Sports Business Daily: TNT's Wide Open Format Nets Coke Zero $8.7M in Brand Exposure
From the July 16, 2008 edition of the Sports Business Daily
Coke Zero saw its first year as title sponsor of NASCAR’s
mid-summer race from Daytona Int'l Speedway pay off, as the brand
received the most exposure during TNT’s July 5 broadcast of the Sprint
Cup Series Coke Zero 400, according to Kansas City-based measurement
firm Image Impact. The race was broadcast in Wide Open Format featuring
fewer commercial breaks and more branded in-program content. Coke Zero
delivered over $8.68M in monetary value (MV) from 260 detections, which
saw over 1 hour and 15 minutes (1:15:16) of television time. The race
delivered over seven hours in total brand exposure and registered a
.437 QI Score (Quality Impact Score) measuring strength of brand
presentation. With the unique implementation of the Wide Open Format --
which included in-broadcast commercials and more animated graphics --
brands saw strong exposure numbers, and as a whole, Coke Zero's .437 QI
Score was the highest of any NASCAR Sprint Cup broadcast in '08 by 73
points over the next highest race (Daytona 500). The race also
contained 320 brand audio mentions, second most for the NASCAR Sprint
Cup season behind the Auto Club 500, which ran extended time due to
rain delays. The Coke Zero 400 was won by Kyle Busch, who delivered
over $920,000 in exposure to his various sponsors with a QI Score of
.335. Jeff Gordon, who led for much of the race, was tops in brand
delivery with over $1.32M. Dale Earnhardt, Jr. was second in brand
value with $1.29M. The following lists the top ten brands in terms of
exposure from TNT's telecast of the Coke Zero 400.
