Even without an IBM PR machine, media coverage of the Kasparov-Junior match was amazing. ESPN2 showed all of game six live yesterday! (DD 41) An ESPN anchor was at the table with commentators Maurice Ashley and Yasser Seirawan throughout, it was excellent stuff. They had a huge camera and light setup in the game room as well, which must have been more than a little distracting, at least for one of the players...
Feedback about the coverage from chess people has been very positive so far. Write to ESPN (or e-mail them) and tell them you liked it and want more. For that matter, also write your local newspaper to say you want more chess coverage, especially if they ran a few articles on the Kasparov-Junior match.