Visa Reaps Exposure From Derby; Could Anyone See Jockey Ads?

Visa Again Receives The Most Exposure During Kentucky Derby

Connecticut-based Sponsorship Research Int'l (SRi) analyzed the exposure received by sponsors during NBC's coverage of the Kentucky Derby last Saturday and found that Triple Crown title sponsor Visa generated 6 minutes, 38 seconds (6:38) worth of exposure during the broadcast. The exposure generated represents a 29% decrease from the 9:17 received last year. While 59% of Visa's exposure (3:55) came from on-screen graphics, on-screen exposure was down 24% from '03. Visa branding was again featured alongside the betting odds, generating 2:13 of the overall on-screen time. Visa graphics appeared only 19 times in '04 for an average length of 0:12, as opposed to 22 times in '03 for an average 0:14. Additionally, due largely to the rainy weather, Visa saw a 40% decrease in exposure compared to '03 levels from apparel branding. Most of the outriders wore jackets due to the rain, meaning exposure levels increased for Visa from this branding source, but exposure from shirts and bibs decreased since they were often worn under the jackets. Visa also received four fewer verbal mentions during the broadcast.

OTHERS: Following Visa, Goodyear generated the second most exposure (0:58), followed by Buick (0:37) and Computer Associates (0:22). Goodyear received graphic and verbal mentions as sponsor of the Goodyear Blimp, while Buick and Computer Associates received exposure as sponsors of the "Buick Triple Crown Moment" and "Computer Associates Race Replay", respectively. Overall, sponsors of the Kentucky Derby generated a total of 9:16 of exposure from signage, apparel, graphic and verbal exposure.

NOTE: Legibility is defined as 90% of a logo being visible on-screen. A verbal mention is equivalent to 0:05 of exposure.

JOCKS: SRi also analyzed exposure received from branding on the jockeys' apparel at the Derby. The analysis shows the branding was not as effective in generating exposure as many may have hoped. Branding on 11 of the 14 jockeys was never clearly legible to the viewing audience. Sponsors generated a total of 7:35 of on-screen presence, of which only 6% (0:26) resulted in legible exposure. During the broadcast, just three sponsors generated any legible exposure — Wrangler (0:15), SmartJets (0:10) and TrimSpa (0:01). Wrangler received exposure from branding on Shane Sellers' hat and turtleneck during an interview prior to the race. SmartJets generated the majority of its exposure from branding on Edgar Prado's and John Velazquez' pants. Apparel branding on the jockeys during the Kentucky Derby was clearly ineffective in driving significant amounts of exposure for the sponsors. Overall, no sponsor generated a level of efficiency above 12%.