Yum Brands Television Exposure Up 70% 

During NBC’s Kentucky Derby Telecast

         ANN ARBOR, MI, May 7, 2007 – Kentucky Derby Presenting Sponsor Yum Brands and its restaurant chains—A&W, KFC, Long John Silver’s, Pizza Hut and Taco Bell—received in-broadcast exposure totaling $4.59 million during NBC’s live Derby telecast on Saturday.  When compared to the $2.7 million collected throughout the 2006 broadcast, the restaurant conglomerate experienced a 70% increase in total exposure value from its inaugural presenting sponsorship effort of a year ago.

           According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, the Yum logo appeared clear and in-focus for six minutes, 42 seconds (6:42) during NBC’s broadcast, while the presenting sponsor was also mentioned by the network’s announcers on 16 occasions.  One way Joyce Julius determines the value of the exposure is by comparing the on-screen time and mentions received by the sponsor to the non-discounted cost of purchasing a 30-second commercial during the broadcast.  Utilizing this methodology, the Yum nameplate alone was credited with nearly $3.3 million.

          While NBC’s graphics provided the bulk of Yum’s visual exposure (2:28/$863,335), signs containing the company’s logo in the paddock area saw the largest increase from last year, improving from 0:13 of on-screen time in 2006 to 2:16 ($793,335) this year.

        Increased on-screen time garnered by Yum’s five restaurant brands during the telecast also contributed to the overall rise in exposure value. Additional graphics provided by NBC improved the results for each entity.

         The Ann Arbor, Michigan-based Joyce Julius and Associates—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.  

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