According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Ford logos appeared clear and in-focus for 16 minutes, 57 seconds (16:57) during Sunday’s telecast, while the auto company was mentioned by the show’s host four times. Ford’s F-150 truck model also enjoyed 9:25 of on-screen time and a single verbal mention, bringing about an additional $1.2 million of exposure value.
Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.
During the Fox pre-game program, Ford identity was present on monitors, screen graphics and the set’s desk.
NBC Football Night in America featured sponsor Hyundai prominently during the show, prior to the primetime New York Jets/Dallas Cowboys matchup. Thanks to 10:14 of on-camera time, resulting from Sunday Night Kickoff and Closer Look graphics, monitors and the set’s desk, along with three announcer mentions, the automaker landed $1.6 million of exposure value.
Meanwhile, The NFL on Today on CBS saw its main sponsor, Southwest Airlines, reap $438,045 of in-broadcast exposure value as a result of 3:06 and four verbal mentions during the hour-long program.
A total of 18 brands assumed active sponsorship roles during the three Sunday shows, with NBC featuring nine brands, Fox with eight, and CBS with six. Sprint was the only sponsor to appear in all three shows.
About Joyce Julius & Associates, Inc.:
Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs. Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.
The Ann Arbor, Michigan-based firm has been measuring the scope of corporate sponsorships across all forms of media since 1985. These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.
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For more than 25 years, Joyce Julius & Associates has been measuring and evaluating corporate sponsorships from our headquarters in Ann Arbor, Michigan. Joyce Julius specializes in measuring the scope of sports sponsorships across all forms of media.