Chrysler's Ram Truck Horse Racing Sponsorship Keeps Rolling during Preakness Telecast 

ANN ARBOR, MI, May 23, 2011 -- Chrysler’s Ram Truck, coming off of a highly successful Kentucky Derby sponsorship featuring the backing of the winning jockey, picked up an additional $500,000 of in-broadcast exposure value during NBC’s Preakness Stakes coverage on Saturday despite a lack of branding at the Pimlico Race Course.

According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Ram logos appeared clear and in-focus for one minute, four seconds (1:04) during the Preakness telecast, while the brand was also mentioned a half-dozen times, leading to an overall exposure value of $529,065.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

Ram benefited greatly during the telecast from several highlights of this year’s Kentucky Derby, where the sponsor’s logo had been prominently featured on the pant leg of Animal Kingdom’s winning jockey John Velazquez (0:47).  For the running of the Preakness, second-place finisher Velazquez’ pant leg featured the sponsor Cosequin.

Additionally, Ram also sponsored NBC’s animated Race Preview during the Preakness broadcast, as well as a Brought to You By segment to account for its exposure this time around.

Throughout the Kentucky Derby telecast earlier this month, Ram received a boost from its enhanced relationship with Churchill Downs, which included the sponsor’s logos on many of the surrounding barns and on the handlers. Thus far, the first two races of the Triple Crown have netted Ram $1.6 million of exposure value during NBC’s coverage.

Altogether, 35 brands appeared visually and/or verbally during NBC’s Preakness Stakes broadcast.

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