HBO’s Hard Knocks a Primetime Source of Exposure for

Cincinnati Bengals’ Jersey Sponsor SpongeTech

         ANN ARBOR, MI, September 11, 2009 – With the NFL’s decision this year to allow branding on practice jerseys, the most recent edition of HBO’s Hard Knocks—a five-week, behind-the-scenes look into life at NFL training camps—proved to be a highly successful platform for the newly signed Cincinnati Bengals’ sponsor SpongeTech Delivery Systems, Inc.  During the five episodes, SpongeTech jersey logos “popped” visually, collecting more than $350,000 of comparable television exposure value.

         According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, the bright yellow SpongeTech jersey patches appeared clear and in-focus for a total of four minutes, 33 seconds (4:33).

        When comparing the in-broadcast exposure to the advertising cost of reaching a similar audience during each respective telecast, and applying Joyce Julius Recognition Grading (RG)—which takes into account such factors as size and placement of the image on screen, the amount of branding clutter, and the level of integration—SpongeTech secured a five-episode exposure value totaling $351,350.

         Joyce Julius research has indicated practice jersey sponsorships typically garner the bulk of total exposure at the local/regional level, via the home city’s media outlets.  Hard Knocks presented SpongeTech with an unprecedented opportunity for the brand to be viewed by large national audiences (3.1 million viewers cumulatively for episode one) over five consecutive weeks.

        The majority of SpongeTech’s exposure during the shows occurred in one, two or three second durations.  A 29-second segment during the season premiere episode, featuring an emotional scene where veteran player Reggie Kelly was informed of a season-ending injury, was the largest single exposure occurrence for the brand.

          SpongeTech, a maker of soap and wax filled sponges, is in the first year of a two-year sponsorship agreement with the Cincinnati Bengals.  Teams were granted permission by the NFL to begin selling practice jersey sponsorships earlier this year.  Currently, 17 NFL teams have sold branded practice jersey logo space.

HBO Hard Knocks – SpongeTech Exposure Results :

Episode                                   Exposure Time                      RG Value

#1  Aug. 12                               1:25              $122,100                          

#2  Aug. 19                               1:08                  91,750

#3  Aug. 26                               0:58                  68,750

#4  Sept. 2                                0:28                  33,500

#5  Sept. 9                                0:34                  35,250

Series Total:                             4:33              $351,350

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—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.  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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