SBD/15/The Back Of The Book

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  • SPORTS SPONSOMETER: LIPTON'S SPONSORSHIP NETS GOOD EXPOSURE

              Sponsorship Research International (SRi) analyzed the
         men's and women's Lipton Tennis Tournament Finals which
         aired on CBS on Saturday, March 28, and Sunday, March 29, to
         measure the amount of exposure received by the tournament's
         title sponsor Lipton.  Lipton's exposure did not vary
         greatly between the two telecasts.  But it did receive a
         slightly higher percentage of exposure for the women's final
         which was most likely due to longer rallies in the women's
         game.  NOTES: ^ = entire broadcast time minus commercials;
         legibility time refers to amount of time for which at least
         85% of the sponsor's name and/or logo was readable to the
         viewer; % of broadcast = dividing amount of legibility
         received into broadcast length (THE DAILY): 
    MATCH
    DATE
    LENGTH ^
    VENUS WILLIAMS VS. ANNA KOURNIKOVA
    3/28
    1:38:45
    MARCELO RIOS VS. ANDRE AGASSI
    3/29
    2:08:55

    WOMEN'S FINALS MEN'S FINALS
    LOCATION
    LEGIBILITY
    %/
    BROADCAST
    LEGIBILITY
    %/
    BROADCAST
    On-Screen
    0:06:37
    6.7
    0:06:49
    5.3
    Back/Side Signage
    0:49:43
    50.3
    0:55:36
    43.1
    Tournament Logo
    0:05:27
    5.5
    0:04:31
    3.5
    Web Site Address
    0:00:38
    0.6
    0:01:15
    1
    Umpire Chair
    0:00:19
    0.3
    0:00:28
    0.4
    Cooler on Court
    n/a
    n/a
    0:00:12
    0.2
    Cooler on Court
    0:00:11
    0.2
    n/a
    n/a
    Entrance Gate
    0:00:08
    0.1
    n/a
    n/a
    Umbrella
    n/a
    n/a
    0:00:40
    0.5
    Sand Castle
    0:00:05
    0.1
    n/a
    n/a
    Fan T-shirt
    0:00:02
    0
    n/a
    n/a
    Fan Hat
    n/a
    n/a
    0:00:14
    0.2
    Lipton Brisk Can
    0:00:05
    0.1
    n/a
    n/a
    LIPTON NET TOTAL
    0:57:24
    58.1
    1:05:55
    51.1

     

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