First International Regular Season NFL 

Game Broadcast A Boost to Sponsors

         ANN ARBOR, MI, October 30, 2007 – Keeping with the local flavor of the event, the NFL allowed its corporate sponsors unprecedented signage opportunities during this past Sunday’s game between the New York Giants and Miami Dolphins held at Wembley Stadium in London.  Utilizing rotational signage generally reserved for European soccer, six corporations’ logos appeared during coverage on Fox, leading to an overall in-broadcast exposure value of more than $3.5 million from the electronic signs alone.

         According to research conducted by Joyce Julius & Associates, which specializes in measuring the impact of sponsorships across all forms of media, the six sponsoring corporations—Bridgestone, Canon, Coors, General Motors, Reebok and Visa—appeared clear and in-focus for a combined seven minutes, 54 seconds (7:54).  Exposure value resulting from the rotational signs was calculated by comparing each brand’s on-screen time to the cost of a 30-second commercial during the Fox telecast.

         The game’s title sponsor, Bridgestone, led the sponsoring brands, garnering 3:35 of screen time and $1,612,500 of comparable exposure value from the on-field signs.  The table below details the in-broadcast exposure results of each brand taking advantage of the rotating signs.

         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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