SBD/5/Collegiate Sports

TOSTITOS THE BIG WINNER IN BOWL GAME EXPOSURE ANALYSIS

          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. 
                          
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ABC, ATT, Colleges, Walt Disney

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