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For Immediate Release:
Through
One-Third of the NASCAR Season, Kyle Busch is the
Most-Mentioned Driver and Tops in Sponsor Exposure
ANN
ARBOR, MI, June 14, 2011 -- Even before his most recent dustup, Kyle Busch had
been the center of attention during this year’s
NASCAR Sprint Cup Series broadcasts.
Interviewed longer and mentioned more
frequently than any other driver on the circuit during
the first 12 event telecasts of 2011, Busch parlayed
the spotlight into $28.4 million of exposure value for
his sponsors—some $6.5 million more than the next
most sponsor-potent driver, Dale Earnhardt Jr.
According
to research conducted by Joyce Julius & Associates, Inc. -- which has
monitored every NASCAR race telecast over the last 27 seasons -- Busch’s
sponsors, with logos appearing on his car, uniform and
pit crew, etc., were monitored for eight hours, 30
minutes, 39 seconds (8:30:39) during live and replayed
coverage of NASCAR’s Daytona 500 through last
month’s Coca-Cola 600.
Additionally, Busch and the FOX TV crew
verbally mentioned his sponsors on 95 occasions.
Joyce
Julius calculates television exposure value by
comparing the in-broadcast visual and verbal exposure
to the estimated cost of a national commercial during
the telecast and applying Joyce Julius Recognition
Grading -- which 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.
Earnhardt
Jr.’s cumulative exposure value ranked him second
among all drivers with $21.8 million, based on 5.5
hours of on-screen time for his sponsors and 18 brand
mentions. The
popular driver was third in interview durations
(0:13:07), but interestingly, Earnhardt Jr. sat just
seventh in total driver mentions (1,140).
Meanwhile,
Trevor Bayne, despite starting only eight of the first
12 points races this year, rode the wave of his
Daytona 500 win to earn $12.3 million of exposure
value for his sponsors, the seventh-most among the
drivers. Bayne
placed 20th in terms of cumulative sponsor
on-camera time and 22nd in driver mentions.
Driver
Sponsor Exp.
Verbal
RG Exp. Driver
Interview
Driver
Time
Mentions
Value
Interviews
Durations
Mentions
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1)
Ky. Busch
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8:30:39
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95
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$28,447,545
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16
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0:21:17
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2,107
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2)
D. Earnhardt Jr.
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5:36:54
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18
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$21,835,475
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8
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0:13:07
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1,140
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3)
J. Johnson
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8:09:27
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41
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$20,332,440
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11
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0:09:40
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1,526
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4)
K. Harvick
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5:25:07
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120
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$17,256,695
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16
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0:12:37
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1,143
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5)
J. Gordon
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5:26:12
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31
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$16,439,475
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9
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0:09:39
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1,295
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6)
C. Edwards
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5:32:30
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72
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$15,229,945
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17
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0:15:42
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1,558
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7)
T. Bayne
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2:16:48
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23
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$12,312,365
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9
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0:08:46
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439
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8)
T. Stewart
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4:39:04
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8
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$12,128,595
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5
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0:02:24
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1,065
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9)
M. Kenseth
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4:03:45
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37
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$11,314,500
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10
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0:07:51
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1,152
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10)
C. Bowyer
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4:28:44
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39
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$11,293,260
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9
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0:06:52
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998
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Rankings
are based on the cumulative Recognition Grade®
exposure value associated with each driver, calculated
during live and replay telecasts of the first 12
NASCAR Sprint Cup Series events of 2011.
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 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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