ANN ARBOR, MI, January 11, 2005 – Of the three brands holding naming rights to stadiums hosting this past weekend’s NFL Wildcard Playoff games, the clear-cut winner, in terms of in-broadcast exposure during network television coverage, was the Seattle Seahawks’ home field sponsor, Qwest, which garnered nearly $1.9 million of exposure value during ABC’s Saturday telecast.

          According to research conducted by Joyce Julius and Associates, the Qwest logo was monitored for one minute, 48 seconds during the broadcast, while the announcers also mentioned the brand on three occasions.  Exposure value is calculated by comparing the on-screen time and verbal mentions to the estimated cost of a commercial spot during the telecast.  The bulk of Qwest’s exposure (1:18) stemmed from logos placed on the roof of the stadium, while network graphics, interior and exterior signage also assisted the sponsor’s efforts.

          Qualcomm, the entitlement sponsor of the San Diego football stadium received $556,000 of exposure value during ABC’s Saturday night telecast, while RCA, during CBS’ broadcast from Indianapolis, collected just $50,000 from only four seconds of on-screen identity.

          Incidentally, Lambeau Field, the only stadium of the weekend not to feature a corporate name in its title, was mentioned the most often by announcers – 10 times during the Fox broadcast.