College football teams averaged $4.8M of TV exposure value from bowl appearances

Football teams playing in non-New Years Six bowl games this past December each averaged nearly two hours (1:56:59) of on-screen television time, 139 announcer mentions, and a Recognition Grade exposure value of $4.8 million for their respective university.

Joyce Julius & Associates, Inc. — which specializes in measuring the scope of sponsorships across all forms of media — calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast. JJ&A then applies its Recognition Grade methodology, taking into account digitally-measured factors such as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

The following chart provides per-telecast averages for the top visual sources of exposure for participating universities during 2018 bowl game telecasts.

Exposure Type On-Screen Time RG Exposure Value Individual Sightings
Television Graphics 1:46:08 $2,911,628.07 278
Helmets 0:05:33 $198,226.46 135
End Zone Identity 0:03:56 $188,139.19 44
Jersey Identity 0:01:27 $33,404.12 43
Coach Apparel 0:00:26 $13,120.10 9
Fan Clothing/Signs 0:00:17 $12,121.66 5
Mascot 0:00:15 $12,180.21 3
Bump to Breaks 0:00:13 $6,180.99 4
Sideline Personnel 0:00:09 $5,931.93 3

 

*The above statistics reflect monitored live telecasts of 18 college football bowl games taking place from December 15 through December 31, 2018.