Product placement spending across all media is projected to reach US$6.94 billion by 2009. Barter arrangements have increased (Graser, 2005), with gratis placements now accounting for just 7% of the. Presentation Mode and Brand Familiarity in Handbook of Product Placement in the Mass.

This article updates previous research that critiqued the level and categories of commercial intrusion in national college football championship television broadcasts. Arguing that the “hypercommercialism” of television continues to increase due to a variety of contextual reasons and technological advances that enhance the distinctive “televisual” style of television, the article applies content and textual analyses of the 2007 BCS National Championship football broadcast on the U.S. Television network Fox and compares these findings to a similar study conducted on the 1996 national championship broadcast. Results indicate a significant decrease in “advertising-free” broadcast time, mainly resulting from an increase in the use of on-screen graphics with commercial iconography. In addition, the broadcast is characterized by the integrated marketing techniques that blur distinctions between content categories. The essay concludes with a discussion of the implications of hypercommercialism of sports and broadcasting for the vibrancy of the public sphere.

Keywords,,,,, Andersen, R. Consumer culture and TV programming. Boulder, CO: Westview. Bagdikian, B. The new media monopoly ( 7th ed. Ras G And The Afrikan Space Program Rar Files on this page. ).

Boston: Beacon. Bellamy, R.V., & Walker, J.R. Television and the remote control: Grazing on a vast wasteland. New York: Guilford.

Selling home: Corporate stadium names and the destruction of commemoration. Journal of Applied Communication Research, 28, 330- 346., Budd, M., Craig, S., & Steinman, C. Consuming environments: Television and commercial culture.

New Brunswick, NJ: Rutgers University Press. Caldwell, J.T. Televisuality: Style, crisis and authority in American television. New Brunswick, NJ: Rutgers University Press. Tapping into TiVo: Digital recorders and the transition from schedules to surveillance in television. New Media & Society, 8(1), 97- 115., Christians, C.G., & Carey, J.W. The logic and aims of qualitative research.

Stempel, III, & B. Westley (Eds.), Research methods in mass communication ( 2nd ed., pp. Englewood Cliffs, NJ: Prentice Hall. Cronin, J.M., & Bachorz, P.M. The rising of the phoenix, and what it means for higher education. The Journal of Education, 186(1), 11- 21. ( 2001, January 15).

NFL brands foreign first downs. Broadcasting & Cable, p. Fitzpatrick, K.R.

The legal challenge of integrated marketing communication (IMC): Integrating commercial and political speech. Journal of Advertising, 34(4), 93- 102., Freierman, S. ( 2008, January 21). Popular demand. The New York Times, p.

Frith, K.T., & Mueller, B. Advertising and societies: Global issues. New York: Peter Lang. Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics. Binghamton, NY: Best Business Books.

Goldman, R., & Papson, S. Sign wars: The cluttered landscape of advertising. New York: Guilford. Goldman, R., & Papson, S. Nike culture. Thousand Oaks, CA: Sage. ( 2007, October 29).

ESPN wins first round of commercial ratings. Advertising Age, p. Sports sponsorship. Bryant (Eds.), Handbook of sports and media (pp.

Mahwah, NJ: Lawrence Erlbaum. ( 2004, June 28). Nightmare on Madison Avenue. McAllister, M.P. The commercialization of American culture: New advertising, control and democracy.

Thousand Oaks, CA: Sage. McAllister, M.P.

Sponsorship, globalization, and the Summer Olympics. Frith (Ed.), Undressing the ad: Reading culture in advertising (pp. New York: Peter Lang. McAllister, M.P.

College bowl sponsorship and the increased commercialization of amateur sports. Airside Drivers Licence Perth. Critical Studies in Mass Communication, 15(4), 357- 381., McCarthy, M.

( 2002, April 1). ESPN to run scores across commercials. USA Today, p. McChesney, R.W. Telecommunications, mass media, and democracy: The battle for control of U.S. Broadcasting, 1928-1935. New York: Oxford University Press.

McChesney, R.W. Rich media, poor democracy: Communication politics in dubious times. Urbana: University of Illinois Press. McChesney, R.W., & Foster, J.B. The commercial title wave. Monthly Review, 54(10), 1- 16., Mondello, M.

Sports economics and the media. Bryant (Eds.), Handbook of sports and media (pp. Mahwah, NJ: Lawrence Erlbaum. Selling culture: Magazines, markets and class at the turn of the century. New York: Verso. ( 2005, May). Gentlemen, start your ideologies: NASCAR telecasts and new right ideology.

Presented at the International Communication Association, New York, NY. Rotfield, H.J. Understanding advertising clutter and the real solution to declining audience attention to mass media commercial messages. Journal of Consumer Marketing, 23(4), 180- 181., Samuel, L.R. Brought to you by: Postwar television advertising and the American dream. Austin: University of Texas Press.

( 2004, January 29). On-screen box or bar unavoidably tells all. New York Times, p. Scherer, J., Falcous, M., & Jackson, S.J.

The media sports cultural complex: Local-global disjuncture in New Zealand/Aotearoa. Journal of Sport & Social Issues, 32(1), 48- 71., Schor, J.B., & Ford, M. From tastes great to cool: Children’s food marketing and the rise of the symbolic. Journal of Law, Medicine & Ethics, 35(1), 10- 21., Slack, T., & Amis, J.

'Money for nothing and your cheques for free?' : A critical perspective on sport sponsorship. Slack (Ed.), The commercialisation of sport (pp. London: Routledge. ( 2000, October 8). Fox walks a fine first-down line.

New Orleans Times-Picayune, p. Sponsorship spending to total $16.78 billion in 2008. ( 2008, January 18). Retrieved January 27, 2008, from Tostitos 'bags' the 2nd Annual Golden Spoon Award for its 2007 BCS Championship Game and Fiesta Bowl title sponsorships. ( 2007, January 14). Retrieved August 28, 2007, from Vavrus, M.

The politics of NASCAR dads: Branded media paternity. Critical Studies in Media Communication, 24(3), 245- 261., Vincent gets his release from Bills.

( 2006, October 13). The Washington Post, p. The dream team, communicative dirt, and the marketing of synergy: USA basketball and cross-merchandising in television commercials. Journal of Sport and Social Issues, 18, 37- 47., Wenner, L.A. On the ethics of product placement in media entertainment.

Galician (Ed.), Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics (pp. Binghamton, NY: Best Business Books. Towards a dirty theory of narrative ethics: Prolegomenon on media, sport and commodity value. International Journal of Media and Cultural Politics, 3(2), 111- 129.