Perimeter-Based Advertising and Fan Characteristics in the NHL and MLB

This study analyzes corporate perimeter advertisements (ads displayed around the field of play) in the National Hockey League (NHL) and Major League Baseball (MLB) to determine if the fans of these leagues are presented with similar or differing ads. Variations in the ads should reflect differences in the fan bases. Building on existing literature, 1,169 perimeter ads were categorized into 20 distinct groups. While from a high level, the ads appear generally similar, NHL fans are exposed to significantly more ads promoting business services and light beer, while MLB fans see more ads related to home improvement products and services, as well as regular beer, providing insight into the audiences the advertisers aim to reach.