Value of being on TV

A lot of firms around spend more money than most of us will see in a lifetime trying to promote their company....

I'm wondering what the exact value of being on TV for a company's equity value might be. if a no-name stock gets blasted on CNBC, how much does it move the price by/

I'm not talking about the earnings surprise or anything like that - but talking about the pure effect. So removing positivity/negativity of the actual news story, what's the effect of publicity?

I'm guessing it HAS to be positive - otherwise, these guys won't be spending so much advertising money and hiring PR firms. But are they worth it?
Also, if it's proven to be a good way to convey information, are there hedge funds out there that buys a majority portion and lobbies to major newschannels to put the name on?

Hmmmmm