Two Brands Turn Valuable NCAA Final Four

Signage Territory into Sizable Television Exposure

         ANN ARBOR, MI, April 9, 2008 – The NCAA Men’s Basketball Final Four in San Antonio saw two brands make a splash during CBS’ three telecasts despite limited court-side opportunities, as Spalding and Dasani utilized their prime in-arena locations to collect television exposure totaling $4.1 million and $3.5 million, respectively.

       According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the impact of sponsorships across all forms of media — Spalding logos on each basket support appeared clear and in-focus for a total of one minute, 34 seconds (1:34) during the three telecasts, while Dasani identity on cups and water coolers was monitored for a total of 1:21.  Exposure values are calculated by comparing the in-broadcast exposure to the $1.3 million estimated cost of a 30-second commercial during CBS’ Final Four telecasts.

       Spalding’s on-screen presence was consistent throughout all three games, averaging about 0:31 per contest.  Dasani, on the other hand, clocked in with an impressive 0:45 during Saturday's Kansas - North Carolina semi-final matchup, while the Coca-Cola brand managed just 0:14 during Monday night's championship game.

        In comparison, PepsiCo’s Gatorade brand appeared clear and in-focus for 0:36 during the BCS National Championship Game on Fox last January, leading to a comparable exposure value of nearly $1.5 million for the beverage provider.

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—which monitors more than 2,500 nationally televised sports and special event programs annually—has been measuring the impact of corporate sponsorships 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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