi nally, the total employment mu ltipl ier for the region is 1.58. It indicates that the creation of one new d irect job rel at ed to spending by the Toronto Blue Jays results in a total of 1.58 jobs in the local economy.

35

GLOSSARY OF ECONOMIC IMPACT TERMS Direct effect: production changes associated with changes in demand for the good itself; it is an initial 1mp<:~ct on the

economy.

I

Employee compensation : wage and salary payments as well as benefits, including health and life insurance, reti rement

payments and other non-cash com pensation .

Employment multiplier: for every million dollar change in final -demand spending (direct output), the change in

employment (jobs).

Indirect effect: the secondary impact caused by changing input needs of directly affected industries (e.g., add it1onal

1nput purchases to produce additional output)

Induced effect: caused by changes in household spending due to the additional employment generated by direct and

111direct effects.

labor income: cons1sts of employee compensation and proprietary income.

labor income multiplier: for every dollar change in final-d emand spending (direct output), the change in income

recc1ved by households.

Output: mdustry output is J measure of the va lue of goods and services produced in t he study area.

Output multiplier· An output multiplier for a sector is defined as the total production in all sectors of the economy that

1s ncccssJry to sat1sfy a dollar's worth of final demand for that sector's output {Miller and Blair, 1985). In other words,

every dollar chJngc 111 fmal-demand spending {direct output) changes the total value of output in all sectors.

Proprietary income: consists of payments received by self-employed individuals as income. This 1ncludes 111come

rec c1vcd by private busmess owners, doctors, lawyers and so forth .

36

GLOSSARY OF MEDIA EXPOSURE TERMS NUMBER OF EXPOSURES (NUMBER)

The number ot expo~ure<. a property generates is the number of

irldepend(>nl sequt->nce'> o f exposure a brand-property combin<ltion generate~. In regards to its usefulness in analysis, it can be used to <-l~'>CS'> tlw number of trnw~ d ~rgnage point is seen uniquely.

SUM OF DURATION ON SCREEN (SECONDS)

Dur atror1 on '>creen is probably the most common comparative used Cl'> rt r'> a pure measure There are no externai factors such as

audrence, cost per thousc~nd, or the quality of loca tion in play. It is

surtable rn clS'>essing pure Pxposure cap ture for share of voice

wrth rn a si1Med property such as LED Signage, or if looking at a <>pecifrc property year on year where a logo or setup may have

changed.

AVERAGE EXPOSURE DURATION (SECONDS)

The average expo'>ure duration gives a snapshot view of the

average duration on screen per exposure for a property

Average exposure size(% of total screen size)

The average exposure srze reiJresents the average srze on screen for the hits co llected for each exposure . It can give a basic view on

hit size for a property.

100% MEDIA EQUIVALENCY

100% media equivalency IJr ings an added layer of audience and cost JJN thousand or1 top of the duration comparison. It is suitable

if an analysis is needed where weight of exposure (durat ion), and the audience and cost per thousand is factored in, but the quality or impact of the exposure is not.

Ql MEDIA VALUE

This is the most common method of compmrson as it compri ses all elements of the equation- weight of exposure, audrence, cost per

thousand, and quality of the exposure (QI media value). Thrs is the

best method for overall appraisals of sponsorshif)s and rnventory, particularly in comparison to investment .

Ql SCORE

Ql Score is an excellent comparison of the actual exposure qual ity

and impact between and logos and properties . If the Ql Score rs

devised for an overall sponsorship, it ca n act as a guide on which n mix of properties is the optimum from a pure quality and impact

perspective, not counting weight of exposure, audience, or cost per thousand.

SCREEN LOCATION

Screen location ca n be used to make an assessmen t of the locatron

of the hits on screen . Location A is the center of the screen. Location B is the cumu lative figure for hit in location B, C, D and F

ONLINE MEDIA REACH

Aggregc~tednurniJerof<~ver<~gc•cJ,IIIyvrrtt r• rtr<l',.tlr··'>il<".wrtl' Blue Joy~ covPr<.lef' 111 Prrrellrl'> Cuurlly

I

37

2016 TORONTO BLUE JAYS Spring Training Economic Im pact Summary Table

2016 Toronto Blue Jays Spring Training Update

Florrdd, In County Attendees: Primary Trip Purpose: All

f-lorrda, Non Coun ty Attendees. Prrmary Trrp Purpose: Sprrng Training

Out of Sta te Attendees· Pr rmc~ry Trip Purpose. Spring Training

Flondd, Non-County Atten dee~: Primary lrip Pu rposf': Otlwr

Out of State Attendee~

Prrnrary I rrp Pur po~e· OtiH-'r

Total

'

Attendance Numbers

15,257

10,317

23,539

4,577

18,962

72,652

I

%

21%

14.2%

32.4%

G.J~.

26.1%

100%

Average Length of

Stay

-

0.8

7.4

0.6

7.9

Average Party Size

3.1

3.3

3.6

3.5

Average$ Per Party Per Day

$ 196.81

$481.61

$314 90

$419.04

Direct Spending

$541,Sl9

$25,421.774

$240,220

$17,935,051

$44,138,564

I

Total Spending

$<)23 ,23 1

$41,807,684

$4.!1, 3GO

$27,508,G72

$70,660,948

38

2016 TORONTO BLUE JAYS Florida, Non-County Attendees; Primary Trip Purpose: Spring Tra ining

Florida, Non-County Attendees; Primary Trip Purpose: Spring Training

Lodging

~ood c111d Bcve1 <~ge

G1 ocery

Adnll!>~ion

Golf

Museums

Evt'lllllg

T1 ansportcltlon

Silopp111g

Othc1

Total

Average $ Per Party Per Day

$29.40

$59.66

$14.14

$50.02

$0.35

$13.39

$22.13

$7.68

$0.04

$196.81

Percent by Category

14.9%

30.31/{.

7.2%

25.4%

0.0%

3.4%

6.8%

11.2%

3.9%

0.0%

100%

Direct Spending

$78,272.92

$158,835.46

$37,645.55

$133,170.46

$18,474.74

$35,648.79

$58,917.68

$20,446.80

$106.49

$541,518.90

Total Spending I

I $137,914.70

$279,863.63

$66,330.40

$234,642.62

$0.00

$1,641.84

$62,812.17

$103,811.30

$36,026.70

$187.64

$923,231.00

I

39

2016 TORONTO BLUE JAYS Out of Stat e Attend ees; Prima ry Trip Purpose: Spring Training

Out of State Attendees; Primary Trip Purpose: Spring Training

Lodging

Food c1nd Beverc1ge

Grocery

Adn11~S1on

Golf

Museum~

Even1ng

l1 a11~portat1on

\ilopp1ng

Otht>1

Total


$133.40

$91.02

$28.34

$80. 12

$14.76

$0.20

$41.54

$51.14

$40.52

$0.57

$481.61

Percent by Category

27.70%

18.90%

5.88%

16.64%

3.06%

0.04%

8.63%

10.62%

8.41%

0.12%

100.00%

Direct Spending

$7,041,516.38

$4,804,488.91

$1,495,926.34

$4,229,132.63

$779,106.31

$10,557.00

$2,192,688.08

$2,699,423.90

$2,138,84 7.40

$30,087.44

$25,421,774.39

I

Total Spending

$11,580,210.22

$7,901,279.87

$2,460,143.61

$6,955,070.79

$1,281,288.63

$17,361.63

$3,606,011.49

$4,439,369.95

$3,517,467.15

$49,480.66

$41,807,684

40

2016 TORONTO BLUE JAYS Florida, Non-County Attendees; Primary Trip Purpose: Other

Florida, Non-County Attendees; Primary Trip Purpose: Other

Ludgrng

I oCHI .111d Hcver agt:>

Gr ou·r \

Aclllli~SIOil

(Jolt

MU!:>t'UiliS

LVL'Illllg

1 r dllSpor t~tron

-)I lOp pill):;

Other

. Total


$100.18

$87 23

$10.25

$50.21

$2.53

$9. 77

$10.59

$42.67

$145

$0.02

$314.90

Percent by Category

3 J 8%

27 7%

3.3%

15.9%

0 .8%

3. 1%

3.4%

13.G%

0.5'/'u

0.0'/(,

100.00%

Direct Spending

$76,421.91

$66,543.06

$7,819.17

$38,302.50

$1,930.00

$7,453.01

$8,078.54

$32,550.64

$1,106.13

15.25692

$240,220.21

I

Total Spending

$134,048.41

$116,720.33

$13,715.27

$67,184.77

$3,385 .33

$13,073.00

$14,170.22

$57,095.68

$1,940.21

$26.76

$421,360

41

2016 TORONTO BLUE JAYS Out of State Attendees; Primary Trip Purpose : Other

Out of State Attendees; Primary Trip Purpose: Other

Loclg1ng

Food ,1nd Beve1 dge

Grocery

Admiss1on

Golf

Museums

Even1ng

11 ansporl,ll!On

Sllopp111g

Ot Ill' I

Total -


$66.23

$82.45

$39.12

$70.78

$8.22

$1.67

$21.03

$61.85

$67.40

$0.29

$419.04

Percent by Category

15.8%

19.7%

9.3%

16.9%

2.0%

0.4%

5.0%

14.8%

16.1%

0.1%

100.0% .

I

Direct Spending Total Spending

$2,834,665.93 $4,347,793.40

$3,528,887.30 $5,412,585.93

$1,67 4,348.95 $2,568,106.26

$3,029,407.43 $4,646,486.74

$351,818.72 $539,617.42

$71,476.55 $109,630.30

$900,090.96 $1,380,554.06

$2,64 7,200.48 $4,060,260.03

$2,884,742.32 $4,424,600.26

$12,412.10 $19,037.60

$17,935,050.74 $27,508,672

42

2016 TORONTO BLUE JAYS Spring Training Overall Economic Impact

2016 Toronto Blue Jays Spring Trainin U date

Direct '

Indirect I

Ill

Induced Total Multiplier

43

2015 TORONTO BLUE JAYS SPRING TRAINING Canadian TV Broadcast Exposure

Brand location Exposures

StilliC Boill d Freid 2,245

l t•wl Home Plate VisitDuncd inFL.com

St.!lrc Bodrd 72

Oul field Wall

Florida Vt'riJal Mentron !)5

Postcard Shot 59

Dunedin - Florida VE>r bal Mention 102

TVGI r ext 11

St.:~llc Board 28

Outfreld Wa ll St. Petersburg Clearwater

V<'r bill Mt>ntron ~

TOTAL 2,605

Duration

20,112

142

340

624

408

64

62

12

21,764

100% Media Equivalency

$2.347,760

$16,253

$36,113

$71,940

$43,738

$7,2 13

$6,891

$1,481

$2,531,388

Ql Media Value

$4/0 ')}fo

$3./·lS

$3b,JB

$71,940

$43,738

$2, ]!)7

$1,!)11

$1 481

$631,944

Ill

Ql Score

l'J'H

! ~~ .1 ',

100.00

100.00

100.00

:n.4s

211.56

100.00

60.23

44

QUALITY INDEX (QI) METHODOLOGY Nielsen Sports analyzes over 100,000 hours of sports broadcast annually using t his approach. This is the estab lished globa l measure on brand exposure in video content.

• Our unique image detection technology analyzes video conte nt across digital platforms

• The technology drives consistency, data quality and efficiency for our media products and outputs ...

IMAGE RECOGNITION SOFTWARE

DATA CAPTURE

RESEARCH LED APPROACH TO

WEIGHTING$ & DISCOUNTS

AUDIENCE DATA & COST PER

THOUSANDS USED TO VALUE

EXPOSURE BY MARKET & DEMOGRAPHIC

Ql MEDIA - ,......_ . - . ,.... - . - ,......_ -.,--~ ~ . - - . ..... _ ' '-' -----

I

45

BON N MARKETING, INC

3758 PINEY GROVE DRIVE

TALLAHASSEE, FLORIDA 323 11

MARK A. BONN, Ph.D.

PHONE: 850.567.1826

[email protected]

NIELSEN SPORTS

1010 W ASHINGTON BLVD

STAMFORD, CT 0 6901

SCOTT HOROWITZ

PHONE : 480.717.1220

SCOTT. HOROWITZ@N IELSEN.CO M

GEORGINA WEBB

PHON E: 203.975.9000

[email protected]

11ielse11 • • • • • • • • •

AN UNCOMMON SENSE

O F THE CON SUM ER™

46

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