The University of Wyoming received $46 million worth of exposure due to a media evaluation of the Wyoming football team conducted by Joyce Julius and Associates.
The evaluation took place from the period of Aug. 1 to Dec. 31, 2017.
“It’s an economical analysis where they put a value on the exposure of the bucking horse, the name University of Wyoming, Wyoming Cowboys, anything that is associated with UW or Wyoming related to football,” Athletic Director Tom Burman said. “Then they [Joyce Julius and Associates] have a way to quantify the value based on what people pay for that same exposure.”
UW did not receive or pay the $46 million but what the study shows is the amount of money UW would have had to spend to receive the same amount of exposure.
The exposure the company looked for ranged from the amount of times UW helmets were shown, the home midfield, the exposure the end zones had, coaches apparel, fan apparel, all the way down to the goal post padding and other areas. In the study’s findings they calculated how many minutes and seconds these items had of exposure. From here they would assign a monetary value to the exposure and add it all up. The same would be done with the other media sources.
Josh Allen was a large reason why UW improved the amount of exposure it recieved this past season. With Allen being a hot topic, the university and the state are associated with his name. Anytime there are highlights of Allen or any Wyoming football player in general the university and the state will receive exposure.
“The National perception of the university has been heightened because of the success of the football program, which Josh was a key part of,” Burman said.
Mckinney said, “Obviously Josh meant a tremendous amount, I think outside of Fennis Dembo in basketball, this is probably the most national exposure we have ever received from one guy. Those numbers that we saw, a lot of them were due to Josh.”
The evaluation found that UW spent 20:51:13 on national television. UW was the focus point or at least mentioned inside of an article 32,300 times in National television, Television New Coverage, print media and internet media. Impressions ranged from simply seeing the team logo to being mentioned during a show or in an article. All of this exposure was worth $46 million according to Joyce Julius and Associates.
“They will calculate how many times the bucking horse appears (Wyoming’s Logo), how many times the opponents logo appears,” Kevin McKinney, senior associated athletic director for external affairs, said. “What signage is in the background. Is our logo more exposed than the signage. It’s amazing, they [Joyce Julius and Associates] look at every frame of a TV broadcast, they look at every newspaper article.”
This study only focused on traditional media exposure such as television, print and radio. It did not factor in any of the exposure that may have happened on social media such as Facebook, Instagram and Twitter.
This was the first time UW has conducted this study not allowing for any comparisons to be made.
UW will also have another smaller study conducted to see the amount of exposure UW will have received due to the draft talk around Allen.
While UW may have received a lot of exposure this year, the Cowboys will have to continue to win in order to stay relevant nationwide.
