Beckham's LA Debut Yields Television Exposure 

for Sponsors Despite Limited Playing Time

         ANN ARBOR, MI, July 23, 2007 – Although David Beckham’s much-anticipated first game with the Los Angeles Galaxy Saturday night was limited to a late-game appearance by the international superstar due to injury, the sport’s most visible player proved his worth as a lightning rod for exposure, as the Galaxy’s presenting sponsor Herbalife still managed to reap more than $175,000 in television exposure.

            According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, Herbalife identity, featured prominently on the front of the Galaxy jerseys, appeared clear and in-focus for three minutes, 31 seconds (3:31) during ESPN’s telecast, with Herbalife logos worn by Beckham alone accounting for 0:47 of the overall total.  One way Joyce Julius determines the value of the exposure is by comparing the on-screen time and mentions received by the sponsor to the non-discounted cost of purchasing a 30-second commercial during the broadcast. 

          The chart below details Herbalife’s television exposure monitored during ESPN’s game coverage.

Source                                     Time                    Exposure Value

Rotational Signs                        1:25                                $70,835

Jerseys (Non-Beckham)              1:19                                 65,835

Beckham’s Jersey                       0:37                                 30,835

Beckham’s Warm-up Jacket        0:10                                  8,335

Total:                                        3:31                             $175,840

          Another sponsor taking advantage of the Beckham-effect on Saturday was The Home Depot, entitlement sponsor of the Galaxy’s home stadium.  Altogether, The Home Depot appeared for 1:57, while the announcers also mentioned the retailer on 15 occasions—leading to an in-broadcast exposure value of $222,500.

         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 across all forms of media since 1985.

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