Giving Some Recognition

 

A more comprehensive approach now available for all Joyce Julius research

Joyce Julius & Associates, Inc., in its 25th year of providing sponsorship research, has ramped up the scope and depth of the critical data provided to its clients in the motorsports industry.  For the first time, Recognition Grade methodology—a formula which takes into consideration factors such as logo size, placement on the screen, brand clutter and product integration—is now available for the entire realm of motorsports research conducted by Joyce Julius. 

The ability to digitally measure logos to the Joyce Julius standard of detail, coupled with a user-friendly Online Portal to deliver the comprehensive data, are the major factors helping make this methodology option feasible.

“We’ve been utilizing our Image Identification Technology (IIT) software powered by Magellan to measure instances of in-broadcast exposure since the 2005 U.S. Tennis Open,” said Eric Wright, Vice President of Research and Development at Joyce Julius.  “What we’ve done this year, similar to what we’ve done previously with sports like golf, tennis and volleyball, is take all of that great data the system provides and apply it to the branding intensive environment of motorsports.

“The RG methodology option is available exclusively through the Joyce Julius Online Portal, making this type of television research all the more powerful when considering you can take a quick snapshot view of an entire series, or drill down and compare something like how well the sponsors on Matt Kenseth’s rear quarter panel performed during the California and Martinsville telecasts.”

While traditional comparable exposure values are a direct reflection of the cost of a commercial during the telecast in question, RG values go a step beyond.  Simply put, size rules the day, too many brands on the screen at the same time decreases the recognition, the center of the screen is best, and if there is product integration—that is accounted for too by the Joyce Julius researchers.

“These digital measurement tools in the hands of our veteran researchers is quite a combination,” says Katacia Tramble, Television Research Manager at Joyce Julius. “Since day one, we’ve had continuous dialog with our clients regarding the ability for logos or surface areas to be seen on television.  That conversation, in terms of motorsports, has gotten much more precise now with the combination of the IIT system and RG methodology.”

Also available exclusively this year via the Joyce Julius Online Portal are:

Audio clips of sponsor mentions

Visual clips of each instance of exposure

Archived Sponsors Reports (traditional, top-line findings)

Year-to-Date driver interview statistics

 

 

 

 

 

 

 

 

 

 

 

 

 

These new television research offerings, along with measurement of print media, the Internet, event radio, on-site elements and promotions, are available for all sponsorships, regardless of sport or entertainment area.  For details regarding how Joyce Julius can customize or enhance your sponsorship measurement and evaluation, please contact Laura Webb, Vice President of Sales at Joyce Julius:  734.585.3822, or lwebb@joycejulius.com

iPad Takes a Starring Role on ABC Sitcom

Product placement may have been taken to a new level during the March 31st airing of the ABC sitcom Modern Family.  In that episode, Phil Dunphy, the good-hearted but goofy dad, spent most of the show pinning all of his birthday wishes on Apple’s new iPad.  Despite not running a single commercial during the program, and published reports denying any monetary payments for the favored placement in the script, Apple and its iPad collected $651,940 of television exposure value and another $250,000 from print and Internet articles in the days following the appearance.

Thanks to the self-proclaimed “early adopter” Phil, and his family’s efforts to land him the prized iPad on the day of the product’s real-life release, the hot tech item of the season was mentioned by name nine times during the show.  And by the time Phil was all done blowing out the virtual candles on his iPad cake, the device had appeared on screen for a total of 0:37.

Additional Apple branding also took place during a botched but hilarious shopping outing, and a closing credits graphic, resulting in a total of 0:09 and one verbal reference for the parent company.

The “Game Changer” episode of the 20th Century Fox-owned program was originally watched by an estimated 9.5 million viewers.  Modern Family 30-second commercial spots sold for $130,388 last fall, according to published reports, while iPad sales topped 300,000 the first day of release.

 

 

A Second Look @ ESPN's College Football Bowl Season

 

Top Midfield Logos:  

Sponsor

Bowl Game

Exp. Time

RG Exp. Value

1)  U.S. Armed Forces

Armed Forces Bowl

    13:12

$479,825

2)  Bell Helicopter

Armed Forces Bowl

    12:32

332,030

3)  MAACO

Las Vegas Bowl

    10:08

530,895

4)  Las Vegas

Las Vegas Bowl

     9:55

373,005

5)  Valero

Alamo Bowl

     8:55

496,885

 

Most-Mentioned Brands:  

Brand

Mentions                             

RG Exp. Value

1)  Capital One                     

  166                              

$2,199,635

2)  H&R Block

    57                              

848,870

3)  ESPN360.com

    51                              

699,090

4)  Chick-fil-A

     48                              

1,015,950

5)  Citi

     48                              

682,460

 

Top Jersey Logos:  

Brand

Exp. Time                          

RG Exp. Value

1)  Nike                                     

    1:32:27                          

$2,906,760

2)  Under Armour

    18:59                          

722,950

3)  adidas

  14:22                          

477,637

4)  Russell Athletic

4:52                          

108,185

5)  Reebok

     4:17                          

133,640

The in-broadcast statistics above were compiled from Joyce Julius research conducted for the following ESPN bowl game telecasts:  Armed Forces Bowl, Champs Sports Bowl, Chick-fil-A Bowl, Emerald Bowl, Independence Bowl, Little Caesars Bowl, Las Vegas Bowl, New Mexico Bowl, papapjohns.com Bowl, Humanitarian Bowl, Hawaii Bowl and Alamo Bowl.             

Twice Delayed Daytona 500 Telecast was Record Setting... From a Television Exposure Standpoint

Last February’s Daytona 500 will long be remembered for two lengthy pothole repairs, which extended the live Fox broadcast to seven hours and also enabled 348 sponsoring brands—the most ever monitored during a Daytona 500 telecast—to obtain valuable  television exposure. The number of brands marked a 16% increase in sponsors compared to the 300 appearing during the 2009 race telecast. 

The additional broadcast time created by the two track repair delays was filled by several driver interviews.  These lengthy interview segments saw 175 different brands appear on the drivers’ uniforms, compared to 149 brands in 2009.

“The decision to stay at the track during the repairs was significant and really benefited the sponsors,” says Katacia Tramble, television research manager at Joyce Julius.  “Typically only the top finishers are interviewed during the race coverage, but this provided a tremendous opportunity for all of those logos on the uniforms to be seen.  Many of the drivers who were interviewed may not have an opportunity like that the rest of the season.”

Overall, total on-screen time for all sponsors was up 55% compared to the 2009 broadcast (17:19:40 from 11:12:28), while verbal sponsor mentions rose a whopping 64% (386 from 236).

When comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the Daytona 500 telecast, and then 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”—the sponsors combined for $319 million of Recognition Grade exposure value.  

Live 2010 Daytona 500 Television Exposure Top-Five

Sponsor/Entity                        Exp. Time                Mentions           Recognition Grade Exp. Value

1)  Sprint                                        46:13                      10                                  $19,738,340

2)  NASCAR Sprint Cup Srs.          40:09                      30                                    14,423,000

3)  Lowe’s                                      37:29                        6                                    14,303,335

4)  Ford                                          28:26                      45                                    14,033,005

5)  AMP Energy                              33:34                        1                                    12,064,000  

Motorsports Sponsorship Fast Findings

 

They call it star power... In Danica Patrick’s first three NASCAR Nationwide Series starts, where she finished 35th, 31st and 36th, her sponsor GoDaddy.com stood #1 among all primary team sponsors with 1:57:51, 15 mentions and a Recognition Grade value of $1,340,880. Justin Allgaier (with finishes of 4th, 9th and 7th) and his Verizon entry ranked second with  $561,600.

Speed’s 16 hours of coverage devoted to the Rolex 24 Hours at Daytona yielded 22.5 hours of on-screen time and 1,818 verbal mentions for sponsors.  Additionally, 110 on-camera driver interviews were conducted during the broadcasts.

In the NHRA Full Throttle Drag Racing Series, sponsors monitored via cameras carried onboard the various racing vehicles have accounted for 2.9% of the total sponsor exposure, up just slightly from 2.8% at the same point last season.

Will Power’s debut as a full-time Penske Racing driver at the Sao Paulo Indy 300 was a successful one as the Australian driver’s season opening victory helped his primary sponsor, Verizon Wireless, collect 15:53 of clear, in-focus exposure time and eight mentions during coverage on Versus.  The exposure translated into a Recognition Grade value of $469,800.

BMW held a 166 to 152 advantage in announcer mentions over Ford Mustang after the first two 2010 Continental Tire Sports Car Series event telecasts, while Porsche stood a distant third with 54 verbal references.

Top-five locations on Kevin Harvick’s NASCAR Truck during his win last month at Atlanta:  1) Hood (E-Z-Go/12:30/$58,035), 2) Front Bumper (Chevrolet/10:08/$26,270), 3) Windshield (Camping World/7:46/$40,660), 4) In-Car Camera (Shopezgo.com/4:54/$38,980), 5) Rear Quarter Panel (Shopezgo.com/3:58/$34,570).

A Second Look is a newsletter published by Joyce Julius & Associates, Inc., updating recent developments, trends and happenings in the areas of sports, special events and entertainment marketing.  All information contained in this newsletter is available for journalistic use, with all rights reserved. Copyright ©2010 Joyce Julius & Associates, Inc.

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