VISA GETS BRAND EXPOSURE ON 10% OF ABC'S TRIPLE CROWN SERIES

          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 broadcasts of     all three Triple Crown events -- the Kentucky Derby, the     Preakness Stakes and the Belmont Stakes.  Exposure equals     the amount of time that at least 90% of Visa's name/logo     were legible on-screen.  Total broadcast time for all three     races less commercials and promos was 3:16:19.  THE DAILY     compares Visa's exposure this year to the exposure it     received during last year's Triple Crown coverage, which ran     for a total of 3:15:19.  Handlers' apparel = hats, shirts     and bibs of walkers, outriders and starters (THE DAILY).                      
  
     
    
'99       TRIPLE CROWN
    
'98       TRIPLE CROWN
  
  
     
SPONSOR       LOCATION
    
       
TIME
    
    
       
%         OF 
        B'CAST
    
    
       
TIME
    
    
       
%         OF
        B'CAST
    
  
  
     
ON       SCREEN:
  
  
     
Graphics
    
       
11:22
    
    
       
5.8%
    
    
       
10:42
    
    
       
5.5%
    
  
  
     
Visa       CEO's Jacket
    
       
1:32
    
    
       
0.8%
    
    
       
0:30
    
    
       
0.3%
    
  
  
     
ON-TRACK:
  
  
     
Signage
    
       
0:43
    
    
       
0.4%
    
    
       
1:12
    
    
       
0.6%
    
  
  
     
Handlers'       Apparel
    
       
5:17
    
    
       
2.7%
    
    
       
7:07
    
    
       
3.6%
    
  
  
     
Credentials
    
       
0:37
    
    
       
0.3%
    
    
       
1:45
    
    
       
0.9%
    
  
  
     
TOTAL
    
       
19:31
    
    
       
9.9%
    
    
       
21:16
    
    
       
10.9%