Thursday, July 26, 2012

Johnson leads NASCAR media exposure this season

   No driver has been mentioned more often on television, interviewed more frequently, or collected more exposure value for their sponsors in the first half of the 2012 NASCAR Sprint Cup Series season than Jimmie Johnson.
   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  during live and replayed telecasts of the season's first 18 points-paying 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 factors such as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

   Rounding out the top-five in media exposure value were Dale Earnhardt Jr., Tony Stewart, Kasey Kahne and Greg Biffle.