Yearly Archives: 2008

NASCAR Sponsorship Exposure Value

This week the Sports Business Journal published their analysis of NASCAR sponsors’ exposure value for 2008:

For the second straight year, SportsBusiness Journal/Daily teamed with Kansas City-based sponsorship measurement firm Image Impact to measure the exposure received by companies doing business with NASCAR. This year, we captured and assessed more than 138,000 sponsor impressions, 44 percent more than last year’s study, through NASCAR’s 37-race Sprint Cup Series schedule, which includes the Sprint All-Star Race.

The study analyzed almost 600 individual sponsors and tracked their appearance on the TV broadcast of each race. The journal partnered with Image Impact who provided the software and expertise for “brand placement measurement and valuing.” The total exposure value for the 2008 season? $1.7 billion!

It sounds like the same sort of approach used to find numbers like Coke’s brand value, but perhaps with a bit more of an analytical side to it.

Read through the report for the details, but some of my highlights were:

  • Sprint carried the top spot at over $340M — I guess their decision to sponsor NASCAR’s top series (now known as the Sprint Cup) is paying off
  • With Kyle Busch having a breakout year, his primary sponsor M&Ms jumped from 61st to 17th on the list ($22M) — again, happy sponsors I’m sure
  • In the Home Improvement category, Lowe’s clearly beat out Home Depot, with a monetary value almost double — with the #48 car spending so much time out front this year, I’m not surprised
  • My local track (Infineon Raceway) led the list of races generating the most value for billboard sponsors — good old fashioned billboards!

NASCAR Starting Grid

BlackBerry Storm Simulator

BlackBerry’s latest phone — launched with a ton of advertising — is the BlackBerry Storm, available only through Verizon here in the US. If you’d like to try the phone virtually, you can download the latest BlackBerry simulator.

Previously, I’ve talked about using BlackBerry simulators for mobile web testing. The instructions for this release are the same:

  1. Go to the BlackBerry Developer Tools page
  2. Download and install the “MDS Simulator” and “Smartphone Simulator” – for the latter, choose the v4.70 package to get the Storm (aka BlackBerry 9530)
  3. To simulate, launch first the MDS simulator, then the 9530 simulator

I suggest reading the provided help file, especially to understand the various keyboard/touch options which are kind of funky when mapped to the PC keyboard and mouse.

BlackBerry Storm 9530 Simulator Screenshot

California Voting Guides for 2008

Smithsonian Voting Machine Picture

With election time almost upon us, I wanted to do a quick survey of useful voting guides, with a focus on California’s collection of propositions. The California Official Voter Information Guide comes in at a smooth 143 pages, too much for most people to read, so guides like these become essential.

Neutral or non-partisan

  • Ballotpedia has a detail proposition list that includes the cost of signatures; also check out their summary of 2008 ballot measures nationwide which has some detailed summaries, including the revelation that California has the most measures on the ballot of any state this election
  • Project Vote Smart has a list of all measures; interestingly, they also have a public web service (in beta) that might make some interesting mashups possible
  • League of Women Voters has their always-useful Easy Voter Guide

Opinion or partisan

  • I love the take on propositions on mahna mahna blog, starting with his introduction: “It’s election season, which means the people of California once again have the chance to inflict grievous harm upon their beloved state via the initiative process.”
  • California Republican Party – select your county, then download the 2008 voter information guide
  • California Democratic Party – recommendations for all propositions
  • The Sierra Club has their list of recommendations, typically those related to the environment; surprisingly they also have a stance on Prop 4 (parental notification for abortion) — it seems odd to me that the Sierra Club would have a position on family planning and abortion
  • The ACLU weighs in on 5 propositions related to their efforts
  • The League of Women Voters has published their stance on all but 2 of the measures

(Image credit: public.resource.org on Flickr)