THE STARS ALIGN FOR LEVI’S AT THE 2007 MLB ALL-STAR GAME

Nielsen Sports announced today that Levi’s was the top ranking sponsor during the 2007 Major League Baseball All-Star Game. Using its Sponsorship Scorecard service, Nielsen Sports determined the quality of in-game sponsorships by measuring the total number of brand impressions (viewers) and the length of time (duration) a branded logo appears during a televised broadcast. While Anheuser Busch received more total televised impressions, Levi’s received more impressions where their brand was alone on-screen for extended periods of time.

“The All-Star Game is a great venue to showcase what Sponsorship Scorecard can provide for our clients,” said Ann Marie Dumais, Senior Vice President of Sales & Marketing, Nielsen Ventures. “We have created a system that enables both buyers and sellers to evaluate sports sponsorship performance from both a quality and quantity perspective.”

Initial findings from the 2007 All-Star Game reveal that while some brands might appear on the television screen more often, it does not mean these “brand impressions” are the highest in quality. Nielsen Sports defines quality by how visibly prominent and how long a brand logo appears on-screen without interruption. Levi’s uninterrupted exposure was due in large part to the 2 minute and 41 second American League introductions that featured Levi’s signage appearing above the players’ shoulders