According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, the Super Bowl game telecast also saw seven of the Times Square advertising brands enjoy camera time. The group included Bulova, Hankook Tires, Lone Survivor, McDonald's, Merrill Lynch, Motorola and Moto X.
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.
Each of the seven Times Square brands appeared for one or two seconds and collected exposure values ranging between $36,000 and $72,000 apiece.
The first hour of the Fox Pre Game Show was the most saturated with Times Square advertisers, as 49 brands were monitored.
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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 measurements, and fan/consumer perception analyses.
The Ann Arbor, Michigan-based firm has been measuring the impact 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.