In an exclusive for THE DAILY, Sponsorship Research
Int'l USA conducted an exposure analysis to measure the on-
screen legibility for the first day of coverage of the
Andersen Consulting Match Play Championship Wednesday on
ESPN. Excluding commercials, there were three hours, 12
minutes and 40 seconds of Day 1 coverage, during which the
Andersen Consulting brand was clearly legible (defined as
90% of the name on-screen and clearly readable) for thirteen
minutes and 31 seconds, or 7.0% of the broadcast. A
breakdown of Andersen Consulting's total exposure follows:
ON-SCREEN GRAPHICS 13:10 (6.8%)
ON COURSE: MAIN LEADER BOARD 00:11 (0.0%)
CADDIE BIBS 00:09 (0.0%)
SCOREBOARD 00:01 (0.0%)
PIN FLAGS 00:00 (0.0%)
THE AD ROSTER: The following lists the advertisers
during the Andersen Championship on the DirecTV broadcast:
ESPN (Various promos) 22 AmEx 3
DirecTV 13 Bank of America 3
Andersen Consulting 9 Maxwell House 3
Cadillac 6 NEC Multimedia 3
PGATour.com 5 Norwegian Cruiseline 3
Adams (Tight Lies) 3 Xerox 3
ANDERSEN FEELS LOVE FOR GOLF: In L.A., Thomas Bonk
writes that Andersen "considers its investment" in the Match
Play event a "huge success." Andersen's four-year deal as
title sponsor is "believed to be between" $6-8M. More than
1,000 Andersen clients "are being entertained this weekend"
at La Costa, CA, and the company says that golf is a way to
reach its target group of Fortune 500 execs. Andersen Dir
of PR Eric Jackson: "They read about golf, they play it,
they study it, they love it" (L.A. TIMES, 2/26).
IS ABC SAYING NOVENAS FOR TIGER: ABC Sports Dir of
Media Relations Mark Mandel, on the loss of all but one
(Tiger Woods) of the top ten seeds at the tournament:
"There's still plenty of big names left. This has turned
out to be just as exciting a tournament as expected." But
USA TODAY's Rudy Martzke writes, "Hardly thanks to ABC's
production, whose corner graphics often have been late and
lack the player's opponent" (USA TODAY, 2/26).
