Lemon Limelight: Sprite Exposure Strong At NBA Dunk Contest

Sprite’s sponsorship of the Slam Dunk Contest during the NBA’s All-Star Saturday Night garnered nearly 30 minutes of legible brand exposure during the three-hour broadcast on TNT, according to Connecticut-based sponsorship measurement firm SRi. By comparison, Foot Locker’s sponsorship of the Three-Point Shootout lagged behind, generating approximately 18 minutes of legible exposure. Nearly three-quarters of Sprite’s exposure was obtained through on-screen graphics, 20 minutes, 26 seconds (20:26). The strongest signage component for Sprite was the judges’ table, which, combined with the judges’ scorecard signs, accounted for about 62% of Sprite’s signage exposure (03:33 of a total of 05:46). Surprisingly, Haier’s Shooting Stars sponsorship managed to generate more legible exposure than PlayStation’s more prestigious sponsorship of the Skills Challenge (10:20 of exposure for Haier versus 09:48 for PlayStation). This can be largely attributed to the amount of coverage time that the Skills Challenge received (18:45), compared to other events. Notably, the Haier brand was legible for about 46% of the Shooting Stars coverage, whereas PlayStation was legible for 52% of the Skills Challenge. The following presents a sponsor exposure breakdown from the NBA All-Star Game's Saturday night events (SRi).

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