Analysing logo exposure

"Our analysis is based on the number of times a 'logo' is seen on screen, irrespective of whether the logo appears on the players' kit, on the field or on advertising boards," says Tonya Khoury, MD of Afstereo. "Logos were measured by an exposure rate of 2 seconds per visual noted."

The analysis further distinguishes between the types of exposure the logo receives, e.g full versus partial exposure. The exposure value was determined using the SuperSport1 Rate Card at a value of R10 '000 per 30 seconds of exposure. The analysis and the ROI calculation is solely based on the SuperSport1 exposure and does not take into account Supersport HD, international coverage, news coverage, repeat broadcasts etc.

Sponsors identified in the analysis include: Absa; Bizhub; Canterbury; Castle; Ehlers Attorneys; Energade; ER 24; Fly Emirates; Ford: Gauteng; Gilbert; Jacaranda FM; Konica Minolta; KooGa; Land Mark; Lazarus Motor Company; Macsteel; Mecer; Pick 'n Pay; Player23.mobi; PPC Cement; Qantas; Revite; Sail; Sasol; South African Airways; Southern Sun Hotels; and Vodacom.

The top 10

The top 10 sponsors by overall logo exposure as identified by Afstereo's analysis were:

• Vodacom (approx R 2.5 million in exposure)
• Sasol (R 0.8 million)
• Canterbury (R 0.45 million)
• Player23.mobi
• Mecer
• Macsteel
• Gauteng
• Qantas
• Ehlers Attorneys
• LandMark

"The most visible and recognised advertiser boards were: Macsteel, Vodacom and Sasol. These boards were uncluttered, did not contain vast amounts of copy and had simple, effective contrasting colours," concludes Khoury.

A detailed report is available from Lance Rothschild, email him on az.oc.etanutroppo@ecnal.