NASCAR Broadcasts Continue to Generate Huge Exposure Results for Corporate Sponsors: Despite 16 fewer cable replays devoted to the NASCAR Winston Cup Series in 2002 and slightly lower advertising rates, sponsors still managed to post impressive television exposure statistics, as 1,132 corporate entities earned a cumulative $3.7 billion of comparable exposure value down just 5% from 2001′ record setting year-end figure. According to research conducted by Joyce Julius and Associates Sponsors Report which specializes in documenting exposure received by corporate entities during national television broadcasts sponsors accumulated more than 437 hours of on-screen time and 11,700 verbal references during the 59 telecasts (including replays) devoted to the series by Fox, NBC and their respective cable partners in 2002.. 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’ broadcast. While sponsor mentions fell for the second straight season (-6.2%), total on-screen time was at an all-time high in the series, increasing by more than 80 hours, or 22.5% over the 2001 broadcast season tally.. One of the largest factors for this year’ surge in on-screen time was the networks increased utilization of sponsored running order graphics segments which appeared at the top of the screen during the racing action.. 2001 saw the segments account for 2.5 hours of on-screen time and $30.7 million, while those figures rose to 82 hours and $626 million in 2002. For the second-straight season, Budweiser won the exposure battle among primary team sponsors, with a comparable value of $166.4 million, nearly $1 million over the beer brand’ total from 2001. Meanwhile, Lowe’ ($91 million) and the main sponsor behind Tony Stewart’ 2002 championship effort, The Home Depot ($83.7 million), broke into the year-end top-five for the first time, finishing second and third, respectively.(Joyce Julius and Associates PR)(12-6-2002) (12-5-2002)
