May 09, 2011 at 04:03 PM
written by

Study: Ram, 3M Benefit From Derby Finishes

Chrysler’s Ram Truck gathered more than a million dollars in broadcast exposure, while 3M's Mucho Macho Man deal scored more than $300,000 according to research conducted by Joyce Julius & Associates, Inc. The research firm, which specializes in measuring sponsorship media, calculated that Chrysler's Ram Truck appeared clear and in-focus for three minutes, 28 seconds (3:28) during NBC’s three-hour telecast, while the brand was also mentioned a half-dozen times, leading to an overall exposure value of $1,105,010.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial. As the “Official Truck of Churchill Downs and the Kentucky Derby” Ram utilized vehicle displays, work trucks, gate crew staff uniforms, network promotional spots, logoed jockey pants, and branding on several of the barn roofs surrounding the track. The study, however, does not include the valuation of activities external to the NBC broadcast.

The most visible brand placement for Ram during the telecast came via the pant leg of the winning jockey John Velazquez aboard Animal Kingdom. Meanwhile, 3M’s sponsorship of top 3 finisher, Mucho Macho Man, scored nearly $328,000 of exposure value for the Minnesota-based manufacturing company.

J,J&A says 33 brands in total were mentioned or seen during NBC’s Kentucky Derby coverage including 3M, GMC, NYSE, A&W Restaurants, Goodyear, Pacific Life, ADT, Hpnotiq, Pirate's Booty, Bridgestone, Ipad, Pizza Hut, Budweiser, JPMorgan Chase, Ram, Campbell's Soup, KFC, Taco Bell, Daqs Ritas, Kroger, Twitter, eTrade, Long John Silvers, US Bank, Exxon Mobil, Longines, Visa, Facebook, Mercedes-Benz, Vitamin Water, Geico, Netjets and Yum! #NEWSTAG

photo credit: