Ford Motor Co. gained the equivalent of $22.5 million in free advertising because of media coverage featuring Ford Field during the NCAA's Basketball Final Four, according to a study by Ann Arbor-based Joyce Julius & Associates Inc.

Nearly 51% of Ford's total exposure value was realized during CBS's Final Four telecasts on Saturday and Monday nights.

Despite an absence of Ford court-side signage, the Ford received more than a minute of clear, focused exposure time during the two nights of coverage. Ford Field was also mentioned by the CBS announcers 23 times.