Sun Life Benefits from NFL Post-Season

The Pro Bowl and Super Bowl XLIV at Miami's Sun Life Stadium generated $27 million of exposure value for Sun Life Insurance Inc., a study found.

Research done by Joyce Julius & Associates Inc. -- which specializes in evaluating corporate sponsorships of sports events -- indicated 36 percent of Sun Life's total exposure value was realized during CBS' coverage of Super Bowl XLIV, while ESPN's Pro Bowl telecast added another 5 percent.

Nielsen Media Research said this week the New Orleans-Indianapolis Super Bowl contest was watched by 153.4 million viewers, making it the most-watched program in television history.

The research added more than 12,000 news articles appearing in print or online mentioning the Sun Life stadium name led to $13.5 million in additional exposure value when compared to the cost of reaching the same number of readers through traditional advertising.