Commentary
Branding Value At US Tennis Open
- by Jack Loechner , Staff Writer @mp_research, October 26, 2006
Relay, an affiliate of Publicis Group, reported a unique measurement on branding placements during the Men's and Women's Singles during the US Open Finals, noting that Lexus and JPMorgan Chase took top value among brands that invested in sponsorships.
Lexus, through branding placements on in-stadium signage, net logos, onscreen graphics and player clothing, received more than $13.5 million in broadcast advertising value during the broadcast of the Men's Singles finals. During the Women's Singles finals, JPMorgan Chase beat out all other brands for exposure with more than $16 million in ad value with its in-stadium signage and net logos.
A total of 37 brands received airtime during the US Open Championship Rounds, earning more than $56 million in broadcast exposure during both matches.
Matt Pensinger, senior director of sponsorship consulting, Relay, said that "SponsorVision" provides a single metric to value how consumers view a brand's exposure during sports and entertainment programming... {by aggregating} all of the instances of on-air exposure received, including onsite signage displays at an event as well as onscreen graphics and branded features received through a media investment..."
Sponsorship Valuation - 2006 US Open Tennis Championship, 2006 | ||
Advertiser | Media | Ad Value (US Dollars) |
Men's Finals, CBS Sept. 10, 2006 | ||
Lexus | net logo, in-stadium signage, onscreen graphics, player clothing | $13,557,605 |
JPMorgan Chase | signage | $11,766,860 |
Olympus | signage | $7,819,841 |
Nike | clothing | $790,792 |
Polo | signage, clothing | $429,003 |
Lacoste | clothing | $410,287 |
Citizen | signage | $403,938 |
IBM | signage, onscreen graphics | $263,578 |
Evian | courtside cooler, water bottles, signage | $190,941 |
American Express | signage, onscreen graphics | $147,825 |
Women's Finals, CBS Sept. 9, 2006 | ||
JPMorgan Chase | net logo placement, in-stadium signage | $16,280,193 |
Olympus | signage | $1,814,384 |
Adidas | player clothing | $436,111 |
Polo | signage, clothing | $367,403 |
Lexus | signage, onscreen graphics, net logo | $311,374 |
Nike | clothing | $261,590 |
Citizen | signage | $167,877 |
Evian | courtside cooler, water bottles, signage | $136,182 |
Prince | player equipment | $117,103 |
Wilson | player equipment | $115,513 |
Source: Relay SponsorVision", September 2006 | ||
For more information about Relay SponsorVision and past reports, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.