Media Value of BCS Title Sponsorship Pegged at $200 M

That's what Kantar says. The WPP media and marketing measurement firm recently took a look at the value that past BCS title sponsors have received from the big game using ad equivalencies and sponsorship media value, which Kantar says estimates the additional sponsorship value of this exposure by applying weights for things like media source and location. In brown is the media value for each game, while the sponsorship media value is orange.