More Press Releases

Dangerous Wrigley Field End Zone  

Provides a Boost to Allstate  

Title Sponsor's End Zone Signage is at the 

Center of Attention during ESPN's Coverage

         ANN ARBOR, MI, November 22, 2010 – All the extra attention surrounding the unusable end zone for the college football game held at Wrigley Field this past weekend actually benefited the game’s title sponsor Allstate, as the company’s signs surrounding that area of the stadium appeared on camera for eight and a half minutes during day-long coverage on ESPN and ESPNU, leading to an in-broadcast exposure value of $360,000.

        According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Allstate logos on the wall padding of the controversial right field end zone were monitored for one minute, 57 seconds (1:57) during College GameDay on ESPNU Saturday morning, followed by 1:21 of camera time on ESPN’s primary College GameDay broadcast, and another 5:18 during ESPNU’s telecast of the game later in the day between Illinois and Northwestern.  Combined, the screen time for the padding signs accounted for $361,430, or 43% of the entire in-broadcast exposure value collected by Allstate on the day.

        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.

        Throughout the three ESPN/ESPNU telecasts, Allstate’s sponsorship of the Wrigley Field game garnered $845,715 of exposure value resulting from 23:51 of on-camera time and 21 announcer mentions.

Allstate Television Exposure from College GameDay and Game Broadcast

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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