A Second Look January 2007

Citi's presenting sponsorship of the Rose Bowl Game brought in $26.6 million of in-broadcast exposure value to the financial institution during ABC's live telecast on New Year's Day. Citi was one of 67 brands monitored by Joyce Julius & Associates during the broadcast, and in total, the group collected more than $100 million of exposure value.

Please click here to view the entire comprehensive Joyce Julius in-broadcast exposure analysis, containing results for every brand appearing during the 4.5-hour telecast. This complementary report is part of the 2006 Joyce Julius Bowl Game package, featuring complete exposure documentation from more than 15 broadcast and cable telecasts.

To learn more about this unique research product, purchase a stand-alone report or hear details regarding the entire Bowl Game package, please contact a Joyce Julius sales representative.

	Sponsor	Driver	Total Exp. Value*	Team-Related	Non Team-Related
1)	Budweiser	D. Earnhardt, Jr.	$183.1	68.8%	31.2%
2)	Lowe's	J. Johnson	$143.6	90.2%	9.8%
3)	Cingular Wrls.	J. Burton	$116.6	71.8%	28.2%
4)	The Home Depot	T. Stewart	$98.6	78.4%	21.6%
5)	DuPont	J. Gordon	$88.9	100.0%	0.0%
6)	Miller Lite	Ku. Busch	$71.1	84.7%	15.3%
7)	NAPA Auto Pts.	M. Waltrip	$68.6	35.2%	64.8%
8)	DLP	T. Raines	$67.6	37.4%	62.6%
9)	Subway	G. Biffle	$64.4	82.6%	17.4%
10)	DeWalt Tools	M. Kenseth	$63.3	52.7%	47.3%

Exposure was monitored by Joyce Julius & Associates during each event telecast of the 2006 NASCAR Nextel Cup Series season (excluding commercials). To determine a value, clear in-focus time and verbal references were compared to the non-discounted cost of a commercial during each respective broadcast. These comparable exposure values provide a standardized measurement for all brands appearing within the series.

*Exposure values reflected in millions.

The Unique Top Team Sponsor of Year Award goes to… the casual-dining restaurant chain Ruby Tuesday, the financial backer of Alex Job Racing’s entries in the 2006 Grand American Rolex Sports Car Series. The first year sponsor out-earned the other 96 team-sponsoring brands, collecting 28% of the exposure value garnered by the entire group.

Craftsman windshield identity appeared clear and in-focus during 4% of the total broadcast time devoted to the 2006 NASCAR Craftsman Truck Series (including commercials). The windshield logos were the most-monitored, non-television graphic exposure source present in the series. Incidentally, Chevrolet truck identity was next (excluding graphics), appearing on-screen about 2% of the time.

Target’s exposure domination in the 2006 IRL IndyCar Series saw the retailer amass nearly twice as much on-screen time as the next closest primary team sponsor, while capturing almost 2.5 times as many verbal references. To further the point, Target averaged about $1.2 million of exposure value per IRL event, compared to an average of $960,000 during a typical NASCAR Nextel Cup event telecast.

ARCA RE/MAX Series television exposure rose in all three categories, as on-screen time (66%), mentions (42%) and exposure value (14%) experienced impressive increases. An increase from 14 to 15 televised events, and a complete season of Speed Channel re-airs benefited the series in 2006.

The Grand Prix of San Jose, broadcast by NBC and replayed by Speed Channel, was the number-one television exposure producing event of the 2006 Champ Car World Series campaign with more than $16 million of cumulative exposure value—some 3.5 times more than last year’s total when the event received just a single Speed Channel telecast.

Kevin Harvick’s NASCAR Busch Series driver uniform was worth more than $1 million to his sponsor, the U.S. Coast Guard. Altogether, USGC identity on Harvick’s uniform was monitored for 21:56 during 2006 event broadcasts, some 43% more than the second-ranked driver uniform of Kyle Busch, which prominently featured Lowe’s identity.

Porsche was mentioned more than any other auto manufacturer during 2006 American LeMans Series event telecasts, as the brand was referenced on 581 occasions. Audi was a close second with 469 mentions, followed by Corvette (436), Aston Martin (369), Ferrari (256) and BMW (128).

NBC’s final telecast of the Daytona 500 last February proved to be the single largest telecast for cumulative sponsor exposure of the 2006 NASCAR Nextel Cup Series season, generating $412.3 million of comparable value for the 252 brands monitored during the broadcast. The Coca-Cola 600 ($200.0 million), Pocono 500 ($197.5 million), Dodge/Savemart 350 ($197.2 million) and DirecTV 500 ($189.3 million) rounded out the list of top five exposure-producing event telecasts of the year.

JoyceJulius.com has a new look for 2007. With user friendly navigation, the new web site contains all of the sponsorship research information featured on the previous version, along with many new features and resources to better serve our clients.

A Second Look is a newsletter published by Joyce Julius and 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.

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