Charlotte Observer

February 16, 2008

By David Poole

Joyce Julius & Associates, the company that monitors NASCAR broadcasts to measure television exposure gained by the sport’s sponsors, says that since 1988 the total value of that exposure for Daytona 500 winners on live television is $109,000,505.

The big winner was Lowe’s, the primary sponsor for Jimmie Johnson’s team in its 2006 win. The sponsor got 27 minutes 30 seconds of time with its logo on television and six mentions on NBC’s broadcast for an exposure value of nearly $19.9 million.

Shell and Pennzoil got a combined $15.3 million of exposure from 19 minutes 25 second of airtime during Kevin Harvick’s 2007 victory.

Dale Earnhardt got the second most air time during his win in 1998 at 25 minutes 46 seconds. That was worth $9.2 million of exposure at 1998 ad rates.