SBD/19/Sponsorships Advertising Marketing

THE COMPANY WITH KALEIDOSCOPE EYES ON SPORTS RESEARCH

          Kaleidoscope Sports & Entertainment, a subsidiary of
     The Interpublic Group of Companies, has formed ROI Research,
     a new unit focused on quantifying the value of sports and
     entertainment sponsorships through data analysis.  Based in
     New York, ROI will specialize in sponsorship and consumer
     research, with an emphasis on the measurement of sponsorship
     awareness, brand image, media exposure and return-on-
     investment.  The agency will also provide data on TV
     exposure, publicity, promotions, on-site exposure, revenues
     and costs associated with sponsorship.  Tracy Shoenadel, a
     Founder of the Fox Sports/TMG Poll, has been named Managing
     Dir of ROI Research.  In addition, the company named Joe
     Doyle as ROI Dir of Research and Larry DeBaris as its Senior
     Research Manager (Kaleidoscope Sports & Entertainment).

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