Earnhardt Race Re-Air’s supplies exposure: ESPN2’s Thanksgiving Day re-broadcast of five classic NASCAR races won by the late Dale Earnhardt delivered an exposure bonus to the legendary driver’s long-time sponsor Goodwrench Service Plus, which collected nearly $600,000 during the 10-hour holiday special. According to research conducted by Joyce Julius and Associates Sponsors Report which specializes in documenting exposure received by corporate entities during national television broadcasts Goodwrench Service Plus amassed more than 26 minutes of on-screen time and 20 verbal references during the telecasts. Exposure value is calculated by comparing the amount of time the sponsor appeared clear and in-focus, as well as all mentions of the sponsor, to the cost of purchasing a commercial during the ESPN2s Thanksgiving broadcasts. See full story at the Joyce Julius and Associates site(11-27-2001) (11-26-2001)
