Who Knows Who Had The Winning Logo at Daytona 500?
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Marketing-Advertising Editor
The Auto Channel
We do. If you’ve ever watched a Nascar race, the number of logos on the race car almost obscures the paint of the car itself. The space a logo – the brand name and/or graphic symbol of the company – occupies is valuable, very valuable auto real estate.
Sponsors – Rev-up Your Logos!
Companies spend thousands upon thousands to get their logo on the racecar (a palindrome by the way) and that is exactly why Nielsen Sports has developed the Sponsorship Scorecard service – to let advertising sponsors estimate the value of their logos on the racecars. And we’re passing the information on to you.
The evaluation is based the number of impressions (viewers) and the length of time (duration) that their branded logo appears during a televised broadcast of the specific event in increments of television commercial time at :30-seconds.
The Checkered Flag for Race 1 Goes to ---
In the recently run Daytona 500, the premiere Nascar event of the season, the U.S. Army racer was the sponsorship winner of the day according to Nielsen Sports. Initial findings show that length of time on screen (duration) does not always mean you get the highest number of viewership impressions. Specific highlights include the following for Nascar fans, factories, sponsors and teams: •
With a total of 174 million household impressions, more viewers were exposed to the U.S. Army logo than any other sponsored brand. •
While the M&M logo appeared on television for the longest period of time at 7 minutes and 22 seconds, it only ranked second place when it came to its total household impressions (159 million). • •
The M&M logo appeared on television for the longest period of time at 7 minutes and 22 seconds, but it only ranked second place when it came to its total household impressions (159 million). •
While Pennzoil sponsored the winner of the Daytona 500, it only ranked fourth in total household impressions.
The chart below lists the top five sponsors of the Daytona 500 and their
ranking in total impressions and length of time on television.
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Source: Sponsorship Scorecard. Impressions weighted to a :30 second duration; based on car & driver locations.
The Season’s Just Begun
As the Nascar season rolls and races on we will bring you the sponsors logo time standings when they are received. It takes a couple of weeks for the Neilson analysts to review all the race video tapes in real time with stop watches and other timing aids. Nielsen, by the way is the company that also provides the TV and cable networks with those famous rating points. So stay tuned for logo action.