Advertisers Find Value at US Open Tennis Finals.Lexus Lexus is the luxury vehicle division of Japanese automaker Toyota Motor Corporation. Lexus brand name vehicles are sold in North America, Europe, Asia, the Middle East, Oceania, Africa, and Latin America; in the United States, Lexus is the highest-selling make of luxury cars. , JPMorgan Chase JPMorgan Chase (NYSE: JPM TYO: 8634 ) is one of the oldest financial services firms in the world. The company, headquartered in New York City, is one of the leaders in investment banking, financial services, asset and wealth management and private equity. With assets of $1. Top List for Televised Brand Exposure CHICAGO Chicago, city, United States Chicago (shĭkä`gō, shĭkô`gō), city (1990 pop. 2,783,726), seat of Cook co., NE Ill., on Lake Michigan; inc. 1837. -- Relay SponsorVision[TM], a proprietary digital monitoring system that calculates the monetary advertising value of a brand's onscreen on·screen or on-screen adj. & adv. 1. As shown on a movie, television, or display screen. 2. Within public view; in public. exposure during televised events, revealed that Lexus and JPMorgan Chase took top value among brands that invested in sponsorships of the 2006 US Open Men's and Women's Tennis Finals, broadcast on CBS (Cell Broadcast Service) See cell broadcast. . 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, while Maria Sharapova Maria Yuryevna Sharapova (Russian: Мари́я Ю́рьевна Шара́пова listen was besting Justine Henin-Hardenne, JPMorgan Chase was beating 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 air·time n. 1. The time during which a radio or television station is broadcasting. Also called airspace. 2. The time at which a radio or television program is broadcast. during the US Open Championship Rounds, earning more than $56 million in broadcast exposure during both matches. "SponsorVision[TM] is unique in that it provides a single metric to value how consumers view a brand's exposure during sports and entertainment programming," said Matt Pensinger, senior director of sponsorship consulting, Relay. "SponsorVision[TM] aggregates all of the instances of on-air on-air adj. Spoken, occurring, or used during broadcasting: an on-air gaffe; changed his on-air name. exposure received, including onsite signage displays at an event as well as onscreen graphics and branded features received through a media investment. It offers an objective valuation figure that is a key component for assessing a sponsorship's return on investment." The tool calculates exposure using a proprietary three-step methodology, starting with optical recognition technology that measures and weighs onscreen variables during event broadcasts, such as a brand's logo clarity, size, duration and location in the broadcast and the amount of clutter onscreen. SponsorVision[TM] then utilizes a proprietary methodology to produce a Viewer Engagement Index, developed using groundbreaking eye tracking studies, to accurately gauge the percentage of viewers who were engaged and could recall the brand image onscreen. SponsorVision[TM] is then able to objectively assign a dollar value for the exposure based on precise advertising spot costs. Relay SponsorVision[TM] Sponsorship Valuation - 2006 US Open Tennis Championship [TABLE OMITTED] For more information about Relay SponsorVision and to view past reports from other high-profile televised sporting events, go to www.relayworldwide.com. About Relay SponsorVision[TM] Relay SponsorVision[TM] calculates the value of major brand sponsorships during televised sporting and other broadcast events. Relay SponsorVision[TM] differentiates itself from other services with its Viewer Engagement Index, accounting for viewer captivation cap·ti·vate tr.v. cap·ti·vat·ed, cap·ti·vat·ing, cap·ti·vates 1. To attract and hold by charm, beauty, or excellence. See Synonyms at charm. 2. Archaic To capture. , and accurate advertising spot costs. Relay SponsorVision[TM] is a product of Relay Sponsorship & Event Marketing (www.relayworldwide.com). |
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