Press Release Feb. 13, 2008

Winning Daytona 500 Sponsors Amass $100 Million of Television Exposure Over Last 20 Years

ANN ARBOR, MI, February 13, 2008 – Since 1988, the primary team sponsors backing winning Daytona 500 drivers have combined to collect $109,000,505 of exposure value from live television coverage of the Great American Race.

According to research conducted by Joyce Julius & Associates, Inc. — which for more than 20 years has monitored every NASCAR race telecast — 18 different brands, with some appearing in multiple years, have found their way to the winner’s circle at NASCAR’s season-opening race, dating back to 1988. Exposure values for the winning sponsors was determined by comparing each brand’s clear in-focus exposure time and verbal references occurring during the race telecast to the broadcasting network’s estimated cost for a commercial spot.

Lowe’s, the main sponsor of Jimmie Johnson’s winning effort in the 2006 race, stands atop the list of sponsors with a record-setting total approaching $19.9 million of comparable exposure value, based on 27 minutes, 30 seconds (27:30) of on-screen time and six mentions occurring during NBC’s live telecast.

Last year, Kevin Harvick took the checkered flag in Daytona while carrying along the logos of Shell and Pennzoil. The brands’ identity on Harvick’s hood accounted for about one-third of the sponsors’ total on-screen time, while the remainder of the visual exposure stemmed from various locations in view of Fox TV cameras mounted on the car, as well as driver and crew member uniforms, hats and pit wall banners.

The following table lists the in-broadcast television exposure results of the winning sponsors of the Daytona 500, as monitored by Joyce Julius & Associates.

Daytona 500 Winning Sponsor Television Exposure

Year	Network	Driver	Sponsor	Exp. Time	Mentions	Exp. Value

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 Auto Parts	16:17	3	8,895,255
2002	NBC	Ward Burton	Caterpillar	17:24	6	9,200,150
2001	Fox	Michael Waltrip	NAPA Auto Parts	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 Batteries	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

The 2008 Daytona 500 will be televised by Fox on February 17, beginning at 3:30 pm (EST).

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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