SportsBusiness Journal: Sponsor Impressions, Value Jump in 2009
From the December 14, 2009 edition of the SportsBusiness Journal:
Companies that aligned themselves with NASCAR in 2009 received $1.9
billion in exposure for their brands, up 12.5 percent over 2008,
according to the results of an annual custom research effort conducted
during the recently concluded Sprint Cup Series season.
For the third straight year, SportsBusiness Journal/Daily teamed with
Kansas City-based sponsorship measurement firm Image Impact to measure
the exposure received by companies doing business with NASCAR. This
year’s research captured more than 200,000 sponsor impressions, 45
percent more than last year’s study, through NASCAR’s 36-race Sprint
Cup Series schedule plus the Sprint All-Star Race.
Detections of 715 primary and secondary car and driver partners were
analyzed, along with all race venue signs and the myriad graphics and
audio mentions from the races’ TV broadcasts. Sixty-six sponsored
locations were measured, six more than the 2008 study, in areas ranging
from leaderboard graphics that viewers see on their TV screens (ranked
No. 1 in exposure value), to exposure a sponsor may have received by
having its logo on a trophy (ranked last). Tertiary sponsors on driver
and pit crew uniforms and on the quarter panels of the race cars were
not reported.
Video feeds from each race were broken down and evaluated for all brand
detections that occurred on screen and were clear and in focus for at
least one full second. Each of those individual detections was then
evaluated based on its duration, average size, location and relative
isolation (or lack thereof) from competing brands: Was the logo a
featured image on the screen or was it shown among other sponsors?
To read the full story with Top Brands, Top Locations, Top Drivers,
Industry Segment and On the Car & With the Crew sections at sportsbusinessjournal.comclick here
