2023 NHL Sponsorship Exposure Data

Relo Metrics provides a valuation of every brand exposure across broadcast and social for all 32 NHL clubs. Brands can use this data to evaluate active partnerships and explore future opportunities.<br/>

View Included:

- Exposure generated per sponsor and placement type across each rights holder

Tables Included: (available through the view)

- Rights holders
- Sponsors
- Placement types
- Sponsor annotations

Fields Included:

- League Year
- Sponsor
- Placement
- Platform
- Account Ownership
- Exposures
- Social Media Impressions
- Social Media Video Views
- Social Media Engagements
- Sponsor Media Value

Date Range:10-10-2023 to 06-17-2023

Sourcing:<br/>Data is sourced from broadcast networks and social media channels, including: Facebook, Instagram, Twitter, YouTube, and TikTok.<br/>

Exposure Detection:<br/>Exposures are detected through a rigorous analysis and QA workflow to detect relevant brand exposures for each NHL club resulting in thousands of hours of broadcast and social media posts analyzed with a subset of all annotations being reviewed for quality assurance of the data.<br/>

Top Use Cases for Brands:

- With sponsorships across multiple teams, understand the exposure and value generated to evaluate return on sponsorship investment and to inform renewal conversations.
- When looking to buy sponsorships, identify high performing placements from the teams that you want to work with.
- Keep an eye on competitors in the space to understand where they're getting exposure and investing in sponsorship.

Relo Metrics 可为全部32支国家冰球联盟（National Hockey League，NHL）俱乐部的广播电视与社交媒体端所有品牌曝光量提供估值服务。品牌方可依托该数据集评估现有合作关系，并探索未来合作机遇。

包含视图：
- 各权利持有方旗下各赞助商与投放类型所产生的曝光量

包含数据表（可通过上述视图获取）：
- 权利持有方
- 赞助商
- 投放类型
- 赞助商标注信息

包含字段：
- 联赛赛季
- 赞助商
- 投放内容
- 投放平台
- 账号归属方
- 曝光量
- 社交媒体展现量
- 社交媒体视频播放量
- 社交媒体互动量
- 赞助商媒体价值

数据覆盖时段：2023年10月10日 至 2023年6月17日

数据来源：
数据源自广播电视网络与社交媒体平台，具体包括：Facebook、Instagram、Twitter、YouTube及TikTok。

曝光量检测机制：
品牌曝光量通过严格的分析与质量保证（Quality Assurance，QA）流程完成识别：针对每支NHL俱乐部的相关品牌曝光进行检测，累计分析数千小时的广播电视内容与社交媒体帖文，并对全部标注信息的子集开展质量审核，以保障数据准确性。

品牌方核心应用场景：
- 针对多队赞助合作的品牌方，可依托该数据明晰各合作项下产生的曝光量与价值，以此评估赞助投资回报率，并为赞助续约谈判提供决策支撑
- 计划采购赞助权益时，可从意向合作俱乐部中筛选表现优异的投放类型
- 实时监测同赛道竞争对手的曝光渠道与赞助投入布局

搜集汇总

背景与挑战

背景概述

该数据集统计了2023年NHL所有32支球队赞助商在广播及社交媒体（含Facebook、Instagram等平台）的品牌曝光价值数据，包含曝光量、媒体估值等核心指标，适用于赞助效果评估和商业合作分析。数据通过严格的质量检测流程获取，覆盖2022年10月至2023年6月的赛季周期。