SportsBusiness Daily — Sports Business Resources — your sports business news and information source. Learn More
Advanced
Home About Us Advertise With Us Marketplace/Classifieds College & University Program Subscribe/Trial My Account

Thursday
May 8, 2008
Print This Issue


 
MOST VIEWED STORIES
View the top 20 stories
 
Recent Issues
Sponsorships, Advertising & Marketing

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.

Related Stories By Company Related Stories By Sport
Phelps Violates Logo Ban, But DQ Unlikely
July 3, 2008 : SportsBusiness Daily

Wimbledon On The Go!
July 2, 2008 : The Daily Insider

NBC Will Cross-Promote Olympics, Film
June 27, 2008 : SportsBusiness Daily

IOC Issues Restrictions To Non-Rights-Holders
June 24, 2008 : SportsBusiness Daily

Miller Apologizes For Comments
June 23, 2008 : SportsBusiness Daily

Breeders' Cup Series Forms Fantasy Game
June 24, 2008 : SportsBusiness Daily

Congressional Hearing Examines Horse Racing
June 20, 2008 : SportsBusiness Daily

UPS Leads All Sponsors In Belmont Exposure
June 11, 2008 : SportsBusiness Daily

Pimlico Reports Decline in Betting
June 11, 2008 : SportsBusiness Daily

ESPN Defends Belmont Stakes Coverage
June 10, 2008 : SportsBusiness Daily

ALSO IN THIS SECTION


A Publication of Street & Smith's Sports Group
Privacy Policy - Terms of Service
© 2008 Street & Smith's Sports Group
All Rights Reserved