Corporate Brands Accumulate $24.4 Million of Exposure Value During NCAA Men's Basketball Championship Telecast
ANN ARBOR, MI,
April 6, 2005 –
A total of 34
brands received in-broadcast visual or verbal exposure Monday
evening during CBS’ 2.5-hour telecast of the NCAA Men’s Basketball
Championship game from St. Louis. When
comparing the brands’ exposure to the estimated cost of a commercial during
the telecast, a total exposure value of $24.4
million was realized.
According to research conducted by Joyce Julius and Associates, corporate
logos appeared for a total of 12 minutes, 34 seconds (12:34),
while announcers mentioned the brands on 52
occasions.
Responsible for the largest portion of the exposure was Cingular,
sponsor of the CBS halftime show. Thanks
to 17 verbal references and 1:31 of on-screen graphics, Cingular reaped
$5,002,500 of comparable exposure value. GM
divisions Pontiac
($2,415,005) and Chevrolet
($1,380,005) also benefited from the telecast, each receiving five announcer
mentions.
Top
Appearing Brands
On-Screen
Time Mentions
Exp. Value
1)
Cingular 1:31
17
$5,002,500
2)
ncaasports.com
3:34
1
4,293,340
3)
Pontiac 1:16
5
2,415,005
4)
Monster 0:43
3
1,399,165
5)
Chevrolet
0:22
5 1,380,005
The University
of North Carolina and University
of Illinois likewise enjoyed the prime-time spotlight.
From mentions and graphics alone, Illinois was credited with $35
million of exposure value, while North Carolina obtained nearly $31.8
million. In
comparison, the BCS champion University
of Southern California collected $40.8 million of exposure value during ABC’s
broadcast of the FedEx Orange Bowl last January, despite one more hour of
coverage than the basketball title game telecast.
The Ann Arbor, Michigan-based Joyce
Julius and Associates —
which monitors more than 2,500 nationally televised sports and special event programs
annually — is celebrating its 20th year of providing independent
sponsorship valuation services in 2005.