Super Bowl XLII Stadium Sponsor Scores

Nearly $20 Million of Exposure Value

         ANN ARBOR, MI, February 5, 2008 – The University of Phoenix, the stadium entitlement sponsor for the hosting venue of Super Bowl XLII in Glendale, Arizona amassed an overall exposure value approaching $20 million from the media coverage preceding, during and following the big game.

         According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the impact of sponsorships across all forms of media, more than half of the University of Phoenix exposure value was realized during the highly-viewed FOX game telecast, which saw the on-line university’s identity appear clear and in-focus for one minute, 33 seconds (1:33). 

         The University was also mentioned on two occasions by the FOX announcers, bringing about an in-broadcast exposure value of $10.2 million when comparing the sponsor’s on-screen time and verbal references to the average $2.7 million asking price for a Super Bowl commercial.

         A large sign located in one end zone, a sign adjacent to the main scoreboard and exterior marquee signs monitored during aerial shots of the stadium provided University of Phoenix with its in-game visual exposure.

         Additionally, print media and Internet news stories also provided University of Phoenix with exposure value during the last 30 days, as a combined 8,500 articles referencing the stadium sponsor by name led to more than $6 million.

         Finally, pre-game television coverage on FOX, ESPN and NFL Network, scrolling ticker updates, national and local affiliate highlights, as well as national and local radio coverage also contained references to the stadium, and added to the sponsor’s overall exposure intake.

         Last year, University of Phoenix collected $4.5 million of exposure value during FOX coverage of the 2007 BCS Championship Game from the same stadium, as a result of an on-screen time of 2:08 and five verbal references.

         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 across all forms of media since 1985.

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