Manning's Super Bowl Face-Time 

Confirms Endorsement Status 

         ANN ARBOR, MI, February 8, 2007 – Maybe Boomer Esiason phrased it best following Super Bowl XLI when he said, “This was Peyton Manning’s Super Bowl.”  Or maybe it was a drastic understatement.  Despite a noticeable absence of commercials featuring the All-Pro quarterback during CBS’ coverage on Sunday, Manning’s constant presence throughout the game was unavoidable to the 90 million viewers watching at home.

        According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, Manning’s name and face appeared clear and in-focus for six minutes and five seconds (6:05) during the Super Bowl broadcast.  Manning’s name was also mentioned 86 times by the CBS crew. 

          During the Post Game Show, Manning received an additional 1:51 of exposure time and 10 mentions while being named the game’s MVP. 

          Manning’s exposure is even more impressive when compared to his defensive counterpart, Brian Urlacher.  Urlacher, the face of the Bears franchise and 2005 NFL Defensive Player of the Year, was on the field for the same amount of playing time as Manning, yet his face and name received only 2:22 of on-screen time.  Urlacher’s name was also mentioned 27 times.

Source

Manning

Urlacher

 

 

 

Mentions

86

27

Name on Jersey

1:16

0:27

Name in Graphics

1:25

0:12

Face Recognition, with Helmet

2:02

1:01

Face Recognition, without Helmet

1:22

0:42

 

 

 

Totals

6:05

2:22

          When considering the record setting $2.6 million cost for a 30-second ad during Super Bowl XLI, the tremendous visibility throughout the telecast by two of the NFL’s leading pitchmen can only enhance their respective marketing opportunities.  Manning has already parlayed his football success into several national endorsements including MasterCard, Sprint/Nextel, Sony, Reebok, Direct TV, Gatorade, and ESPN.

         Urlacher, while not in the elite category of Manning, currently holds endorsement deals with Nike, Vitamin Water, Ace Hardware, and AT&T Home Turf.

        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.