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.