Daytona 500 Drivers Generate $45M In Value To Sponsors
SportsBusiness Daly reports that the 43 race cars on the track during the Daytona 500 broadcast on Fox delivered almost $45M in value to their affiliated sponsors, according to an analysis of the race conducted by K.C.-based sponsorship measurement firm Image Impact.
Top-10
|
Rank |
Car # | Driver | Duration (MM:SS) | QI | MV |
| 1 | 88 | Dale Earnhardt Jr. | 20:37 | 0.175 | $4,409,553 |
| 2 | 17 | Matt Kenseth | 13:16 | 0.237 | $3,891,293 |
| 3 | 18 | Kyle Busch | 12:38 | 0.217 | $3,567,796 |
| 4 | 24 | Jeff Gordon | 14:07 | 0.191 | $3,181,804 |
| 5 | 99 | Carl Edwards | 10:20 | 0.221 | $2,827,160 |
| 6 | 96 | Bobby Labonte | 06:46 | 0.321 | $2,690,133 |
| 7 | 14 | Tony Stewart | 09:55 | 0.197 | $2,065,133 |
| 8 | 5 | Mark Martin | 09:12 | 0.189 | $1,975,578 |
| 9 | 48 | Jimmie Johnson | 09:59 | 0.163 | $1,792,736 |
| 10 | 42 | Juan Pablo Montoya | 08:16 | 0.168 | $1,614,386 |
METHODOLOGY: Includes Daytona 500 race as well as the "Road to Daytona" pre-race show on Fox. The QI ScoreSM (Quality Impact Score) is indicative of a detection's impact potential based upon observable presentation attributes such as duration, size, isolation and presentation type. The MV (Monetary Value) is a quality adjusted value of sponsorship presentations benchmarked against the broadcast's negotiated 30-second ad rate.