NHL's New Year's Day Outdoor Game Provides AMP Energy with Impressive North American TV  Exposure

         ANN ARBOR, MI, January 4, 2008 – AMP Energy, title sponsor of the NHL’s Winter Classic outdoor game held in Buffalo, NY on New Year’s Day, took advantage of a better than expected U.S. television audience on NBC and a strong showing in Canada on CBC, earning in-broadcast exposure totaling nearly $10 million (USD).

         According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the impact of sponsorships across all forms of media, AMP Energy’s logo appeared clear and in-focus for a combined total of one hour, 54 minutes, 16 seconds (1:54:16) during the live NBC and CBC game coverage.  The PepsiCo brand was also mentioned on 26 occasions by each network’s set of announcers.  Exposure value resulting from the in-broadcast exposure was calculated by comparing AMP Energy’s on-screen time and verbal references to the estimated cost of a 30-second commercial during each respective telecast.

         Several board signs surrounding the temporary ice surface constructed at Ralph Wilson Stadium accounted for 87% of AMP Energy’s in-broadcast exposure value.  The following table provides the exposure results for each sponsor featured on board signs during the broadcasts.

         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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