As the 2015 NASCAR Sprint Cup Series Season offered excitement on the track, it also provided nearly $1-billion in media value during race broadcasts according to Repucom, a trusted advisor in sports and entertainment intelligence. Repucom takes into account audience size and the quality of a brand exposure during in-race broadcasts. The location, size and duration of signage are among some of the factors that are also considered. The top five overall brands ranked by media value in 2015 NASCAR Sprint Cup Series broadcasts were entitlement sponsor Sprint; followed by Chevrolet, Toyota, Ford and Coca-Cola.
The top five primary sponsors for NASCAR Sprint Cup Series teams in 2015 ranked by media value as analyzed by Repucom were Lowe’s, Nationwide, Jimmy John’s, Shell-Pennzoil and Haas Automation.
“¢ #24-Jeff Gordon topped all competitors for media value and time on screen during race broadcasts, accumulating just over 24 hours of television time in the 2015 NASCAR Sprint Cup Season.
“¢ In addition to finishing second in the Chase for the NASCAR Sprint Cup and collecting a record 13 second-place finishes, #4-Kevin Harvick ranked second for time on screen and media value in 2015.
“¢ 2015 NASCAR Sprint Cup Series champion #18-Kyle Busch improved the primary sponsor ranking for M&Ms, moving it up six positions to seventh this year. The team also increased its time on screen. The car, driven by substitute drivers and Busch, accumulated just shy of 16 hours of television broadcast time, four more hours than last year.
“¢ The biggest mover in 2015 was #78-Martin Truex, Jr. It took just seven weeks into the 2015 season for Furniture Row Racing to surpass its total 2014 exposure level. The media value increased three and a half times over last year and Furniture Row moved up 18 positions in the primary car sponsor rankings.
(Repucom)(12-2-2015)
