Johnson's Daytona Victory Leads to Nearly $20 Million Of Television Exposure for Sponsor 

         ANN ARBOR, MI, February 28, 2006 – Jimmie Johnson’s victory at this year’s Daytona 500 enabled his primary sponsor, Lowe’s, to amass nearly $20 million of in-broadcast exposure during NBC’s live telecast.  The Lowe’s exposure figure marked the highest sponsor total for a single NASCAR race telecast monitored throughout the last 22 years by Joyce Julius and Associates.

          Altogether, Lowe’s identity appeared for 27 minutes, 30 seconds (27:30) during the 4.5-hour Fox telecast.  Additionally, Johnson’s sponsor was mentioned on six occasions.  When comparing the exposure to the estimated cost of a commercial on the season opening broadcast, Lowe’s earned $19,876,555 in exposure value. 

          Not surprisingly, the Lowe’s logo on Johnson’s hood accounted for the largest portion of the sponsor’s in-broadcast impact, with 16:37 leading to $11.6 million, or 58% of Lowe’s entire exposure.  In comparison, primary team sponsors averaged 12:05, 2.9 mentions and $1.4 million per race last season during 2005 NASCAR Nextel Cup Series coverage.

Note:  Results reflect team-related exposure during the live race telecast only.

           Ann Arbor, Michigan-based Joyce Julius and Associates — which specializes in measuring the impact of sponsorships across all forms of media — is beginning its 22^nd consecutive year of monitoring all NASCAR race telecasts for corporate exposure.