TNT's NBA All-Star Weekend Coverage Provides
a Showcase for Arena Title Sponsor Toyota
ANN ARBOR, MI, February 22, 2006 –
TNT’s broadcast of the NBA All-Star Game on Sunday night, along with the cable network’s telecasts of festivities on Friday and Saturday night from Houston’s Toyota Center, enabled the arena’s entitlement sponsor to garner nearly $4.5 million of in-broadcast exposure value.According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, Toyota identity appeared clear and in-focus for 26 minutes, 51 seconds (26:51) during TNT’s combined eight hours of prime-time coverage over the weekend. Additionally, announcers mentioned the auto brand on 26 occasions throughout the telecasts. When comparing the exposure to the estimated cost of a commercial on the various broadcasts, Toyota earned $4,488,805 in exposure value.
During Sunday night’s All-Star game telecast, Toyota tabulated 12:02 of on-screen time, 16 mentions and $2.9 million. TNT’s telecast of NBA All-Star Saturday Night accounted for $628,800 of exposure value, while Friday night’s Rookie Challenge game posted an impressive $920,000.
Toyota Center identity placed on the court accounted for 48.7% of the automaker’s exposure value during the three days of coverage. Logos affixed to each basket extension (21.2%) and a large lighted sign on the Toyota Center roof (11.3%) also played predominate roles in Toyota’s visual presence.
By comparison, Ford amassed $13.6 million of in-broadcast exposure during ABC’s recent telecast of Super Bowl XL from Ford Field in Detroit. Ford’s exposure originated from just 1:44 of on-screen time and six announcer mentions during the 4.5-hour broadcast.
The Ann Arbor, Michigan-based Joyce Julius and Associates — which monitors more than 2,500 nationally televised sports and special event programs annually — has been measuring the impact of corporate sponsorships since 1985.