Interviewed longer and mentioned more frequently than any other driver on the circuit during the first 12 event telecasts of 2011, Busch parlayed the spotlight into $28.4 million of exposure value for his sponsors, $6.5 million more than the next most sponsor-potent driver, Dale Earnhardt Jr.
According to research conducted by Joyce Julius & Associates, Inc. -- which has monitored every NASCAR race telecast over the last 27 seasons -- Busch’s sponsors were monitored for eight hours, 30 minutes, 39 seconds (8:30:39) during live and replayed coverage of NASCAR’s Daytona 500 through last month’s Coca-Cola 600. Additionally, Busch and the Fox TV crew verbally mentioned his sponsors on 95 occasions.
Driver, Sponsor Exp., Driver Interviews, Value
1) Ky. Busch | 8:30:39 | 95 | $28,447,545 | |||
2) Earnhardt Jr. | 5:36:54 | 18 | $21,835,475 | |||
3) J. Johnson | 8:09:27 | 41 | $20,332,440 | |||
4) K. Harvick | 5:25:07 | 120 | $17,256,695 | |||
5) J. Gordon | 5:26:12 | 31 | $16,439,475 | |||
6) C. Edwards | 5:32:30 | 72 | $15,229,945 | |||
7) T. Bayne | 2:16:48 | 23 | $12,312,365 | |||
8) T. Stewart | 4:39:04 | 8 | $12,128,595 | |||
9) M. Kenseth | 4:03:45 | 37 | $11,314,500 | |||
10) C. Bowyer | 4:28:44 | 39 | $11,293,260 |
