The value of TV exposure at the NBA Draft
03/07/2007 |
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As the presenting sponsor of ESPN’s five-hour NBA Draft coverage last Thursday night, Sprite earned nearly $4.9 million of in-broadcast exposure value from signs, network graphics and announcer mentions.
According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, the Sprite logo appeared clear and in-focus for a total of 52 minutes (52:00) during the five hour, seven minute broadcast from New York’s Madison Square Garden. Additionally, the soft drink was mentioned on 14 occasions throughout the night.
One way Joyce Julius determines the value of the exposure received by sponsoring brands is by comparing the on-screen time and mentions received to the non-discounted cost of purchasing a 30-second commercial during the broadcast. Utilizing this methodology, Sprite received $4,890,000 of comparable value.
ESPN graphics featuring the Sprite logo were monitored for 39:30 ($3.5 million), while Sprite identity, affixed to the podium where commissioner David Stern announced each selection, appeared clear and in-focus for 12:01 ($1.1 million).
Computer maker Lenovo had the most interesting showing of the brands making an appearance during the coverage Thursday night. Lenovo laptop computers were strategically placed at each table where high-profile draftees awaited their selection and many of the soon-to-be NBA players were monitored actually using the computers as they passed the time. That exposure, coupled with identity appearing on a video screen behind ESPN’s Mike Tirico, enabled the computer brand to garner 5:21 of in-focus time, or more than $480,000 of exposure value.
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.
(Source: Sportsbusinessnews.com)
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