Budweiser and Chevrolet Dominate During
TBS' First Day of MLB Playoff Coverage
ANN ARBOR, MI, October
4,
2007 –
New
MLB Playoffs broadcaster TBS made its full debut Wednesday with more than 10.5
hours of continuous coverage, including a pre- and post-game show, along with a
triple header of games. Taking full
advantage of the marathon coverage were two familiar baseball post-season
corporate sponsors, Budweiser and Chevrolet, as each approached in-broadcast
exposure values totaling nearly $3 million for the day.
According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, Chevrolet, which sponsored the pre-game show and had a significant presence in each game telecast, amassed 22 minutes, one second (22:01) of clear, in-focus exposure time, and was mentioned on 23 occasions, leading to a comparable exposure value of $2,882,165. 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 each respective broadcast.
Meanwhile, Budweiser, TBS’ post-season presenting sponsor, collected an equally impressive 19:12, 14 verbal references and $2,777,160 during the 10.5 hours the network devoted to the first day of MLB Playoffs.
The charts below detail Budweiser’s and Chevrolet’s television exposure monitored during TBS’ coverage on Wednesday.
Budweiser
Source
Time Exposure Value
|
Virtual
Home Plate Signs |
7:41 |
$976,665 |
|
Player
of the Game Graphics |
6:11 |
803,830 |
|
Update
Graphics |
2:47 |
361,830 |
|
Mentions
(14) |
N/A |
303,335 |
|
Presented
By Graphics |
2:06 |
273,000 |
|
Stadium
Signage |
0:21 |
45,500 |
|
Brought
to You By Graphics |
0:06 |
13,000 |
|
|
|
|
|
Total:
14 Mentions |
19:12 |
$2,777,160 |
Chevrolet
Source
Time Exposure Value
|
Virtual
Home Plate Signs |
9:43 |
$1,260,835 |
|
Update
Graphics |
6:35 |
804,500 |
|
Mentions
(23) |
N/A |
393,335 |
|
Studio
Monitors |
1:47 |
107,000 |
|
Brought
to You By Graphics |
0:56 |
96,830 |
|
Player
of the Game Graphics |
0:55 |
94,665 |
|
Desk
Identity |
1:25 |
85,000 |
|
Presented
By Graphics |
0:40 |
40,000 |
|
|
|
|
|
Total:
23 Mentions |
22:01 |
$2,882,165 |
Both brands enjoyed their greatest exposure success during the final game of the day (Arizona versus Chicago), as Budweiser and Chevrolet each reaped nearly $1.2 million of their overall exposure totals during the primetime contest.
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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