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Daytona 500 Telecast Most Valuable in History

  • Feb 24, 2003

ANN ARBOR, MI, February 21, 2003 – The Daytona 500 airing on Fox last weekend provided corporate sponsors with more exposure value than any other U.S. motorsports broadcast in history, as 271 brands accumulated some $251.4 million of exposure value — nearly 10% more than last year’s Daytona total of $228.7 million.

According to research conducted by Joyce Julius and Associates’ Sponsors Report — which has documented exposure received by corporate entities during national television broadcasts of the NASCAR Winston Cup Series for the last 19 seasons — sponsors garnered more than seven hours of on-screen time and 250 verbal references during the live 4.5-hour Fox telecast. Exposure value is calculated by comparing the amount of time each sponsor appears clear and in-focus, as well as all mentions of sponsors, to the cost of purchasing a commercial during the network’s broadcast.

Budweiser was the biggest exposure winner among the sponsors during the season-opening telecast, as the beer brand collected more than 27:00 of on-camera time and 20 mentions, bringing about a comparable value of $16.1 million. Meanwhile, race winner Michael Waltrip’s main sponsor, NAPA Auto Parts, finished a close second in the battle for exposure after collecting $15.5 million.

As a group, brands functioning as primary team sponsors averaged $2.1 million in comparable exposure value, or nearly the estimated cost of eight, 30-second commercial spots during the Daytona telecast.

The Ann Arbor, Michigan-based Sponsors Report conducts in-depth studies of sponsor exposure monitored during more than 2,300 nationally televised event programs annually. In addition, Joyce Julius and Associates also specializes in the evaluation of total sponsorship programs through the use of its National Television Impression Value (NTIV®) Analysis and has recently introduced its new Entertainment Marketing Research Services, focusing on the television and motion picture industries.

(Joyce Julius & Associates Press Release, 21 February 2003)

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