NFL’s New Approach to the Pro Bowl and Super Bowl

Pays off for Miami Stadium Sponsor Sun Life

         ANN ARBOR, MI, February 10, 2010 – The NFL’s decision this year to move the Pro Bowl from Hawaii to Miami, the site of Super Bowl XLIV, created a huge media splash for Toronto-based Sun Life, as the newly-signed Miami stadium sponsor reaped more than $27 million of exposure value during the two game telecasts and the ensuing media coverage.

      According to research conducted by Joyce Julius & Associates, Inc., which has specialized in measuring the scope of sponsorships across all forms of media for 25 years, 36% of Sun Life’s total exposure value was realized during CBS’ coverage of Super Bowl XLIV, while ESPN’s Pro Bowl telecast added another 5%.  Combined, the Sun Life logo was monitored for 17 minutes, three seconds (17:03), while the brand was mentioned on 25 occasions.

     When comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecasts 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—Sun Life gathered an exposure value of $10.98 million from the primetime broadcasts. 

      Joyce Julius also monitored mentions of Sun Life Stadium during all forms of U.S. television coverage in the week between the Pro Bowl and Super Bowl.  All told, Sun Life was referenced during some 1,900 programs, ranging from local news telecasts to national highlight shows; bringing about an additional $2.6 million of exposure value to the brand.

      Finally, more than 12,000 news articles appearing in print, or on the Internet, also referenced the stadium sponsor by name throughout the same one-week time period. This type of media coverage accumulated an additional exposure value of $13.5 million for Sun Life when compared to the cost of reaching the same number of readers through traditional advertising.

Sun Life Media Exposure Break Down

Media Type                                             Exposure Value

Pro Bowl Telecasts*                             $1,255,915

Super Bowl Telecasts**                         9,724,495

Additional TV Programs                        2,598,990

Print/Internet Articles                         13,468,000

 

Total:                                                    $27,047,400

 

*Includes Pre-Game telecast

**Includes Kickoff, Pre-  and Post-Game telecasts

 

Super Bowl Stadium Sponsor In-Game Exposure Comparison

 

Super Bowl

Sponsor

On-Screen Time

Verbal Mentions

 

 

Miami (2010)

Sun Life

2:32

4

 

Tampa Bay (2009)

Raymond James

1:51

7

 

Glendale (2008)

U. of Phoenix

1:33

2

 

Detroit (2006)

Ford

1:44

6

 

Jacksonville (2005)

Alltel

0:26

0

 

 

**2007 Super Bowl in Miami did not feature a stadium sponsor

 

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.

--###--