Univ. Of Phoenix Scores Almost $20M In Super Bowl Exposure

The Univ. of Phoenix amassed an overall exposure value of almost $20M from media coverage preceding, during and following Super Bowl XLII through its naming rights of the Glendale stadium, according to research conducted by Michigan-based Joyce Julius & Associates, which measures the impact of sponsorships across all forms of media. The research also shows $10.2M of exposure value was realized during the game itself, as the name was clear and in-focus for one minute, 33 seconds (1:33) and Fox' announcers mentioned the school twice. The exposure value was calculated in comparison to the average $2.7M cost for a Super Bowl commercial on Fox. Univ. of Phoenix Stadium also hosted the '07 BCS Championship Game and collected $4.5M of exposure value with on-screen time of 2:08 and five verbal references (Joyce Julius).

NOTES: Super Bowl XLI was played at Dolphin Stadium.