Yum Brands Continues to Grow Presence At Kentucky Derby

SRi Report Shows Yum Brands Led Kentucky Derby Sponsor Exposure

Data from Connecticut-based SRi indicates Yum Brands, the presenting sponsor of last Saturday's Kentucky Derby, led all companies in TV sponsorship exposure during NBC's coverage of the event. Yum garnered 8 minutes and 31 seconds (8:31) of legible exposure, representing an 84% increase over their exposure at last year's race (4:37). The increase was largely driven by more Churchill Downs signage such as on the Starting Gate, Grandstand and Tote Board, and by branded apparel such as saddle blankets and handlers’ jackets and bibs. The Red Carpet Special prior to the event helped increase total exposure levels for all sponsors from 11:50 in '07 to 27:06 this year. Head & Shoulders, the presenting sponsor of the Red Carpet Special, saw a 73% increase in legible exposure from last year, up to 1:18 this year from 0:45 in '07. Godiva also received all of its exposure from the backdrop for the Red Carpet. Visa, after ending its sponsorship of the Triple Crown to focus on the Kentucky Derby, saw the greatest increase in legible exposure of all brands, from 0:36 in '07 to 7:45 this year (+1,192%), a direct result of branding on the Red Carpet backdrop (6:48). The following represents sponsor exposure from last Saturday's Kentucky Derby telecast on NBC from 4:00-6:45pm ET, which totaled 27 minutes and six seconds (27:06) and accounted for 22.1% of the total broadcast (SRi).

’08 KENTUCKY DERBY SPONSOR EXPOSURE
SPONSOR	TOTAL LEGIBILITY	% OF BROADCAST	SPONSOR	TOTAL LEGIBILITY	% OF BROADCAST
Yum Brands	08:31	6.9%	Flomax	00:13	0.2%
Visa	07:45	6.3%	Tide	00:13	0.2%
Lincoln Financial*	02:19	1.9%	Budweiser	00:11	0.1%
Lucky U	02:04	1.7%	Charles Schwab	00:11	0.1%
Head & Shoulders	01:18	1.1%	Dawn	00:08	0.1%
NetJets	01:00	0.8%	Marquis Jet	00:08	0.1%
Godiva	00:56	0.8%	Nikon	00:08	0.1%
Mercedes Benz	00:50	0.7%	Grey Goose	00:05	0.1%
Avodart	00:26	0.4%	Coors Light	00:01	0.0%
MetLife	00:20	0.3%	Heineken	00:01	0.0%
UPS	00:17	0.2%	Salvation Army	00:01	0.0%

NOTES: * = Includes NBC Sports updates.