Sponsor Exposure Value Exceeds 2000 Total During Fox NASCAR Broadcasts

ANN ARBOR, MI, July 12, 2001 – The 16 regular-season NASCAR Winston Cup Series races televised by Fox and its sister cable networks FX and Fox Sports Net this past spring generated more exposure value — $1,654,795,235 — than all of the broadcasts devoted to the series last season, eclipsing the previous high-water mark for the series and all U.S. motorsports by some $32.5 million.

According to research conducted by Joyce Julius and Associates’ Sponsors Report — which specializes in documenting exposure received by corporate entities during national television broadcasts — the $1.65 billion cumulative exposure value figure represents a 115.4% increase over the amount recorded by sponsors during telecasts devoted to the first 16 NASCAR Winston Cup Series races of 2000. Exposure value is calculated by comparing the amount of time each sponsor appears clear and in-focus, as well as all mentions of sponsors, to the cost of purchasing a commercial during the network’s broadcast.

Critics of the Fox telecasts have been quick to point out the lack of sponsor mentions (down 46.2% over last season) by the announcers and an avoidance of the network to focus in on sponsors not purchasing commercial spots (on-screen time down 19.1%) during the broadcasts. With increased viewerships leading to higher advertising rates, however, the exposure that the sponsors did reap in 2001 was valued much higher than in the past. In fact, more than half of the 49 primary sponsors backing entries in the series this season have already surpassed their total exposure value intake during the entire 2000 campaign.

On a per race basis, team sponsors actually average slightly more on-screen time during the 2001 Fox broadcasts (4:48 to 4:27), while team sponsor mentions fell (3.1 in 2000 compared to 1.5 in 2001). The typical team sponsor collected $995,700 of comparable value during each race covered by Fox/FX/Fox Sports Net, while over the same number of races in 2000, the corporations backing race teams averaged $371,930.

The Ann Arbor, Michigan-based Sponsors Report conducts in-depth studies of sponsor exposure monitored during more than 2,500 nationally televised sports and special event programs annually. In addition, Joyce Julius and Associates also specializes in the evaluation of total sponsorship programs through the use of its National Television Impression Value (NTIV®) Analysis. For more information regarding the research products and services offered by Joyce Julius and Associates, please visit our web site at www.joycejulius.com, or www.sponsorsreport.com.

                                                                



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