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DATE News (chronologically)
02/12/09
tv news
Daytona 500 Sponsorship Exposure
Ryan Newman’s victory at last year’s Daytona 500 helped his primary sponsor, ALLTEL, receive in-broadcast exposure totaling $18.3 million during the live race broadcast on Fox.  The one-race exposure windfall during NASCAR’s premier event accounted for 36.4% of ALLTEL’s total television exposure value accumulated during the entire 2008 NASCAR Sprint Cup Series 36-race campaign.

According to research conducted by Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast since the mid-1980s— ALLTEL logos appeared clear and in-focus for a total of 17 minutes, 38 seconds (17:38) during the 2008 Daytona 500 race coverage on Fox, while the winning team sponsor was also mentioned verbally on four occasions. For the year, ALLTEL’s on-screen time totaled four hours, six minutes, 50 seconds (4:06:50), and was mentioned 11 times. One way exposure value is calculated is by comparing the in-broadcast exposure to the estimated cost of a commercial during each respective event.

Newman’s winning effort also benefitted 30 additional brands last February, by appearing on his car, uniform or other team-related sources. The following chart lists the in-broadcast exposure totals for each of Newman’s sponsors.

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
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 Batt. 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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