Lexus Tops Sponsor Exposure During U.S. Open Men's Final
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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.
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RK
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BRAND
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SOURCES
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EXPOSURE TIME
|
NO. OF RECOGNITIONS
|
VALUE
|
|
1
|
Lexus
|
Net Logo, In-Stadium Signage, Car Display, On-Screen Graphics
|
1:01:14
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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
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240
|
$336,708
|
|
7
|
Evian |
On-Court Coolers, Bottles |
0:03:51
|
233
|
$314,802
|
|
8
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Citizen |
In-Stadium Signage |
0:02:21
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144
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$208,096
|
|
9
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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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