SBD/September 25, 2013/Research and Ratings

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  • Nationwide Series Title Sponsorship Has Delivered Brand $76M In Media Value Since '11

    The Nationwide brand received over 47 hours of on-screen time during NASCAR Nationwide Series pre- and live-race broadcasts through the Sept. 6 event at Richmond Int’l Raceway, totaling an undiscounted 100% media equivalent value of nearly $90M across team, league, track and network assets, according to data from research firm Repucom provided exclusively to THE DAILY. Adjusted to account for exposure factors, such as size of logo that was visible to TV viewers and location on the screen, Repucom estimates the media value of Nationwide’s exposure at more than $76M over the past three seasons. The brand was mentioned in these broadcasts alone nearly 1,200 times.

    NATIONWIDE BRAND EXPOSURE DURING NASCAR NATIONWIDE SERIES BROADCASTS
    Season
    # Times Signage Point
    Is Seen Uniquely
    Duration Of Brand's
    Time On Screen
    Gross Media Value
    Of Brand Exposure^
    Adjusted Media Value
    Of Brand Exposure^^
    '13*
    15,443
    47:14:40
    $90.0M
    $21.1M
    '12
    15,934
    56:23:47
    $122.6M
    $29.4M
    '11
    16,354
    55:33:44
    $107.6M
    $25.5M


    NOTES
    : Includes exposure across all source locations such as team assets, track locations, league assets and network. * = Through Sept. 6, with eight races remaining. ^ = Factors in TV viewership and broadcast/cable media costs. ^^ = Accounts for factors such as size of logo, location on screen.

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