State Farm's Derby Sponsorship Reaps Exposure

  • July 14, 2009
By sponsoring the Home Run Derby, State Farm Insurance Co. received $22,850,000 in broadcast exposure, according to Front Row Analytics.

State Farm had approximately 1 hour and 16 minutes of broadcast exposure, according to Philadelphia-based Front Row Analytics. State Farm gained exposure time through verbal mentions, stadium signage, and on-screen graphics. The broadcast media value was determined by comparing the total amount of in-broadcast exposure on with the estimated cost ($150,000) for a 30-second broadcast commercial spot on ESPN.

Last year, State Farm received 56 minutes and 51 seconds of exposure with a broadcast media value of $12,252,083. State Farm has sponsored the Home Run Derby for the last three years. Previously, Century 21 sponsored the Home Run Derby.--Tanya Irwin



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