3 -- every glimpse of a logo or person in a broadcast or print associated with a brand translated into dollars even if it did not result in the purchase of a specific item.
#3 surprised me the most... the impact of being in the media had a multiplier effect. A NASCAR example, a car running in the top five for one week might bring in an extra $100,000 for a sponsor (1993 dollars). If that car ran in the top five the next week, the return looked more like $400,000. It was interesting at a time when brand loyalty in general was diminishing, but seemed to be hanging on strong in sports. Fans looked for their brands on broadcasts and were more motivated to spend money when the brand was doing well. Similarly, brands that were less visible started gradually losing market share.
Remember that social media really didn't exist back then. I'm sure the major sports have all sorts of data about the value of their player's social media, but that could be a serious driver for player signings as well. Apologies for the personal trip down memory lane.