Delivering for the Sponsors

 

Top Exposure-Producing Drivers during Television Coverage of the 2008 NASCAR Nationwide and Craftsman Truck Series

         ANN ARBOR, MI, November 26, 2008 – NASCAR Nationwide Series Champion Clint Bowyer earned $76.8 million of in-broadcast television exposure value for his sponsors in 2008 to lead all drivers in the Series, while gathering the most for his respective sponsors on the NASCAR Craftsman Truck circuit was Series veteran Ron Hornaday with a combined total of $24.4 million on the season.

        According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the impact of sponsorships across all forms of media — 74 brands appearing on locations such as  Bowyer’s car, uniform and support crew’s uniforms appeared clear and in-focus for a total of 28 hours, 16 minutes, 18 seconds (28:16:18) during television coverage of Nationwide Series races in 2008.  Additionally, the sponsors were mentioned by Bowyer, his crew, or the announcers 121 times.  Exposure value is calculated by comparing the on-screen time and mentions to the estimated cost of a commercial spot during each respective race telecast throughout the season. 

       Carl Edwards, who finished second to Bowyer in the points standings, also took the runner-up position in terms of sponsorship exposure, as the brands backing Edwards received more than 27 hours of camera time, 350 verbal mentions and $73.7 million of comparable exposure value.

       In the Truck Series, 2008 Points Champion Johnny Benson rang up the second-highest exposure total behind Hornaday, delivering a total of $19.2 million to the 64 brands monitored in association with the driver.

2008 NASCAR Nationwide Series Top TV Exposure Producing Drivers:

Driver

Total Brands

Exposure Time

Verbal Mentions

Exposure Value

1)  C. Bowyer

74

28:16:18

121

$76,780,370

2)  C. Edwards

85

27:34:10

350

73,680,225

3)  J. Logano/T. Stewart

96

20:23:47

330

60,099,605

4)  B. Keselowski

48

20:22:32

237

55,654,600

5)  Ky. Busch/J. Logano/D. Hamlin

73

18:07:12

238

49,639,605

6)  D. Earnhardt Jr.*

90

16:31:43

198

48,187,410

7)  S. Wimmer/J. Burton

57

16:49:39

201

47,881,445

8)  K. Harvick/R. Newman

78

17:51:24

144

47,320,095

9)  D. Hamlin**

112

11:50:43

165

34,398,790

10)D. Reutimann

65

11:39:29

122

33,245,230

*Mark Martin, Landon Cassill, Adrian Fernandez, Brett Rowe, Jimmie Johnson, Burney Lamar **Kyle Busch, Brian Vickers, James Buescher, Michel Jourdain, Jacques Villeneuve

2008 NASCAR Craftsman Truck Series Top TV Exposure Producing Drivers:

Driver

Total Brands

Exposure Time

Verbal Mentions

Exposure Value

1)   R. Hornaday

76

31:19:07

671

$24,431,865

2)   J. Benson

64

25:16:29

450

19,170,390

3)   T. Bodine

60

20:49:55

607

16,620,255

4)   Ky. Busch/M. Bliss/S. Sieg

63

16:12:27

274

14,368,360

5)   M. Skinner

55

11:11:59

161

9,133,645

6)   J. Sprague/K. Harvick/R. Newman

72

11:18:02

205

9,111,530

7)   E. Darnell

51

8:04:48

353

6,697,410

8)   C. Braun

47

7:44:44

350

6,323,195

9)   M. Crafton

55

7:19:13

137

5,824,160

10) M. Annett/P. McGilton/S. Speed

55

6:46:34

196

5,544,245

Note:  Total Brands refers to the number of unique sponsoring entities monitored in association with each respective driver.  Exposure received by brands monitored in association with more than one driver is credited to the driver/crew from whom the identity originated.  

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.

--###--