BY INDUSTRY SEGMENT
Following are the 10 categories that posted the highest aggregate exposure totals for their respective companies. For example, companies in the telecommunications sector saw nearly $391 million in value during the season, led by Sprint, with $323 million in exposure value for that company alone.
Brand No. of detections Duration (h:min:sec) Value
TELECOM ($390.72 million)
Sprint* 15,568 14:38.7 $323,050,650
AT&T 659 46:51.0 $48,218,118
Verizon 205 20:47.3 $19,428,505
Note: Even without Sprints massive investment, and exposure, telecom would be one of NASCARs most valuable segments.
AUTO ($336.33 million)
Ford Fusion* 2,032 51:31.7 $10,417,510
Chevy Impala 2,891 32:01.7 $8,629,663
Toyota Camry* 2,450 59:36.0 $6,873,077
Dodge Charger* 1,365 07:42.3 $3,694,822
Note: Fusion was No. 1 last year, with 2,322 detections worth $9 million. The ranking here includes only specific models, but the overall industry figures include parent manufacturers values as well.
SODA ($112.88 million)
Coca-Cola* 2,070 39:55.7 $75,666,577
Pepsi 2,811 42:09.3 $20,780,705
Coke Zero* 543 46:30.0 $11,549,720
Mountain Dew 366 36:21.0 $4,656,283
Note: Coca-Cola repeats as No. 1, with twice as many detections and four times the exposure value as in 2008.
HOME IMPROVEMENT ($99.65 million)
Lowes 11,224 35:26.3 $69,493,950
Home Depot 1,728 39:33.3 $30,157,500
Note: Lowes, No. 1 in the category for the third straight year, has seen its number of detections double and its exposure value increase by 63 percent since the 2007 season.
INSURANCE ($73.66 million)
Aflac* 4,317 02:23.3 $40,538,013
State Farm 140 26:26.7 $15,901,257
Nationwide* 1,021 05:35.0 $15,046,973
Note: Aflac generated only 232 detections worth $3.46 million in 2007, the companys first year as an official sponsor. Nationwide became an official partner in 2008 and nabbed 510 detections valued at $11.8 million in its first year.
QSR ($70.27 million)
Subway 837 35:53.7 $29,685,707
McDonalds 757 45:31.3 $13,276,847
Burger King 616 14:28.0 $10,633,104
Note: Subway, NASCARs top-spending restaurant advertiser this year, ranked No. 1 in the category on our 2007 and 2008 leaderboards, as well.
BEER ($66.54 million)
Budweiser 2,669 42:26.3 $39,647,525
Miller Lite 3,562 15:55.7 $18,251,553
Coors Light* 122 17:33.3 $7,705,130
Note: The 2008 season marked Coors Lights first year as NASCARs official beer. Budweiser was NASCARs official beer 1987-2007.
SHIPPING ($61.61 million)
FedEx 4,403 13:02.7 $32,029,333
UPS* 1,813 45:17.0 $29,615,855
Note: FedExs value was twice that of UPS in 2007, but UPS narrowed the gap last year and nearly pulled even in 2009.
GAS/OIL ($56.95 million)
Quaker State 1,439 22:11.0 $16,438,674
Pennzoil 1,224 59:46.7 $12,568,459
Sunoco* 2,411 04:46.0 $9,925,347
Shell Gas 1,104 41:29.3 $7,069,520
Mobil 1* 1,469 40:55.3 $5,559,461
Note: Mobil 1 has been an official partner since 2003, Sunoco since 2004. Values for each brand are largely unchanged compared with 2008.
ENERGY DRINK ($49.33 million)
Amp 2,281 14:57.0 $33,059,017
Red Bull 2,461 31:40.7 $11,226,676
Gatorade 620 04:30.0 $4,927,843
Note: Amp was also No. 1 last season, its first with Dale Earnhardt Jr., delivering $25.8 million in exposure via 2,384 detections. That was after being mentioned only four times in 2007, generating $60,000 in value.
* Official sponsor of NASCAR