As part of the Jacksonville Armada’s overhaul of their business approach, the soccer team’s ownership has changed its media exposure tactics and the team has already scored more audience.
Robert Palmer, new owner of the club, immediately set out to revamp the television broadcast and advertising agreements shortly after he announced his purchase of the team July 18. Palmer directed the budget for RP Funding — his financial, mortgage and real estate firm — to be nearly entirely reallocated in North Florida to radio and television marketing around the Armada. The price of the advertising campaign was not provided.
It was a shift that seemingly went away from his company’s financial services interest and went totally into the NASL franchise. But with Palmer’s desire to use the Armada as an advertising vehicle for his company, the shift in advertising targeting seemed to pay off, at least according to the Armada’s figures.
The Armada sunk all advertising into the broadcasting of the Armada’s game against the San Francisco Deltas on July 30 on WJXT TV-4. That first match televised under new ownership drew viewership of an estimated 16,000 households in the First Coast market, radically up over the last televised Armada game that garnered an estimated viewership of about 700 households locally.
“With advertising and upgrading the broadcast to the major stations, as well as broadcasting in Orlando and adding in radio coverage, we were able to reach more than 20 times the number of people we reached the last time the Armada played the Deltas,” Palmer said.
The advertising saturation in the First Coast market was substantial before that game July 30. There were 968 television commercials and 1,171 radio commercials that aired.
An additional effort to expand the reach of Armada — and by nature the reach of RP Funding — was furthered by agreements to air games on 97.3-FM Planet Radio and in Spanish on 106.9-FM…