• Brandweek, Tuesday, June 6, 2006 11:47 AM

When it comes to reaching television viewers with advertising, marketers would be wise to defy conventional thinking and invest their ad dollars in tennis and auto racing rather than football, including the much-hyped Super Bowl. Statistics released by Nielsen Sports' Sponsorship Scorecard showed that the top sponsor of the U.S. Open Men's Final on CBS, JP Morgan Chase achieved more impressions per hour among adults 25-54 (162 million) than did Motorola, the top sponsor of the Super Bowl on ABC, which scored 157 million. And the top sponsor in the Nascar Daytona 500 on Fox, Lowe's Home Improvement, achieved more 25-54 impressions (110 million) than the top sponsor on the Rose Bowl on ABC, Citibank (95 million). The Scorecard measures televised impressions or viewers of a sponsor's logo on screen during the sport telecasts--anything from in-stadium signage, to on-screen billboards, to product use on the field or sidelines. "While some sports will deliver more impressions than others, once the cost factor is included, leagues, teams, and sponsors can, for the first time, compare ROI by sport and locations within stadiums," said Ron Schneier, general manager of Nielsen Ventures.

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