Working Paper #7
The Platt Retail Institute undertook a study to determine the potential revenue that can be generated from the installation and operation of seven large digital screens around Wrigley Field, a baseball stadium located in Chicago, Illinois, USA.
Our methodology encompassed two approaches. The first is a market-based approach that considers advertising revenue derived from digital screens installed at comparable Major League Baseball stadiums. The second is a value-based approach, which assigns a value to an in-park sign that is seen during the broadcast of a baseball game by a television audience.
Table of Contents
- Revenue Models
- Comparable MLB Stadiums
- Media Value
- Comparable MLB Stadiums’ Digital Screen Asset Summary
- Comparable MLB Stadiums’ Digital Screens and Advertising Rates
- Potential for Increased Attendance at Wrigley Field
- Proposed Digital Screen Placement at Wrigley Field