CORPORATE PARADE FLOATS LIFT PROFILE.

Byline: Jesse Hiestand Staff Writer

The cost of flowers, seeds and hydraulics that go into a Tournament of Roses parade float is far outweighed by the value of the worldwide exposure this advertising affords, say companies involved in the New Year's Day parade.

Along with other San Fernando Valley firms taking part in the 112th annual parade, Woodland Hills-based 21st Century Insurance Group relishes the opportunity to associate its name with the beloved event - seen by an estimated world audience of 450 million people.

``In terms of what you'd spend for advertising it's one of the best buys you can get,'' said 21st Century spokesman Ric Hill. ``You don't even have to like sports to tune into the parade and it appeals to all ages so you literally cross the whole market. It's just good business to do that.''

That's why so many companies clamor to be part of the parade each year. Those that have participated in the past have first choice on whether they will return. In most cases, they do.

IHOP Corp. of Glendale is going on its 28th year.

Most companies refuse to reveal the cost of their floats, which Rose Parade organizers say range from $75,000 to $300,000.

``Last year we estimated the media coverage at just over $500,000 in value,'' said IHOP spokesman Patrick Lenow. ``There's really not much out there that compares to the Rose Parade in terms of viewership and prestige.''

That $500,000 wouldn't go far in the Jan. 28 Super Bowl XXXV, where a 30-second spot will cost about $2.4 million.

``The only other things that get greater viewership are the Super Bowl and Academy Awards,'' said Larry Palmer of Phoenix Decorating Co., the Pasadena company that is building 24 of this year's 52 floats. ``If you have the biggest, most expensive float in the parade, the cost is $300,000 and you get roughly 450 million viewers in 100 countries worldwide.''

Rose Parade official Gary Di Sano calls that a ``very nice bang for the buck.''

The big unknown is how long a float will be shown on TV, a decision that rests with the networks, which at most cover the event live, without commercials for about 2 1/2 hours, said Di Sano, chairman of the Pasadena Tournament of Roses Association committee that selected the floats.

``We've seen as little as six seconds and as much as a minute and a half,'' he said. ``TV focuses on what they want.''

There is an added value of being associated with the event, said Bill Doyle, vice president of corporate sponsorship researchers Performance Research in Rhode Island.

``If you've got a product or company that you want to integrate into Americana and tradition, like an investment company, it really goes over well with consumers,'' Doyle said. ``It's definitely one of the premier events of this time of year.''

That's why Target Corp. of Minneapolis got involved, said spokeswoman Patty Morris.

``First it's a wonderful team building opportunity for all the people who build the float and it's great exposure,'' Morris said.

Some international firms take advantage of the worldwide viewership, including China Airlines; London-based oil company BP Amoco, now parent of Southern California's Arco stations; and German chemical maker Bayer AG.

21st Century used the opportunity last year to change its name from 20th Century, a move that generated interest from companies in France and elsewhere, Hill said.

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Photo:

(color) Float decorators work on the IHOP Corp.'s 28th entry in the Tournament of Roses parade at a Pasadena workshop.

David Sprague/Staff Photographer