FOR IMMEDIATE RELEASE:
TNT’s NASCAR Telecasts Yield Subtle Differences
in Sponsorship Exposure Compared to Fox Coverage
ANN ARBOR,
MI, July 26, 2010 – With TNT’s six-week summer
stint as television broadcaster of the NASCAR Sprint Cup Series complete, Joyce
Julius &
Associates, Inc. examined the in-broadcast exposure results and presents the
following sponsorship research highlights:
--Corporate
sponsors averaged nearly 18 minutes per broadcast hour more on-screen time
during TNT’s live race telecasts than Fox broadcasts in 2010 (2:46:06 versus
2:28:11). Meanwhile, an average of
50 sponsor mentions occurred during a typical hour of coverage on both TNT and
Fox.
--Auto
manufacturers saw their exposure times spike during the TNT portion of the
season, thanks to an abundance of brand logos present during the network’s
usage of graphics accompanying the running order.
Chevrolet, Dodge, Ford and Toyota garnered a combined 16:10 per broadcast
hour on TNT, compared to 0:40 for the same source of exposure during Fox
telecasts.
--Sponsor
logos emblazoned on car hoods appeared less frequently on TNT than Fox.
Cumulatively, sponsors averaged 21:34 of clear in-focus exposure time
from the hoods for every hour broadcast on Fox, and roughly about 6:00 less
(15:42) on TNT.
--Each
broadcast hour TNT announcers were 15% less likely to mention driver names
compared to their counterparts on Fox, while on average, driver interviews on
TNT lasted 10% longer than those on
Fox (1:09 versus 1:03).
--TNT’s
limited commercial coverage of the Coke Zero 400 from Daytona saw 13 brands
benefit from the network’s Wide Open Graphics, which totaled 3:20:48 of
on-screen time and $38.2 million of Recognition Grade exposure value.
--TNT
presenting sponsor, Captain Morgan, relying upon graphics, verbal mentions and
even character interview segments, amassed more than an hour and a half of
on-camera time, 41 mentions and $10.5 million of Recognition Grade exposure
value during the Summer Series.
--
AC/DC’s 1975 hit song “T.N.T” was played as intro music, as well as coming
in and out of commercial breaks during TNT race telecasts and pre-race shows,
for more than an hour total. Snippets
of the band performing the song were also shown for 1:41.
The
six races broadcast on TNT ran for a total of 25.5 hours, while 13 Cup Series
points races on Fox aired over 60.5 hours.
Joyce
Julius & Associates, Inc. — which has monitored every NASCAR race telecast
over the last 25 years — calculates television exposure value by comparing the
in-broadcast visual and verbal exposure to the estimated cost of a national
commercial during the telecast. Recognition
Grading then 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 to determine the final exposure value.
About
Joyce Julius & Associates, Inc.:
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