Johnson Tops Keselowski In Driver Exposure Value
NASCAR driver Jimmie Johnson led all Sprint Cup drivers in terms of exposure value for his sponsors during race telecasts this season, tallying over $100M, according to data from sponsorship measurement firm Joyce Julius. Johnson led Sprint Cup champion Brad Keselowski — who ranked second in exposure — by over $26M. Johnson also easily topped Kyle Busch’s tally of $68M in exposure last season, which led all drivers. Busch finished eighth this season with over $52M in exposure. Carl Edwards saw a sharp drop in exposure this season. After finishing second in the Cup standings in '11, Edwards finished third with just over $64M. However, after missing the Chase this season, he fell to 14th with close to $32M. Jumping into the top 10 in exposure this season were Denny Hamlin (No. 3), Kasey Kahne (No. 7), Clint Bowyer (No. 9) and Greg Biffle (No. 10). Falling out of the top 10 were Edwards, Kevin Harvick, Matt Kenseth and Kurt Busch.
| RK | DRIVER | SPONSORS | MENTIONS | VALUE (M) | INTERVIEWS |
| 1 | Jimmie Johnson | 50 | 260 | $100.48 | 90 |
| 2 | Brad Keselowski | 47 | 304 | $73.81 | 69 |
| 3 | Denny Hamlin | 44 | 214 | $70.88 | 53 |
| 4 | Dale Earnhardt Jr. | 39 | 156 | $67.49 | 54 |
| 5 | Jeff Gordon | 67 | 203 | $65.62 | 58 |
| 6 | Tony Stewart | 48 | 156 | $58.65 | 53 |
| 7 | Kasey Kahne | 37 | 163 | $53.13 | 33 |
| 8 | Kyle Busch | 55 | 125 | $52.59 | 21 |
| 9 | Clint Bowyer | 52 | 150 | $51.53 | 43 |
| 10 | Greg Biffle | 55 | 139 | $46.86 | 27 |
NOTES: Statistics reflect live and replay race telecasts. Joyce Julius calculates TV 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.