SBD/February 25, 2013/Marketing and Sponsorship

Drive Time: Michael Waltrip Appears In The Most Ads During Daytona 500 Coverage

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Jimmie Johnson might have won his second Daytona 500 yesterday, but he was just one of many NASCAR drivers to appear in ads during Fox' broadcast of the race. THE DAILY tracked the ads during race coverage, including full-screen and side-by-side ads; ads that appeared during the pre- and post-race coverage were not included. Johnson appeared in three Lowe’s ads, but only in actual race footage with no speaking part in the spots. The driver with the most exposure was Michael Waltrip, who appeared in four spots. Napa Auto Parts aired two ads featuring Waltrip and Martin Truex Jr. along with NHRA driver Ron Capps. Waltrip also appeared in two spots for Aaron’s alongside Mark Martin. Kevin Harvick’s No. 29 Chevrolet appeared in four Budweiser spots sans the driver. Goodyear aired three spots of driver Kasey Kahne inspecting tires amidst actual race footage. Coca-Cola aired two spots for its “Road Trip” campaign with its stable of Coke drivers, including Tony Stewart, Danica Patrick, Joey Logano, Ryan Newman, Greg Biffle and Denny Hamlin. Patrick also appeared in a Go Daddy ad, while perennial marketing powerhouse Dale Earnhardt Jr. appeared in two ads for Diet Mountain Dew and one spot for Nationwide Insurance alongside Ned and Dale Jarrett. 5-Hour Energy featured a spot with Clint Bowyer and golfer Jim Furyk, while Subway aired one spot with Carl Edwards and Fox’ Jay Glazer. NASCAR aired nine spots promoting its brand.
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