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Volume 24 No. 156

The Back Of The Book

          Sponsorship Research International (SRi) analyzed four     college bowl games airing between 12/30/97 and 1/2/98 to     measure the amount of exposure received by the title     sponsor.  The sponsor exposure column represents the amount     of time the sponsor's name or logo was legible as a     percentage of the entire broadcast including pre-kickoff     activities and the post-game wrap-up.  For the Rose Bowl,     where there is no sponsorship, exposure was based on the     presence of the "Tournament of Roses" words and logo (SRi).
RANK
BOWL GAME DATE NET BROADCAST
LENGTH
SPONSOR
EXPOSURE
1)
Nokia Sugar Bowl
1/2
ABC
3:46
22%
2)
FedEx Orange Bowl
1/1
CBS
3:20
15%
3)
Rose Bowl
1/1
ABC
3:11
11%
4)
Builders Square Alamo Bowl
12/30
ESPN
3:28
9%
Title sponsor exposure was generated from a number of sources including those listed in the table below (SRi).
EXPOSURE
VEHICLES
SUGAR
BOWL
ORANGE
BOWL
ROSE
BOWL
ALAMO
BOWL
On Screen
27%
38%
44%
17%
Mid-field
13%
14%
27%
23%
25-yard lines
15%
12%
N/A
33%
Sideline Wall
4%
11%
N/A
1%
Uniform Patches
5%
24%
24%
15%
End Zone
7%
1%
N/A
10%