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SportsBusinessNews.com July 24, 2007 Some pretty good numbers associated with Beckham's TV debut
Although David Beckham’s much-anticipated
first game with the Los Angeles Galaxy Saturday night was limited to a
late-game appearance by the international superstar due to injury, the
sport’s most visible player proved his worth as a lightning rod for
exposure, as the Galaxy’s presenting sponsor Herbalife still managed to
reap more than $175,000 in television exposure.
According to research conducted by Joyce
Julius and Associates, which specializes in measuring the impact of
sponsorships across all forms of media, Herbalife identity, featured
prominently on the front of the Galaxy jerseys, appeared clear and in-focus
for three minutes, 31 seconds (3:31) during ESPN’s telecast, with
Herbalife logos worn by Beckham alone accounting for 0:47 of the overall
total. One way Joyce Julius determines the value of the exposure is by
comparing the on-screen time and mentions received by the sponsor to the
non-discounted cost of purchasing a 30-second commercial during the
broadcast...
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