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SPORTS WRAP Daytona 500 Stays In The ‘Green,’ Drives Sponsorships
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SPORTS WRAP Daytona 500 Stays In The ‘Green,’ Drives Sponsorships

Last week, Nielsen looked at the history of Daytona 500 viewership. And with the 2009 Daytona 500 in the rearview mirror, it’s clear that the some of those trends are still on track.

 

Greenville, SC and Greensboro, NC maintained their spots as the top DMAs for this year’s race, scoring 21.2 and 19.9 ratings, respectively. Dayton, OH surged to the #3 spot with an 18.0 rating.

 2009 DAYTONA 500: TOP-10 LOCAL DMA RATINGS

RANK DMA HH RATING # OF HOUSEHOLDS (000s)
1 Greenville-Spartanburg-Asheville 21.2 182
2 Greensboro 19.9 136
3 Dayton 18.0 87
4 Indianapolis 17.2 192
5 Knoxville 17.0 93
6 Charlotte 15.6 175
7 Orlando-Daytona Bch-Melbrn 15.4 226
8 Nashville 15.3 155
9 Tampa-St. Pete, Sarasota 15.3 278
10 Jacksonville 15.1 102
source: The Nielsen Company 2009

At its peak (5:48pm ET), the race scored a 10.5 HH rating, with 18.1 million viewers tuning in. According to Repucom International, which provides exclusive integration of Nielsen data in measuring brand exposure in sports telecasts, those 18.1 million viewers were exposed to the following brands within the next 30 seconds: AAA, Red Bull, Red Bull Cola, Toyota, Sprint, Sunoco, 3M, Fedex, Goodyear, Taco Bell, EA Sports, Dodge, and Chevrolet.

 

As a sport tied so directly to sponsorships and the struggling auto industry, NASCAR offered a steady dose of positive exposure for American car companies. According to Repucom, Chevrolet and Ford had the most brand exposures during FOX’s telecast, combining for 419 exposures and a total of almost 30 minutes. AT&T had the third-most exposure time at almost 14 minutes. More extraordinary, those 14 minutes were an accumulation of just 36 exposures – meaning AT&T enjoyed an impressive average of 23 seconds per exposure.

2009 DAYTONA 500: TOP-10 BRAND EXPOSURES

RANK BRAND EXPOSURES DURATION (seconds)
1 Chevrolet 288 909
2 Ford 131 864
3 AT&T 36 827
4 Aflac 116 811
5 UPS 40 752
6 AMP Energy Drink 109 723
7 Sprint 56 699
8 Toyota 101 648
9 Budweiser 64 610
10 DeWalt 114 504
source: Repucom International 2009