SBD/29/The Back Of The Book

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%
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