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DATE News (chronologically)
05/20/09
nassprint
Gordon garners most TV exposure for sponsors
With seven top-10 finishes and a win to his credit through the first 10 races of the NASCAR Sprint Cup Series season, Jeff Gordon is easily winning the battle for television exposure on behalf of his corporate sponsors.  Gordon’s brands have appeared for 12.5 hours during TV coverage devoted to the races, nearly 1.5 hours more than sponsors received from the second-most exposure prolific driver, Jimmy Johnson.

According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the scope of sponsorships across all forms of media — 70 brands appearing on locations such as Gordon’s car, uniform and support crew’s uniforms have appeared clear and in-focus for a total of 12 hours, 27 minutes, 10 seconds (12:27:10) during television coverage of NASCAR’s first 10 official points races.  Additionally, those sponsors have been mentioned by Gordon or the announcers 103 times. 

In comparison, 54 brands have been monitored with Johnson thus far in 2009, amassing a cumulative on-screen time of 10:42:03, while also being mentioned verbally on 100 occasions.

Other exposure findings from the first 10 race telecasts:

  • Most exposure for Series sponsor Sprint from a driver:    00:15:08  (Gordon)
  • Most verbal mentions for a primary team sponsor:    35  (Home Depot-J. Logano)
  • Most exposure for tire provider Goodyear from a driver: 00:12:24  (Johnson)
  • Most exposure for an auto manufacturer from a driver:  01:17:37  (Chevrolet-Gordon)
  • Most exposure from identity on a hood:  02:01:43 (Lowe’s-Johnson)

Top Exposure Producing Drivers (After 10 Races):

Driver

Points Standing Total Brands Exposure Time Verbal Mentions
1)  Gordon, J. 1 70 12:27:10 103
2)  Johnson, J. 6 54 10:42:03 34
3)  Busch, Ky. 5 69 10:01:00 100
4)  Kenseth, M. 12 56 08:22:09 50
5)  Busch, Ku. 2 33 07:53:00 56
6)  Earnhardt, D. Jr. 18 45 07:35:44 32
7)  Edwards, C. 9 57 07:24:10 61
8)  Stewart, T. 3 46 06:30:11 58
9)  Martin, M. 15 56 06:20:56 34
10) Hamlin, D. 4 46 05:26:05 58

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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