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SBD/Issue 202/Sponsorships, Advertising & Marketing
Nielsen Finds adidas Garners Boffo World Cup Exposure
Published July 18, 2006
adidas and Puma combined for 1.3 billion TV impressions during ABC’s coverage of the Italy-France World Cup final, according to a Nielsen Sports study to be released later today. While Puma outfitted Italy’s winning team, adidas, a FIFA sponsor as well as the French outfitter, claimed 94% of the combined impressions. Among all sponsors, adidas saw the most exposure among adults aged 25-54. The following lists the top 20 sponsors during the game, based on impressions among adults aged 25-54. Impressions are weighted on a 30-second basis and include both pregame and overtime coverage (THE DAILY).
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TOTAL IMPRESSIONS IN MILLIONS |
|||||
| SPONSOR |
TOTAL OCC. |
TOTAL DUR. |
25-54 |
M25-54 |
W25-54 |
|---|---|---|---|---|---|
adidas |
529 |
1:33:02 |
1,231.7 |
787.9 |
443.8 |
Hyundai |
325 |
0:54:22 |
722.3 |
461.1 |
261.3 |
T-Mobile |
260 |
0:52:11 |
689.0 |
440.2 |
248.8 |
Budweiser |
247 |
0:46:15 |
596.5 |
380.0 |
216.6 |
Philips |
292 |
0:29:09 |
389.2 |
248.0 |
141.2 |
Gillette |
266 |
0:26:18 |
351.1 |
223.7 |
127.4 |
Avaya |
282 |
0:26:11 |
349.0 |
222.5 |
126.5 |
Fujifilm |
266 |
0:25:42 |
343.3 |
218.8 |
124.6 |
Toshiba |
280 |
0:26:07 |
343.1 |
218.9 |
124.3 |
McDonald's |
237 |
0:22:18 |
300.7 |
192.4 |
108.3 |
Yahoo |
244 |
0:21:12 |
286.2 |
182.8 |
103.3 |
MasterCard |
227 |
0:20:49 |
275.6 |
176.3 |
99.3 |
Emirates Airlines |
210 |
0:18:54 |
257.2 |
164.5 |
92.7 |
Coca-Cola |
193 |
0:17:45 |
234.8 |
150.4 |
84.4 |
Continental Tires |
121 |
0:10:24 |
140.1 |
89.6 |
50.4 |
Puma |
74 |
0:05:35 |
73.0 |
46.7 |
26.3 |
Cialis |
9 |
0:01:28 |
22.6 |
14.6 |
8.2 |
Vonage |
9 |
0:01:06 |
6.0 |
4.1 |
1.9 |
AIG |
3 |
0:00:18 |
4.8 |
3.1 |
1.7 |
SOS Children's Villages |
3 |
0:00:08 |
1.8 |
1.1 |
0.6 |
