SBJ/20081208/2008 NASCAR Brand Leaderboard

Exposure value nearly $1.7 billion

NASCAR sponsors received almost $1.7 billion in exposure for their brands this year, according to the results of custom research for the recently concluded season.

For the second straight year, SportsBusiness Journal/Daily teamed with Kansas City-based sponsorship measurement firm Image Impact to measure the exposure received by companies doing business with NASCAR. This year, we captured and assessed more than 138,000 sponsor impressions, 44 percent more than last year’s study, through NASCAR’s 37-race Sprint Cup Series schedule, which includes the Sprint All-Star Race.

Nearly 600 sponsors were tracked. Primary and secondary car and driver partners were analyzed, along with all race venue signage, and the myriad graphics and audio mentions from the races’ TV broadcasts. Six additional sponsored locations were measured this year, including exposure a sponsor may have received by having its logo on a trophy. Tertiary sponsors on driver and pit crew uniforms and on the quarter panels of the race cars were not reported.

Image Impact’s proprietary software provided analysis of the video feeds from each race. Each race broadcast was broken down and evaluated for all brand detections that occurred on screen and were clear and in-focus for at least one full second. Each of those individual detections was then evaluated based on its duration, average size, location and relative isolation (or lack thereof) from competing brands: Was the logo a featured image on the screen or was it shown among other sponsors?

Nearly one-third of all monetary value calculated came via exposure on the on-screen leaderboard.

Because location and clarity significantly affected the measured value of each detection, quantity did not always translate into increased value. Also, for the purpose of summary calculations, each audio mention was assigned a duration of five seconds.

For example, Allstate’s 702 detections generated $32.9 million in exposure over the course of the season, putting Allstate No. 9 overall among the nearly 600 companies tracked. Home Depot, No. 10 overall, had almost three times as many detections, but because many of those detections were less prominently displayed, the company received $29.6 million in value.

A monetary value for each sponsor detection was calculated based on a formula combining all these factors and the network-provided rate-card price of a 30-second spot for each specific race. Ad rates increased by an average of $10,000 this season over 2007. Although most of the impressions did not come about as a result of a direct media buy, using rate-card prices creates a level playing field. For example, three companies have naming-rights deals at a track: Lowe’s, Infineon and Auto Club of California. These companies received credit for brand exposure even if they did not necessarily sponsor a driver or telecast.

PROJECT SUMMARY
Total detections measured: 138,152
Avg. detections per race: 3,734
No. of sponsors tracked: 594 companies/brands
Total sponsor exposure time: 248 hours, 10 minutes, 35 seconds
Total monetary value: $1.69 billion
Avg. exposure value for sponsors per race: $45.69 million

Among the findings:

In 12 of the 37 races tracked, the driver who delivered the most value for his sponsors was not the winner of the race.

One of every five dollars in exposure went to Sprint.

AT&T, in its final year as a NASCAR sponsor, ranked No. 5 overall and more than doubled its exposure value.

Kyle Busch’s eight-win season helped M&M’s, his primary sponsor, rise from No. 61 last year to No. 17 this season. The candy brand’s exposure value increased fivefold, to $22.3 million.

Further results, including leaders by sponsor and driver, can be seen below and on the pages that follow.


DRIVER SNAPSHOT
Dale Earnhardt Jr.’s team change was one of NASCAR’s top stories entering 2008. How did things turn out?
For the year, Earnhardt generated $26.15 million in value for Amp, the National Guard and Mountain Dew, his tri-primary sponsors. That’s 5 percent more than what he delivered in 2007 for his former primary marketing partner, Budweiser.
With Earnhardt’s move, Budweiser put its support (and dollars) behind Kasey Kahne this season. It ended up with only $11.75 million in exposure value, less than half what the beer brand got with Earnhardt in 2007.
Helping the exposure for Earnhardt’s backers this year was the fact that he had a better year on the track. In 2007, he finished 16th in the Sprint Cup standings, with no victories and seven top-5 finishes. This year, he finished 12th, won one race and had 10 top-5 finishes.
Earnhardt delivered $13.8M in exposure for Amp and $10.5M for the National Guard.
Dale Earnhardt Jr.’s 2008 exposures
Brand No. of detections Duration (h:min:sec) Value
Amp 2,045 36:53.7 $13,806,501
National Guard 1,654 11:57.0 $10,494,189
Mountain Dew 330 23:45.3 $1,845,448
Budweiser’s driver-based exposures
Placement No. of detections Duration (h:min:sec) Value
2008: K. Kahne 1,522 59:41.7 $11,749,224
2007: D. Earnhardt Jr. 2,826 51:35.0 $24,845,048
TOP BRANDS
Ranked by monetary value
Rank (2007 rank) Brand Value (change from 2007)
1 (1) Sprint $340,528,414 (+39.6%)
2 (2) Chevrolet $126,602,001 (-30.2%)
3 (5) Toyota $73,713,370 (+61.6%)
4 (3) Ford $73,488,688 (+10.3%)
5 (9) AT&T $63,507,454 (+113.3%)
 
Ranked by total detections
Rank (2007 rank) Brand No. of detections (change from 2007)
1 (1) Chevrolet 14,379 (-8.4%)
2 (2) Sprint 9,570 (+51.5%)
3 (3) Lowe’s 7,720 (+50.5%)
4 (10) Toyota 4,285 (+136.2%)
5 (40) M&M’s 4,106 (+610.4%)
 
Ranked by total duration
Rank (2007 rank) Brand Duration (h:min:sec) (change from 2007)
1 (1) Sprint 46:23:47 (+15 hours, 22 min.)
2 (2) Chevrolet 18:37:23 (-5 hours, 35 min.)
3 (5) Lowe’s 09:25:44 (+2 hours, 50 min.)
4 (7) Toyota 08:29:12 ( +8 hours, 16 min.)
5 (3) Ford 08:05:01 (+56 min.)
ON THE CAR
HOOD  
Chevy’s hood placement value nearly
doubled No. 2 Lowe’s.
Total detections: 34,427
Avg. duration per detection: 3.46 seconds
Total value (% of overall): $141.6 million (8.4%)
Rank Brand Value
1 Chevrolet $23,932,224
2 Lowe’s $12,178,930
3 M&M’s $11,072,113
4 3M $5,126,982
5 AAA $3,948,618
2007 leader: Chevrolet ($28,994,570)
FRONT ON-BOARD CAMERA OTHER INTERIOR
Total detections: 2,531
Avg. duration per detection: 7.02 seconds
Total value (% of overall): $52.2 million (3.1%)
Total detections: 3,351
Avg. duration per detection: 10.76 seconds
Total value (% of overall): $43.0 million (2.5%)
Rank Brand Value Rank Brand Value
1 AT&T $7,451,861 1 AT&T $5,640,048
2 Ford $4,394,151 2 Lowe’s $3,164,036
3 Home Depot $4,260,839 3 Office Depot $2,992,519
4 Budweiser $3,241,431 4 Amp $2,926,537
5 DuPont $2,464,381 5 Ford $2,764,348
Comparable information for 2007 not available 2007 leader: Budweiser ($3,456,478)
REAR QUARTER PANEL BACK PANEL/BUMPER
Total detections: 17,716
Avg. duration per detection: 3.64 seconds
Total value (% of overall): $70.9 million (4.2%)
Total detections: 8,847
Avg. duration per detection: 3.33 seconds
Total value (% of overall): $31.7 million (1.9%)
Rank Brand Value Rank Brand Value
1 Lowe’s $5,193,248 1 Chevrolet $8,566,170
2 Quaker State $3,763,198 2 Lowe’s $2,160,045
3 M&M’s $3,526,953 3 Ford $1,994,359
4 Red Bull $3,460,809 4 Dodge Charger $1,337,667
5 AT&T $2,883,630 5 Amp $924,234
2007 leader: Lowe’s ($4,720,060) 2007 leader: Chevrolet ($12,713,573)
 
ON THE DRIVER   WITH THE PIT CREW
UNIFORM FRONT SIGNAGE
Total detections: 7,139
Avg. duration per detection: 6.03 seconds
Total value (% of overall): $46.7 million (2.8%)
Total detections: 3,515
Avg. duration per detection: 4.96 seconds
Total value (% of overall): $21.1 million (1.2%)
Rank Brand Value Rank Brand Value
1 Sprint $7,224,101 1 Target $2,360,499
2 Chevrolet $3,774,927 2 Lowe’s $1,606,924
3 Toyota $2,178,413 3 Red Bull $1,364,998
4 Quaker State $1,762,513 4 AT&T $1,262,320
5 Dish Network $1,682,871 5 M&M’s $1,108,847
2007 leader: Nextel ($6,221,596) 2007 leader: Target ($1,629,438)
UNIFORM COLLAR UNIFORM BACK
Total detections: 851
Avg. duration per detection: 7.60 seconds
Total value (% of overall): $6.6 million (0.4%)
Total detections: 2,378
Avg. duration per detection: 3.64 seconds
Total value (% of overall): $10.7 million (0.6%)
Rank Brand Value Rank Brand Value
1 Lowe’s $991,557 1 M&M’s $1,010,250
2 DuPont $664,346 2 Lowe’s $871,093
3 Office Depot $614,766 3 3M $755,941
4 Amp $432,110 4 AT&T $737,066
5 FedEx $377,231 5 FedEx $636,711
2007 leader: DuPont ($978,293) 2007 leader: Lowe’s ($1,115,198)
HAT/HELMET UNIFORM FRONT
Total detections: 760
Avg. duration per detection: 7.30 seconds
Total value (% of overall): $6.1 million (0.4%)
Total detections: 1,793
Avg. duration per detection: 5.05 seconds
Total value (% of overall): $9.9 million (0.6%)
Rank Brand Value Rank Brand Value
1 AT&T $622,945 1 Sprint $912,605
2 Office Depot $590,399 2 Quaker State $822,897
3 Lowe’s $410,927 3 Chevrolet $703,417
4 Shell Gas $363,609 4 Kobalt Tools $522,244
5 DuPont $316,700 5 Dish Network $500,565
2007 leader: Shell Gas ($551,675) 2007 leader: Chevrolet ($604,647)
BY INDUSTRY SEGMENT
Brand No. of detections Duration (h:min:sec) Value
AUTO
Ford Fusion* 2,322 09:56.3 $9,054,613  
Chevrolet Impala* 1,743 42:46.3 $7,298,669  
Dodge Charger* 1,162 10:30.0 $4,366,605  
Toyota Camry* 692 39:08.7 $2,796,435  
Note: Impala was No. 1 last year, with 1,115 detections worth $6.0 million.
BEER
Budweiser 1,706 54:16.3 $36,580,560  
Miller Lite 1,343 21:26.7 $10,588,993  
Coors Light* 136 58:47.0 $7,118,182  
Note: Budweiser was No. 1 last year, with 3,024 detections worth $45.5 million. Budweiser had been NASCAR’s official beer since 1987 before ending that relationship prior to this season. The value of Coors Light’s exposure, meanwhile, was nearly triple that of last season. The 2008 season marked Coors Light’s first year as NASCAR’s official beer.
ENERGY DRINK
Amp 2,384 30:07.0 $25,844,083  
Red Bull 2,143 20:25.0 $11,100,792  
Note: Red Bull was No. 1 last season, delivering $4.7 million in exposure via 582 detections. Amp was mentioned only four times in 2007, generating $60,000 in value.
HOME IMP.
Lowe’s 7,720 25:43.7 $49,568,850  
Home Depot* 2,036 22:44.3 $29,594,600  
Note: Lowe’s was No. 1 last year, with 5,131 detections worth $42.6 million.
QSR
Subway 640 26:46.0 $28,371,904  
McDonald’s 571 43:25.3 $11,821,289  
Note: Subway was No. 1 last year as well, with 547 detections worth $22.2 million. Domino’s Pizza, the official pizza of NASCAR, had 10 detections this year valued at $775,111.
SODA
Coca-Cola* 919 17:08.7 $18,807,290  
Pepsi 1,806 24:37.7 $14,911,355  
Coke Zero 428 02:31.0 $14,172,697  
Note: Coca-Cola repeats as No. 1, with more detections this year than in 2007 but comparable value: 494 detections worth $18.6 million last year.
INSURANCE
Allstate 702 54:35.3 $32,854,950  
State Farm 122 58:11.0 $11,914,311  
Aflac* 1,089 04:24.7 $11,788,987  
Nationwide* 510 41:09.0 $11,781,350  
Note: Allstate also ranked No. 1 in 2007, its last year as NASCAR’s official insurance company, with 360 detections worth $24.8 million.
* Official sponsor of NASCAR
Jimmie Johnson (left) was high man for Lowe’s, Kasey Kahne (center) made the list but not the Chase, and M&M’s enjoyed a sweet jump in exposure thanks to Kyle Busch.
TOP DRIVERS
For the year, 101 drivers received at least one detection for a sponsor placement.
Following are the leaders, which sees the 12 Chase drivers among the top 13.
Rank
(final Sprint Cup rank)
Driver No. of detections Duration (h:min:sec) Value
1 (1) Jimmie Johnson 12,541 56:10.7 $69,008,051
2 (2) Carl Edwards 6,991 43:06.3 $49,820,866
3 (12) Dale Earnhardt Jr. 7,336 10:29.0 $47,596,358
4 (10) Kyle Busch 6,696 04:48.7 $43,649,041
5 (7) Jeff Gordon 6,238 32:22.3 $39,491,212
6 (6) Jeff Burton 4,068 55:58.7 $33,853,168
7 (3) Greg Biffle 4,650 33:09.7 $26,182,155
8 (11) Matt Kenseth 3,751 34:03.7 $21,831,356
9 (9) Tony Stewart 2,853 07:12.0 $26,959,091
10 (5) Clint Bowyer 3,320 02:25.3 $19,424,068
11 (14) Kasey Kahne* 2,883 56:55.0 $22,058,373
12 (4) Kevin Harvick 2,972 49:19.7 $20,677,468
13 (8) Denny Hamlin 3,075 46:15.7 $22,243,810
* Did not qualify for the Chase for the Sprint Cup
AT THE TRACK
Races that generated the most value for on-site billboard sponsors
Rank Race (date) Track Value
1 Toyota/Save Mart 350 (June 22) Infineon Raceway (Sonoma, Calif.) $4,265,118
2 Best Buy 400 (June 1) Dover (Del.) Int’l Speedway $3,885,542
3 Food City 500 (March 16) Bristol (Tenn.) Motor Speedway $3,468,758
4 Auto Club 500 (Feb. 24*) Auto Club Speedway (Fontana, Calif.) $3,455,670
5 Centurion Boats at The Glen (Aug. 10) Watkins Glen (N.Y.) Int’l Raceway $3,135,189
* Rain-suspended race concluded on Monday, Feb. 25
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