Kentucky Derby Sponsorship Pays Big for Yum Brands

Total On-Air Exposure Equals Nearly $2.7 Million in Commercial Time

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NEW YORK (AdAge.com) -- Louisville-based Yum Brands earned almost $2.7 million in exposure Saturday in its debut as the first presenting sponsor of the Kentucky Derby, according to Joyce Julius and Associates.
The Kentucky Derby win was as big for Yum Brands as it was for Barbaro, the victorious horse.
The Kentucky Derby win was as big for Yum Brands as it was for Barbaro, the victorious horse. Credit: Jeremy Lyverse

Screen time
The Yum logo appeared clear and in focus for three minutes, 15 seconds during NBC's 90-minute broadcast, while the presenting sponsor was also mentioned by the network's announcers on 18 occasions.

All told, Yum and its fast-food restaurants -- A&W, KFC, Long John Silver's, Pizza Hut and Taco Bell -- received $2.665 million in exposure. Joyce Julius, an Ann Arbor, Mich.-based firm that specializes in measuring the impact of sponsorships across all forms of media, determines the value of the exposure 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.

Five-year sponsorship
According to news reports, the cost of the five-year sponsorship deal is estimated at just more than $1 million a year.

NBC's graphics provided the bulk of Yum's visual exposure, but signs containing the company's logo in the paddock area and on the starting gate also received valuable exposure.

It was the first time in the 132-year running of the Kentucky Derby that the race had a presenting sponsor.
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