TNT's Wide Open Format Nets Coke Zero $8.7M In Brand Exposure
Coke Zero saw its first year as title sponsor of NASCAR’s mid-summer race from Daytona Int'l Speedway pay off, as the brand received the most exposure during TNT’s July 5 broadcast of the Sprint Cup Series Coke Zero 400, according to Kansas-based measurement firm Image Impact. The race was broadcast in Wide Open Format featuring fewer commercial breaks and more branded in-program content. Coke Zero delivered over $8.68M in monetary value (MV) from 260 detections, which saw over 1 hour and 15 minutes (1:15:16) of television time. The race delivered over seven hours in total brand exposure and registered a .437 QI Score (Quality Impact Score) measuring strength of brand presentation. With the unique implementation of the Wide Open Format -- which included in-broadcast commercials and more animated graphics -- brands saw strong exposure numbers, and as a whole, Coke Zero's .437 QI Score was the highest of any NASCAR Sprint Cup broadcast in '08 by 73 points over the next highest race (Daytona 500). The race also contained 320 brand audio mentions, second most for the NASCAR Sprint Cup season behind the Auto Club 500, which ran extended time due to rain delays. The Coke Zero 400 was won by Kyle Busch, who delivered over $920,000 in exposure to his various sponsors with a QI Score of .335. Jeff Gordon, who led for much of the race, was tops in brand delivery with over $1.32M. Dale Earnhardt, Jr. was second in brand value with $1.29M. The following lists the top ten brands in terms of exposure from TNT's telecast of the Coke Zero 400 (Image Impact).
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BRAND EXPOSURE DURING TNT'S TELECAST OF
NASCAR SPRINT CUP SERIES COKE ZERO 400
|
|
RK
|
BRAND
|
DETECTIONS
|
DURATION (H:MM:SS)
|
DUR/DET
|
QI
|
MV
|
|
1
|
Coke Zero
|
260
|
1:15:16
|
17.37
|
0.764
|
$8,685,151
|
|
2
|
Toyota
|
149
|
0:35:05
|
14.13
|
0.589
|
$3,566,055
|
|
3
|
Chevrolet |
350
|
0:42:17
|
7.25
|
0.405
|
$3,503,188
|
|
4
|
Sprint |
151
|
0:31:15
|
12.42
|
0.454
|
$2,882,308
|
|
5
|
Papa John's |
51
|
0:18:55
|
22.25
|
0.899
|
$2,270,867
|
|
6
|
Coors Light |
57
|
0:17:24
|
18.31
|
0.908
|
$2,267,026
|
|
7
|
Subway |
43
|
0:18:44
|
26.15
|
0.907
|
$2,161,082
|
|
8
|
U.S. Army |
74
|
0:19:51
|
16.09
|
0.477
|
$2,021,872
|
|
9
|
Hewlett-Packard |
38
|
0:16:58
|
26.79
|
0.906
|
$1,960,423
|
|
10
|
New Line Cinema's "Journey to the Center of the Earth" |
19
|
0:10:46
|
33.98
|
0.886
|
$1,164,746
|
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