When a horse named Big Brown won the Kentucky Derby, UPS, the horse's sponsor, reaped an estimated $4 million in

Question

Quizplus · Accepted Answer

Equivalent advertising value is the estimated cost of producing the same level of exposure as the sponsorship through paid advertising. As UPS was the horse's sponsor, the mention of the brand during the race was likely to have had the same level of impact as a paid advertisement. The estimated value of this exposure is $4 million, which is the amount UPS is estimated to have gained in equivalent advertising value.

When a Horse Named Big Brown Won the Kentucky Derby