In conjunction with THE DAILY, CT-based Sponsorship
Research Int'l (SRi) conducted an analysis charting the
amount of legible exposure generated by the sponsors of the
NFL pre-game shows on Fox and CBS. 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. All of
the sponsors that received any verbal mentions or on-screen
credits were sponsors of the pre-game shows themselves, and
only National Car Rental and Southwest Airlines are NFL
sponsors. Neither network ID'd any of the stadium title
sponsors, either verbally or via on-screen graphics (SRi).
"FOX NFL SUNDAY"
SPONSOR LEGIBLE EXPOSURE VERBAL MENTION
1-800-Gateway 0:02:58 None
E-Trade 0:00:04 One
Ermenegildo Zegna 0:00:03 None
National Car Rental 0:03:56 One
Porsche 0:00:09 Two
SAP 0:00:05 One
Weather Channel 0:00:56 One
TOTAL 0:08:41 Six
"THE NFL TODAY" ON CBS
SPONSOR LEGIBLE EXPOSURE VERBAL MENTION
Air Force 0:00:05 One
Ameritrade 0:00:56 None
AutoNation Direct 0:00:02 None
Bolla 0:00:05 One
CarQuest 0:00:05 One
Gateway 0:01:02 None
IBM 0:00:05 One
Joseph Abboud 0:00:02 None
NASDAQ 0:00:02 None
Original Coors 0:01:07 One
Southwest Airlines 0:02:43 Four
TOTAL 0:07:09 Nine
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