Dungy Wins the Battle of the Television Spotlight Over Smith During Super Bowl XLI 

         ANN ARBOR, MI, February 5, 2007 – With the coaching match up a major storyline prior to Super Bowl XLI, both Tony Dungy and Lovie Smith enjoyed significant airtime during last night’s game telecast on CBS.  That proved to be good news for apparel sponsor Reebok and headset provider Motorola, as the coaches generated nearly $25 million of exposure for the brands during the 4-hour broadcast, with Dungy accounting for some $15 million of the total.

         According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, Reebok logos on Dungy’s hat, sweater and rain jacket appeared clear and in-focus for one minute, 11 seconds during Sunday’s telecast.  When compared to the historic estimated cost of a 30-second commercial during the game ($2.6 million), Reebok’s on-screen time was valued at nearly $6.2 million. 

        Meanwhile, the Motorola logos present on Dungy’s headset were monitored for 1:41, leading to a comparable value $8.75 million.  

Dungy:

Brand               Time               Exposure Value

Motorola        1:41                 $8,753,335

Reebok            1:11                 $6,153,335

Total:             2:52            $14,906,670  

Smith:

Brand               Time               Exposure Value  

Reebok            0:51                 $4,420,000

Motorola        1:03                 $5,460,000

Total:            1:54               $9,880,000

        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.