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%