Kickoff, Halftime and Post Game Sponsors Gain Exposure During CBS' Super Bowl XLI Coverage 

         ANN ARBOR, MI, February 5, 2007 – Blockbuster Total Access, Cadillac and Ford amassed a combined $40.5 million of in-broadcast exposure value during CBS’ Super Bowl telecast from Dolphins Stadium Sunday evening.

          According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, Cadillac’s sponsorship of the network’s post-game coverage, including the awarding of a Cadillac XLR1 to game MVP Peyton Manning, led to logo visibility totaling three minutes, 57 seconds for the automaker.  Additionally, the announcers mentioned the car brand 15 times.  When comparing the in-broadcast exposure to the estimated cost of a 30-second commercial during game and post-game coverage, Cadillac was credited with nearly $17.5 million in exposure value.

       MVP graphics (1:24), post-game graphics (1:22), post-game desk identity (0:57) and vehicle identity (0:14) accounted for all of Cadillac’s on-screen time throughout the broadcast.  

Sponsor                               Segment                 Time          Mentions              Exp. Value

Cadillac                             Post-Game          3:57               15             $17,486,665*

Blockbuster To. Ac.        Halftime             1:51                 8              $16,553,330

Ford                                   Kickoff               0:35                 4                $6,500,000

*Cadillac’s exposure value is compared to both game and post-game commercial costs.  

        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.