Yum Brands, NetJets See Increased Kentucky Derby Exposure Time
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Yum, NetJets Garner Increased
Exposure At Kentucky Derby |
Data from Connecticut-based SRi indicates Yum Brands, the presenting sponsor of last Saturday's Kentucky Derby, once again led all companies in TV sponsorship exposure during NBC's coverage of the event. Yum garnered 9 minutes and 41 seconds (9:41) of legible exposure, up from 8:31 last year and up from 4:37 in '07. NetJets, with their branding on the jockeys' apparel, saw the largest year-over-year percentage increase in exposure, as their 2:09 of exposure was double that from last year's race. The Red Carpet Special prior to the event helped increase total exposure levels for sponsors, as new sponsor Zales generated 3:38 during celebrity interviews by having their logo exclusively on the Red Carpet backdrop. In addition, the GE and Bravo brands also saw high-quality exposure from their logos on the backdrop during the "Top Chef" special. BlackBerry, which will title sponsor the Preakness Stakes on May 16, generated minimal exposure during the Derby, with only 00:19 of exposure. The following represents sponsor exposure from last Saturday's Kentucky Derby telecast on NBC from 4:00-7:00pm ET, which totaled 31 minutes and 45 seconds (31:45) and accounted for 22.9% of the total broadcast, up from 27:06 and 22.1% last year. Also view a sponsor exposure chart with details on brand location during the telecastsVisit SportsBusinessDaily.com for a more detailed chart with brand locations during the telecast (SRi).
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SPONSOR
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LEGIBILITY (MM:SS)
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% OF BROADCAST
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Yum Brands
|
9:41
|
7.0%
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|
Zales
|
3:38
|
2.6%
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| GE |
2:57
|
2.1%
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| Visa |
2:23
|
1.7%
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| ADT |
2:10
|
1.6%
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| NetJets |
2:09
|
1.5%
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| Bravo |
2:04
|
1.5%
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| Canon |
1:14
|
0.9%
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| Olay |
1:14
|
0.9%
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| Lucky U |
1:11
|
0.9%
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| MetLife |
0:46
|
0.6%
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| Toledo |
0:28
|
0.3%
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| BlackBerry |
0:19
|
0.2%
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| Budweiser |
0:16
|
0.2%
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| Rolex |
0:15
|
0.2%
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| Prudential |
0:14
|
0.2%
|
| Duracell |
0:10
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0.1%
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| John Deere |
0:10
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0.1%
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| Crest |
0:10
|
0.1%
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| Pizza Hut |
0:08
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0.1%
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| Taco Bell |
0:08
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0.1%
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| TOTAL EXPOSURE |
31:45
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22.9%
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