TV Exposure Findings During Day One 

Coverage of The US Open

         ANN ARBOR, MI, September 5, 2006 – The following Joyce Julius and Associates exposure findings pertain to the 12.5-hours of opening-day coverage afforded the US Open by USA Network: 

          **JPMorgan Chase logos appeared clear and in-focus for 3 hours, 35 minutes, 11 seconds (or 28%) during USA Network's Day One afternoon and evening telecast.  When compared to the estimated cost of a commercial during the coverage, the sponsor garnered $4,074,265 of in-broadcast exposure value.  In comparison, the sponsor of a NASCAR Nextel Cup Series event typically collects about 45 minutes of on-screen time during a four-hour race broadcast.

          **If early indications hold true, this year's new replay/review system may be taking away some face time from the umpires.  During the first day of coverage, the Continental Airlines logo on the umpire's chair was monitored for 1:17, leading to a comparable exposure value of $23,920.

         **Lexus identity on the net, mostly accrued during Andre Agassi's first match of the tournament, brought in nearly $1.8 million of exposure value for the luxury car brand, based on 1:21:27 of clear, in-focus time.

          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.