Anheuser-Busch Tops in Exposure Value from MLB All-Star Game
With
a strong combination of stadium signage, in-game on-screen graphics and
venue naming rights exposure, long-time MLB sponsor Anheuser-Busch
received the most brand exposure value during the 2009 Major League
Baseball All-Star Game broadcast on FOX. Anheuser-Busch’s brands
(Budweiser, Bud Light, and Busch) combined for almost $4.15 million in
value as a result of 14:26 of on-screen duration. MLB corporate partner
Taco Bell was the top individual brand with 102 detections equaling
9:19 of duration and delivering $3.18 million in value. The most
valuable location within the broadcast was the signage position located
behind home plate which provided $7.16 million in exposure.
Tuesday's All-Star Game on FOX, which featured the shortest game
duration for an All-Star Game since 1988 (2:31), delivered $30.5
million in total value to 82 different brands. Last year’s 15-inning
marathon game delivered $43.5 million in value over the course of the
four and half hour telecast.
Notably, of the top-10 most exposed brands during the 2009 All-Star
Game, six are MLB corporate partners and eight are either corporate
partners or other MLB-associated brands, including the host St. Louis
Cardinals and the league's community service initiative "Go Beyond".
