State Farm increases exposure tied to 2010 State Farm Home Run Derby Sponsorship
The 2010 State Farm Home Run Derby delivered record-setting exposure value for title sponsor State Farm on Monday night. In its fourth year as the title sponsor of the event, State Farm garnered 1,019 brand detections totaling almost $17.62 million in value according to Image Impact, the official company of brand placement analysis for Major League Baseball. The total value of $17.62 million marks the highest total for State Farm in its four years as title sponsor of the event, exceeding the $8.42 million in value delivered to the brand in 2009. State Farm had over 2 hours and 55 minutes of on-screen time and saw an increase of 192 detections and 1 hour and 20 minutes of on-screen time in comparison to last year’s contest. The vast majority of State Farm’s signage exposure came from behind home plate signage which averaged a strong 8.24 seconds per detection and $5.24 million in total value. The value received by State Farm accounted for 63% of the total value garnered by all brands which received exposure in the broadcast.
Gatorade saw the second-highest total brand exposures with 310 detections and a combined 14 minutes and 34 seconds of on-screen time valued at $1.16 million. Gatorade received strong signage presence on the Left and Right Field Walls. Its most significant value came from its Gatorade product and towels handed to hitters to each participant following their at bats.
