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Massive Media Exposure Coverage Afforded New Orleans during the Weeks Leading Up to Super Bowl XLVII
The City of New Orleans was mentioned in reference to the Super Bowl by the media more than 130,000 ocassions in the weeks prior to the game, leading to an exposure value of $174.4 million.
According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships and promotions across all forms of media, New Orleans was mentioned on 23,620 U.S. television news and sports highlight programs from January 21 through the Super Bowl game. The City was also referenced in 100,816 Internet articles and 6,388 print stories during the two-week lead-up to Super Bowl XLVII.
Exposure value is determined by comparing the estimated number of viewers/readers generated by the media coverage to the cost of reaching the same size audience through traditional advertising.
“The take-away from this top-line study is, after being on the sidelines for a few years, New Orleans once again took center stage nationally by hosting the Super Bowl and the volume of coverage was tremendous,”
Mentions of New Orleans on U.S. television contained a reference to the Super Bowl 56% of the time throughout the period, while print articles mentioning the City referenced the game at a rate of 57%. The Internet coverage is where the Super Bowl impact was most prevalent, as 66% of all New Orleans references in found text could be tied back to the event.
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 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.