General Motors Co.’s gift — a $53,000 Corvette convertible – for Detroit Tigers pitcher Armando Galarraga the day after his perfect game was ruined by an umpire was worth $8.9 million in media exposure value, according to a new study.
Joyce Julius & Associates Inc., which measures sponsorship scope across all forms of media, said that the give-away was mentioned in 714 television programs between Thursday and Sunday. The study found out this was worth almost $1 million in exposure. Joyce Julius said that the gift was also referenced in 151,000 publications and Web entries, worth another $7.9 million.
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