State Farm Increases Exposure Tied to 2009 State Farm Home Run Derby Sponsorship
The
2009 State Farm Home Run Derby delivered record-setting exposure value
for title sponsor State Farm on Monday night. In its third year as the
title sponsor of the event, State Farm garnered 827 brand detections
totaling almost $8.42 million in value. The total value of $8.42
million marks the highest total for State Farm in its three years as
title sponsor of the event, exceeding the $6.55 million in value
delivered to the brand in 2007, and representing a more than 40%
increase over what was generated for State Farm in 2006 ($6.00
million). State Farm had over 1 hour and 35 minutes of on-screen time
and saw an increase of 141 detections and 24 minutes of on-screen time
greater than last year’s contest. The vast majority of State Farm’s
exposure came from the signage located behind home plate which averaged
a strong 9.39 seconds per detection. The value received by State Farm
accounted for 46% of the total value garnered by all brands which
received exposure in the broadcast.
Gatorade saw the second-most total brand exposure tied to their
sponsorship of Gatorade All-Star Workout Day with 527 detections and a
combined 31 minutes and 11 seconds in on-screen time valued at $2.61
million. Gatorade received strong signage presence on the Left and
Right Field Walls and saw significant value from its towels and
Gatorade product that were handed to each participant following their
swings.
