NASCAR Sprint Cup Series champion #48-Jimmie Johnson was referenced in more than 6,000 news media stories this off-season. When comparing the size of the audience generated by the news media coverage to the cost of reaching the same audience through traditional advertising, the mentions of Johnson’s name drew an estimated exposure value in excess of $10 million.
According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, #10-Danica Patrick actually was referenced in about 700 more media stories appearing on television, print and the Internet than Johnson this past off season. However, the estimated audience of Patrick’s media coverage was smaller than Johnson’s, and as a result, she amassed slightly less estimated exposure value ($9.8 million) from her coverage. The Joyce Julius study began the day after the NASCAR Banquet last December and concluded this past Monday following the Super Bowl. Johnson was referenced during 1,274 television programs, as well as in 4,499 Internet and 234 print articles during the two-month period. The bulk of the coverage centered on Johnson’s sixth series championship, and how the newly-altered NASCAR playoff format may effect him moving forward. Meanwhile, Patrick’s off-season media coverage focused on her hosting duties at the American Music Awards and reviews of her GoDaddy Super Bowl commercial.(Joyce Julius & Assoc)(2-7-2014)
