Skip to content

Jimmie Johnson is most talked about driver by media in offseason

Feb 6, 2014, 3:20 PM EST

Jimmie Johnson AP

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

Follow me @JerryBonkowski

 

Latest Posts
  1. GP3: Stoneman and Niederhauser close out season with wins

    Nov 23, 2014, 7:45 AM EST

    © GP3 Media © GP3 Media

    The third tier single seater series comes to a close in Abu Dhabi, with Alex Lynn winning the championship.

  2. Starting grid for the 2014 Abu Dhabi Grand Prix

    Nov 23, 2014, 7:15 AM EST

    F1 Grand Prix of Abu Dhabi Getty Images

    Nico Rosberg will lead the grid away for the 11th and final time in 2014 later today.

  3. WATCH LIVE: Abu Dhabi GP Race Day live on NBCSN from 7a ET

    Nov 23, 2014, 6:45 AM EST

    Nico Rosberg AP

    Nico Rosberg and Lewi Hamilton’s date with destiny awaits in Abu Dhabi today.

  4. Alonso hits back at questions about his motivation

    Nov 23, 2014, 6:30 AM EST

    F1 Grand Prix of Japan - Practice Getty Images

    Spaniard responds to comments made by Ferrari team principal Marco Mattiacci earlier this week.

  5. The Final Showdown: Hamilton and Rosberg prepare for one final battle in Abu Dhabi

    Nov 23, 2014, 6:00 AM EST

    Nico Rosberg, Lewis Hamilton AP

    The 2014 Formula 1 season has been a sensational one, but the championship will finally be decided today in Abu Dhabi. Will it be Lewis or Nico?

  6. Vettel and Ricciardo to start Abu Dhabi GP from pit lane

    Nov 23, 2014, 5:48 AM EST

    Mideast Emirates F1 GP Auto Racing AP

    Changes made to the cars overnight warrant another penalty for Red Bull.

  7. Brad Keselowski tips Lewis Hamilton to win F1 title

    Nov 23, 2014, 1:57 AM EST

    Goody's Headache Relief Shot 500 - Practice Getty Images

    “I believe in miracles but not this time. Lewis Hamilton has got this.”

  8. Remembering iconic motorsports PR great Denny Darnell

    Nov 22, 2014, 11:21 PM EST

    Denny Darnell (far left), with wife Jean, and Cyndee and Jerry Bonkowski. Denny Darnell (far left), with wife Jean, and Cyndee and Jerry Bonkowski.

    The world of motorsports — particularly NASCAR and NHRA — is mourning arguably the best public relations person it has ever seen, Denny Darnell, who passed away Saturday.

  9. Indy USF2000 winner Will Owen moves to Juncos Racing, Pro Mazda Series in 2015

    Nov 22, 2014, 6:15 PM EST

    (Photo courtesy Juncos Racing) (Photo courtesy Juncos Racing)

    Will Owen, who impressively won the 2014 USF2000 race as a rookie at Indianapolis Motor Speedway this past May, is moving up the racing ladder.

  10. Marco Andretti, Will Power, AJ Allmendinger go back to roots in big karting race this weekend in Las Vegas

    Nov 22, 2014, 5:15 PM EST

    superkarts usa

    Marco Andretti, reigning IndyCar champ Will Power and NASCAR driver AJ Allmendinger, are all going back to their racing roots this weekend in Las Vegas, taking part in one of the biggest karting events of the season.

  11. Luke Lambert, Ryan Newman’s crew chief, named ‘Problem Solver of the Year’; earns $100k prize

    Nov 22, 2014, 4:45 PM EST

    Ryan Newman, left, team owner Richard Childress and crew chief Luke Lambert together at Homestead-Miami Speedway last weekend. (Robert Laberge/Getty Images) Getty Images

    Luke, Lambert, crew chief for Ryan Newman, has been named Federal-Mogul Motorparts’ “Problem Solver of the Year.” And with it comes a $100,000 prize that he’ll receive Dec. 4 in Las Vegas.

  12. Former F1 driver Mark Webber talks Hamilton-Rosberg title battle (VIDEO)

    Nov 22, 2014, 4:30 PM EST

    F1 Grand Prix of USA - Race Getty Images

    The former Grand Prix regular and current sports car racer chats with NBCSN’s Will Buxton in Abu Dhabi.

  13. Force India owner Vijay Mallya comes out firing against Red Bull on Twitter

    Nov 22, 2014, 3:50 PM EST

    F1 Grand Prix of Hungary - Practice Getty Images

    Mallya attacks Red Bull following its double exclusion from today’s qualifying session in Abu Dhabi.

  14. Formula E Notes: Lucas di Grassi keeps points lead; Nick Heidfeld excluded from Putrajaya ePrix

    Nov 22, 2014, 3:00 PM EST

    Formula E Championship - Putrajaya Getty Images

    di Grassi climbs from 18th on the grid to second at finish in Putrajaya ePrix; Nick Heidfeld found to have made pit stop car change outside permitted area, relegated to 19th.

  15. Abu Dhabi GP Paddock Notebook – Saturday

    Nov 22, 2014, 2:30 PM EST

    Lewis Hamilton AP

    The stage is set for the final showdown on Sunday. Will it be Lewis or Nico?

  16. GP2: Vandoorne claims fourth win of 2014 in Abu Dhabi

    Nov 22, 2014, 1:45 PM EST

    © GP2 Media Service © GP2 Media Service

    McLaren junior driver moves up to second in the championship with feature race win in Abu Dhabi.

  17. IndyCar: Ryan Hunter-Reay, partners give $2.5 million to new Cleveland Clinic cancer center

    Nov 22, 2014, 1:30 PM EST

    Toyota Grand Prix of Long Beach - Day 2 Getty Images

    The new cancer center’s lobby will be named in honor of RHR’s late mother, who succumbed to colon cancer in 2009.

  18. Stevens impresses in maiden F1 qualifying outing

    Nov 22, 2014, 1:15 PM EST

    AUTO-PRIX-F1-ABU-DHABI-PRACTICE Getty Images

    The British F1 debutant will start his first grand prix from 17th place tomorrow.

  19. Jeremy Mayfield continues racing comeback this weekend in Myrtle Beach

    Nov 22, 2014, 12:58 PM EST

    Jeremy Mayfield, shown in one of his last Sprint Cup races, at Texas, in 2009. He was suspended by the sanctioning body a few weeks later for failing a drug test. (File photo: Ronald Martinez/Getty Images) Getty Images

    He remains suspended by NASCAR, but Jeremy Mayfield continues his racing comeback this weekend at Myrtle Beach Speedway.

Video from NASCAR America

Most unexpected event of 2014?
Top 10 NASCAR Driver Searches
  1. J. Gordon (1800)
  2. J. Johnson (1740)
  3. D. Hamlin (1617)
  4. J. Logano (1611)
  5. T. Stewart (1558)
  1. K. Kahne (1411)
  2. R. Newman (1402)
  3. J. McMurray (1384)
  4. K. Harvick (1360)
  5. K. Larson (1170)