In conjunction with THE DAILY, CT-based Sponsorship
Research Int'l (SRi) conducted an analysis comparing the
amount of legible exposure generated by the sponsors of the
top three fishing boats in the Ranger M1 Millennium Bass
Tournament on Fox Sunday to the amount of exposure received
by the sponsors of the top three finishing cars in the
NASCAR Checker Auto Parts/Dura Lube 500 that aired Sunday on
TNN from 2:00-6:00pm ET. The data shows that bass fishing
offers sponsors exposure very close to a NASCAR event (SRi).
NOTES: Legibility exposure is defined as the amount of
time per broadcast hour when 90% of the sponsor's logo is
on-screen and clearly legible. Presence time is defined as
the amount of time per broadcast hour when the
sponsors/vehicle/endorser is on screen but the sponsor's
name may or may not be legible. Analysis is based per
broadcast hour; % of exposure = the percentage of legible
exposure a sponsor received per each hour of the broadcast.
TOP 3 FINISHERS PRESENCE LEGIBLE %/EXPOSURE
BASS FISHING TIME EXPOSURE PER HOUR
1) DARRELL ROBERTSON-EVERSTART
Angler 0:09:29 0:01:44
Boat 0:04:07 0:00:45
On-Screen Credit NA 0:00:06
TOTAL: 2:35 4.30%
2) DAVID FRITTS-WRANGLER
Angler 0:03:00 0:00:27
Boat 0:01:37 0:00:10
On-Screen Credit NA 0:00:22
TOTAL: 0:59 1.62%
3) REX HUFF-FUJI FILM
Angler 0:05:54 0:00:50
Boat 0:01:52 0:00:10
On-Screen Credit NA 0:00:18
TOTAL: 1:18 2.15%
NASCAR
1) TONY STEWART-HOME DEPOT
Car 0:38:38 0:02:06
Team 0:03:08 0:00:19
Driver 0:03:42 0:00:19
TOTAL: 2:44 4.54%
2) MARK MARTIN-VALVOLINE
Car 0:23:47 0:00:56
Team 0:00:53 0:00:01
Driver 0:01:07 0:00:05
TOTAL: 1:02 1.71%
3) BOBBY LABONTE-INTERSTATE BATTERIES
Car 0:23:58 0:01:04
Team 0:01:15 0:00:02
Driver 0:01:50 0:00:26
TOTAL: 1:32 2.58%
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