NASCAR Sprint Cup Series champion Jimmie Johnsons duties as an ESPN SportsCenter anchor last night brought some additional television exposure to 14 of his sponsors. According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Johnsons sponsors as a group appeared for three minutes, 32 seconds (0:03:32) during ESPNs 6 PM telecast Tuesday night. When also factoring in one Johnson sponsor mention, $32,565 of in-broadcast exposure value was amassed. Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity. The placement of a racing helmet, given by Johnson to his friend, Oklahoma Sooners head coach Bob Stoops, provided significant on-screen time for Lowes, Kobalt Tools and Chevrolet during a mid-show one-on-one interview segment. Other TV time for the brands originated from highlights of Johnsons sixth championship and a NASCAR-only edition of Not Top Ten .( Joyce Julius & Assoc )
