Though television ratings have increased for all three NASCAR Sprint Cup Series races this year, sponsors aren’t getting as much bang for their buck in at least one area: TV exposure.
NASCAR Sponsor Exposure Down 25 Percent After Three Races
Joyce Julius & Associates, a company which monitors the amount of air time for each sponsor during Cup races, said Friday that FOX is spending less time showing sponsors than a year ago.
Sponsor exposure fell 25 percent compared to the same point last year, the research showed. Verbal mentions of the sponsors are down 47 percent and visible shots of the hoods have declined 22 percent.
The company also said the average exposure time for sponsors on a race telecast fell from one hour and five minutes at this point last year to 49 minutes this season.
And which driver gained the most exposure for his sponsor?
That would be Jeff Gordon, whose sponsors have appeared for more than one hour and 50 minutes so far, generating a value of almost $7.6 million. Gordon also has been mentioned the most times by announcers (453 times).
Carl Edwards has gotten the second-most camera time (one hour, 47 minutes) and been granted the most interviews of any driver (seven).
Tony Stewart was third in exposure time, followed by Kyle Busch, Dale Earnhardt Jr., Trevor Bayne, Juan Pablo Montoya and Jimmie Johnson.
Earnhardt Jr. actually generated the most value for his sponsors ($9.6 million) – a calculation determined by the “size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity,” the company said.
Who do the announcers talk about the most? Stewart was second behind Gordon, with Edwards third. Busch was fourth, followed by Earnhardt Jr. and Bayne.
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