Taco Bell's World Series Promotion Already Paying Off In Terms of National Media Exposure

         ANN ARBOR, MI, October 25, 2007 – Taco Bell’s promise of a free taco to everyone in the United States if a base is stolen in this year’s World Series has already generated national media exposure totaling $4 million.  All this exposure occurred without the benefit of a single steal attempt in last night’s game one.

          According to research conducted by Joyce Julius & Associates, which specializes in measuring the impact of sponsorships across all forms of media, Taco Bell amassed three minutes, 53 second (3:53) of clear, in-focus exposure time Wednesday night on Fox.  The restaurant chain was also mentioned six times, including an exchange between two Red Sox players wearing microphones and discussing the give-a-way during the sixth inning.  When comparing all of the in-broadcast time and mentions to the cost of a 30-second commercial spot during the telecast, Taco Bell’s exposure value calculates to $3,906,665.

          The unique give-a-way has also been referenced in nearly 20 major U.S. print publications and 100 news stories on the Internet.  This additional media coverage has already added another $93,800 to Taco Bell’s ever-growing exposure intake.

         Taco Bell has run a national promotion surrounding the World Series every year since 2002 without ever having to pass out any free tacos.  Typically the promotion has centered on a home run having to hit a particular sign for the give-a-way to take place.  According to published research, a stolen base has occurred in every World Series dating back to at least 1990.

         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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