ANN ARBOR, MI, October 7, 2005 – Reebok’s stepped up involvement with the NHL, which includes providing the uniforms on a league-wide basis, as well as logoed sponsorship of the center ice and blue lines in all 30 NHL arenas, rewarded the apparel company with more than $50,000 of in-broadcast exposure value during OLN’s opening night telecast on Wednesday.

         According to research conducted by Joyce Julius and Associates, Reebok logos appeared clear and in-focus for a total of five minutes, 14 seconds (5:14) during the broadcast.  When comparing the on-screen time to the estimated cost of a 30-second commercial during OLN’s broadcast, Reebok was credited with $52,855 of exposure value.  

         Reebok logos affixed to the backs of the Philadelphia Flyers and New York Rangers sweaters, along with various player helmets, accounted for 3:15 of the brand’s total TV time, while small board signs, located at the red center ice and blue lines, containing the RBK logo, delivered a total of 1:59.

         Despite size limitations, the RBK signs compared favorably to the more traditional board signs.  For example, a Sharp Electronics board sign appeared clear and in-focus for 3:17 during the telecast, and when visible, the Sharp sign typically occupied 2.2% of the screen.  Meanwhile, the RBK line signs generally filled just 0.4% of the frame when seen by the television audience.

         Joyce Julius measured the impact of the board signage through the utilization of its Image Identification Technology, which allows for a precise digital measurement of logos appearing during televised events.