According to research conducted by Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast over the last 28 seasons — Johnson's sponsors as a group appeared for 13 hours, 10 minutes, 46 seconds (13:10:46) during live and replayed telecasts of the season's first 18 points races. When also factoring in verbal mentions (82) of his sponsors, $45.3 million of in-broadcast exposure value was amassed by the 43 brands monitored in association with Johnson.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading — which 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.

Despite a fifth-place ranking in driver mentions during the telecasts, Dale Earnhardt Jr. trailed Johnson only slightly in sponsor exposure value at mid-year with a total of $44.9 million.

Social Media Results

@LowesRacing (0:14:55) and @CocaColaRacing (0:07:17) were the top sponsors in the Twitter battle.

Hash tags were also in abundance with 33 in all. #Daytona 500, #Farmers5 and #NASCAR all exceeded one hour of on-screen time.