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SBD/Issue 116/Sponsorships, Advertising & Marketing
Ryan Newman's Daytona 500 Win Earns Alltel $18.3M In Exposure
Published March 6, 2008
NASCAR driver Ryan Newman's Daytona 500 victory on February 17 generated in-broadcast exposure totaling $18.3M for his primary sponsor, Alltel Wireless, according to research conducted by Michigan-based Joyce Julius & Associates, which measures the impact of sponsorships across all forms of media. The total ranks just below the all-time best showing at the race when Jimmie Johnson's win in '06 earned Lowe's $19.9M of comparable exposure value. Alltel logos appeared clear and in-focus for a total of 17 minutes, 38 seconds (17:38) during Fox' coverage, and the sponsor was mentioned verbally on four occasions (Joyce Julius).
|
SPONSOR
|
EXPOSURE TIME (MM:SS)
|
MENTIONS
|
EXPOSURE VALUE
|
|---|---|---|---|
|
Alltel
|
17:38
|
4
|
$18,299,880
|
|
Mobil 1
|
3:34
|
0
|
$3,566,680
|
| Dodge |
2:10
|
6
|
$3,166,665
|
| Avis |
2:38
|
0
|
$2,633,320
|
| Charger (Dodge) |
2:26
|
0
|
$2,433,325
|
| Kodak |
2:12
|
1
|
$2,366,665
|
| Alltel.com |
2:13
|
0
|
$2,216,635
|
| Alltel Wireless |
2:00
|
0
|
$2,000,005
|
| Dodge Dealers |
1:35
|
0
|
$1,583,325
|
| Goodyear |
1:28
|
0
|
$1,466,660
|
| Mazak |
1:24
|
0
|
$1,400,005
|
| Kenwood |
1:21
|
0
|
$1,350,005
|
| Snap-On Tools |
1:12
|
0
|
$1,200,000
|
| PPG |
0:54
|
0
|
$900,000
|
| Bosch |
0:47
|
0
|
$783,340
|
| Ram's Head (Dodge) |
0:33
|
0
|
$550,000
|
| Sunoco |
0:33
|
0
|
$549,995
|
| Simpson |
0:27
|
0
|
$450,000
|
| K&N Filters |
0:22
|
0
|
$366,670
|
| Freightliner |
0:21
|
0
|
$350,000
|
| Sprint |
0:21
|
0
|
$349,995
|
| Moog |
0:20
|
0
|
$333,335
|
| Jasper Eng. & Trans. |
0:19
|
0
|
$316,670
|
| Comp Cams |
0:16
|
0
|
$266,670
|
| Mahle |
0:10
|
0
|
$166,665
|
| Mobil |
0:00
|
1
|
$166,665
|
| Gillette |
0:08
|
0
|
$133,335
|
| Coors Light |
0:08
|
0
|
$133,330
|
| SFI |
0:04
|
0
|
$66,665
|
| Eagle (Goodyear) |
0:03
|
0
|
$50,000
|
| Gatorade |
0:03
|
0
|
$50,000
|
| TOTALS |
47:40
|
12
|
$49,666,505
|
