For Immediate Release:
Johnson and Harvick Leaders in NASCAR Television Exposure
April 25, 2014– Jimmie Johnson has accumulated the most television on-screen time for his sponsors during the first eight NASCAR Sprint Cup Series races of 2014. Meanwhile, Kevin Harvick, coming off a victory at Darlington, ranked second in cumulative on-camera time, but at the same time racked up nearly twice as many brand mentions for his corporate backers as Johnson.
to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media , Johnson's sponsors as a group appeared for 11 hours, 11 minutes, 40 seconds (11:11:40) during live and replayed race broadcasts. Johnson's sponsors were also mentioned 37 times by the FOX/FS1 announcers.
Harvick's sponsors enjoyed 10:47:00 of in-broadcast exposure time to go along with a Series-leading 73 verbal references.
Additional driver sponsorship findings through Race #8:
most seen hood on TV belonged to Joey Logano with a total on-screen time of 2:27:16. Jeff Gordon's hood was second with
Brad Keselowski and Gordon shared the distinction for having the most monitored sponsors during the telecast with
Kyle Busch helped generate the single-most TV exposure for a car manufacturer with a contribution of 1:07:17 and 24 mentions leading to more than $6.5 million of exposure value for
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 such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.
About Joyce Julius & Associates, Inc.:
Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs. Joyce Julius' fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media measurements, and fan/consumer perception analyses.
The Ann Arbor, Michigan-based firm has been measuring the impact of corporate sponsorships across all forms of media since 1985. These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.