Lincoln Financial, UPS Top Sponsor Exposure At The Preakness
Data from Connecticut-based SRi indicates Lincoln Financial led all companies in TV sponsorship exposure during NBC's coverage of the Preakness Stakes last Saturday. Lincoln Financial garnered 2 minutes and 27 seconds (2:27) of legible exposure, largely due to on-air graphics during NBC's "Lincoln Financial Sports Update." The company received 2:19 of coverage during the May 3 Kentucky Derby for a similar role. UPS through its sponsorship of Preakness winner Big Brown and jockey Kent Desormeaux garnered the second-highest exposure at 2:01. Total sponsor exposure time for the Preakness came to 7:31, up 13% from 6:40 for the '07 event. However, that was down from 27:06 for the Kentucky Derby, largely due to the Preakness' lack of a presenting sponsor and the Derby's pre-race Red Carpet Special before the race. The following represents sponsor exposure from last Saturday's Preakness Stakes telecast on NBC from 4:30-7:00pm ET (SRi).
| SPONSOR |
TOTAL LEGIBILITY
|
% OF BROADCAST
|
| Lincoln Financial |
2:27
|
2.1%
|
| UPS |
2:01
|
1.7%
|
| Lucky U |
1:28
|
1.2%
|
| Budweiser |
0:49
|
0.7%
|
| MetLife |
0:38
|
0.5%
|
| Mercedes Benz |
0:33
|
0.5%
|
| Nikon |
0:27
|
0.4%
|
| Head & Shoulders |
0:26
|
0.4%
|
| Avodart |
0:22
|
0.3%
|
| ADT |
0:20
|
0.3%
|
| Charles Schwab |
0:12
|
0.2%
|
| Crest Pro Health |
0:10
|
0.1%
|
| MEC |
0:06
|
0.1%
|
|
