2008 Daytona 500 Television Exposure

Ryan Newman’s recent victory at the Daytona 500 helped his primary sponsor, ALLTEL, receive in-broadcast exposure totaling $18.3 million during the live Fox telecast, ranking just below the all-time best showing at Daytona when Jimmie Johnson’s 2006 win earned Lowe’s $19.9 million of comparable exposure value.

According to research conducted by Joyce Julius & Associates, Inc. — which for more than 20 years has monitored every NASCAR race telecast — ALLTEL logos appeared clear and in-focus for a total of 17 minutes, 38 seconds (17:38) during the Fox race coverage, while the sponsor was also mentioned verbally on four occasions. A value for the ALLTEL exposure is calculated by comparing the in-broadcast exposure to the record-setting cost of a commercial during this year’s Daytona 500, estimated at more than a half-million dollars.

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

2008 Daytona 500 Exposure Results for Newman

*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

*In-broadcast exposure monitored during live, original race broadcasts