SBD/Issue 38/Sponsorships, Advertising & Marketing

Pregame Huddle: Hyundai Tops Sponsor Exposure On NBC's "FNIA"

 

Hyundai topped all advertisers in exposure during NBC's "Football Night in America" pregame/highlight show in Week Six prior to the Colts-Redskins matchup, according to an analysis conducted exclusively for THE DAILY by sponsorship research firm SRi. The carmaker serves as the show's presenting sponsor, getting prominent placement during various segments from 7:30-8:25pm ET. The 7:00-7:30pm segment of the show has no national advertising sold. Hyundai accounted for 19.9% of the legible advertising, the majority coming from on-screen graphics. Windows 7 finished second in exposure as the sponsor of the "Simplify The Game" segment with Dan Patrick, Tony Dungy and Rodney Harrison. Papa John's, which is the official pizza of the NFL, finished third in exposure during the show. The brand ran a special Super Bowl XLV promo during "FNIA" with Papa John's Founder John Schattner and Cowboys Owner Jerry Jones eating pizza in Cowboys Stadium with the creative “Sunday Night is Papa John’s Night.” Official NFL sponsors Motorola (wireless communications equipment) and Verizon (wireless service provider) also gained exposure during "FNIA." Motorola's exposure came during the Week Six highlights segment, which was presented by DirecTV but shown on-screen on a large Motorola phone.

This week, THE DAILY is presenting exposure from each of the NFL Sunday pregame shows from Oct. 17. See tomorrow's issue for "Sunday NFL Countdown" on ESPN (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. Commericals are also excluded from exposure measurement. * = Official sponsor of the NFL. ** = partner of the NFL.

ADVERTISER EXPOSURE FOR "FOOTBALL NIGHT IN AMERICA"
ON NBC FROM OCTOBER 17
ADVERTISER
LEGIBILITY
(MM:SS)
%
OF BROADCAST
Hyundai
12:27
19.9%
On-Screen Graphics
10:00
16.0%
On-Set Signage
02:07
3.4%
Verbal Exposure (4 mentions)
00:20
0.5%
Windows 7
00:52
1.4%
On-Set Signage
00:32
0.9%
On-Screen Graphics
00:10
0.3%
Verbal Exposure (2 mentions)
00:10
0.3%
Papa John's*
00:41
1.1%
Verbal Exposure (4 mentions)
00:20
0.5%
On-Screen Graphics
00:15
0.4%
Advertorial
00:06
0.2%
Subway
00:40
1.1%
On-Screen Graphics
00:30
0.8%
Verbal Exposure (2 mentions)
00:10
0.3%
DirecTV**
00:33
0.9%
On-Screen Graphics
00:23
0.6%
Verbal Exposure (2 mentions)
00:10
0.3%
Motorola*
00:23
0.6%
Product
00:23
0.6%
Nissan
00:20
0.5%
Verbal Exposure (2 mentions)
00:10
0.3%
On-Screen Graphics
00:10
0.3%
Verizon*
00:13
0.3%
On-Screen Graphics
00:08
0.2%
Verbal Exposure (1 mention)
00:05
0.1%
Capital One
00:10
0.3%
Verbal Exposure (1 mention)
00:05
0.1%
On-Screen Graphics
00:05
0.1%
Facebook
00:09
0.2%
Verbal Exposure (1 mention)
00:05
0.1%
On-Screen Graphics
00:04
0.1%
Sprint
00:09
0.2%
Verbal Exposure (1 mention)
00:05
0.1%
On-Screen Graphics
00:04
0.1%
Twitter
00:09
0.2%
Verbal Exposure (1 mention)
00:05
0.1%
On-Screen Graphics
00:04
0.1%
General Electric
00:08
0.2%
Verbal Exposure (1 mention)
00:05
0.1%
On-Screen Graphics
00:03
0.1%
Sports Illustrated
00:05
0.1%
Verbal Exposure (1 mention)
00:05
0.1%
McDonald's
00:03
0.1%
On-Screen Graphics
00:03
0.1%
Hickey Freeman
00:02
0.1%
On-Screen Graphics
00:02
0.1%
TOTAL EXPOSURE
17:04
27.2%
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