Jockey Ads Receive Little Exposure in Preakness
Updated: Thursday, May 20, 2004 2:39 PM
Posted: Tuesday, May 18, 2004 3:04 PM
Jockey advertisements worn during the Preakness Stakes (gr. I) telecast on NBC received little "exposure time," a sports marketing firm's analysis has concluded.
According to Michigan-based Joyce Julius & Associates, only two brands received clear exposure during the telecast -- TrimSpa and Wrangler. The exposure lasted for 21 seconds and was worth $85,000, Washington Business Journal reports. It has not been revealed how much jockeys were paid for wearing ads in the Preakness.
Exposure value is calculated by comparing the amount of time a sponsor's logo appears to the cost of commercial time for the broadcast.
In the Kentucky Derby (gr. I), five jockey sponsors received exposure tine worth in excess of $550,000, Joyce Julius & Associates calculated.
Winning jockey Stewart Elliott did not wear an ad during the Preakness. If a company had placed a logo on his breeches and neckwear the 2:37 of air time would have been worth more than $600,000.
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