Jimmie Johnson was again the top NASCAR Sprint Cup Series driver in terms of sponsor exposure during race telecasts and replays, garnering $142.6M in exposure value during the ’13 season, according to an analysis of data from sponsorship measurement firm Joyce Julius. The $142.6M figure is up significantly from ’12, when Johnson saw just over $100M en route to a third-place NSCS finish. Kyle Busch finished second this season with $98.1M, up from eighth place last season ($52.6M). Brad Keselowski, who finished second last season in exposure with $73.8M en route to his NSCS championship, fell to fifth in value in ’13 with $70.3M. Matt Kenseth, who did not rank in the top 10 in exposure last season, finished third in ’13 with $90.8M.
I KNOW WHY THE BLUE BIRD SINGS: Twitter handle exposure also was measured during NSCS telecasts, with 115 handles appearing on TV, down from 125 last season. The handle for Michael Waltrip Racing (@MWRteam) led all team handles in on-screen time in ’13. Meanwhile, there were 69 hashtags that received on-screen time or mentions during race telecasts, up from 38 in ‘12. #LetsDoThis (The Home Depot) received the most on-screen time and had an exposure value of $3.3M.
AUTO NATION: Toyota saw the most exposure value during NSCS telecasts in ’13 with $121.7M. That figure was ahead of $112.6M for Chevrolet and $92.3M for Ford.
|
TOP NASCAR SPRINT CUP SERIES DRIVERS IN TERMS OF MEDIA EXPOSURE
FOR SPONSORS DURING '13 RACE TELECASTS/REPLAYS
|
|
RK
|
DRIVER |
SPONSORS
|
MENTIONS
|
MEDIA VALUE
|
DRIVER INTERVIEWS
|
|
1
|
Jimmie Johnson |
69
|
231
|
$142.6M
|
46
|
|
2
|
Kyle Busch |
79
|
185
|
$98.1M
|
35
|
|
3
|
Matt Kenseth |
96
|
276
|
$90.8M
|
43
|
|
4
|
Jeff Gordon |
79
|
138
|
$81.3M
|
37
|
|
5
|
Brad Keselowski |
62
|
141
|
$70.3M
|
29
|
|
6
|
Dale Earnhardt Jr. |
61
|
90
|
$63.9M
|
31
|
|
7
|
Denny Hamlin/Brian Vickers |
56
|
74
|
$59.6M
|
24
|
|
8
|
Kevin Harvick |
70
|
167
|
$55.6M
|
32
|
|
9
|
Clint Bowyer |
85
|
104
|
$55.5M
|
28
|
|
10
|
Joey Logano |
53
|
145
|
$52.3M
|
21
|
| |
|
|
|
|
|
NOTES: Figures reflect the 36 NSCS points races (live and re-airs) only, not the All-Star Race, Duels, etc. Joyce Julius calculated 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 Joyce Julius 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 sponsor into the activity.
