Study Finds Chevy Leads World Series Sponsors In Brand Value

The following presents the top ten sponsors in brand value from the five-game Cardinals-Tigers World Series broadast on Fox, according to Image Impact. Chevrolet had close to 46 minutes of exposure, which translated to around $25.8M in value. The detections monitored were defined as “all clear and in-focus visual and audio detections during the broadcast. Detections are given a Quality Index based on duration, size, degree of isolation with respect to competing images, and its source or location within a venue.” The monetary value was determined by prorating the duration of each detection relative to its Quality Index, with the prorated detection valued using the 30-second ad rate of $375,000 for the event (Image Impact).

TOP TEN SPONSORS BY MONETARY VALUE FOR '06 WORLD SERIES
SPONSORS	DETECTIONS	DURATION	QUALITY INDEX	MONETARY VALUE
Chevrolet	555	45:59	0.713	$25.8M
Bud Select	303	21:07	0.517	$9.3M
Taco Bell	301	23:12	0.448	$8.1M
MasterCard	316	19:44	0.453	$7.5M
New Era	430	28:33	0.305	$6.7M
Bank of America	200	14:59	0.444	$5.9M
State Farm	116	10:06	0.686	$5.5M
Verizon	126	09:30	0.631	$5.1M
Holiday Inn	107	09:32	0.622	$4.6M
U.S. Postal Service	73	05:54	0.894	$4.0M