ANN ARBOR, MI, July 26, 2011 — Kyle Busch was mentioned more often and collected the most on-screen time, verbal references and exposure value for his sponsors than any other driver during race telecasts chronicling the first half of the 2011 NASCAR Sprint Cup Series season.
According to research conducted by Joyce Julius & Associates, Inc. — which has monitored every NASCAR race telecast over the last 27 seasons — Busch’s sponsors as a group appeared for 12 hours, 31 minutes, seven seconds (12:31:07) during live and replayed telecasts of the season’s first 18 races. When also factoring in verbal mentions (142) of Busch’s sponsors, the Cup Series points-leader at mid-year amassed nearly $38.4 million of in-broadcast exposure value for his backing brands.
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.
Fox and TNT race announcers also mentioned Busch by name on 2,722 occasions during the first half of the season, or about 36% more frequently than the next closest competitor, Carl Edwards.
Edwards, who ranked fifth in overall sponsor exposure, did manage to surpass Busch in the number of TV interviews (29 compared to 23) and total interview time (0:30:46 versus 0:29:57).
Fan favorite driver Dale Earnhardt Jr., despite receiving nearly half as many announcer mentions as Busch, garnered the second highest cumulative exposure value total for his sponsors with a showing of more than $26.5 million.
Mid-Year
Sponsor Exp.
Verbal
Recognition Grade
Driver
Interview
Driver
Driver
Points
Time
Mentions
Exposure Value
Interviews
Durations
Mentions
1) Ky. Busch
1st
12:31:07
142
$38,365,530
23
0:29:57
2,722
2) D. Earnhardt Jr.
8th
7:41:32
26
$26,581,600
12
0:16:27
1,412
3) J. Johnson
5th
10:28:12
49
$24,392,355
13
0:11:06
1,903
4) J. Gordon
7th
8:04:27
53
$21,587,070
15
0:16:53
1,811
5) K. Harvick
3rd
7:28:03
130
$21,065,590
17
0:13:10
1,522
6) C. Edwards
2nd
7:55:26
137
$20,734,390
29
0:30:46
2,003
7) Ku. Busch
4th
8:06:56
80
$19,170,505
14
0:11:04
1,594
8) T. Stewart
11th
7:31:55
15
$17,915,005
8
0:05:23
1,588
9) D. Hamlin
10th
6:43:36
53
$17,008,400
13
0:12:40
1,647
10) M. Kenseth
6th
5:41:28
43
$13,905,700
13
0:09:12
1,506
Rankings are based on the cumulative Recognition GradeR exposure value associated with each driver, calculated during live and replay telecasts of the first 18 NASCAR Sprint Cup Series events of 2011.
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.
