Rose
Bowl Game Presenting Sponsor Citi Cashes In
During
Championship Telecast
ANN ARBOR, MI,
January 6, 2006 –
Wednesday night’s telecast of the BCS Championship Rose Bowl Game saw
presenting sponsor Citi land $29.2 million of in-broadcast exposure during
ABC’s 4.5-hour broadcast.
According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, the Citi logo appeared clear and in-focus for 17 minutes, 46 seconds throughout the telecast. Additionally, the announcers mentioned the presenting sponsor on 15 occasions. Exposure value is calculated by comparing the verbal and visual exposure to the estimated cost of a commercial spot during ABC’s telecast.
The large Citi mid-field logo proved to be the single biggest contributor to the sponsor’s in-broadcast exposure, appearing clear and in-focus for eight minutes, nine seconds ($11.7 million).
The Rose Bowl Game is currently the only BCS contest featuring a presenting sponsor, with the remaining three utilizing a title sponsor. FedEx, as the title sponsor of last year’s National Championship Orange Bowl game garnered more than a half-hour of on-screen time, 54 mentions and $57.5 million in exposure value during ABC’s 2005 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.