State Farm Garners Record $8.42M Exposure For '09 Home Run Derby

ESPN's coverage of the '09 State Farm Home Run Derby last Monday delivered record-setting exposure for title sponsor State Farm, as the company garnered 827 brand detections totaling almost $8.42M in value, according to an analysis of the broadcast conducted by K.C.-based sponsorship measurement firm Image Impact. The $8.42M value marks the highest total for State Farm in its three years as title sponsor of the event. The company experienced over 1 hour and 35 minutes (1:35:43) of on-screen time, up 24 minutes over last year, when State Farm garnered only 686 brand detections. Gatorade experienced the second-highest total brand exposure for the '09 Home Run Derby, as it drew exposure on the left- and right-field walls and from its towels and Gatorade products that were handed to each participant following their at-bats (Image Impact).

STATE FARM HOME RUN DERBY SPONSOR EXPOSURE ON ESPN
NAME	DETECTIONS	DURATION	QUALITY INDEX	MONETARY VALUE
State Farm	827	1:35:43	0.258	$8,417,028
Gatorade	527	0:31:11	0.210	$2,611,555
Anheuser-Busch	263	0:19:56	0.210	$1,567,647
MasterCard	195	0:07:01	0.154	$525,932
Boys & Girls Club of America	14	0:01:31	0.709	$329,497
American Family Insurance	57	0:02:44	0.304	$325,528
Taco Bell	17	0:01:36	0.599	$319,801
DirecTV	15	0:01:26	0.663	$292,735
McDonald's	56	0:03:05	0.219	$283,214
Chevrolet	9	0:01:07	0.850	$257,543

NOTES: Quality Index is indicative of detection's impact potential based upon observable presentation attributes such as duration, size, isolation and presentation type. QI values range between 0.1 and 1. Monetary Value is a quality adjusted value of sponsorship presentations benchmarked against the broadcast's 30-second rate card.