Cingular Wireless and Prudential Share the Spotlight with Spider-Man

Nine corporate brands appear during the Spider-Man movie, which, from the opening weekend alone have reaped a combined $543,250 of exposure value - a figure which could rise as high as $2.8 million should the film overtake Titanic as the all-time top grossing movie domestically.

ANN ARBOR, MI, May 8, 2002 -- With a record-breaking opening weekend box office mark of $114 million for the new Spider-Man movie, all associated with the film are well on their way to reaping huge financial rewards. Among that group are the nine corporate brands that appear during the movie, which, from the opening weekend alone have reaped a combined $543,250 of exposure value - a figure which could rise as high as $2.8 million should the film overtake Titanic as the all-time top grossing movie domestically.

According to research conducted by Joyce Julius and Associates - which specializes in documentation and analysis of exposure received by corporate sponsors -the nine corporate brands (Baskin Robbins, Budweiser, Cingular Wireless, Dr Pepper, Frito-Lay, Panasonic, Prudential, Rolaids and Samsung) appear for a total of 58 seconds during Spider-Man. Exposure value is calculated by comparing the on-screen time to the cost of reaching one viewer (impression).

Cingular Wireless and Prudential appear most often during the film, as the brands can be seen for 0:11 each on New York City billboards throughout a fighting sequence. When considering the box office performance from this past weekend, those appearances calculate to an exposure value of $103,030 apiece.

The following table lists the corporate brands appearing during Spider-Man and the ensuing exposure value after the first three days of the movies nation-wide release.

Brand             Location   On-Screen    Value

Cingular Wireless City Billboard    0:11 $103,030
Prudential    City Billboard    0:11 103,030
Rolaids            Bottle on Desk    0:10 93,660
Samsung            City Billboard    0:08 74,930
Panasonic    City Billboard    0:08 74,930
Dr Pepper    Can for Web Test 0:04 37,465
Budweiser    City Billboard    0:02 18,735
Baskin Robbins    Store Front        0:02 18,735
Frito-Lay    Bag of Chips        0:02 18,735   
      
The Ann Arbor, Michigan-based Joyce Julius and Associates produces the Sponsors Report, which conducts in-depth studies of sponsor exposure monitored during more than 2,300 nationally televised sports and special event programs annually. In addition, Joyce Julius and Associates also specializes in the evaluation of total sponsorship programs through the use of its National Television Impression Value (NTIV®) Analysis. For more information regarding the research products and services offered by Joyce Julius and Associates, please visit our web site at www.joycejulius.com.

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