Red Sox-A's Japan Series Nets Sponsors Valuable TV Exposure

EMC, Pepsi Earn $851,000 In Exposure From Uniform Patches In Red Sox-A's Japan Series

The Red Sox and A's for their two-game series in Japan wore EMC and Pepsi logos on their sleeves, and research by Joyce Julius & Associates Inc. shows the combined four live and replayed broadcasts of the games on ESPN2 earned the sponsors $851,000 of in-broadcast exposure value. EMC sleeve logos appeared clear and in-focus for a total of 18 minutes, eight seconds during the four telecasts, and when comparing the in-broadcast exposure to the estimated cost of a TV spot during the game, EMC is credited with $544,000. Pepsi sleeve logos appeared clear and in-focus for 10 minutes, 14 seconds, earning the company $307,000 of comparable exposure value. Ricoh, the series' title sponsor, had its logo on the batting helmets of both teams, which amassed $498,000 in TV exposure from 16 minutes, 36 seconds of on-screen time (Joyce Julius).