SBD/15/The Back Of The Book

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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CBS, The Back of the Book, Viacom

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