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Nike Leads All Apparel Brands in Camera Time during Game One World Series Telecast

 

13 Apparel Makers Receive In-broadcast Exposure via Fox Coverage

 

         ANN ARBOR, MI, October 29, 2010 – With the help of a well-placed “swoosh” logo on the undershirts worn by numerous San Francisco Giants and Texas Rangers players and coaches, Nike’s in-broadcast exposure during World Series Game One coverage on Fox totaled nearly $1.3 million to lead all 13 monitored apparel brands.

        According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Nike logos appeared clear and in-focus for three minutes, 52 seconds (3:52) throughout the broadcast.  Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

        Nearly 81% of Nike’s on-screen time originated from the undershirts, with Rangers Game One starter Cliff Lee’s shirt garnering the most exposure.  Meanwhile, Giants starter Tim Lincecum’s undershirt was void of any corporate identity.

         Uniform provider Majestic Athletic finished next among the apparel brands in terms of exposure value, with the brand’s logo appearing for 4:09 and earning $637,500.  Majestic Athletic garnered 2:36 from the winning Giants’ uniforms and 1:19 from Rangers attire.

        In comparison, Nike posted an in-broadcast exposure value of $2.3 million during television coverage of this past season’s All-Star Game and Home Run Derby, while Majestic Athletic’s on-screen time was measured at a combined $1.1 million for the Fox and ESPN telecasts.

Top-10 Appearing Apparel Brands during World Series Game One on Fox:

Brand

      On-Screen Exposure Time

Recognition Grade Exposure Value

Majestic Athletic

    4:09

$637,500

Nike

     3:52

1,279,500

Wilson

     1:17

313,500

All-Star

     1:15

207,000

Mizuno

     0:50

274,500

Under Armour

     0:49

290,700

Rawlings

     0:39

247,500

TPX

     0:38

156,000

Franklin

     0:30

97,500

Spalding

     0:07

88,500

 

About Joyce Julius & Associates, Inc.:

        Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.  Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.

         The Ann Arbor, Michigan-based firm has been measuring the scope of corporate sponsorships and brand placements across all forms of media since 1985.  These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

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