Chevy Received Most Brand Exposure During MLB All-Star Game
MLB sponsor Chevrolet for the third consecutive year received the most brand exposure during Fox' broadcast of the MLB All-Star Game, according to K.C.-based measurement firm Image Impact. Chevrolet parlayed its 89 detections during Tuesday night's game into more than $6.88M in monetary exposure. Fox' broadcast delivered more than $43.48M in total exposure to 59 different brands. The most valuable location within the broadcast was the backstop rotational sign which provided over $15.21M in exposure accounting for 35% of the broadcast's total value. Chevrolet led with a game high 24 audio mentions out of a total of 79.
|
BRAND
|
DETECTIONS
|
DURATION (MM:SS)
|
DUR/DET
|
QI
|
MV
|
|
Chevrolet
|
89
|
14:45
|
9.94
|
0.594
|
$6,887,717.40
|
|
Bank of America
|
248
|
15:49
|
3.83
|
0.253
|
$4,686,425.71
|
|
Direct TV
|
50
|
05:16
|
6.31
|
0.642
|
$3,518,583.51
|
| Budweiser |
85
|
05:28
|
3.85
|
0.374
|
$2,500,664.26
|
| Taco Bell |
69
|
06:04
|
5.28
|
0.339
|
$2,388,918.67
|
| Aquafina |
27
|
03:48
|
8.44
|
0.576
|
$2,038,639.30
|
| MasterCard |
73
|
05:17
|
4.34
|
0.281
|
$1,659,225.25
|
| Flomax |
25
|
02:35
|
6.21
|
0.629
|
$1,644,420.87
|
| Verizon |
53
|
03:41
|
4.16
|
0.331
|
$1,412,838.78
|
| Gatorade |
72
|
03:33
|
2.96
|
0.319
|
$1,395,507.24
|
Meanwhile, MLB sponsor State Farm dominated exposure during Monday night's Home Run Derby. State Farm, the event's title sponsor, received 686 detections totaling more than $6.53M in value, accounting for 46% of the total value of the broadcast. State Farm had over 1 hour and 11 minutes of on-screen time with an average length of 6.23 seconds (Image Impact).
|
BRAND
|
DETECTIONS
|
DURATION (HH:MM:SS)
|
DUR/DET
|
QI
|
MV
|
|
State Farm
|
686
|
1:11:14
|
6.23
|
0.3
|
$6,533,994.33
|
|
Adidas
|
175
|
0:09:52
|
3.38
|
0.184
|
$599,495.98
|
| Bank of America |
143
|
0:10:05
|
4.23
|
0.207
|
$596,979.35
|
| Gatorade |
136
|
0:08:15
|
3.64
|
0.212
|
$536,435.16
|
| Verizon |
76
|
0:06:05
|
4.8
|
0.246
|
$504,920.98
|
METHODOLOGY: QI (Quality Index) is indicative of a detection's impact potential based upon observable presentation attributes such as duration, size, isolation, and presentation type. QI values range between 0.0 and 1.000. MV (Monetary Value) is a quality adjusted value of sponsorship presentations benchmarked against the broadcast's negotiated 30-second ad rate.
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