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SBD/Issue 37/Sponsorships, Advertising & Marketing
Pregame Huddle: Southwest Air Tops Exposure On "The NFL Today"
Published November 2, 2010
Southwest Airlines topped all advertisers in exposure during CBS' "The NFL Today" pregame show in Week Six, according to an analysis conducted exclusively for THE DAILY by sponsorship research firm SRi. The airline serves as the show's presenting sponsor, getting prominent placement during various segments of the show. Southwest accounted for five minutes, 41 seconds (05:41), or 13.3%, of all advertiser exposure during the show, which lasted for 42:43, excluding commercials. FedEx finished second with 5.3% of the total advertiser exposure, as the company was the presenting sponsor of the "The NFL Today Picks" segment, where the panel picked their winners for the week. Two official NFL sponsors -- Verizon and Coors Light -- also bought time during CBS' pregame show. Verizon finished third overall on the show in exposure with its sponsorship of the "First on the Field" segment, which transitioned from the pregame show to lead CBS game commentators Jim Nantz and Phil Simms. Coors Light accounted for 3.6% of the show's total exposure with its sponsorship of "Football Faceoff," a debate-style segment among the panel of experts.
This week, THE DAILY is presenting exposure from each of the NFL Sunday pregame shows from Oct. 17. See tomorrow's issue for "Football Night in America" on NBC (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.
|
ADVERTISER EXPOSURE FOR "THE NFL TODAY"
ON CBS FROM OCTOBER 17 |
||
|
ADVERTISER
|
LEGIBILITY
(MM:SS) |
%
OF BROADCAST |
|---|---|---|
|
Southwest Airlines
|
05:41
|
13.3%
|
|
On-Set Signage
|
03:48
|
8.9%
|
|
On-Screen Graphics
|
01:28
|
3.4%
|
|
Verbal Exposure (5 mentions)
|
00:25
|
1.0%
|
| FedEx |
02:15
|
5.3%
|
|
On-Screen Graphics
|
01:36
|
3.7%
|
|
On-Set Signage
|
00:29
|
1.1%
|
|
Verbal Exposure (2 mentions)
|
00:10
|
0.4%
|
| Verizon* |
02:02
|
4.8%
|
|
On-Screen Graphics
|
02:02
|
4.8%
|
| Domino's Pizza |
01:34
|
3.7%
|
|
On-Set Signage
|
01:22
|
3.2%
|
|
On-Screen Graphics
|
00:07
|
0.3%
|
|
Verbal Exposure (1 mention)
|
00:05
|
0.2%
|
| Coors Light* |
01:31
|
3.6%
|
|
On-Screen Graphics
|
00:54
|
2.1%
|
|
On-Set Signage
|
00:32
|
1.2%
|
|
Verbal Exposure (1 mention)
|
00:05
|
0.2%
|
| McDonald's |
01:09
|
2.7%
|
|
On-Screen Graphics
|
00:49
|
1.9%
|
|
On-Set Signage
|
00:15
|
0.6%
|
|
Verbal Exposure (1 mention)
|
00:05
|
0.2%
|
| Sony |
00:56
|
2.2%
|
|
On-Screen Graphics
|
00:56
|
2.2%
|
| Bing |
00:21
|
0.8%
|
|
On-Screen Graphics
|
00:11
|
0.4%
|
|
Verbal Exposure (2 mentions)
|
00:10
|
0.4%
|
| The Home Depot |
00:15
|
0.6%
|
|
Verbal Exposure (2 mentions)
|
00:10
|
0.4%
|
|
On-Screen Graphics
|
00:05
|
0.2%
|
| Sprint |
00:12
|
0.5%
|
|
On-Screen Graphics
|
00:07
|
0.3%
|
|
Verbal Exposure (1 mention)
|
00:05
|
0.2%
|
| Geico |
00:11
|
0.4%
|
|
On-Screen Graphics
|
00:06
|
0.2%
|
|
Verbal Exposure (1 mention)
|
00:05
|
0.2%
|
| Ford |
00:10
|
0.4%
|
|
On-Screen Graphics
|
00:05
|
0.2%
|
|
Verbal Exposure (1 mention)
|
00:05
|
0.2%
|
|
00:03
|
0.1%
|
|
|
On-Screen Graphics
|
00:03
|
0.1%
|
| Calvin Klein |
00:02
|
0.1%
|
|
On-Screen Graphics
|
00:02
|
0.1%
|
| Canali |
00:02
|
0.1%
|
|
On-Screen Graphics
|
00:02
|
0.1%
|
| Jack Victor |
00:02
|
0.1%
|
|
On-Screen Graphics
|
00:02
|
0.1%
|
| Joseph Abboud |
00:02
|
0.1%
|
|
On-Screen Graphics
|
00:02
|
0.1%
|
| Tallia |
00:02
|
0.1%
|
|
On-Screen Graphics
|
00:02
|
0.1%
|
| TOTAL EXPOSURE |
0:16:30
|
38.6%
|
