FOR IMMEDIATE RELEASE:
HBO’s Hard Knocks Delivers National
TV
Exposure to Jets Corporate Sponsor
ANN ARBOR,
MI, August 12, 2010 – Last night’s season premier
of HBO’s Hard Knocks—a five-week,
behind-the-scenes look into life at NFL training camps—provided the platform
for New York Jets sponsor Atlantic Health to garner more than $41,000 of
in-broadcast exposure value.
According
to research conducted by Joyce Julius & Associates, Inc., which specializes
in measuring the scope of sponsorships across all forms of media, the Atlantic
Health jersey patches appeared clear and in-focus for a total of 43 seconds
throughout the hour-long show. Altogether,
the patches were identified on 20 occasions.
The
national exposure value is calculated by comparing the in-broadcast exposure to
the advertising cost of reaching a similar audience during each respective
telecast, and applying Joyce Julius Recognition Grading (RG)—which takes into
account such factors as size and placement of the image on screen, the amount of
branding clutter, and the level of integration.
Atlantic
Health first began sponsoring the Jets’ practice jerseys last season when the
NFL began allowing this type of branding, after having previously signed a
12-year sponsorship entitlement for the team’s practice facility in Florham
Park, New Jersey, back in 2007.
Joyce
Julius research has indicated practice jersey sponsorships typically garner the
bulk of their total exposure at the local/regional level, via the home city’s
media outlets. Last year, Hard
Knocks presented upstart brand SpongeTech with an unprecedented opportunity
for the brand to be viewed by large national audiences when the show chronicled
the Cincinnati Bengals adorned with the company’s logo.
The SpongeTech jersey patches average 54 seconds on-camera time per
episode, and amassed $350,000 of exposure value during the show’s late-summer
run on HBO.
Atlantic Health should receive an additional national television boost in later
episodes of this year’s Hard Knocks
when the Jets depart training camp at SUNY-Cortland and return to their
sponsored facility in Florham Park later this month for the conclusion of the
pre-season.
Additionally,
a full roster of brands is associated with the team and will reap even more Hard
Knocks airtime, as Madden NFL ’11 Jets Training Camp is brought to you by
Atlantic Health, JetBlue, MetLife, The Record, SNY and Toyota.
About
Joyce Julius & Associates, Inc.:
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