Feb 6, 2014, 3:20 PM EDT
Even though the NASCAR media corps has been decimated over the last six or seven years due to layoffs and beat eliminations, the sport still enjoys considerable press coverage.
In particular has been during the current offseason. With the season-opening Daytona 500 now less than three weeks away, the media has been covering NASCAR during the winter months almost as much as it did during the season.
Not surprisingly, defending Sprint Cup champion Jimmie Johnson has been the most talked about driver in print, online and on TV and radio during the offseason, according to a new study by Joyce Julius & Associates.
Since 1985, the Ann Arbor, Mich., firm has measured media attention, as well as the worth of that recognition.
And now, with its annual Top-15 NASCAR Driver Off-Season Media Coverage study, it showed Johnson had over 6,000 media mentions since he captured his sixth championship last November.
The resulting media exposure value translated to $10,260,981, according to Joyce Julius, putting Johnson at the top of the list.
Broken down, Johnson was referenced in 1,274 television programs, along with 4,499 Internet and 234 print articles during the two-month rating period. Most of the references to Johnson were about his sixth Cup title in eight years, that he’s now one title away from tying Richard Petty and the late Dale Earnhardt for most driver championships (7) and how changes to NASCAR’s Chase for the Sprint Cup format announced last week may potentially affect Johnson.
Interestingly, Danica Patrick is ranked second, although she had significantly more media references (6,787 to Johnson’s 6,007). But the value of Patrick’s impressions was less than Johnson’s composite, coming in at $9,773,385.
The difference, according to the press release announcing the results, was based upon “the size of the audience generated by the news media coverage to the cost of reaching the same audience through traditional advertising.”
Three-time Sprint Cup champ Tony Stewart ranked third with 5,008 references at a value of $7,271,414, primarily because Stewart fans wanted to know how his ongoing recovery from a terrible wreck in a sprint car race last August was going, and whether he’ll be ready for the Daytona 500 (he will).
Four-time Jeff Gordon was fourth, while in somewhat of a surprise, Hendrick Motorsports teammate Dale Earnhardt Jr., who was voted by fans as the sport’s most popular driver for the 11th consecutive year in 2013, ranked only fifth on the list.
The study began the day after the NASCAR Banquet in December and ended this past Monday following the Super Bowl.
“It was a fun exercise to see what kind of media coverage NASCAR drivers receive during the so-called off-season,” said Eric Wright of Joyce Julius and Associates. “I think what was most interesting was the volume of coverage some of the high profile drivers received. It illustrates what media magnets many of these personalities are, and it also speaks to how the sport of NASCAR is truly a year-round proposition.”
Here’s the overall list with media references and estimated exposure value:
1. Jimmie Johnson — 6,007 — $10,260,981
2. Danica Patrick — 6,787 — $9,773,385
3. Tony Stewart — 5,008 — $7,271,414
4. Jeff Gordon — 3,716 — $5,807,544
5. Dale Earnhardt Jr. — 3,594 — $5,321,904
6. Kyle Busch — 2,709 — $3,926,871
7. Mark Martin — 2,507 — $3,890,383
8. Michael Waltrip — 3,259 — $3,752,516
9. Kevin Harvick — 2,269 — $3,619,404
10. Kurt Busch — 2,657 — $3,609,412
11. Austin Dillon — 1,989 — $3,191,690
12. Brad Keselowski — 2,363 — $2,854,773
13. Ryan Newman — 1,926 — $2,849,637
14. Kyle Larson — 2,155 — $2,748,901
15. Denny Hamlin — 2,081 — $2,508,700
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As NHRA closes in on 100 wins by female racers, it all started with one of the greatest, Shirley Muldowney
Apr 24, 2014, 10:01 PM EDT
The NHRA is just two wins away from recording 100 victories by female drivers in the sport’s all-time annals, which could happen in this weekend’s 27th annual O’Reilly Auto Parts NHRA SpringNationals presented by Super Start Batteries at Royal Purple Raceway. And while all eyes this weekend will be on drivers such as Alexis DeJoria and Courtney Force (Funny Car), Brittany and Leah Pritchett (Top Fuel) and Erica Enders-Stevens (Pro Stock) as potential candidates to set that significant milestone, it’s also time to reflect back on who started it all, the legendary Shirley “Cha Cha” Muldowney.
Apr 24, 2014, 9:02 PM EDT
If you like vintage cars, collectors cars, muscle cars — pretty much anything that looks great and is on four wheels — you owe it to yourself to check out some of the fantastic rides that were up for sale Wednesday during the first day of the Mecum Kansas City auction.
Apr 24, 2014, 9:00 PM EDT
The two IndyCar pilots have a blast at U.S. Space Camp before getting down to business this weekend at Barber Motorsports Park (Sun., 2:30 p.m. ET on NBCSN/NBC Sports Live Extra).
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Brad Keselowski had a dream season in 2012, winning his first NASCAR Sprint Cup championship. Now Keselowski wants a dream schedule on the Cup circuit – and some of his ideas make sense.
Patrick Carpentier returns to race Quebec’s famed Circuit Trois-Rivieres for first time in nearly 20 years
Apr 24, 2014, 6:34 PM EDT
It has taken him nearly 20 years, but Patrick Carpentier is going back home to race. A veteran of several race series in his career including CART (5 wins), GP3R (2 wins), IndyCar and NASCAR, the Quebec, Canada native will return to the Circuit Trois-Rivieres street course for his first-ever FIA World Championship Rallycross race August 7-8.
Apr 24, 2014, 5:40 PM EDT
Don’t ask Ryan Blaney for directions, period. That’s the message in the latest edition of the Penske Files, in which a Team Penske member asks Blaney for directions to the nearest Discount Tire outlet (Discount Tire is one of Blaney’s primary sponsors in the Nationwide Series this season).
Apr 24, 2014, 5:21 PM EDT
According to driver Aric Almirola, team owner Richard Petty is expected to attend Saturday’s NASCAR Toyota Owners 400 at Richmond International Raceway. It will be the first time that Petty has been at a racetrack since the death of his beloved wife Lynda on March 25.
Apr 24, 2014, 4:00 PM EDT
Steve O’Donnell, NASCAR’s senior vice president of racing operations, says that the process of finalizing the ’15 engine package is underway.
Apr 24, 2014, 3:37 PM EDT
Brandon Davis did all he could to keep Swan Racing afloat. But even a multi-millionaire oil and gas industrialist can only bleed so much money before deciding to throw a red flag on the operation. When anticipated funding and sponsorship failed to materialized, the two-team operation sank so fast that Davis had no other choice but to essentially go out of business.
Apr 24, 2014, 12:44 PM EDT
Improved qualifying will likely yield greater results for RLL Racing at Barber this weekend.
Apr 24, 2014, 11:00 AM EDT
Sebastien Bourdais, Sebastian Saavedra seek their best weekends of the year at the Barber Motorsports Park event.
Apr 24, 2014, 10:15 AM EDT
Dale Coyne’s team, plus a handful of others will need to assemble programs shortly to bring the Indianapolis 500 car count number up to 33, and perhaps beyond.
Apr 24, 2014, 9:30 AM EDT
After Long Beach debacle, Andretti Autosport looks to right the ship, get second straight Barber win this weekend.
Apr 24, 2014, 8:45 AM EDT
Looking for a second straight fast, solid weekend, Josef Newgarden and the SFHR team seek an improvement on P9 in 2013 at Barber.
Apr 24, 2014, 8:00 AM EDT
Round 3 of the Verizon IndyCar Series could be a humdinger at Barber with high drama, high tempers possible after Long Beach.
Apr 23, 2014, 7:00 PM EDT
RPM’s Marcos Ambrose on his start to the 2014 NASCAR Sprint Cup Series season.
Apr 23, 2014, 6:53 PM EDT
John Force is your classic workaholic.
Even when he’s on vacation and supposed to be resting and relaxing and taking things slow, the record-setting 16-time NHRA Funny Car champ never stops working. Force was on vacation with his family last weekend in St. Croix, Virgin Islands, a prelude to his upcoming 65th birthday on May 4.
Apr 23, 2014, 6:00 PM EDT
Swan Racing has restructured its two-car Sprint Cup team, the organization announced Wednesday afternoon. Minority owner Anthony Marlowe has merged his ownership stake in the No. 26 Toyota driven by Sprint Cup rookie Cole Whitt with BK Racing, which now expands to a three-car operation. Meanwhile, the No. 30 team has been sold to John Cohen, owner of XxxTreme Motorsports.
Apr 23, 2014, 5:51 PM EDT
IndyCars confirmed to “roar by the shore” through 2018 after Long Beach City Council meeting.
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- Richard Petty to return at Richmond, first race since wife Lynda’s death 1
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