Daytona 500 Television Exposure 1988-2007

Since 1988, the primary team sponsors backing winning Daytona 500 drivers have combined to collect $109,000,505 of exposure value from live television coverage of the Great American Race.

According to research conducted by Joyce Julius & Associates, Inc. — which for more than 20 years has monitored every NASCAR race telecast — 18 different brands, with some appearing in multiple years, have found their way to the winner’s circle at NASCAR’s season-opening race, dating back to 1988. Exposure values for the winning sponsors was determined by comparing each brand’s clear in-focus exposure time and verbal references occurring during the race telecast to the broadcasting network’s estimated cost for a commercial spot.

Lowe’s, the main sponsor of Jimmie Johnson’s winning effort in the 2006 race, stands atop the list of sponsors with a record-setting total approaching $19.9 million of comparable exposure value, based on 27 minutes, 30 seconds (27:30) of on-screen time and six mentions occurring during NBC’s live telecast.

Last year, Kevin Harvick took the checkered flag in Daytona while carrying along the logos of Shell and Pennzoil. The brands’ identity on Harvick’s hood accounted for about one-third of the sponsors’ total on-screen time, while the remainder of the visual exposure stemmed from various locations in view of Fox TV cameras mounted on the car, as well as driver and crew member uniforms, hats and pit wall banners.

The following table lists the in-broadcast television exposure results of the winning sponsors of the Daytona 500, as monitored by Joyce Julius & Associates.

Daytona 500 Winning Sponsor Television Exposure

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