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Kyle Busch Led all 2011 NASCAR Drivers in Securing TV Exposure for Sponsors, Series Champion Tony Stewart Second

ANN ARBOR, MI, December 5, 2011 -- Kyle Busch's memorable 2011 NASCAR Sprint Cup Series campaign led to $68 million of television exposure for his sponsors, a figure higher than any other driver managed to generate this past season, and nearly $1.7 million more than Series Champion Tony Stewart.

According to research conducted by Joyce Julius & Associates, Inc. - which has monitored every NASCAR race telecast over the last 27 seasons - Busch's sponsors as a group appeared for 27 hours, 23 minutes, 10 seconds (27:23:10) during live and replayed telecasts of the season's 36 points races. When also factoring in verbal mentions (292) of Busch's sponsors, the 12th-place driver amassed more than $68.3 million of in-broadcast exposure value for his backing brands.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading - which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

While Busch hung on to lead the driver exposure battle wire-to-wire, Stewart's stellar run during this year's Chase may be more impressive, as the newly crowned champion moved up from 9th to 2nd in cumulative sponsor brand exposure, improving from $30 million at the start of the final 10 races to $66.7 million by season's end.

Stewart's dominance during the Chase race broadcasts is further evidenced by the attention paid to him by the TV announcers. Stewart began the Chase 6th in individual driver mentions, but ended the season on top, collecting 57% of his driver mentions for the entire season during the final 10 races. Stewart also amassed the most interview time of any driver, appearing on camera for more than one hour, 20 minutes throughout 2011.

Series points runner-up Carl Edwards managed to accrue the most mentions for his sponsors (610), while he was also interviewed most frequently (75 times) of any other driver.

Not surprisingly, Stewart was the top exposure-gathering Chevrolet driver, collecting $6.3 for the auto brand. Edwards led the Ford drivers, delivering $8.1 million of in-broadcast exposure, while the attention Busch drew during 2011 race broadcasts led to $11.9 million for Toyota.
December 5, 2011  11:04 PM ET

Kurt might be gone but Kyle will race another day.

December 6, 2011  05:28 AM ET

Pissant pointed most of his attached either inward (penske employees) or at "innocent bystanders", while Snotnose flipped off NASCAR, banged up the oppositions, and was mainly a naugthy boy.

I can understand a lack of tolerance at Penske, where issues were personal and disruptive to the entire organization. I hope Snotnose learns something.

December 6, 2011  06:11 AM ET

Kyle's no worse than some other drivers out there, and despite the truck incident at the end of the year, he'd had a fairly calm year. I don't see him going anywhere for awhile.

December 6, 2011  06:57 AM ET

If its all about money then pissant races next year. I think gibbs will either get a handle on snotnose or he will meltdown.

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December 6, 2011  07:57 AM ET

read this again, then replace with Kermita every time you read Kyle, for a preview of what the report will look like a year from now.

Talent and Skill have nothing to do with with it when the circus comes to town and that national TV cameras are on.

December 6, 2011  07:59 AM ET

and good morning.. trying to figure out how my post count went down by about half over night. not that it really matters at all, just curious.

December 6, 2011  08:40 AM ET
QUOTE(#9):

trying to figure out how my post count went down by about half over night. not that it really matters at all, just curious.

You happen to be sober enough to read the real number this morning? ;)

December 6, 2011  08:47 AM ET

Kyle's position at Gibbs was never really in question. NASCAR sat him out a race, and Gibbs had him back in the car the last 2 races of the year, if Gibbs were going to fire him it would have been at Texas. Now that doesn't mean Gibbs will resign him when his contract is up, but until then Kyle has a job unless something major happens.

December 6, 2011  08:50 AM ET

And it makes me wonder how much money Kryle generated for his sponsors at Texas since his name/sitting on the box was mentions/shown every 5 minutes of that race.

December 6, 2011  08:57 AM ET
QUOTE(#10):

You happen to be sober enough to read the real number this morning? ;)

I only drink when I am alone, or with somebody

December 6, 2011  08:58 AM ET
QUOTE(#11):

Kyle's position at Gibbs was never really in question. NASCAR sat him out a race, and Gibbs had him back in the car the last 2 races of the year, if Gibbs were going to fire him it would have been at Texas. Now that doesn't mean Gibbs will resign him when his contract is up, but until then Kyle has a job unless something major happens.

mostly agree

December 6, 2011  09:00 AM ET
QUOTE(#9):

and good morning.. trying to figure out how my post count went down by about half over night. not that it really matters at all, just curious.

It's happening to many accounts. Quite a few in one of my groups have lost comments. I checked mine today and it was down by over 3500. Ces't la vie.

December 6, 2011  09:07 AM ET
QUOTE(#15):

It's happening to many accounts. Quite a few in one of my groups have lost comments. I checked mine today and it was down by over 3500. Ces't la vie.

yeah.. doesn;t matter other than my paranoia

December 6, 2011  09:08 AM ET
QUOTE(#10):

You happen to be sober enough to read the real number this morning? ;)

Unlike

Comment #18 has been removed
December 6, 2011  09:16 AM ET
QUOTE(#18):

Hell don't worry about the counts.... Float goes to zero a couple 3 times a year and fills it in.

Now, that's funny I don't care who you are.

 
December 6, 2011  10:22 AM ET
QUOTE(#19):

Now, that's funny I don't care who you are.

kneeslapper!

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