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DATE
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News (chronologically)
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02/29/08
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2008 Daytona 500 Television Exposure Ryan Newman’s recent victory at the Daytona 500 helped his primary sponsor, ALLTEL, receive in-broadcast exposure totaling $18.3 million during the live Fox telecast, ranking just below the all-time best showing at Daytona when Jimmie Johnson’s 2006 win earned Lowe’s $19.9 million of comparable exposure value.
According to research conducted by Joyce Julius & Associates, Inc. — which for more than 20 years has monitored every NASCAR race telecast — ALLTEL logos appeared clear and in-focus for a total of 17 minutes, 38 seconds (17:38) during the Fox race coverage, while the sponsor was also mentioned verbally on four occasions. A value for the ALLTEL exposure is calculated by comparing the in-broadcast exposure to the record-setting cost of a commercial during this year’s Daytona 500, estimated at more than a half-million dollars.
Newman’s winning effort also benefited 30 additional brands, which appeared on his car, uniform or other team related sources. The following chart lists the in-broadcast exposure totals for each of Newman’s sponsors.
2008 Daytona 500 Exposure Results for Newman
| Sponsor |
Exp. Time |
Mentions |
Exp. Value |
| ALLTEL |
17:38 |
4 |
$18,299,880 |
| ALLTEL Wireless |
02:00 |
0 |
2,000,005 |
| ALLTEL.com |
02:13 |
0 |
2,216,635 |
| Avis |
02:38 |
0 |
2,633,320 |
| Bosch |
00:47 |
0 |
783,340 |
| Charger (Dodge) |
02:26 |
0 |
2,433,325 |
| Comp Cams |
00:16 |
0 |
266,670 |
| Coors Light |
00:08 |
0 |
133,330 |
| Dodge |
02:10 |
6 |
3,166,665 |
| Dodge Dealers |
01:35 |
0 |
1,583,325 |
| Eagle (Goodyear) |
00:03 |
0 |
50,000 |
| Freightliner |
00:21 |
0 |
350,000 |
| Gatorade |
00:03 |
0 |
50,000 |
| Gillette |
00:08 |
0 |
133,335 |
| Goodyear |
01:28 |
0 |
1,466,660 |
| Jasper Eng. & Trans. |
00:19 |
0 |
316,670 |
| K&N Filters |
00:22 |
0 |
366,670 |
| Kenwood |
01:21 |
0 |
1,350,005 |
| Kodak |
02:12 |
1 |
2,366,665 |
| Mahle |
00:10 |
0 |
166,665 |
| Mazak |
01:24 |
0 |
1,400,005 |
| Mobil |
00:00 |
1 |
166,665 |
| Mobil 1 |
03:34 |
0 |
3,566,680 |
| Moog |
00:20 |
0 |
333,335 |
| PPG |
00:54 |
0 |
900,000 |
| Ram's Head (Dodge) |
00:33 |
0 |
550,000 |
| SFI |
00:04 |
0 |
66,665 |
| Simpson |
00:27 |
0 |
450,000 |
| Snap-On Tools |
01:12 |
0 |
1,200,000 |
| Sprint |
00:21 |
0 |
349,995 |
| Sunoco |
00:33 |
0 |
549,995 |
| Grand Total: |
47:40 |
12 |
$49,666,505 |
*In-broadcast exposure monitored during live, original race broadcast
**Statistics reflect exposure relating to Newman and his support crew only
The next table lists the in-broadcast television exposure results of sponsors associated with winning Daytona 500 drivers, as monitored by Joyce Julius & Associates since 1988.
Daytona 500 Winning Sponsor Television Exposure
| Year |
Network |
Driver |
Sponsor |
Exp. Time |
Mentions |
Exp. Value |
| 2008 |
Fox |
Ryan Newman |
ALLTEL |
17:38 |
4 |
$18,299,880 |
| 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 At. Pts. |
16:17 |
3 |
8,895,255 |
| 2002 |
NBC |
Ward Burton |
Caterpillar |
17:24 |
6 |
9,200,150 |
| 2001 |
Fox |
Michael Waltrip |
NAPA At. Pts. |
8:45 |
2 |
4,905,000 |
| 2000 |
CBS |
Dale Jarrett |
Quality Care / |
5:28 |
2 |
2,145,905 |
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|
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 |
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|
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 Batt. |
4:25 |
3 |
835,830 |
| 1992 |
CBS |
Davey Allison |
Texaco / |
6:35 |
1 |
1,080,000 |
|
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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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