Advertisement billboards placed along the periphery of a soccer field in popular tournaments are used to promote specific products or the brand image of a company. In this paper, we introduce a fuzzy logic based approach for estimating the visual impact of such billboards when broadcasted through the television medium. The present system estimates the persistence effect of a billboard on human mind by using a two stage fuzzy rule based system. In the first phase, a shot level analysis is carried out, which is followed by an inter shot analysis to estimate the overall impact. In both the stages, parameters of the fuzzy set membership functions are tuned using the Particle Swarm Optimization algorithm. The system works on top of a billboard detection system and the results have been compared against a user survey.