Miami stadium sponsoring paid off for Sun Life

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The NFL’s decision this year to move the Pro Bowl from Hawaii to Miami, the site of Super Bowl XLIV, created a huge media splash for Toronto-based Sun Life, as the newly-signed Miami stadium sponsor reaped more than $27 million of exposure value during the two game telecasts and the ensuing media coverage.

According to research conducted by Joyce Julius & Associates, which specializes in measuring the scope of sponsorships, 36 percent of Sun Life’s total exposure value was realized during CBS’ coverage of Super Bowl XLIV, while ESPN’s Pro Bowl telecast added another 5 percent.  Combined, the Sun Life logo was monitored for 17 minutes, three seconds, while the brand was mentioned on 25 occasions.

When comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecasts and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter—Sun Life gathered an exposure value of $10.98 million from the primetime broadcasts.

Joyce Julius also monitored mentions of Sun Life Stadium during all forms of U.S. television coverage in the week between the Pro Bowl and Super Bowl.  All told, Sun Life was referenced during some 1,900 programs, ranging from local news telecasts to national highlight shows; bringing about an additional $2.6 million of exposure value to the brand.

Finally, more than 12,000 news articles appearing in print, or on the Internet, also referenced the stadium sponsor by name throughout the same one-week time period. This type of media coverage accumulated an additional exposure value of $13.5 million for Sun Life when compared to the cost of reaching the same number of readers through traditional advertising.

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