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DLP® Products Races Into Year Two Of Its NASCAR® Sponsorship

Feb 15, 2007

DALLAS – February 15, 2007: Building off the success of the inaugural year sponsorship of a NASCAR NEXTEL Cup Series racing team and the #96 DLP® HDTV Chevrolet, DLP Products announced today that it is enhancing its at track mobile marketing unit to further build brand awareness and intent to purchase for DLP HDTVs among NASCAR fans. The NASCAR sponsorship is one piece of a nationwide direct–to–consumer marketing effort of DLP technology and continues to mark the first campaign of this type for the 76–year–old Texas Instruments (TI) (NYSE: TXN).

Over the course of the first sponsorship year, TI saw consumer awareness more than double for DLP HDTV technology amongst NASCAR fans that attended the races, according to Performance Research, a leading sponsorship measurement research firm. At the end of the 2006 racing season, measurements show that race attendees were almost three times more likely to purchase a DLP HDTV as compared to the beginning of the 2006 racing season. Overall on–air TV network brand exposure for DLP technology was in the top 10 of all competing NASCAR sponsored cars during the entire 2006 season, which placed DLP Products’ first–year team in the same league as the top performing veteran sponsored racing teams such as Budweiser and The Home Depot.

"Year one was strong for DLP both on and off the track," said Doug Darrow, Brand and Marketing Manager, DLP Products. "Performance of our #96 DLP HDTV Chevrolet and awareness of the DLP HDTV brand increased with each race. NASCAR fans came to learn that with DLP HDTV they can experience the ultimate in high–definition racing."

NASCAR fans were able to interact with DLP technology in multiple ways far beyond the logo on the hood of the #96 DLP HDTV Chevrolet. At all major races, fans are invited into TI’s mobile marketing unit, called the DLP Reality Zone, for an experiential demonstration of DLP technology advantages in HDTVs, front projectors and digital cinema. Building on what was learned in year one, TI has redesigned and updated DLP Reality Zone to allow for increased traffic flow and more interaction with products including front projector within home theater systems, HDTVs for video gaming and digital movie clips on the DLP Cinema®. Of the nearly 150,000 fans that interacted with DLP Reality Zone at the track, two–thirds of those surveyed say they are more likely to purchase products in the future that rely on DLP technology. Those that don’t make it to the track can get a virtual experience with the #96 DLP HDTV Chevrolet and DLP technology by visiting www.dlp.com/racing.

The sponsorship branding in 2007 will continue to focus on DLP HDTV, which are being manufactured by leading consumer electronics companies including Samsung, Mitsubishi, Toshiba RCA, Phillips and others. The Texas Instruments #96 DLP HDTV Chevrolet run by Hall of Fame Racing will officially start its engine for the 2007 season at premiere at the Daytona 500 on February 18.

The #96 DLP HDTV Chevrolet, driven by Tony Raines, finished on average 14th in points position during the last six races of the year, which is also during the most competitive HDTV sales of the year. The team outperformed relative to other single car start up teams in years past by finishing with a strong 26th in owner points in 2006, ahead of cars from such long–standing teams as Chip Ganassi Racing with Felix Sabates, Evernham Motorsports, Bill Davis Racing and Petty Enterprises. Hall of Fame Racing, which runs the #96 DLP HDTV Chevrolet, was formed by Hall of Fame and three–time Super Bowl winning quarterback Troy Aikman, Hall of Fame and two–time Super Bowl winning quarterback Roger Staubach, and business man and veteran Trans Am driver Bill Saunders.

The multi–year relationship between TI and Hall of Fame Racing includes an agreement with Joe Gibbs Racing, one of the most

About Texas Instruments DLP Products
DLP display technology from Texas Instruments offers clarity down to the most minute detail, delivering pictures rich with color, contrast and brightness to large–screen HDTVs and projectors for business, home, professional venue and digital cinema (DLP Cinema®). 75 of the world's top projection and display manufacturers design, manufacture and market products based on DLP technology. DLP is the only HDTV technology built from a foundation in the digital cinema where it set the industry standard demonstrated by the deployment of DLP Cinema technology in 3,000 theaters worldwide. At the heart of every DLP chip is an array of up to 2.2 million microscopic mirrors which switch incredibly fast to create a high resolution, highly reliable, full color image. DLP technology’s chip architecture and inherent speed advantage provides razor–sharp images and excellent reproduction of fast motion video. Since early 1996, more than 10 million DLP subsystems have been shipped. For more information, please visit www.dlp.com.

About Texas Instruments
Texas Instruments Incorporated provides innovative DSP and analog technologies to meet our customers’ real world signal processing requirements. In addition to Semiconductor, the company includes the Education Technology business. TI is headquartered in Dallas, Texas, and has manufacturing, design or sales operations in more than 25 countries.

Texas Instruments is traded on the New York Stock Exchange under the symbol TXN. More information is located on the World Wide Web at www.ti.com.

DLP and DLP Cinema are registered trademarks of Texas Instruments. NASCAR® is a registered trademark of the National Association for Stock Car Racing, Inc.