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SBD/Issue 201/Sponsorships, Advertising & Marketing
Chevy Tops MLB All-Star Game Sponsors; State Farm Tops Derby
Published July 13, 2007
Chevrolet received the most brand exposure from Fox' broadcast of the MLB All-Star Game, registering 98 detections worth nearly $5.0M, according to Image Impact. Budweiser was a close second, receiving $4.8M in value from 78 detections, including a boost from backstop rotational signage behind home plate during the NL's rally in the bottom of the 9th inning that delivered 60% of the brand's total exposure value. Fox delivered a total value of $35.3M to 54 different brands from 845 detections, up from $23.1M for the '06 All-Star Game for 42 different brands from 760 detections. The backstop rotational was the most valuable location during the broadcast, providing a potential $15.2M in value. The broadcast also had 71 audio mentions totaling $5.3M in value, with Chevrolet receiving the most with 16, followed by AT&T, the title sponsor of the host venue, with 12. The following presents the top sponsor exposure values from Image Impact for the MLB All-Star Game.
|
MLB ALL-STAR GAME TOP SPONSORS BY MONETARY VALUE
|
|||||
|
RK
|
SPONSOR
|
DETECTIONS
|
TOTAL DURATION
|
QUALITY INDEX (QI)
|
MONETARY VALUE (MV)
|
|---|---|---|---|---|---|
|
1
|
Chevrolet
|
98
|
7:12
|
0.729
|
$4,981,733.32
|
|
2
|
Budweiser
|
78
|
7:42
|
0.687
|
$4,798,811.14
|
|
3
|
Taco Bell |
76
|
7:52
|
0.598
|
$4,103,764.47
|
|
4
|
Bank of America |
83
|
4:50
|
0.509
|
$2,591,219.97
|
|
5
|
AT&T |
74
|
4:43
|
0.468
|
$2,218,208.39
|
|
6
|
MasterCard |
35
|
3:21
|
0.544
|
$1,656,706.94
|
|
7
|
Actober.com |
26
|
2:34
|
0.593
|
$1,625,417.41
|
|
8
|
DirecTV |
22
|
2:02
|
0.762
|
$1,380,133.76
|
|
9
|
Sharp |
28
|
1:51
|
0.614
|
$1,150,023.26
|
|
10
|
Gillette Fusion |
18
|
1:33
|
0.712
|
$1,028,116.07
|
HOME RUN DERBY: Title sponsor State Farm was the big winner during ESPN's coverage of the Home Run Derby, garnering 479 detections worth over $6.4M in value, representing 40% of the broadcast's total of $16.1M. The Jumbotron in center field was the most valuable source location, totaling 631 detections worth $4.2M, while backstop rotational signage during the Derby delivered $3.3M from 224 detections.
|
MLB HOME RUN DERBY TOP SPONSORS BY MONETARY VALUE
|
|||||
|
RK
|
SPONSOR
|
DETECTIONS
|
TOTAL DURATION
|
QUALITY INDEX (QI)
|
MONETARY VALUE (MV)
|
|---|---|---|---|---|---|
|
1
|
State Farm
|
479
|
54:33
|
0.415
|
$6,436,179.14
|
|
2
|
Gatorade
|
247
|
14:13
|
0.238
|
$1,032,693.11
|
|
3
|
Budweiser |
116
|
12:36
|
0.257
|
$906,564.89
|
|
4
|
Visa |
98
|
11:12
|
0.241
|
$702,074.40
|
|
5
|
Yahoo |
101
|
10:48
|
0.232
|
$686,265.67
|
|
6
|
Toyota |
107
|
11:48
|
0.194
|
$646,157.58
|
|
7
|
Safeway |
98
|
11:39
|
0.195
|
$644,142.80
|
|
8
|
Sony PlayStation |
99
|
11:20
|
0.204
|
$630,098.62
|
|
9
|
CHW Health Services |
83
|
10:09
|
0.22
|
$590,426.40
|
|
10
|
Bud Light |
108
|
6:26
|
0.264
|
$515,624.01
|
NOTES: QI (Quality Index ) is indicative of detection's impact potential based on observable presentation attributes such as duration, size, isolation, and presentation type. QI values range between 0.0 and 1.0. MV (Monetary Value) is a quality adjusted value of sponsorship presentations benchmarked against the broadcast's negotiated 30-second ad rate. The average 30-second ad rate was $138,713 for the Home Run Derby and $448,500 for the All-Star Game (Image Impact).
