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% |
