SBD/Issue 36/Sponsorships, Advertising & Marketing

Pregame Huddle: Ford Tops Advertiser Exposure On "Fox NFL Sunday"

 

Ford topped all advertisers in exposure during the "Fox NFL Sunday" pregame show during Week Six, according to an analysis conducted exclusively for SportsBusiness Daily by sponsorship research firm SRi. The automaker, which serves as a presenting sponsor of the show, accounted for 43% of all sponsor exposure during the program. Ford has been putting special focus during the show on its '11 midsize crossover SUV, the Edge, which was featured prominently during multiple segments. MSN finished second in exposure for its logo placed behind Fox NFL reporter Jay Glazer during his "Glazer's Edge" insider information segment. Coors Light was the only official NFL sponsor to get exposure, as it sponsored the analysts' "pick 'em" segment at the end of the show. Listed below is exposure for each advertiser during the Oct. 17 episode of "Fox NFL Sunday."

This week, THE DAILY will present exposure from each of the NFL Sunday pregame shows from Oct. 17. See tomorrow's issue for "The NFL Today" on CBS (SRi).

NOTES: Legibility is defined as the amount of on-screen time for which at least 90% of the sponsor’s name is clearly legible to the viewer. * = Official sponsor of the NFL. ** = NFL partner.

ADVERTISER EXPOSURE FOR "FOX NFL SUNDAY" FROM OCTOBER 17
ADVERTISER
LEGIBILITY (MM:SS)
% OF BROADCAST
Ford
17:32
43.0%
On-Set Signage (Ford)
07:54
19.4%
On-Screen Graphics
04:32
11.1%
On-Set Signage (Ford Edge)
02:43
6.7%
Advertorial
01:58
4.8%
Verbal Exposure (5 mentions)
00:25
1.0%
MSN
05:41
13.9%
Backdrop
03:54
9.6%
On-Screen Graphics
01:47
4.4%
Windows 7
03:33
8.7%
On-Screen Graphics
02:07
5.2%
On-Set Signage
01:16
3.1%
Verbal Exposure (2 mentions)
00:10
0.4%
State Farm
03:18
8.1%
On-Set Signage
01:36
3.9%
On-Screen Graphics
01:12
2.9%
Verbal Exposure (6 mentions)
00:30
1.2%
Burger King
02:03
5.0%
On-Screen Graphics
01:44
4.3%
On-Set Signage
00:14
0.6%
Verbal Exposure (1 mention)
00:05
0.2%
Sprint
01:37
4.0%
On-Screen Graphics
01:27
3.6%
Verbal Exposure (2 mentions)
00:10
0.4%
Pizza Hut
01:35
3.9%
On-Screen Graphics
00:39
1.6%
On-Set Signage
00:31
1.3%
Verbal Exposure (2 mentions)
00:25
1.0%
Coors Light*
01:18
3.2%
On-Screen Graphics
01:13
3.0%
Verbal Exposure (1 mention)
00:05
0.2%
Twitter
00:38
1.6%
Verbal Exposure (4 mentions)
00:20
0.8%
On-Screen Graphics
00:18
0.7%
St. Jude
00:35
1.4%
On-Screen Graphics
00:20
0.8%
Verbal Exposure (3 mentions)
00:15
0.6%
DirecTV**
00:32
1.3%
On-Screen Graphics
00:17
0.7%
Verbal Exposure (3 mentions)
00:15
0.6%
Southwest Airlines
00:13
0.5%
On-Screen Graphics
00:13
0.5%
Joseph Abboud
00:04
0.2%
On-Screen Graphics
00:04
0.2%
Interscope Records
00:03
0.1%
On-Screen Graphics
00:03
0.1%
Sirius**
00:03
0.1%
In-Car Signage
00:03
0.1%
EA Sports**
00:02
0.1%
Madden Football
00:02
0.1%
TOTAL EXPOSURE
38:34
94.6%
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