SBD/June 20, 2013/Research and Ratings

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

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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.
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