#48-Jimmie Johnson’s victory at this year’s Daytona 500 enabled his primary sponsor, Lowe’s, to amass nearly $20 million of in-broadcast exposure during NBC’s live telecast. The Lowe’s exposure figure marked the highest sponsor total for a single NASCAR race telecast monitored throughout the last 22 years by Joyce Julius and Associates. Altogether, Lowe’s identity appeared for 27 minutes, 30 seconds (27:30) during the 4.5-hour Fox telecast. Additionally, Johnson’s sponsor was mentioned on six occasions. When comparing the exposure to the estimated cost of a commercial on the season opening broadcast, Lowe’s earned $19,876,555 in exposure value. Not surprisingly, the Lowe’s logo on Johnson’s hood accounted for the largest portion of the sponsor’s in-broadcast impact, with 16:37 leading to $11.6 million, or 58% of Lowe’s entire exposure. In comparison, primary team sponsors averaged 12:05, 2.9 mentions and $1.4 million per race last season during 2005 NASCAR Nextel Cup Series coverage.(Joyce Julius PR)(3-2-2006)
