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DATE News (chronologically)
11/26/08
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NASCAR Truck and Nationwide sponsor TV exposure values  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. 

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