NASCAR sponsors still cash in when drivers get off-track time.  We asked exposure-value gurus Joyce Julius & Associates, in Ann Arbor, Mich., to assess these moonlighting racers.

Driver: Denny Hamlin    Show: MTV Cribs

When Hamlin showed MTV his absurdly large Charlotte digs, he flashed the FedEx label in seven shots and displayed a fridge full of Coke.  The product placements paid off.  "The thing about Cribs is that is gets sent over to some of the sister networks," says Eric Wright, a VP at Joyce Julius.  "So Denny's segment was also seen on CMT."  That's easier than getting a FedEx label on General Lee.  Value to FedEx: $40,000 to $50,000

Driver: Clint Bowyer   Show: The Biggest Loser

Bowyer's title sponsor, Cheerios, is the biggest winner in this scenario, but not the only one.  Like all those little stickers covering his car, the smaller patches on his fire suit scored too.  "In several close-up shots, his entire uniform was visible, allowing for his secondary sponsors' logos to be seen," Wright says.  Now if only Cheerios could get Bowyer's number switched to 00.  Value to Cheerios: $115,000 to $125,000

Driver: Jeff Burton    Show: General Hospital

Although Burton didn't sport his Caterpillar driving suit, his appearance still has value.  "The folks at Cat were very happy with the appearance and the surrounding media blitz," says team rep David Hart.  Nearly 30 media outlets mentioned Burton and his sponsor.  As Wright points out, "Some people said Jeff Gordon bombed when he did Saturday Night Live, but it was great for his sponsor."  Value to Caterpillar: $90,000 to $130,000