Giorgio Armani Leads All Fashion Brands In TV Exposure During Oscars Red Carpet Coverage
ANN ARBOR, MI, February 27,
television coverage of Red Carpet arrivals prior to Sunday night’s Academy
Awards ceremony resulted in the Giorgio Armani clothing brand receiving $550,000
of in-broadcast exposure value as a result of attendees and network commentators
mentioning the famous label.
According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the impact of sponsorships and promotions across all forms of media, Giorgio Armani garnered the most exposure value of any fashion brand mentioned during coverage on ABC, E! and TV Guide Channel. Altogether, the brand was referenced three times on ABC and three more occasions on E!. A value for this exposure is calculated by comparing each verbal mention to the estimated cost of a commercial during the particular broadcast.
Among those clad in Armani were Beyonce, Leonardo DiCaprio, Mark Wahlberg, Clint Eastwood and Martin Scorsese.
Footwear brand Vaneli was next in the battle for Red Carpet supremacy with mentions totaling $333,335, followed by Vera Wang ($283,330), Oscar de la Renta ($183,330) and Chanel ($170,000).
Altogether, 27 brands were mentioned during the E! two-hour telecast, while the TV Guide Channel’s coverage over the same period of time, featuring Joan and Melissa Rivers, singled out 22 fashion nametags. ABC’s half-hour Red Carpet show leading in to its exclusive coverage of the 79th Annual Academy Awards featured mentions of six apparel providers.
The Ann Arbor, Michigan-based Joyce Julius & Associates, Inc. — which monitors more than 2,500 nationally televised events annually — has been measuring the impact of corporate sponsorships and promotions in the sports and entertainment industries since 1985.