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