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TOSTITOS THE BIG WINNER IN BOWL GAME EXPOSURE ANALYSIS
Published January 5, 1999
On behalf of THE SPORTS BUSINESS DAILY, CT-based Sponsorship Research Int'l analyzed ABC's live broadcasts of two BCS games, the "Rose Bowl presented by AT&T" on January 1 and last night's "Tostitos Fiesta Bowl," to measure the amount of exposure received by a presenting sponsor that received no in-stadium signage (AT&T) and by a title sponsor (Tostitos). SRi's analysis below presents the amount of time the sponsor's name, or 90% of its logo, was legible, in-focus and on-screen as a percentage of the entire broadcast, including pregame, but excluding commercials. BROADCAST LENGTH = Start of broadcast to end of game. SPONSOR EXPOSURE = Net legibility time of broadcast less commercials (SRi/THE DAILY). BOWL GAME BROADCAST LEGIBLE EXPOSURE SPONSOR EXPOSURE LENGTH TIME (h:mm:ss) (% OF BROADCAST) FIESTA BOWL 4:06:53 0:45:01 29.7% ROSE BOWL 3:36:44 0:09:10 5.5% SOURCES OF EXPOSURE FIESTA BOWL ROSE BOWL On-screen Graphics 18% 98% On-field Signage 21% - Uniform Patches 29% - Sideline Apparel 2% - Equipment 2% - In-stadium Signage 28% - Virtual Signage - 2% NOTES: AT&T's presenting sponsor status for the Rose Bowl was limited to on-screen graphics and one of five virtual signage boards that appeared to be at the top of the stadium but were generated as part of the ABC broadcast via virtual signage. Title sponsor exposure for Tostitos was generated from dozens of sources (boards, uniform patches, goal posts, temporary tattoos, etc). The exposure percentage was calculated by dividing the amount of legibility received by that particular exposure vehicle into the total amount of legibility time received throughout the broadcast.