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DATE News (chronologically)
02/13/08
nascar
Daytona 500 Television Exposure 1988-2007
Since 1988, the primary team sponsors backing winning Daytona 500 drivers have combined to collect $109,000,505 of exposure value from live television coverage of the Great American Race.

According to research conducted by Joyce Julius & Associates, Inc. — which for more than 20 years has monitored every NASCAR race telecast — 18 different brands, with some appearing in multiple years, have found their way to the winner’s circle at NASCAR’s season-opening race, dating back to 1988.  Exposure values for the winning sponsors was determined by comparing each brand’s clear in-focus exposure time and verbal references occurring during the race telecast to the broadcasting network’s estimated cost for a commercial spot.

Lowe’s, the main sponsor of Jimmie Johnson’s winning effort in the 2006 race, stands atop the list of sponsors with a record-setting total approaching $19.9 million of comparable exposure value, based on 27 minutes, 30 seconds (27:30) of on-screen time and six mentions occurring during NBC’s live telecast.

Last year, Kevin Harvick took the checkered flag in Daytona while carrying along the logos of Shell and Pennzoil.  The brands’ identity on Harvick’s hood accounted for about one-third of the sponsors’ total on-screen time, while the remainder of the visual exposure stemmed from various locations in view of Fox TV cameras mounted on the car, as well as driver and crew member uniforms, hats and pit wall banners.

The following table lists the in-broadcast television exposure results of the winning sponsors of the Daytona 500, as monitored by Joyce Julius & Associates.

Daytona 500 Winning Sponsor Television Exposure

Year Network Driver Sponsor Exp. Time Mentions Exp. Value
2007 Fox Kevin Harvick Shell / 11:24 1 $8,906,430
Pennzoil 8:01 2 6,429,585
2006 NBC Jimmie Johnson Lowe's 27:30 6 19,876,555
2005 Fox Jeff Gordon DuPont 15:07 3 9,838,500
2004 NBC Dale Earnhardt Jr. Budweiser 15:06 7 9,760,000
2003 Fox Michael Waltrip NAPA Auto Parts 16:17 3 8,895,255
2002 NBC Ward Burton Caterpillar 17:24 6 9,200,150
2001 Fox Michael Waltrip NAPA Auto Parts 8:45 2 4,905,000
2000 CBS Dale Jarrett Quality Care / 5:28 2 2,145,905
Ford Credit 4:56 2 1,948,625
1999 CBS Jeff Gordon DuPont 10:40 3 4,064,670
1998 CBS Dale Earnhardt  GM Goodwrench 25:46 3 9,193,330
1997 CBS Jeff Gordon DuPont 7:35 0 1,440,835
1996 CBS Dale Jarrett Quality Care / 9:10 7 1,963,335
Ford Credit 2:27 4 592,165
1995 CBS Sterling Marlin Kodak Film 8:20 2 1,560,000
1994 CBS Sterling Marlin Kodak Film 5:38 0 957,665
1993 CBS Dale Jarrett Interstate Batteries 4:25 3 835,830
1992 CBS Davey Allison Texaco / 6:35 1 1,080,000
Havoline 7:18 1 1,194,670
1991 CBS Ernie Irvan Kodak Film 4:59 1 824,000
1990 CBS Derrike Cope Purolator 7:06 6 1,134,000
1989 CBS Darrell Waltrip Tide 7:03 2 1,033,665
1988 CBS Bobby Allison Miller High Life 8:23 2 1,220,335

*In-broadcast exposure monitored during live, original race broadcasts

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