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Sponsorships Advertising Marketing

COULD CHARISMATIC'S INJURY HAVE BEEN A LUCKY BREAK FOR VISA?

          In conjunction with THE DAILY, CT-based Sponsorship
     Research Int'l measured the amount of exposure Triple Crown
     Challenge sponsor Visa received during ABC's broadcast of
     the Belmont Stakes last Saturday.  Visa ran five 30-second
     spots during the broadcast.  Exposure equals the amount of
     time that at least 90% of Visa's name/logo were legible on-
     screen.  Total broadcast time less ads and promos was
     1:06:00.  THE DAILY compares Visa's exposure this year to
     the exposure it received during last year's coverage of the
     event, which ran 1:04:59.  Handlers' apparel = hats, shirts
     and bibs of walkers, outriders and starters (THE DAILY).

                           '99 BELMONT            '98 BELMONT 
SPONSOR LOCATION         TIME  % OF B'CAST      TIME  % OF B'CAST
ON SCREEN:
Graphics                 4:10      6.3%         3:32      5.4%
ON-TRACK:
Signage                  0:20      0.5%         0:17      0.4%
Visa CEO's Jacket        0:30      0.8%         0:30      0.8%
Handlers' Apparel        2:37      4.0%         1:14      1.9%
Pass/Badge               0:00      0.0%         0:06      0.2%
TOTAL                    7:37     11.5%         5:39      8.7% 

          NOTE: Visa's increased brand exposure during Saturday's
     race can be attributed to the significant coverage time that
     ABC devoted to Charismatic's injury immediately after the
     race.  Belmont's course workers received extensive exposure,
     resulting in more TV time for Visa-branded apparel. 

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