Phelps' 5 medals Have Been Golden for Sponsors

         ANN ARBOR, MI, August 13, 2008 – Michael Phelps’ dominance of the Beijing Olympics has led to corporate sponsors associated with the swimmer collecting $9 million of in-broadcast exposure value during NBC’s primetime telecasts in the United States.

       According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the impact of sponsorships across all forms of media — adidas, Nike, Speedo and Visa logos have combined for six minutes of on-screen time exclusively from apparel worn by Phelps during NBC’s coverage, beginning Saturday night and running through Tuesday night’s double-gold triumph.  One way Joyce Julius determines exposure value is by comparing the in-broadcast time the brands garner to the estimated cost of a commercial spot during the telecasts.

       A warm-up jacket worn by Phelps during each of his medal ceremonies accounted for all of Nike’s time with the swimmer, as the familiar swoosh has been monitored for three minutes, 33 seconds (3:33), leading to an exposure value of $5.3 million.

       Speedo logos on Phelps’ warm-up jacket, swim cap and bodysuit have landed the brand 2:24 of airtime and $3.6 million, while highlights of Phelps’ storied career have also led to TV time for adidas and Visa.

       Thus far Phelps has accounted for 72% of Nike’s swimming-related exposure during NBC’s nighttime coverage, as well as 18% of Speedo’s on-screen time and value.

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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