SBD/29/The Back Of The Book

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  • SPORTS SPONSOMETER: EXPOSURE FOR COLLEGE BOWL TITLE SPONSORS

              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).
    RANK
    BOWL GAME DATE NET BROADCAST
    LENGTH
    SPONSOR
    EXPOSURE
    1)
    Nokia Sugar Bowl
    1/2
    ABC
    3:46
    22%
    2)
    FedEx Orange Bowl
    1/1
    CBS
    3:20
    15%
    3)
    Rose Bowl
    1/1
    ABC
    3:11
    11%
    4)
    Builders Square Alamo Bowl
    12/30
    ESPN
    3:28
    9%
    Title sponsor exposure was generated from a number of sources including those listed in the table below (SRi).
    EXPOSURE
    VEHICLES
    SUGAR
    BOWL
    ORANGE
    BOWL
    ROSE
    BOWL
    ALAMO
    BOWL
    On Screen
    27%
    38%
    44%
    17%
    Mid-field
    13%
    14%
    27%
    23%
    25-yard lines
    15%
    12%
    N/A
    33%
    Sideline Wall
    4%
    11%
    N/A
    1%
    Uniform Patches
    5%
    24%
    24%
    15%
    End Zone
    7%
    1%
    N/A
    10%

    Print | Tags: ABC, CBS, ESPN, FedEx, The Back of the Book, Viacom, Walt Disney
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