US
Open Television Coverage Serves Up
More Than $335 Million of Exposure Value
ANN ARBOR, MI, September 22, 2006 – Corporate sponsors of the recently completed US Open Tennis tournament combined for $335,310,355 of in-broadcast exposure value during the 14 consecutive days of television coverage afforded the event by CBS and USA Network.
According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, brands utilizing signs placed around the playing surface, rings signs lining the various seating decks of Arthur Ashe Stadium, as well as the nets, combined for more than 166 hours of clear, in-focus exposure time.
JPMorgan/Chase took full advantage of prime logo placements on the back wall of the playing areas and the netting during women’s play to garner some 53.5 hours of on-screen time and $107 million — nearly 1/3 of the exposure amassed by all sponsors during the two-week tournament.
Another brand flourishing during the coverage was Lexus, which benefited from its logo placements on the nets during all men’s matches. From the nets alone, the automaker reaped nearly $85 million of exposure value.
Joyce Julius analyzed the massive amount of television coverage (150+ hours) through utilization of its Image Identification Technology (IIT). The cutting-edge system allows for computerized image analysis of logos during television broadcasts, based on specific pixel patterns identified by Joyce Julius researchers.
In addition to increased speed of analysis, IIT provides Joyce Julius researchers with greater detail than previously possible with just the human eye, such as percentage of logo obstruction at any given time, or the exact size of the logo in relation to the entire screen.
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