POWERade's 2007 NHRA TV Debut
Leads to Significant Exposure
ANN ARBOR, MI, February 13,
2007 –
During
ESPN2’s Sunday evening telecast of the CarQuest Auto Parts Winternationals
final eliminations, NHRA series title sponsor POWERade secured more than
$570,000 of in-broadcast exposure value.
According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, the POWERade name and/or logo appeared clear and in-focus for 26 minutes, 59 seconds of ESPN2’s three-hour telecast. Additionally, the announcers mentioned the beverage brand verbally on 11 occasions. A value for this exposure is calculated by comparing the on-screen time and mentions to the estimated cost of a commercial during the broadcast.
POWERade
utilized 29 sources of exposure during the season-opening telecast, with the
largest portion of exposure value stemming from series title graphics,
accounting for 24% of the brand’s total.
The chart below details the exposure time and comparable exposure
generated by each source.
|
Source |
Exp.
Time |
Exp.
Value |
|
Series
Title Graphics |
7:01 |
$138,930 |
|
On-Track
Identity |
4:15 |
84,150 |
|
Inflatables |
2:16 |
44,880 |
|
Top
End Banners |
2:11 |
43,230 |
|
Guardwalls |
2:02 |
40,260 |
|
Mentions
(11) |
N/A |
36,300 |
|
Christmas
Tree Identity |
1:41 |
33,330 |
|
Broadcast
Booth Backdrop |
1:38 |
32,340 |
|
Starting
Line A-Board |
1:13 |
24,090 |
|
Funny
Car Driver Uniforms |
0:56 |
18,480 |
|
Race
Official Uniforms |
0:35 |
11,550 |
|
Tower
Signs |
0:31 |
10,230 |
|
Funny
Car Decals |
0:26 |
8,580 |
|
Highlight
Footage |
0:22 |
7,260 |
|
Funny
Car Hats |
0:19 |
6,270 |
|
Funny
Car Crew Member Uniforms |
0:15 |
4,950 |
|
Brought
to You by Graphics |
0:15 |
4,950 |
|
Safety
Safari Vehicle |
0:14 |
4,620 |
|
Power
Time Graphics |
0:11 |
3,630 |
|
Time
and Temp Board |
0:07 |
2,310 |
|
Top
Fuel Crew Member Uniforms |
0:07 |
2,310 |
|
Pro
Stock Decals |
0:06 |
1,980 |
|
Billboards |
0:04 |
1,320 |
|
Trash
Cans |
0:04 |
1,320 |
|
Pro
Stock Driver Uniforms |
0:03 |
990 |
|
Top
Fuel Hats |
0:03 |
990 |
|
Trophy
Identity |
0:02 |
660 |
|
Bottle
Identity |
0:01 |
330 |
|
Top
Fuel Decal |
0:01 |
330 |
|
|
|
|
|
POWERade
Total: (11 Mentions) |
26:59 |
$570,570 |
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.