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SBD/Issue 243/Sponsorships, Advertising & Marketing
"Fox NFL Sunday" Yields Top Pregame Brand Exposure Value At $4.3M
Published September 9, 2008
"Fox NFL Sunday" generated the most in-broadcast exposure opportunities for sponsorship brands among NFL pre-game shows during the first weekend of the NFL Season, according to Michigan-based research firm Joyce Julius & Associates. During Fox pregame show, eight brands combined for nearly 23 minutes of clear in-focus time. The brands were mentioned 14 times during the show, producing an overall exposure value of $4.3M. NBC's "Football Night In America" garnered eight minutes of on-screen time, 14 verbal mentions and $2.4M of exposure value, while CBS' "The NFL Today" delivered five minutes of camera time for 14 mentions worth $1M (Joyce Julius).
|
"FOX NFL SUNDAY"
|
|||
|
BRAND
|
ON-SCREEN TIME
|
MENTIONS
|
EXPOSURE VALUE
|
|---|---|---|---|
|
Ford
|
14:18
|
5
|
$2,572,665
|
|
MSN
|
3:32
|
0
|
$600,665
|
|
State Farm
|
2:30
|
4
|
$563,830
|
|
Burger King
|
1:19
|
1
|
$252,165
|
|
DirecTV
|
0:19
|
2
|
$110,500
|
|
FedEx
|
0:20
|
1
|
$85,000
|
|
TGI Friday's
|
0:05
|
1
|
$42,500
|
|
Coors Light
|
0:14
|
0
|
$39,665
|
|
Fusion
|
0:07
|
0
|
$19,835
|
|
Flex
|
0:04
|
0
|
$11,335
|
|
TOTAL
|
22:57
|
14
|
$4,298,160
|
|
"THE NFL TODAY" (CBS)
|
|||
|
BRAND
|
ON-SCREEN TIME
|
MENTIONS
|
EXPOSURE VALUE
|
|---|---|---|---|
|
Southwest Airlines
|
2:23
|
3
|
$403,665
|
|
FedEx
|
1:13
|
3
|
$240,330
|
|
The Home Depot
|
0:28
|
2
|
$112,000
|
|
Coors Light
|
0:22
|
2
|
$98,000
|
|
Sprint
|
0:12
|
3
|
$98,000
|
|
McDonald's
|
0:19
|
1
|
$67,665
|
|
Sony HDTV
|
0:14
|
0
|
$32,665
|
|
TOTAL
|
5:11
|
14
|
$1,052,325
|
|
"FOOTBALL NIGHT IN AMERICA" (NBC)
|
|||
|
BRAND
|
ON-SCREEN TIME
|
MENTIONS
|
EXPOSURE VALUE
|
|---|---|---|---|
|
GMC Sierra
|
7:26
|
5
|
$1,901,330
|
|
Sprint
|
0:21
|
4
|
$233,835
|
|
Prilosec OTC
|
0:05
|
2
|
$95,835
|
|
7-Eleven
|
0:05
|
1
|
$57,500
|
|
Hyundai Genesis
|
0:04
|
1
|
$53,665
|
|
Sears
|
0:03
|
1
|
$49,835
|
|
Ford
|
0:04
|
0
|
$15,335
|
|
Pepsi
|
0:01
|
0
|
$3,835
|
|
TOTAL
|
8:09
|
14
|
$2,411,170
|
