For Immediate Release:
Creighton University Grabs $5.1 Million of National Media Exposure Value Via NBA Draft Coverage
June 26, 2017 – Media coverage surrounding the 1st Round selection of Creighton University basketball player Justin Patton during the 2017 NBA Draft last Thursday night enabled the school to collected national media exposure valued at $5,126,720.
According to research conducted by Joyce Julius & Associates, ESPN's live NBA Draft telecast provided Creighton with nearly a minute and a half of on-screen time resulting from network graphics and Patton's game highlights, while the university was also twice mentioned by name.
An additional 138 television programs, airing at both the national and local level throughout the country, referenced Creighton when reporting on the selection of Patton at #16, while nearly 2,000 print and Internet news articles pertaining to the draft mentioned the Omaha, NE school.
In terms of social media, 667 posts, mostly appearing on Twitter immediately following the pick Thursday night, contributed about 8% of Creighton's overall exposure for the weekend.
JJ&A calculates in-broadcast television exposure value by comparing on-screen time and verbal mentions to the estimated cost of a national commercial during the telecast and applying Recognition Grading--which takes into account factors such as size and placement of the image within the frame, as well as brand clutter, and integration of the brand into the activity. Additional media exposure values are determined by comparing the audience size of the placement to the cost of reaching the same size audience through traditional advertising.
About Joyce Julius & Associates, Inc.:
Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs. JJ&A's fully customizable, third party research, is highlighted by in-broadcast television exposure monitoring, full media measurements, and fan/consumer perception analyses.
The Ann Arbor, Michigan-based firm has been measuring the impact of corporate sponsorships and branding efforts across all forms of media since 1985. JJ&A analyzes national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, social media, along with exposure stemming from promotions and advertising, as well as event on-site elements.