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Johannesburg - Vodacom came out of the Springbok-Wallabies rugby clash at Loftus Versfeld held two weeks ago with the best record of returns for its sponsorship, according to an analysis by Afstereo.
"Our analysis is based on the number of times a logo is seen on screen," says Afstereo MD Tonya Khoury. "This is irrespective of whether the logo appears on the players' kit, on the field or on advertising boards. Logos were measured by an exposure rate of 2 seconds per visual noted."
The analysis further distinguishes between the type of exposure the logo receives, eg full versus partial exposure. The exposure value was determined on the basis of the Supersport1 Rate Card at a value of R10 000 per 30 seconds of exposure.
The analysis and the return on investment calculation is solely based on the Supersport 1 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 sponsors by overall logo exposure were:
"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," says Khoury.
- Fin24.com
"Our analysis is based on the number of times a logo is seen on screen," says Afstereo MD Tonya Khoury. "This is irrespective of whether the logo appears on the players' kit, on the field or on advertising boards. Logos were measured by an exposure rate of 2 seconds per visual noted."
The analysis further distinguishes between the type of exposure the logo receives, eg full versus partial exposure. The exposure value was determined on the basis of the Supersport1 Rate Card at a value of R10 000 per 30 seconds of exposure.
The analysis and the return on investment calculation is solely based on the Supersport 1 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 sponsors by overall logo exposure were:
- Vodacom (about R2.5m in exposure)
- Sasol (R0.8m)
- Canterbury (R0.45m)
- Player 23.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," says Khoury.
- Fin24.com
