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SBD/Issue 36/Sponsorships, Advertising & Marketing
Pregame Huddle: Ford Tops Advertiser Exposure On "Fox NFL Sunday"
Published November 1, 2010
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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.
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ADVERTISER EXPOSURE FOR "FOX NFL SUNDAY" FROM OCTOBER 17
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|
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%
|
|
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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