SBD/June 20, 2013/Research and Ratings

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  • Jimmie Johnson Topped All NASCAR Drivers In Sponsor Exposure During Fox' Races

    Jimmie Johnson’s No. 48 Chevrolet topped all NASCAR Sprint Cup cars in sponsor exposure value during Fox’ package of 13 races this season, with the driver seeing $55M in exposure for a combined 47 sponsors during that time frame, according to an analysis of data from sponsorship research firm Joyce Julius. Kyle Busch, who ranked second in exposure ($45.1M), actually had more exposure time for his 51 sponsors. Danica Patrick, who ranks eighth, saw 52% of her total recognition during the Daytona 500. Patrick’s overall exposure time is lower in comparison to drivers ranked near her, but the higher ad rates for the Daytona 500 help account for a higher ranking. Meanwhile, Toyota topped all car manufacturers during Fox’ races with $72.8M in exposure. Chevrolet ranked No. 2 with $62.5M and Ford ranked No. 3 with $61.6M.

    SOCIAL STUDY: There were 40 Twitter hashtags that received onscreen time or mentions during Fox’ 13 races. Johnson’s #Lowes48 hashtag received the most on-screen time at 15 minutes, 32 seconds (15:32). Of the 88 Twitter handles monitored, @MWRteam (Michael Waltrip Racing) was No. 1 with 10:36 on-screen time.

    TOP NASCAR SPRINT CUP DRIVERS IN SPONSOR EXPOSURE DURING FOX' 13 RACES
    RK
    DRIVER(S)
    SPONSORS
    EXPOSURE TIME
    (MM:SS)
    MENTIONS
    TOTAL
    VALUE
    1
    Jimmie Johnson
    47
    14:32:31
    95
    $54.96
    2
    Kyle Busch
    51
    14:33:11
    67
    $45.06
    3
    Denny Hamlin/Brian Vickers*
    49
    11:47:42
    33
    $40.63
    4
    Matt Kenseth
    53
    11:01:10
    140
    $34.80
    5
    Brad Keselowski
    45
    11:29:17
    68
    $32.97
    6
    Clint Bowyer
    58
    7:43:33
    45
    $28.28
    7
    Jeff Gordon
    57
    8:56:43
    47
    $28.03
    8
    Danica Patrick
    39
    5:04:27
    30
    $27.49
    9
    Dale Earnhardt Jr.
    29
    6:12:19
    32
    $26.37
    10
    Mark Martin/Michael Waltrip/Brian Vickers**
    48
    7:39:24
    19
    $25.07
    11
    Kasey Kahne
    44
    9:14:43
    62
    $24.60
    12
    Martin Truex Jr.
    35
    6:07:34
    46
    $21.69
    13
    Tony Stewart
    45
    7:28:49
    16
    $21.58
    14
    Carl Edwards
    46
    7:09:21
    66
    $21.39
    15
    Kevin Harvick
    48
    6:12:48
    65
    $21.01
               

    NOTES: * = Vickers subbed for Hamlin's No. 11 car when Hamlin was injured. ** = Martin, Waltrip, Vickers have split time in the No. 55 car.

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