Sports Business Daily

June 19, 2007

Joyce Julius Measures NBA Finals Naming Rights Exposure

Quicken Loans, the naming-rights sponsor of the Cavaliers' home arena, did slightly better than AT&T, the naming-rights sponsor of the Spurs' home arena, in both verbal mentions and visual time during the NBA Finals, according to analysis by Michigan-based Joyce Julius, done on of behalf of THE DAILY.  References to the "Q" accounted for the extra mentions, while the large "Q" logo on the bottom of the scoreboard also did well.  The following presents TV exposure results for the sponsors, broken down by source, during the '07 NBA Finals at the AT&T Center and Quicken Loans Arena  (Joyce Julius).
AT&T -- GAMES ONE & TWO
Verbal Mentions:
7
TYPE OF VISUAL
EXPOSURE (H:MM:SS)
Floor Identity
0:10:29
Marquee Sign
0:01:50
Scoreboard Identity
0:00:27
Graphics
0:00:22
Roof Identity
0:00:14
Basket Support Identity
0:00:05
Total:
0:13:27
QUICKEN LOANS -- GAMES THREE & FOUR
Verbal Mentions:
16
TYPE OF VISUAL
EXPOSURE (H:MM:SS)
Floor Identity
0:10:32
Scoreboard Identity
0:02:09
Marquee Sign
0:01:18
Graphics
0:00:42
Basket Support Identity
0:00:02
Total:
0:16:43