Most Brands Ever Appear During the 2010 Daytona 500 Telecast
ANN ARBOR,
MI, March 5, 2010 – The 2010 Daytona 500 will long
be remembered for two lengthy pothole repairs, which extended the live Fox
broadcast to seven hours and also enabled 348 sponsoring brands—the most ever
monitored during a Daytona 500 telecast—to obtain valuable television
exposure.
According
to research conducted by Joyce Julius & Associates, Inc. — which has
monitored every NASCAR race telecast since the mid-1980s — this year’s
number of brands marked a 16% increase in sponsors compared to the 300 appearing
during the 2009 race telecast.
The
additional broadcast time created by the two track repair delays was filled by
several driver interviews. These
lengthy interview segments saw 175 different brands appear on the drivers’
uniforms, compared to 149 brands in 2009.
“The
decision to stay at the track during the repairs was significant and really
benefited the sponsors,” says Katacia Tramble, television research manager at
Joyce Julius. “Typically only the
top finishers are interviewed during the race coverage, but this provided a
tremendous opportunity for all of those logos on the uniforms to be seen.
Many of the drivers who were interviewed may not have an opportunity like
that the rest of the season.”
Overall,
total on-screen time for all sponsors was up 55% compared to the 2009 broadcast
(17:19:40 to 11:12:28), while verbal sponsor mentions rose a whopping 64% (386
to 236).
When
comparing the in-broadcast visual and verbal exposure to the estimated cost of a
national commercial during the Daytona 500
telecast,
and then 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”—the sponsors combined for $319 million of
Recognition Grade exposure value.
2)
NASCAR Sprint Cup Srs.
40:09
30
14,423,000
3)
Lowe’s
37:29
6
14,303,335
4)
Ford
28:26
45
14,033,005
5)
AMP Energy
33:34
1
12,064,000
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*In-broadcast
exposure listed above was monitored during live, original race broadcasts only
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