Sponsorship Research International (SRi) analyzed both the CBS (domestic) and International feed (Canal + France) of Super Bowl XXXV. During the International broadcast, virtual advertising (provided by Princeton Video Image) was used for sponsors FedEx and Kodak. During the domestic broadcast on CBS no virtual signage was utilized.
Virtual signage for FedEx and Kodak appeared when the international broadcast panned the stadium (i.e. above the stadium scoreboard and on the sails of the pirate ship) and when the branded virtual first-down line appeared. This resulted in 2 minutes and 42 seconds of on-screen exposure for FedEx and 2 minutes and 51 seconds of on-screen exposure for Kodak. Of note, the virtual branded first-down line was only used in the first and second quarters.
The tremendous exposure that the virtual signage provides for its sponsors can be seen when applying these percentages to the domestic broadcast and factoring in the CBS 30-second spot rate of 2.3 million. FedEx could conceivably have generated gross equivalent advertising dollars of over 12 million, while Kodak, over 12.5 million. If implemented in future domestic broadcasts, virtual advertising could mean a touchdown for Super Bowl advertisers.
Sponsorship Research International (SRi) analyzed the feed of Super Bowl XXXV. During the International broadcast, virtual advertising was used for sponsors FedEx and Kodak.
The International broadcast used the virtual first-down line to show the viewers at what point of the field teams needed to reach in order to make a first down. During the International feed, the FedEx or Kodak logo was discreetly placed next to the first-down line at the bottom of the screen. The virtual branded first-down line was provided by Princeton Video Image (PVI).
SRi noted that the virtual first-down line appeared for 6 minutes and 48 seconds (3% of the entire broadcast) with actual advertising appearing for only 16% of the total time (10% for Kodak and 6% for FedEx) the virtual line appeared. It was stated prior to the Super Bowl that the advertiser’s name or logo would appear at the top or bottom of the first-down line.
However, during the international broadcast, the branding of the sponsor only appeared at the bottom of the line between the sideline and the field numbers. Anytime the virtual first-down line was absent from the bottom of the screen and play was taking part on the top part of the screen, no branding was visible for FedEx or Kodak. Also of note, the virtual branding next to the first-down line was only used during the first and second quarters.
PVI’s technology certainly provides a tremendous vehicle for increased exposure. However, it would appear that given line positioning issues, as well as, the lack of branding throughout the final half of the game, FedEx and Kodak were not able to realize the benefits of the technology’s potential.
For further information contact:
Julie Zdziarski,
Sponsorship Research International USA,
Tel: (203) 840-7997;
Fax: (203) 840-7998.