The provincial government has a breakdown of the value of all the free publicity recently lavished on the province through the Jimmy Kimmel Live show and subsequent news stories and social media mentions.

Tourism Minister Christopher Mitchelmore, says the department’s marketing division used Agility PR to look at the effect of the show from August 1st to the 19th.

There were 361 news articles, videos and points of interest surrounding Dildo, Newfoundland, in that period of time, reaching over 45 million people with an equivalent value of approximately $11.7 million dollars.