Nike Dominates Apparel Brands during 

Home Run Derby and All-Star Game Telecasts

         ANN ARBOR, MI, July 14, 2010 – The familiar Nike “Swoosh” was the most-seen logo of the 18 apparel brands monitored during the Home Run Derby and MLB All-Star Game broadcasts from Anaheim this week, with Nike amassing nearly $2.3 million of comparable television exposure value.

       According to research conducted by Joyce Julius & Associates, Inc.—which has specialized in measuring the scope of sponsorships across all forms of media for 25 years—Nike garnered a total of 13 minutes, 12 seconds (13:12) of on-screen time during the All-Star Game broadcast on Fox and 14:04 during ESPN’s coverage of the Home Run Derby. 

      Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

       Uniform provider Majestic Athletic finished next among the apparel brands, appearing for 13:53 during the two primetime telecasts and earning $1.1 million of in-broadcast exposure value.  Reebok, boosted by the colorful shoes worn by Home Run Derby winner David Ortiz, amassed $340,000 as a result of an overall exposure time of 5:08.

  All-Star Game & Home Run Derby Combined In-Broadcast Exposure:

Brand

Exposure Time

Recognition Grade Exp. Value

Nike

    27:16

$2,268,180

Majestic Athletic

    13:53

1,115,325

Reebok

     5:08

341,855

Mizuno

     2:03

332,475

Franklin

     1:19

139,210

Easton

     0:51

54,890

Rawlings

     0:39

153,650

TPX

     0:32

88,615

Oakley

     0:18

24,820

Wilson

     0:16

27,680

Under Armour

     0:09

15,590

Pro Orthopedic

     0:06

10,500

adidas

     0:05

4,775

Rooly

     0:04

2,545

Boombah

     0:02

635

H2R (Boombah)

     0:02

1,910

Louisville Slugger

     0:02

7,000

Spalding

     0:02

7,000

Total:

52:47

$4,596,655

 

All-Star Game & Home Run Derby Top-Five Exposure Sources:

Brand

Source

HR Derby Exp. Time

ASG Exp. Time

Total Exp. Time

Total RG Exp. Value

Majestic Athletic

Jerseys

     4:53

     8:43

    13:36

$1,059,800

Nike

Shoes

     9:09

     2:41

    11:50

544,540

Nike

Undershirt

     3:13

     5:42

     8:55

826,190

Reebok

Shoes

     4:16

     0:52

     5:08

341,855

Nike

Wristband

     1:06

     0:55

     2:01

169,760

 

About Joyce Julius & Associates, Inc.:

         Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.  Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.

         The Ann Arbor, Michigan-based firm has been measuring the impact of corporate sponsorships across all forms of media since 1985.  These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

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