Monetary figures were released by Texas A&M, detailing the revenue generated by the media exposure that A&M’s successful football season and Johnny Manziel’s Heisman Trophy brought to the University.
The figures, released Friday afternoon, show that Manziel winning the Heisman produced more than 1.8 million media impressions, which translates into $37 million in media exposure for A&M.
A&M hired sports and sponsorship evaluation company Joyce Julius & Associates, based in Ann Arbor, Mich. The company has been conducting research of this type since 1985.
“This study by Joyce Julius & Associates provides us detailed, quantifiable information about how positive athletics news can translate into actual dollars in terms of media exposure and contribute significantly to our on-going branding initiatives for the entire university,” said Jason Cook, Texas A&M’s vice president for marketing and communications. “You often hear the phrase that ‘you can’t buy that kind of coverage,’ and this report shows how expensive it would be to actually reach a national audience over such an extended time period.”
Media impressions include news mentions from print, television and internet sources. The $37 million dollar figure does not reflect increases from merchandise sales, ticket requests or donations to the school, all of which historically have risen dramatically at schools that have produced a Heisman Trophy winner, according to a press release by A&M.
A&M is also ranked No. 15 in licensing revenue, up from No. 19 or $3.2 million, according to the press release.