2007 Chase Results Are In:
Sponsor Gain Increased Television Time
ANN ARBOR, MI, November 27,
2007 –
Sponsoring brands associated with drivers involved in
NASCAR’s Chase for the Nextel Cup this past season, on average, collected
32.2% of their entire year’s worth of television on-screen time during
coverage of the 10-race playoff.
According
to research conducted by Joyce Julius and Associates, which has measured the
impact of sponsorships in NASCAR across all forms of media for the last 23
seasons, Lowe’s (Jimmie Johnson) ranked first in terms of clear in-focus
exposure time during race telecasts devoted to the NASCAR Nextel Cup Series this
year with a total on-screen time exceeding 19 hours, with more than 6.5 hours of
the total (34.7%) stemming from his run for consecutive championships during
this year’s Chase.
The sponsor with the biggest percentage jump in television time during the Chase was Clint Boyer’s primary team sponsor, Jack Daniels. A strong showing in the Chase pushed Boyer from 12th to 3rd place in the final standings, while Jack Daniels obtained nearly 46% of its total 2007 on-screen time during the final 10 races.
|
At
the start of the 2007 Chase: |
During
the 2007 Chase: |
||||||
|
Points
Standing |
Sponsor |
Exp.
Time |
Final
Standing |
Exp.
Time |
%
During Chase |
||
|
1st |
Jimmie
Johnson |
Lowe's |
12:33:34 |
1st |
6:40:15 |
34.7% |
|
|
2nd |
Jeff
Gordon |
DuPont |
9:55:22 |
2nd |
4:48:29 |
32.6% |
|
|
3rd |
Tony
Stewart |
The
Home Depot |
9:00:18 |
6th |
2:48:20 |
23.8% |
|
|
4th |
Carl
Edwards |
Office
Depot |
5:24:16 |
9th |
3:00:58 |
35.8% |
|
|
5th |
Kurt
Busch |
Miller
Lite |
8:31:22 |
7th |
2:50:41 |
25.0% |
|
|
6th |
Denny
Hamlin |
FedEx
Express |
3:26:35 |
12th |
0:45:19 |
18.0% |
|
|
7th |
Martin
Truex Jr. |
Bass
Pro Shops |
4:08:01 |
11th |
2:22:46 |
36.5% |
|
|
Tracker
Boats |
1:54:51 |
1:03:41 |
35.7% |
||||
|
8th |
Matt
Kenseth |
Dewalt |
4:03:33 |
4th |
1:14:05 |
23.3% |
|
|
9th |
Kyle
Busch |
Kellogg's |
2:47:09 |
5th |
1:42:12 |
37.9% |
|
|
CARQUEST |
3:10:40 |
1:36:21 |
33.6% |
||||
|
10th |
|
|
4:19:03 |
|
|
|
|
|
11th |
Kevin
Harvick |
Shell |
4:09:01 |
10th |
3:02:17 |
42.3% |
|
|
Pennzoil |
4:38:14 |
2:12:26 |
32.2% |
||||
|
12th |
Clint
Bowyer |
Jack
Daniel's |
2:53:16 |
3rd |
2:26:36 |
45.8% |
|
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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