The Brand Impact Report Newsletter

December 2008

	Not only did he win his third straight points championship, Jimmie Johnson was the top delivering driver in brand value from race coverage of the 2008 NASCAR Sprint Cup Series. Johnson delivered over $69 million in total brand exposure. Lowe’s accounted for $36.9 million of that total.
		Chevrolet was the top NASCAR Sprint Cup car manufacturer in brand exposure with over $126.6 million in total exposure. Toyota was second with over $73.7 million in value, barely edging out Ford who had $73.4 million in value.
	Gatorade is receiving an average of 9 detections and nearly $60,000 in value from its presence on the sideline of NFL football games at an average duration of 3.60 seconds per detection.
		A victory in the Sprint Cup Series was worth an average of $2.29 million in exposure to the associated brands of the winning driver from 28 minutes in on-screen time. The winning race driver was the top brand delivering driver in two-thirds of all races.
Image Impact’s 2008 NASCAR Sprint Cup year end exposure data was published in the December 8, 2008 edition of the SportsBusiness Journal. Click here to see the full rundown .


1	Chevrolet	427	54:14.3	.664	$25,839,377
2	Taco Bell	353	30:29.7	.463	$12,027,458
3	Gatorade	404	25:19.0	.291	$7,142,824
4	DirecTV	137	13:08.7	.641	$6,952,411
5	New Era	592	31:51.0	.196	$6,020,408

Chevrolet was the top MLB partner brand in World Series exposure for the fourth consecutive year. In 2007 Chevrolet received nearly $16.1 million in total value.

The Backstop Rotational Signage had a Quality Impact Score for the World Series of .390. The same source location had a QI Score of only .359 during the National League Championship Series and of .310 during the American League Championship Series.

The 2008 World Series delivered 342 total brand Audio Mentions, delivering $22.8 million in value.

Mountain Dew has made a major play in the energy drink market with its sponsorship of Dale Earnhardt, Jr.’s #88 Hendrick Motorsports Amp/ National Guard Chevrolet. Mountain Dew saw over $15.6 million in exposure from its Earnhardt exposure. Read More >>

Mike Baron
913-981-8930 ext. 271 mike@imageimpact.tv

Image Impact
2310 W. 75th Street
Prairie Village, KS 66208

Ford 400 vs. Chevy Rock & Roll 400

The 2008 NASCAR Sprint Cup Series finished the Chase For the Cup with the season-ending Ford 400 race November 16 at Homestead Miami Speedway. Previously the Sprint Cup wrapped up its “Race for the Chase” season in the Chevy Rock & Roll 400 race held September 7 at Richmond International Raceway. So how did the two races stack up for brand delivery for their car manufacturer entitlement sponsors?.. Read More >>

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