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Volume 24 No. 156

The Back Of The Book

          Sponsorship Research International (SRi) analyzed the     men's and women's Lipton Tennis Tournament Finals which     aired on CBS on Saturday, March 28, and Sunday, March 29, to     measure the amount of exposure received by the tournament's     title sponsor Lipton.  Lipton's exposure did not vary     greatly between the two telecasts.  But it did receive a     slightly higher percentage of exposure for the women's final     which was most likely due to longer rallies in the women's     game.  NOTES: ^ = entire broadcast time minus commercials;     legibility time refers to amount of time for which at least     85% of the sponsor's name and/or logo was readable to the     viewer; % of broadcast = dividing amount of legibility     received into broadcast length (THE DAILY): 
MATCH
DATE
LENGTH ^
VENUS WILLIAMS VS. ANNA KOURNIKOVA
3/28
1:38:45
MARCELO RIOS VS. ANDRE AGASSI
3/29
2:08:55

WOMEN'S FINALS MEN'S FINALS
LOCATION
LEGIBILITY
%/
BROADCAST
LEGIBILITY
%/
BROADCAST
On-Screen
0:06:37
6.7
0:06:49
5.3
Back/Side Signage
0:49:43
50.3
0:55:36
43.1
Tournament Logo
0:05:27
5.5
0:04:31
3.5
Web Site Address
0:00:38
0.6
0:01:15
1
Umpire Chair
0:00:19
0.3
0:00:28
0.4
Cooler on Court
n/a
n/a
0:00:12
0.2
Cooler on Court
0:00:11
0.2
n/a
n/a
Entrance Gate
0:00:08
0.1
n/a
n/a
Umbrella
n/a
n/a
0:00:40
0.5
Sand Castle
0:00:05
0.1
n/a
n/a
Fan T-shirt
0:00:02
0
n/a
n/a
Fan Hat
n/a
n/a
0:00:14
0.2
Lipton Brisk Can
0:00:05
0.1
n/a
n/a
LIPTON NET TOTAL
0:57:24
58.1
1:05:55
51.1