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Sponsorship Research International (SRi) analyzed four college bowl games airing between 12/30/97 and 1/2/98 to measure the amount of exposure received by the title sponsor. The sponsor exposure column represents the amount of time the sponsor's name or logo was legible as a percentage of the entire broadcast including pre-kickoff activities and the post-game wrap-up. For the Rose Bowl, where there is no sponsorship, exposure was based on the presence of the "Tournament of Roses" words and logo (SRi).
BOWL GAME DATE NET BROADCAST
Nokia Sugar Bowl1/2ABC3:4622%2) FedEx Orange Bowl1/1CBS3:2015%3) Rose Bowl1/1ABC3:1111%4) Builders Square Alamo Bowl12/30ESPN3:289%EXPOSURE
On Screen27%38%44%17% Mid-field13%14%27%23% 25-yard lines15%12%N/A33% Sideline Wall4%11%N/A1% Uniform Patches5%24%24%15% End Zone7%1%N/A10%