FOR IMMEDIATE RELEASE:

 

 

 

Spotlight Shines on Johnson during NASCAR Telecasts 

at the Mid-Way Point of the Season 

         ANN ARBOR, MI, July 21, 2010 – No driver has been mentioned more by the announcers, interviewed more frequently, or delivered more television exposure to their sponsors than four-time defending champion Jimmie Johnson during NASCAR Sprint Cup Series race telecasts this season.

       According to research conducted by Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast over the last 25 years — Johnson’s name was mentioned more than 2,800 times during the first 18 live event telecasts (and replays) of the 2010 season.  Johnson also appeared in a series-high 32 interviews segments, which collectively added up to more than a half-hour of television face time for the driver.

       Not surprisingly, the abundance of attention paid to Johnson by the broadcasting networks enabled him to amass nearly 22 hours of combined on-screen time for the 58 monitored brands associated with the defending champion.  Johnson’s brands were also mentioned by him, his crew, or the TV announcers on 95 occasions, helping to bring about an overall in-broadcast exposure value of $48 million.

       Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

       Finishing second in the Joyce Julius mid-season measurements was Johnson’s teammate Jeff Gordon, who was mentioned and interviewed the second-most times and amassed $33 million of Recognition Graded exposure value for his 70 associated brands.

       Meanwhile, mid-year points leader Kevin Harvick stood third in total interviews with 24 segments, while his 64 sponsors garnered 11-plus hours of on-screen time, 106 mentions and $28.7 million—the sixth highest team sponsorship exposure value total of the first half.

Mid-Year Interview Results:

Rank

Driver

Interviews

Interview

Mentions

Sponsor

Points

Time

Ranking

Standing

1)

Johnson, J.

32

0:36:53

2,831

1

3

2)

Gordon, J.

27

0:37:53

2,440

2

2

3)

Harvick, K.

24

0:30:43

1,851

6

1

4)

Kahne, K.

23

0:20:23

1,254

11

16

5)

Busch, Ku.

21

0:22:59

1,687

9

4

6)

Burton, J.

20

0:20:02

1,678

3

8

7)

Busch, Ky.

19

0:28:09

2,144

5

6

8)

Hamlin, D.

17

0:22:48

1,921

7

5

T 9)

McMurray, J.

14

0:18:27

1,091

13

19

T 9)

Logano, J.

14

0:13:19

944

20

18

T 9)

Earnhardt Jr., D.

14

0:12:03

1,228

10

11

*Rank based on number of Interviews

Mid-Year Driver Television Exposure Results:

Rank

Driver

Total

Exposure

Verbal

Recognition Gr.

Brands

Time

Mentions

Exposure Value

1)

Johnson, J.

58

21:46:01

95

$47,983,770

2)

Gordon, J.

70

16:08:37

88

$33,071,665

3)

Burton, J.

51

14:24:50

41

$23,077,765

4)

Montoya, J.

67

12:23:34

21

$21,939,305

5)

Busch, Ky.

73

11:15:32

96

$31,525,755

6)

Harvick, K.

64

11:11:17

106

$28,665,770

7)

Hamlin, D.

59

10:42:12

126

$24,869,190

8)

Stewart, T.

51

10:30:32

24

$19,183,810

9)

Busch, Ku.

35

9:49:40

103

$24,246,275

10)

Earnhardt Jr., D.

49

9:17:24

37

$24,418,410

*Rank based on cumulative Exposure Time

 About Joyce Julius & Associates, Inc.:

         Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.  Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.

         The Ann Arbor, Michigan-based firm has been measuring the impact of corporate sponsorships across all forms of media since 1985.  These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

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