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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Jul 23, 2014, 10:46 PM EDT
Darrell “Bubba” Wallace Jr. and Kyle Larson put on a spectacular battle in the final 40-lap segment of Wednesday’s second MudSummer Classic at Eldora Speedway, but it was Wallace holding on for the win.
Jul 23, 2014, 10:19 PM EDT
Darrell Wallace Jr. continues to lead after 110 laps (at the time of a second and final mandatory competition caution) in Wednesday night’s MudSummer Classic at Eldora Speedway.
Jul 23, 2014, 9:42 PM EDT
At the end of the first segment of Wednesday’s NASCAR Camping World Truck Series MudSummer Classic at Eldora Speedway, it’s Darrell Wallace Jr. in the lead.
Jul 23, 2014, 9:06 PM EDT
Thanks to a statistical quirk, Kurt Busch is ranked in the same place in the points standings in both the Sprint Cup Series and Verizon IndyCar Series.
Jul 23, 2014, 6:52 PM EDT
On Wednesday’s edition of NASCAR America, Aric Almirola and Sam Hornish Jr. discussed some of the biggest wins of their careers and talk about the importance of the Brickyard 400 on the NASCAR calendar.
Jul 23, 2014, 6:42 PM EDT
On Wednesday’s edition of NASCAR AMERICA, 2014 Coke Zero 400 winner Aric Almirola took a look at the Chase for the Sprint Cup grid and also evaluated Richard Petty Motorsports’ performance through the first 19 races of the 2014 season.
Jul 23, 2014, 6:37 PM EDT
On Wednesday’s edition of NASCAR AMERICA, Aric Almirola and Sam Hornish Jr. previewed Sunday’s 21st running of the Brickyard 400 at the legendary Indianapolis Motor Speedway.
Erik Jones takes first career Truck pole — and does it in first time racing on dirt — for MudSummer Classic at Eldora
Jul 23, 2014, 6:27 PM EDT
Before Wednesday, the only dirt Erik Jones ever raced on was back in the tiny rural town he grew up in, little Byron, Mich., population 561. On two feet, too. But that didn’t stop Jones from winning the pole for tonight’s MudSummer Classic NASCAR Camping World Truck Series race at Eldora Speedway.
Jul 23, 2014, 5:43 PM EDT
Indianapolis Colts WR Reggie Wayne, healthy, rides into training camp as a passenger in a two-seater IndyCar driven by Ed Carpenter.
Jul 23, 2014, 3:26 PM EDT
Hey there, NASCAR AMERICA is back! After a brief vacation just like the Sprint Cup drivers enjoyed during the last off-weekend of the 2014 season, we’re back in the studio and at the shops, ready to give you the latest news in the world of NASCAR.
Jul 23, 2014, 2:50 PM EDT
Erik Jones and Ryan Blaney recorded the top speeds in the two practice sessions for Wednesday night’s second annual MudSummer Classic NASCAR Camping World Truck Series event at Eldora Speedway.
Jul 23, 2014, 12:00 PM EDT
Video highlights from the Honda Indy 2 in Toronto on Sunday.
Jul 23, 2014, 11:00 AM EDT
Sage Karam fills in for Memo Rojas at IMS for the TUDOR Championship race this weekend.
Jul 23, 2014, 10:15 AM EDT
University student gets to interview Joey Logano at New Hampshire, and fortuitous timing before his day ended early due to contact with Morgan Shepherd.
Jul 23, 2014, 9:43 AM EDT
Eldora Truck race tonight seeks to be as good as the original.
Jul 22, 2014, 8:33 PM EDT
Time has not lessened the significance of winning at Indy for these three NASCAR standouts.
Jul 22, 2014, 7:13 PM EDT
The Outlaw returns to Indianapolis for the first time since his Indy 500-Coke 600 double back in May.
Jul 22, 2014, 5:54 PM EDT
The Team Penske pilot is putting up his six-bedroom Miami penthouse for a cool $14 million. Better start saving up…
Jul 22, 2014, 4:10 PM EDT
Seeking to catch up with their Ford stablemates at Team Penske, Roush Fenway Racing’s trio of Carl Edwards, Greg Biffle, and Ricky Stenhouse Jr. have been searching for speed in a two-day test session at Michigan International Speedway.
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