SportsBusiness Daily: Sprint Sees $323.1M In Exposure During NASCAR Sprint Cup Telecasts
From the December 17, 2009 edition of the SportsBusiness Daily:
Sprint Sees $323.1M In Exposure During NASCAR Sprint Cup Telecasts
Companies that aligned themselves with NASCAR in '09 received $1.9B in
TV exposure for their brands, up 12.5% over '08, according to research
from K.C.-based sponsorship measurement firm Image Impact. This year’s
research captured more than 200,000 sponsor impressions, 45% more than
last year’s study, through NASCAR’s 36-race Sprint Cup Series schedule,
plus the Sprint All-Star Race. Series title sponsor Sprint received the
most value of any brand at $323M, accounting for 17% of the total
exposure value in the top series. AT&T (ranked No. 7 in total
value) lost nearly one-quarter of its exposure value compared with last
year after being forced by NASCAR to terminate its primary sponsorship
of Jeff Burton’s car following the '08 season.
Ask.com, in its first season as NASCAR’s official search engine, netted
$27.3M in exposure as the primary sponsor of Bobby Labonte’s car for
most of his races. Office Depot (No. 41), which became one of Tony
Stewart’s primary sponsors this season after four years with Carl
Edwards, saw a decline of 27% of its value, to $10.68M. Edwards'
primary sponsor this season, Aflac (No. 8), which is also an official
NASCAR partner, earned $40.5M, an increase of 244%. NAPA, Quaker State
and Shell Oil also each lost about one-quarter of their exposure value
compared with '08. For the '09 season, 96 drivers received at least one
detection for a sponsor placement.
The 12 Chase drivers finished among the top 16, led by Jimmie Johnson,
through whom sponsors drew more than $72M million in value during the
season. Dale Earnhardt Jr., who did not qualify for this year's Chase,
lost more than one-third of his exposure value compared with '08.
