Yum Brands Total Media Exposure Reaches Nearly

$6 Million from Presenting Sponsorship of Kentucky Derby

         ANN ARBOR, MI, May 6, 2008 – When combining the media exposure the Kentucky Derby presenting sponsor received from NBC’s live telecast on Saturday with print and Internet news articles referencing the sponsor over the last week, Yum Brands earned a comparable exposure value of $5,750,215.

       According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the impact of sponsorships across all forms of media — Yum logos appeared clear and in-focus for a total of seven minutes, 41 seconds (7:41) during NBC’s two-hour, 45-minute telecast. Additionally, Yum was mentioned by the network’s announcers on 18 occasions.  When comparing the in-broadcast exposure to the estimated cost of a commercial spot during the Kentucky Derby, Yum reaped $5,483,340 of in-broadcast exposure value.

       News articles appearing in print and on the Internet referencing the event’s presenting sponsor also led to significant exposure for Yum.  More than 40 print and 285 Internet articles contributed another $266,875 of exposure value to the sponsor when comparing the results to traditional advertising.

       The Kentucky Derby telecasts also provided a forum for the various restaurant chains comprising Yum Brands to gain exposure as well, as A&W, KFC, Long John Silver’s, Pizza Hut and Taco Bell shared 1:57 of clear, in-focus exposure time, 10 verbal mentions and $1.8 million of exposure value.

Big Brown’s Win Benefits Namesake UPS

       UPS, the company which inspired the name of the winning horse, took advantage of its logo placements on the pants of winning jockey Kent Desormeaux to garner 0:56 of on-screen time.  The NBC announcers and Desormeaux each mentioned the shipping giant during the telecast, helping to bring about a total in-broadcast exposure value of $635,335. 

       Additionally, the unique relationship between the horse, Big Brown, and UPS resulted in the brand being referenced in approximately 400 Internet articles and 150 print articles over the past week.  Altogether, UPS amassed some $1.4 million of overall media exposure value from the association.

About Joyce Julius & Associates, Inc.:

         Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.  Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.

         The Ann Arbor, Michigan-based firm—which monitors more than 2,500 nationally televised sports and special event programs annually—has been measuring the impact of corporate sponsorships across all forms of media since 1985.  These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

--###--