The purpose of this study was that we made an estimate of the abilities of brand exposure and brand value of sponsor in TV through analyzing the brand exposure of "Samsung stock in mess media which were title sponsors of Pro-baseball in KBS1-TV Sports News at 9. And we offered some materials as the basis of picking up sponsor and sponsor group. To accomplish our purpose, we analysed reporting on Pro-baseball and hold in the name of "Samsung stock 2004" which were broadcasted in KBS1-TV Sports [News at 9 from July, 12, 2004 to Nov, So we measured brand exposure time of sponsor`s title. For the analysis of TV exposure we used TV exposure analysis program(Kim, Chong Hwan, 2004) and monitored the brand of title sponsor during the investigating times. All results of these was imput and analysed. The result was as following. First, as a result of analysing the brand exposure of "Samsung stock" was total 1,197 seconds, In particular, the importance of board advertisement turned to be the most highest effect of exposure brand on Pro-baseball was totally 706 seconds. Second, as the consequence of survey on the Frequency of Pro-baseball, Pro-football on the air, Pro-baseball sent out on the air total 509 times, average 4.8 times per day. Third, during these times we also analysed also brand exposure value of sponsor. The result showed that `Samsung stock" could get ₩611,070,050 exposure value with exposing total 1,197 seconds in KBS1-TV sports news at 9.