April 9, 2009 / 7:29 PM / 10 years ago

Ford gets $22.5 million in NCAA Final Four exposure

The honor guard holds the U.S. flag during the National Anthem inside Ford Field to start the NCAA men's Final Four semi-final basketball game between Connecticut and Michigan State in Detroit, Michigan April 4, 2009. REUTERS/Mike Segar

DETROIT (Reuters) - Ford Motor Co (F.N) received overall media exposure worth more than $22.5 million leading up to and during the National Collegiate Athletic Association Men’s Basketball Final Four, according to a study released on Thursday.

Ford, the title sponsor for the stadium in Detroit where the final games were played on Saturday and Monday, got more than half its exposure during CBS’ Final Four telecasts, according to Joyce Julius & Associates.

Ford, the only U.S. automaker operating without emergency government loans, earned a combined in-broadcast exposure value of $11.4 million from the prime time broadcasts, said Joyce Julius, which measures the scope of sponsorships across all forms of media.

Ford’s Field stadium was also mentioned by the game announcers 23 times, bringing about an additional $1.7 million of exposure value to the brand.

Joyce Julius also cited 15,000 newspaper and Internet articles referencing Ford Field Stadium in the weeks leading up to the Final Four. When compared with the cost of reaching the same number of potential readers through traditional advertising, the brand was credited with a print media exposure value of $9.4 million.

Ford is in the seventh year of a 40-year sponsorship entitlement contract with the Stadium, which opened in August 2002.

Reporting by Soyoung Kim, editing by Matthew Lewis

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