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.