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September 21, 2007
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Sponsorships, Advertising & Marketing

Lexus Tops Sponsor Exposure During U.S. Open Men's Final

Lexus Nets Most Sponsorship
Exposure At '07 U.S. Open
With prominent in-stadium branding during the men's final, Lexus, JPMorgan Chase and Olympus once again received more brand exposure than the competition, according to Relay Worldwide's brand exposure analysis of CBS' coverage of the '07 U.S. Open.  Nike, tournament winner Roger Federer's apparel sponsor, once again finished fourth, while Wilson, which supplies the equipment for both Federer and runner-up Novak Djokovic, ranked seventh in '07 after missing the top ten last year when it outfitted only Federer.  When compared to golf's four majors, the U.S. Open returned significantly more exposure for its primary sponsors.  Nike garnered the most exposure throughout final round coverage of golf's four majors ($5.2M in value), but that pales in comparison to the exposure the top three brands received during the U.S. Open men's final.  The following presents the top ten sponsors in terms of exposure value from CBS' coverage of the men's finals of the '07 U.S. Open.

RK
BRAND
SOURCES
EXPOSURE TIME
NO. OF RECOGNITIONS
VALUE
1
Lexus
Net Logo, In-Stadium Signage, Car Display, On-Screen Graphics
1:01:14
6,576
$12,099,754
2
JP Morgan Chase In-Stadium Signage, On-Screen Graphics
1:04:08
7,173
$12,057,898
3
Olympus In-Stadium Signage, On-Screen Graphics
0:44:32
4,528
$7,314,713
4
Nike Clothing
0:10:15
846
$1,232,143
5
Polo In-Stadium Signage, Clothing
0:03:48
265
$342,178
6
Wilson Equipment, In-Stadium Signage
0:03:32
240
$336,708
7
Evian On-Court Coolers, Bottles
0:03:51
233
$314,802
8
Citizen In-Stadium Signage
0:02:21
144
$208,096
9
adidas Clothing
0:02:16
136
$172,956
10
IBM Total
0:01:44
105
$160,916

METHODOLOGY:  Relay Worldwide's results were computed using proprietary optical recognition technology which scans televised broadcasts for brand images and collects a series of data including duration, size and location on screen.  Relay then uses a Viewer Engagement Index, and along with accurate spot costs for 30-second commercials, computes an objective value for the brand's total exposure (Relay).



 

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