WBs Pepsi Smash Premiere Bubbles with Exposure for Soft Drink Brand

New WB show Pepsi Smash garnered $250,000 of in-broadcast exposure value for the Pepsi brand.

(PRWEB) July 25, 2003 -- The Wednesday night premiere of the WB Networks new music show, Pepsi Smash, featuring such pop acts as Evanescence, The Black Eyed Peas and The Ataris, provided Pepsi with in-program exposure totaling nearly $250,000.

According to research conducted by Joyce Julius and Associates Entertainment Marketing Research Services - which specializes in documentation and analysis of exposure stemming from product placements in television programs and motion pictures - the Pepsi logo was visible during the one-hour program for five minutes, five seconds (5:05), while the brand was mentioned on four occasions by the shows hosts. To determine an exposure value, Joyce Julius evaluates each individual circumstance of logo on-screen time and assesses a Brand Recognition Grade which takes into account such factors as visibility of the identity within the camera angle, the amount of clutter" surrounding the logo, and the integration/activation level of the brand during the particular segment.

Each Brand Recognition Grade represents a percentage (100-10%) of the advertising cost for the show in question. Therefore, each segment of Pepsi on-screen time monitored during Smash was tabulated, then a Brand Recognition Grade percentage was applied against the estimated cost per 30-second commercial rate ($35,000) for the WB program. The following table provides a complete breakdown of the exposure Pepsi received:

Source   On-Screen Time   Recognition Exposure Value
      
Video Screens               1:28   $64,405
Signs                       1:39   50,510
Mentions (4)                N/A   46,665
Screen Crawl Graphics       1:15   38,850
Program Title Graphics       0:30   35,000
First Taste Graphics       0:04   4,665
Stage Floor               0:06   3,500
Smash Five Graphics       0:03   3,500
      
Pepsi Total: (4 Mentions) 5:05   $247,095

   Pepsi Smash, produced by Tenth Planet Productions (MTV Movie Awards, Super Bowl XXXVIII Halftime show), is a six-week series featuring top music groups and rotating hosts from other WB programs.

The Ann Arbor, Michigan-based Joyce Julius and Associates also 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. Additionally, Joyce Julius and Associates 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.