NASCAR TV sponsor exposure numbers
With TNT’s six-week summer stint as television broadcaster of the NASCAR Sprint Cup Series complete, Joyce Julius & Associates, Inc. examined the in-broadcast exposure results and presents the following sponsorship research highlights:
--Corporate sponsors averaged nearly 18 minutes per broadcast hour more on-screen time during TNT’s live race telecasts than Fox broadcasts in 2010 (2:46:06 versus 2:28:11). Meanwhile, an average of 50 sponsor mentions occurred during a typical hour of coverage on both TNT and Fox.
--Auto manufacturers saw their exposure times spike during the TNT portion of the season, thanks to an abundance of brand logos present during the network’s usage of graphics accompanying the running order. Chevrolet, Dodge, Ford and Toyota garnered a combined 16:10 per broadcast hour on TNT, compared to 0:40 for the same source of exposure during Fox telecasts.
--Sponsor logos emblazoned on car hoods appeared less frequently on TNT than Fox. Cumulatively, sponsors averaged 21:34 of clear in-focus exposure time from the hoods for every hour broadcast on Fox, and roughly about 6:00 less (15:42) on TNT.
--Each broadcast hour TNT announcers were 15% less likely to mention driver names compared to their counterparts on Fox, while on average, driver interviews on TNT lasted 10% longer than those on Fox (1:09 versus 1:03).
--TNT’s limited commercial coverage of the Coke Zero 400 from Daytona saw 13 brands benefit from the network’s Wide Open Graphics, which totaled 3:20:48 of on-screen time and $38.2 million of Recognition Grade exposure value.
--TNT presenting sponsor, Captain Morgan, relying upon graphics, verbal mentions and even character interview segments, amassed more than an hour and a half of on-camera time, 41 mentions and $10.5 million of Recognition Grade exposure value during the Summer Series.
-- AC/DC’s 1975 hit song “T.N.T” was played as intro music, as well as coming in and out of commercial breaks during TNT race telecasts and pre-race shows, for more than an hour total. Snippets of the band performing the song were also shown for 1:41.
The six races broadcast on TNT ran for a total of 25.5 hours, while 13 Cup Series points races on Fox aired over 60.5 hours.
Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast over the last 25 years — calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast. Recognition Grading then takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity to determine the final exposure value.