SBD/July 25, 2014/Marketing and Sponsorship

Jimmie Johnson Leads Drivers In NASCAR TV Exposure, With Dale Jr. Ranking Second

Heading into ESPN’s portion of the NASCAR Sprint Cup Series schedule, Jimmie Johnson leads all drivers in sponsor TV exposure, garnering $75.3M during points-race telecasts (26 telecasts including replays), according to data from sponsorship measurement firm Joyce Julius. Johnson has led all Sprint Cup drivers the last two seasons, even when he finished second in ’12 Chase for the Sprint Cup. He currently sits second in the standings behind Brad Keselowski, who comes in at No. 4 in Joyce Julius’ rankings with $54.6M in exposure. Dale Earnhardt Jr. ranks No. 2 in exposure value with $68.4M, while Kevin Harvick (sixth in standings) is No. 3 with $60.9M. Michael Waltrip’s No. 66 car, which has also been driven by Jeff Burton, Brett Moffitt and Tomy Drissi, ranks No. 7 in exposure. Around 93% of the exposure came from Waltrip’s appearance on the Fox set during the rain delay at the Daytona 500.

NASCAR SPRINT CUP SERIES: DRIVER EXPOSURE THROUGH JULY 13 RACE
RANK
DRIVER(S)
EXPOSURE TIME
MENTIONS
VALUE
1
Jimmie Johnson
21:58:17
105
$75,323,625
2
Dale Earnhardt Jr.
16:43:34
83
$68,447,875
3
Kevin Harvick
18:50:13
132
$60,914,465
4
Brad Keselowski
17:34:54
118
$54,633,465
5
Jeff Gordon
18:45:50
84
$54,396,315
6
Kyle Busch
11:23:59
96
$47,766,015
7
Michael Waltrip/Jeff Burton/
Brett Moffitt/Tomy Drissi
8:50:10
10
$44,558,080
8
Joey Logano
14:30:42
97
$40,729,855
9
Denny Hamlin/Sam Hornish Jr.
8:35:05
92
$37,063,970
10
Clint Bowyer
9:13:23
25
$31,301,125
11
Matt Kenseth
9:49:32
81
$30,947,940
12
Carl Edwards
9:18:28
82
$30,247,150
13
Kyle Larson
10:23:36
37
$29,470,910
14
Tony Stewart
7:59:04
33
$29,267,395
15
Kurt Busch
8:39:40
48
$28,953,225
         

PICK YOUR SPOTS WISELY: There were 63 Twitter hashtags that received coverage during race telecasts, with #HowDoYouKFC receiving the top exposure value at $2.9M. There also were 139 Twitter handles appearing, with @BudweiserRacing leading the way with $1.1M in exposure. Toyota tops all manufacturers with $93.2M in exposure value.

NOTES: Figures reflect 19 points races to date (Fox, TNT, FS1). Replays were on FS1 and FS2. The Sprint All-Star Race and Budweiser Duels were not included. Also included were rain delays. For the Texas Motor Speedway race in April, exposure was measured for the Monday race after Sunday was rained out.

Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug