Taco Bell's World Series Stolen Base Promotion Continues to Dominate Game Coverage on Fox

         ANN ARBOR, MI, October 26, 2007 – Last night’s World Series Game Two telecast on Fox once again provided a platform for in-broadcast brand exposure to Taco Bell, thanks to the restaurant’s free tacos for a stolen base promotion.  This time around, Boston’s Jacoby Ellsbury successfully stole the first base of the Series, insuring free tacos and helping Taco Bell realize another $4.1 million of television exposure in the process.

         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, 15 seconds (3:15) of clear, in-focus exposure time, while the restaurant chain was also mentioned 11 times.  Once again, Fox aired a “Sounds of the Game” segment with Boston’s Royce Clayton referencing the giveaway, while Fox’s Chris Myers also conducted an interview from the stands with Taco Bell COO Rob Savage following the stolen base.

         Taco Bell’s in-broadcast exposure value is calculated by comparing the brand’s on-screen time and verbal references to the cost of a 30-second commercial during the Fox coverage.

         Altogether, media coverage of the promotion in print and on the Internet, along with the in-broadcast exposure Taco Bell received during the first two telecasts of the World Series, has thus far landed the Yum! Brands, Inc. entity more than $8 million of exposure value.  Coverage leading up to the actual giveaway next Tuesday will likely continue adding to Taco Bell’s ever growing national media profile.

         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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