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 |
