This may be the greatest example of padding the numbers that any PR agency has ever seen. And, if you ask around, some may say that this mathematical #PRFail couldn’t have happened to a nicer guy.
Enter into the Arithmophobia fray Daniel Snyder, owner of the NFL team in Washington D.C.
Snyder is a guy that isn’t beneath showcasing how awesome his team is, but thanks to Meltwater (PR AOR Burson-Marsteller) and TVEyes via The Washington Post, we find that the team’s training camp may be a BIT less popular than he wants you to think it is:
With the help of third-party media monitoring services Meltwater and TVEyes, the team put out a fancy 13-page report on its findings. That report determined, among other things, that there were “7,845,460,401 unique visitors of print/online coverage of the 2014 Bon Secours Washington Redskins Training Camp from July 24-Aug. 12.”
Their methodology was described in the report as “if six articles on ESPN.com contain the specified search terms within the specified timeframe, the website’s unique visitor count (and accompanying value) is multiplied by six.”
See, that’s the problem with impressions and that advertising-equivalency value thing–vanity really doesn’t impress people these days. In the words of another notable sports figure…