Monthly Archives: December 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