SBD/December 4, 2013/Research and Ratings

Jimmie Johnson Sees Sponsor Exposure Value Rise During '13 Championship Run

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.

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