Television Exposure for Daytona 500 Winning

Sponsors Can Be Historical, Unpredictable

         ANN ARBOR, MI, February 11, 2010 – Matt Kenseth’s victory at last year’s rain-shortened Daytona 500 saw the driver lead only one lap under green, but the television time he earned for his primary sponsor DeWalt Tools ranked 8th all time for winning brands at the Great American Race.

      According to research conducted by Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast since the mid-1980s — the DeWalt logos carried by Kenseth and crew last February appeared clear and in-focus for a total of 12 minutes, 20 seconds (12:20) during the live Fox telecast of the 2009 Daytona 500, the most watched race of the year. 

      While impressive, the highly sought after camera time accumulated by Kenseth and DeWalt was actually surpassed on that day by Kyle Busch’s M&Ms (17:09), Dale Earnhardt Jr.’s AMP Energy (15:18) and Jeff Gordon’s DuPont (14:44).

      Despite Kenseth’s limited time in the lead, the bulk of DeWalt’s exposure stemmed from hood identity, which accounted for 44.1% of the brand’s total exposure time.  Not surprisingly, Kenseth benefited from the longest interview segments of the broadcast, lasting a cumulative 1:25.  The logos on Kenseth’s uniform, monitored during the extended interview segments, generated 18.2% of DeWalt’s on-screen time.

      Historically, Jimmie Johnson’s victory in 2006 set the standard for Daytona 500 sponsor exposure when Lowe’s was monitored by Joyce Julius and Associates for 27:30 during NBC’s telecast.  Dale Earnhardt’s legendary lone Daytona 500 win in 1998 saw the logo of his main sponsor, GM Goodwrench, appear on the CBS telecast for 25:46.  Meanwhile, Ryan Newman’s 2008 victory helped rank ALLTEL third on the all-time Daytona list with 17:38.

Daytona 500 Winning Sponsors Television Exposure

Year

Network

Driver

Sponsor

Exp. Time

Mentions

 
2009 Fox Matt Kenseth DeWalt Tools

12:20

1

2008

Fox

Ryan Newman

ALLTEL

17:38

4

 

2007

Fox

Kevin Harvick

Shell /

11:24

1

 

Pennzoil

8:01

2

 

2006

NBC

Jimmie Johnson

Lowe's

27:30

6

 

2005

Fox

Jeff Gordon

DuPont

15:07

3

 

2004

NBC

Dale Earnhardt Jr.

Budweiser

15:06

7

 

2003

Fox

Michael Waltrip

NAPA At. Pts.

16:17

3

 

2002

NBC

Ward Burton

Caterpillar

17:24

6

 

2001

Fox

Michael Waltrip

NAPA At. Pts.

8:45

2

 

2000

CBS

Dale Jarrett

Quality Care /

5:28

2

 

Ford Credit

4:56

2

 

1999

CBS

Jeff Gordon

DuPont

10:40

3

 

1998

CBS

Dale Earnhardt 

GM Goodwrench

25:46

3

 

1997

CBS

Jeff Gordon

DuPont

7:35

0

 

1996

CBS

Dale Jarrett

Quality Care /

9:10

7

 

Ford Credit

2:27

4

 

1995

CBS

Sterling Marlin

Kodak Film

8:20

2

 

1994

CBS

Sterling Marlin

Kodak Film

5:38

0

 

1993

CBS

Dale Jarrett

Interstate Batt.

4:25

3

 

1992

CBS

Davey Allison

Texaco /

6:35

1

 

Havoline

7:18

1

 

1991

CBS

Ernie Irvan

Kodak Film

4:59

1

 

1990

CBS

Derrike Cope

Purolator

7:06

6

 

1989

CBS

Darrell Waltrip

Tide

7:03

2

 

1988

CBS

Bobby Allison

Miller High Life

8:23

2

 

*In-broadcast exposure listed above was monitored during live, original race broadcasts only

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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