NHL Jersey Sponsor Potential Exposure During Stanley Cup

Had the jerseys worn by the Boston Bruins and St. Louis Blues during Game 1 of the Stanley Cup Final been adorned with a sponsor’s logo, the on-screen time received during NBC’s broadcast would have generated a combined $752,000 of TV exposure value.

Joyce Julius and Associates, Inc. — which specializes in measuring the scope of sponsorships across all forms of media — digitally monitored the special 2019 Stanley Cup jersey patches worn by each team during Monday night’s telecast. The Boston jersey patches appeared clear and in focus for 6 minutes, 10 second, leading to a Recognition Grade exposure value of $428,000. The St. Louis jersey patches garnered 5 minutes, 4 seconds of screen time, good for a potential exposure value of $324,000.

Based on findings from the Game 1 telecast, a seven-game series would generate one hour, 18 minutes, 38 seconds of total camera time and $5.3 million of exposure value for jersey sponsors.

JJ&A’s method for valuing in-broadcast television time begins by comparing each monitored second of exposure to the program’s 30-second commercial rate. Then Recognition Grade methodology is applied, which takes into account digital measurements such as size of the identity in relations to the screen, position within the frame, brand clutter, and any applicable brand integration. A sighting is defined as an uninterrupted sequence of exposure, with a minimum duration of one second.