태권도 격파왕대회 타이틀 스폰서십의 광고노출효과 분석 (Advertisement Exposure Effect Analysis of Taekwondo King of Breaking Competition Title Sponsorship)

서지정보

· 발행기관 : 한국스포츠산업경영학회
· 수록지 정보 : 한국스포츠산업경영학회지 / 15권 / 6호 / 15 ~ 28페이지
· 저자명 : 양걸, 강지현, 전익기

초록

본 연구는 ‘2009 정관장배 KTA 격파왕대회‘의 광고노출효과를 분석함으로써 태권도 경기대회 타이틀 스폰서십 참여에 따른 효과에 대한 실질적인 자료를 제공하고자 하였으며 이를 위해 2009년 11월 6일 SBS 금요스포츠에서 방송된 '2009 정관장배 KTA 격파왕대회'의 타이틀 스폰서 기업인 ‘정관장’을 대상으로 광고형태에 따라 경기장광고, 가상광고, BPL광고의 광고노출분석을 실시하였다.
연구목적에 따라 연구를 수행한 결과, 다음과 같은 결론을 도출하였다.
첫째, 광고형태에 따른 격파왕대회의 타이틀 스폰서십 광고노출빈도와 광고노출시간은 경기장광고(117회, 1013초), 가상광고(123회, 552초), BPL광고(147회, 1336초)로 나타났고 총 노출빈도는 387회, 총 노출시간은 2901초로 나타났다.
둘째, 격파왕대회의 총 시청률은 1.2%, 총 시청자수는 75,389명, 도달율은 6.8%로 나타났으며, 광고비단가는 SBS방송국의 15초당 1,035,000원으로 책정되어 격파왕대회의 초당 광고비단가는 69,000원/초로 나타났다.
셋째, CBC계산식에 의한 격파왕대회의 타이틀 스폰서십 참여 효과는 200,172,013원 + α 로 나타났다.

영어초록

The purpose of this research is to provide practical data on the effects of participation in title sponsorship of a Taekwondo competition by analyzing advertisement exposure effects of “2009 Jeonggwanjangbae KTA King of Breaking Competition,” and to come up with a plan of growth for Taekwondo competitions based on the findings.
The survey participant of this research was “Junggwanjang,” the title sponsor firm for “2009 Jeonggwanjangbae KTA King of Breaking Competition,” which was broadcast on SBS Friday Sports on November 6th, 2009. The ads were broken into different types, namely sports field advertising, virtual advertising, and BPL advertising for the ad exposure analysis.
From the findings of the present research carried out according to the research objective, the following conclusions were drawn.
First, ad exposure frequency and ad exposure time of the title sponsorship for the King of Breaking Competition for the different types of ads were as follows: sports field advertising (117 times, 1013 seconds), virtual advertising (123 times, 552 seconds), BPL advertising (147 times, 1336 seconds). The total exposure frequency was found to be 387 and the total exposure time 2901 seconds.
Second, the total audience rating of the King of Breaking Competition was found to be 1.2%, the total audience number to be 75,389, and reach rate to be 6.8%. The unit cost of advertising was 1,035,000 won per 15 seconds at the SBS broadcaster, from which the unit cost of advertising per second for the King of Breaking Competition was found to be 69,000 won per second.
Third, the title sponsorship participation effects for the King of Breaking Competition according to CBC calculation system was found to be 200,172,013 won + α.

참고자료

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