I'm not sure how they can measure this, but the placement of Wonder Bread in the Will Ferrell comedy "Talladega Nights: The Ballad of Ricky Bobby" translates to $4.3 million worth of exposure. Wonder Bread, which was on screen for 11 minutes and 32 seconds, is the main corporate sponsor for Ferrell's character. Other brands getting in the movie included Old Spice, Powerade, Applebee's and Perrier.