SBD/September 25, 2012/Research and Ratings

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  • Jimmie Johnson Leads All NASCAR Sprint Cup Drivers With $60.6M In Sponsor Exposure

    Jimmie Johnson led all NASCAR drivers in media exposure heading into the Chase for the Sprint Cup, according to data from sponsorship exposure firm Joyce Julius. Johnson had around $60.6M in exposure for his sponsors during race telecasts from the Feb. 27 Daytona 500 through the Sept. 8 Federated Auto Parts 400 at Richmond Int’l Raceway. Johnson was tops among Sprint Cup drivers in exposure time, mentions and number of interviews. At the same point last season, Kyle Busch topped all drivers with $56.1M in exposure. Johnson led at the same point in '10 ($66.8M) and '09 ($74.6M). Dale Earnhardt Jr. ranked second this season among all drivers with $56.9M through 26 races, followed by Tony Stewart ($48.7M) and Jeff Gordon ($46.8M). Gordon topped all drivers in the number of sponsors gaining exposure during race telecasts with 64. Ranking just outside the top 10 drivers in exposure value were Kevin Harvick, Matt Kenseth and Carl Edwards. Among category leaders, Chevy topped all auto brands with $75.1M in exposure through 26 races. Budweiser topped the beer category with $40.4M in exposure, while KFC was the top QSR with $23.6M.

    Listed below are the top 10 NASCAR Sprint Cup drivers in terms of TV exposure during race telecasts through all non-Chase races.

    NASCAR SPRINT CUP SERIES DRIVERS WITH
    MOST TV EXPOSURE THROUGH 26 RACES
    DRIVER
    SPONSORS
    EXPOSURE (HH:MM:SS)
    MENTIONS
    VALUE
    Jimmie Johnson
    45
    23:26:18
    147
    $60.63M
    Dale Earnhart Jr.
    37
    16:08:17
    121
    $56.88M
    Tony Stewart
    43
    17:42:23
    94
    $48.67M
    Jeff Gordon
    64
    19:22:17
    136
    $46.80M
    Denny Hamlin
    38
    15:37:48
    145
    $45.69M
    Kasey Kahne
    33
    11:15:45
    117
    $42.18M
    Greg Biffle
    52
    13:47:25
    120
    $40.14M
    Kyle Busch
    49
    13:43:16
    80
    $39.21M
    Brad Keselowski
    40
    11:29:07
    128
    $34.86M
    Clint Bowyer
    45
    10:23:04
    79
    $34.62M
     

    NOTES/METHODOLOGY: Stats reflect live and replay race telecasts. Joyce Julius calculates TV exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying "recognition grading" -- which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

     

    Print | Tags: Research and Ratings, Joyce Julius and Associates, NASCAR
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