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