NASCAR's Top Three Series See TV Media Value Increase 22% In '11

NASCAR saw $1.3B worth of TV media value across its three top series in ’11, up 22% from last year, according to a study conducted exclusively for SportsBusiness Daily/Journal by sponsorship measurement firm Repucom. The large majority (87%) was captured by the Sprint Cup Series (NSCS), while 11% came from the Nationwide Series (NNS) and 2% from the Camping World Truck Series (NCWTS). Within the NSCS season alone, Repucom detected over 435,000 individual brand exposures across nearly 1,800 brands. The NASCAR brand itself ranked first overall during NSCS telecasts across Fox, ABC, TNT and ESPN, followed by series sponsor Sprint. Of the top 10 brands in exposure during NSCS telecasts, only three -- Lowe’s, Budweiser and 3M -- were primary team sponsors. During NNS telecasts across ABC, ESPN and ESPN2, the NASCAR brand had the most media value, replacing Nationwide at the top. Ford and Fastenal saw the largest jump in the rankings. During NCWTS telecasts, broadcast partner Speed entered the top 10 ranking in ’11 after being in 12th place last season. Fox’ broadcast of the NSCS Goody’s Fast Pain Relief 500 on April 3 had the highest media value. Because the race was held at Martinsville Speedway, which is a short track, there was a higher occurrence of exposures for brands during the telecast, albeit with shorter overall duration. Other factors contributing to race media value were duration, network partner and signage configuration. Listed below are the top 10 brands in terms of media value during NSCS, NNS and NCWTS telecasts during the ’11 season. Visit SportsBusiness Journal.com for more on exposure during the ’11 season (THE DAILY).