PRLog (Press Release) – May 23, 2011 – Chrysler's Ram Truck, coming off of a highly successf automobile news ul Kentucky Derby sponsorship featuring the b android application acking of the winning jockey, picked up an additional $500,000 of in-broadcast exposure value during NBC's Preakness Stakes coverage on Saturday despite a lack of branding at the Pimlico Race Course.
According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Ram logos appeared clear and in-focus for one minute, four seconds (1:04) during the Preakness telecast, while the brand was also mentioned a half-dozen times, leading to an overall exposure value of $529,065.
Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.
Ram benefited greatly during the telecast from several highlights of this year's Kentucky Derby, where the sponsor's logo had been prominently featured on the pant 2011 Chevrolet Corvette Z06 leg of Animal Kingdom's winning jockey John Velazquez (0:47). For the running of the Preakness, second-place finisher Velazquez' pant leg featured the sponsor Cosequin.
Additionally, Ram also sponsored NBC's animated Race Preview during the Preakness broadcast, as well as a Brought to You By segment to account for its exposure this time around.
Throughout the Kentucky Derby telecast earlier this month, Ram received a boost from its enhanced relationship with Churchill Downs, which included the sponsor's logos on many of the surrounding barns and on the handlers. Thus far, the first two races of the Triple Crown have netted Ram $1.6 million of exposure value during NBC's coverage.
Altogether, 35 brands appeared visually and/or verbally during NBC's Preakness Stakes broadcast.
3M Goodyear Ram Adidas Hennegan Brothers Ryder ADT Hickey Freeman Sports Illustrated AP Images horsephoto.com Team Valor Int. Bloodhorse.com HRTV The Voice Bud Light India Twitter Budweiser JPMorgan Chase Under Armour Columbia KFC US Bank Cosequin Magna Corp. Visa Facebook Mercedes Benz XpressBet Getty Images Pacific Life Yum! Geico Pepsi
About Joyce Julius & Associates, Inc.:
Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs. Joyce Julius' fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media measurements, and fan/consumer 1086274749 perception analyses.
The Ann Arbor, Michigan-based firm has been measuring the Infiniti m hybird impact of corporate sponsorships across all forms of media since 1985. These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.
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