Nielsen Sports(TM) Highlights the Value of Brand Location During Indy 500

Nielsen Sports(TM) Highlights the Value of Brand Location During Indy 500

On-Board Cameras Take Lead Position in Providing Brand Exposure

NEW YORK, June 29 /PRNewswire/ -- Nielsen Sports(TM) today released the results of its Sponsorship Scorecard(TM) service evaluating the effectiveness of sponsor-placed media during the 2006 Indianapolis 500. The data demonstrate that a brand's location had a significant impact on the number of impressions received.

The results -- based on household impressions among adults 25-54 weighted to a 30-second duration -- show that the highest number of impressions by viewers during the TV broadcast were recorded by "on-board cameras." The cameras, mounted inside the cars, captured 30% of all Indy 500 impressions, compared to just 6% for the 2006 NASCAR Nextel Aaron's 499 Talladega Speedway race.

Car size is a contributing factor in the number of brands captured during a race. There is more space on NASCAR stock cars for brand signage, which means brands are large enough to be picked up by external cameras. However, Indy 500 race cars have less available space, so logos are smaller and rely more on close-ups from the on-board cameras to be effectively identified.

The use of on-board cameras was not the only factor in determining impression totals during the Indianapolis 500. Brand exclusivity played a key role as well. Honda, which was the exclusive provider of car engines for the race, received over 237 million impressions, the largest number among all sponsors.

Driver performance was also critical to brand exposure. Scorecard results revealed that sponsor-placed media on cars that led the most laps received a greater number of impressions. For example, Target, which sponsored two drivers (Dan Weldon and Scott Dixon), received the highest number of impressions (57 million) among team-specific sponsors. Weldon finished fourth, but led far more laps -- 148 -- than any other driver.

"These results from the Indianapolis 500 clearly show how Scorecard's research and insights empower sponsors to maximize the value out of their sports sponsorships," said Ron Schneier, general manager of Nielsen Ventures. "Teams and sponsors can better measure return on investment, and more effectively assess where to place brands, especially within fast-paced and heavily sponsored events like auto racing."

The Sponsorship Scorecard(TM) service provides both a ratings currency and a reliable means of verification for sponsor-placed media in all televised sporting events. With the service, sports franchises and sponsors can determine which locations lead to the greatest number of impressions.

About Nielsen Sports(TM)

Nielsen Sports, a unit of VNU, specializes in creating best practices for the sports sponsorship industry. Nielsen Sports is founded on a heritage and

commitment to providing information that is results-oriented and objective for both buyers and sellers of sports sponsorships. Nielsen Sports was established in collaboration with Nielsen Ventures. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues under IFRS amounted to EUR 3.3 billion in 2004.

For more information, please visit the VNU website at: http://www.vnu.com/

For more information on Nielsen Sports please visit: http://www.nielsensports.com/

About Nielsen Ventures(TM)

Nielsen Ventures develops innovative new marketing services for the media and entertainment industry. By capitalizing on the talent and resources of VNU, Nielsen Ventures has launched five new services including Sponsorship Scorecard, Fan Links, PlaceViews, Nielsen Analytics, and a joint venture with the Corporate Executive Board. This fall Nielsen Ventures will launch Sponsorship Impact which is designed to identify best creative practices in sponsored placed media within sports stadiums. Nielsen Ventures also oversees VNU's investment in BuzzMetrics. This entrepreneurial division is managed by Ron Schneier, SVP and General Manager, and Ann Marie Dumais, VP of Marketing.

Source: Nielsen Ventures

CONTACT: Kerry Kielar of Nielsen Sports, +1-646-654-8357

Web site: http://www.nielsenmedia.com/
http://www.vnu.com/
http://www.nielsensports.com/

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