General Motors / Chevy Capture $10.5 Million of In-Broadcast Exposure During World Series Telecasts From Motor City

         ANN ARBOR, MI, October 23, 2006 – The Fox telecasts of games one and two of the 2006 World Series this past weekend from Detroit saw General Motors and its brand Chevrolet combine for more than $10.5 million of in-broadcast exposure, excluding commercials and pre/post-game coverage. 

          According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the impact of sponsorships across all forms of media, the combination of General Motors, Chevrolet and Silverado appeared clear and in-focus for nine minutes, 25 seconds (9:25) during the Saturday and Sunday night game telecasts.  The various GM entities were also mentioned by the announcers on 28 occasions.  A value is derived by comparing the in-broadcast exposure garnered by the corporate sponsor — stemming from signage, television graphics, mentions, etc. — to the estimated cost of a traditional 30-second commercial during the Fox broadcast.

          The Fox digitally inserted signs behind home plate drew the most on-screen time for the automaker, appearing for 4:14 ($3.2 million) during the two games, while a General Motors water fountain sign located in center field led to 2:00 ($1.5 million).   Other sources of in-broadcast exposure included rotating signs on the first and third base lines, scoreboard identity, a marquee sign on GM’s world headquarters building and car displays in center field, along with Player of the Game, Brought to You By and truck give-away graphics.

          The 2006 World Series marks the third major sporting event to take place in Detroit within the last 16 months, dating back to the 2005 MLB All-Star Game.  During the telecasts of those events, GM took full advantage of its national sponsor status in its hometown, amassing $14.6 million of exposure during the All-Star game and $33.3 million during the Super Bowl XL 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.