Last Year’s Daytona 500 Victory Accounted for more than One-Third Of Winning Sponsor’s Entire 2008 Television Exposure

         ANN ARBOR, MI, February 12, 2009 – Ryan Newman’s victory at last year’s Daytona 500 helped his primary sponsor, ALLTEL, receive in-broadcast exposure totaling $18.3 million during the live race broadcast on Fox.  The one-race exposure windfall during NASCAR’s premier event accounted for 36.4% of ALLTEL’s total television exposure value accumulated during the entire 2008 NASCAR Sprint Cup Series 36-race campaign.

      According to research conducted by Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast since the mid-1980s— ALLTEL logos appeared clear and in-focus for a total of 17 minutes, 38 seconds (17:38) during the 2008 Daytona 500 race coverage on Fox, while the winning team sponsor was also mentioned verbally on four occasions.  For the year, ALLTEL’s on-screen time totaled four hours, six minutes, 50 seconds (4:06:50), and was mentioned 11 times.  One way exposure value is calculated is by comparing the in-broadcast exposure to the estimated cost of a commercial during each respective event.

     Newman’s winning effort also benefitted 30 additional brands last February, by appearing on his car, uniform or other team-related sources.  The following chart lists the in-broadcast exposure totals for each of Newman’s sponsors. 

2008 Daytona 500 Exposure Results for Newman

Sponsor

Exp. Time

Mentions

Exp. Value

ALLTEL

17:38

4

$18,299,880

ALLTEL Wireless

02:00

0

2,000,005

ALLTEL.com

02:13

0

2,216,635

Avis

02:38

0

2,633,320

Bosch

00:47

0

783,340

Charger (Dodge)

02:26

0

2,433,325

Comp Cams

00:16

0

266,670

Coors Light

00:08

0

133,330

Dodge

02:10

6

3,166,665

Dodge Dealers

01:35

0

1,583,325

Eagle (Goodyear)

00:03

0

50,000

Freightliner

00:21

0

350,000

Gatorade

00:03

0

50,000

Gillette

00:08

0

133,335

Goodyear

01:28

0

1,466,660

Jasper Eng. & Trans.

00:19

0

316,670

K&N Filters

00:22

0

366,670

Kenwood

01:21

0

1,350,005

Kodak

02:12

1

2,366,665

Mahle

00:10

0

166,665

Mazak

01:24

0

1,400,005

Mobil

00:00

1

166,665

Mobil 1

03:34

0

3,566,680

Moog

00:20

0

333,335

PPG

00:54

0

900,000

Ram's Head (Dodge)

00:33

0

550,000

SFI

00:04

0

66,665

Simpson

00:27

0

450,000

Snap-On Tools

01:12

0

1,200,000

Sprint

00:21

0

349,995

Sunoco

00:33

0

549,995

Grand Total:

47:40

12

$49,666,505

 

*In-broadcast exposure monitored during live, original race broadcast

**Statistics reflect exposure relating to Newman and his support crew only

         The next table lists the in-broadcast television exposure results of sponsors associated with winning Daytona 500 drivers, as monitored by Joyce Julius & Associates since 1988.

 Daytona 500 Winning Sponsor Television Exposure  

Year

Network

Driver

Sponsor

Exp. Time

Mentions

Exp. Value

2008

Fox

Ryan Newman

ALLTEL

17:38

4

$18,299,880

2007

Fox

Kevin Harvick

Shell /

11:24

1

8,906,430

Pennzoil

8:01

2

6,429,585

2006

NBC

Jimmie Johnson

Lowe's

27:30

6

19,876,555

2005

Fox

Jeff Gordon

DuPont

15:07

3

9,838,500

2004

NBC

Dale Earnhardt Jr.

Budweiser

15:06

7

9,760,000

2003

Fox

Michael Waltrip

NAPA At. Pts.

16:17

3

8,895,255

2002

NBC

Ward Burton

Caterpillar

17:24

6

9,200,150

2001

Fox

Michael Waltrip

NAPA At. Pts.

8:45

2

4,905,000

2000

CBS

Dale Jarrett

Quality Care /

5:28

2

2,145,905

Ford Credit

4:56

2

1,948,625

1999

CBS

Jeff Gordon

DuPont

10:40

3

4,064,670

1998

CBS

Dale Earnhardt 

GM Goodwrench

25:46

3

9,193,330

1997

CBS

Jeff Gordon

DuPont

7:35

0

1,440,835

1996

CBS

Dale Jarrett

Quality Care /

9:10

7

1,963,335

Ford Credit

2:27

4

592,165

1995

CBS

Sterling Marlin

Kodak Film

8:20

2

1,560,000

1994

CBS

Sterling Marlin

Kodak Film

5:38

0

957,665

1993

CBS

Dale Jarrett

Interstate Batt.

4:25

3

835,830

1992

CBS

Davey Allison

Texaco /

6:35

1

1,080,000

Havoline

7:18

1

1,194,670

1991

CBS

Ernie Irvan

Kodak Film

4:59

1

824,000

1990

CBS

Derrike Cope

Purolator

7:06

6

1,134,000

1989

CBS

Darrell Waltrip

Tide

7:03

2

1,033,665

1988

CBS

Bobby Allison

Miller High Life

8:23

2

1,220,335

*In-broadcast exposure monitored during live, original race broadcasts

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—which monitors more than 2,500 nationally televised sports and special event programs annually—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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