NASCAR Year-End TV Exposure Jimmie Johnson’s 2008 NASCAR dominance did not end on the racetrack, as the newly crowned three-time Cup Series Champion earned a combined total of $510,161,750 of in-broadcast television exposure, the most of any driver, for his sponsors during race telecasts this past season.
According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the impact of sponsorships across all forms of media — 62 brands appearing on locations such as Johnson’s car, uniform and support crew’s uniforms appeared clear and in-focus for a total of 59 hours, 28 minutes, 39 seconds (59:28:39) during television coverage of NASCAR’s premier series in 2008. Additionally, the sponsors were mentioned by Johnson, his crew, or the announcers 316 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.
Johnson’s top sponsor, Lowe’s, garnered nearly $200 million of exposure value, or 39% of the total in-broadcast exposure associated with Johnson, to lead all team sponsors in 2008. Johnson also clocked in with the highest exposure contribution to a carmaker, as Chevrolet collected nearly eight hours of on-screen time and $67.8 million of exposure value from its association with the three-time champion.
Carl Edwards mirrored his runner up status in the points championship by collecting the second-most exposure for his sponsors, as 76 brands monitored with Edwards amassed 58:50:51, 311 mentions and nearly $496 million. One area Edwards did manage to surpass his rival Johnson was in exposure captured during the Chase for the Sprint Cup. During telecasts of the final 10 races, Edwards' sponsors laid claim to $225 million of exposure, compared to $201 million resulting from the Johnson’s effort.
2008 Top Television Exposure Producing Drivers:
% of Value From Chase
1) J. Johnson
2) C. Edwards
3) D. Earnhardt Jr.
4) J. Gordon
5) Ky. Busch
6) M. Kenseth
7) T. Stewart
8) G. Biffle
9) K. Harvick
10) K. Kahne
Note: Number of 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.
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