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The Back of the Book
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Preakness Sponsor Exposure Down Without Presenting Sponsor
With The Preakness Stakes going without a presenting sponsor for the first time
in almost two decades, there was no dominant sponsor presence at the event, according
to a study by Connecticut-based SRi. As the presenting sponsor last year, Vonage
garnered almost three times as much exposure as any other brand, and almost half
of all exposure. This year, Comcast attained the highest total exposure level
with one minute, 22 seconds (1:22). All of Comcast’s exposure was generated through
on-screen graphics (0:57) and verbal mentions (0:25). The Comcast total represents
a 1,125% increase in legible exposure for the brand from last year, when it had
only eight seconds of exposure. Legible exposure is defined as 90% of a brand’s
name or logo being seen on screen; a verbal mention counts for five seconds of
exposure. The greatest signage exposure was achieved through the MEC backdrop
in the jockeys’ room (51 seconds).
BUD LIGHT: Of note, Budweiser’s exposure declined significantly from last
year (1:14 last year versus 0:30 this year). Despite the success of its scoreboard
sign (0:20), Budweiser received very little exposure from on-screen graphics and
verbal mentions relative to last year (SRi).
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SPONSOR - LOCATION
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LEGIBILITY (H:MM:SS)
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% OF BROADCAST
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| Comcast Total |
0:01:22
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1.4%
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On-Screen Graphic
|
0:00:57
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1.0%
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Verbal Exposure (5 mentions)
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0:00:25
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0.4%
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| Magna Entertainment Corp. Total |
0:01:11
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1.0%
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Jockey Room Backdrop
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0:00:51
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0.9%
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Verbal Exposure (2 mentions)
|
0:00:10
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0.2%
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Finish Line Signage
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0:00:08
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0.1%
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On-Screen Graphic
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0:00:02
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0.0%
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| Lucky U Total |
0:01:02
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1.0%
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On-Screen Graphic
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0:00:52
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0.9%
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Verbal Exposure (2 mentions)
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0:00:10
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0.2%
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| Head & Shoulders Total |
0:00:48
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0.8%
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On-Screen Graphic
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0:00:33
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0.6%
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Verbal Exposure (3 mentions)
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0:00:15
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0.3%
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| Budweiser Total |
0:00:30
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0.5%
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Scoreboard Signage
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0:00:20
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0.3%
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On-Screen Graphic
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0:00:05
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0.1%
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Verbal Exposure (1 mention)
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0:00:05
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0.1%
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| MetLife Total |
0:00:23
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0.4%
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On-Screen Graphic
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0:00:13
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0.2%
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Verbal Exposure (2 mentions)
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0:00:10
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0.2%
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| Avodart Total |
0:00:20
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0.3%
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Verbal Exposure (2 mentions)
|
0:00:10
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0.2%
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On-Screen Graphic
|
0:00:10
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0.2%
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| Charles Schwab Total |
0:00:17
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0.3%
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Verbal Exposure (2 mentions)
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0:00:10
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0.2%
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On-Screen Graphic
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0:00:07
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0.1%
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| Claritin Total |
0:00:14
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0.2%
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Verbal Exposure (2 mentions)
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0:00:10
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0.2%
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On-Screen Graphic
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0:00:04
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0.1%
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| Lincoln Financial Group Total |
0:00:12
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0.2%
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On-Screen Graphic
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0:00:07
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0.1%
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Verbal Exposure (1 mention)
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0:00:05
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0.1%
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| Prilosec OTC Total |
0:00:11
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0.2%
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On-Screen Graphic
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0:00:06
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0.1%
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Verbal Exposure (1 mention)
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0:00:05
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0.1%
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| ADT Total |
0:00:10
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0.2%
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Verbal Exposure (1 mention)
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0:00:05
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0.1%
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On-Screen Graphic
|
0:00:05
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0.1%
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| TOTAL EXPOSURE |
0:06:40
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6.7%
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