2015 NASCAR Sprint Cup Series Sponsorship Season Highlights

Jeff Gordon tops all drivers in television time
Martin Truex, Jr. puts Furniture Row Racing in elite territory

Concord, N.C 12.01.15 – As the 2015 NASCAR Sprint Cup Series Season offered excitement on the track, it also provided nearly $1-billion in media value during race broadcasts according to Repucom, a trusted advisor in sports and entertainment intelligence.

Repucom takes into account audience size and the quality of a brand exposure during in-race broadcasts. The location, size and duration of signage are among some of the factors that are also considered.

The top five overall brands ranked by media value in 2015 NASCAR Sprint Cup Series broadcasts were entitlement sponsor Sprint; followed by Chevrolet, Toyota, Ford and Coca-Cola.

“NASCAR is an outstanding consumer marketing platform when 77% of fans would consider a product or service for the first time based on its sponsorship, and 70% feel loyal to sponsor brands,” said Repucom’s executive vice president, Peter Laatz.

The top five primary sponsors for NASCAR Sprint Cup Series teams in 2015 ranked by media value as analyzed by Repucom were Lowe’s, Nationwide, Jimmy John’s, Shell-Pennzoil and Haas Automation.

“Performance pays off for sponsors, as evidenced by the exposure received by teams with cars that advanced through to the final round of the Chase for the Sprint Cup,” added Laatz.

  • Jeff Gordon topped all competitors for media value and time on screen during race broadcasts, accumulating just over 24 hours of television time in the 2015 NASCAR Sprint Cup Season.
  • In addition to finishing second in the Chase for the NASCAR Sprint Cup and collecting a record 13 second-place finishes, Kevin Harvick ranked second for time on screen and media value in 2015.
  • 2015 NASCAR Sprint Cup Series champion Kyle Busch improved the primary sponsor ranking for M&Ms, moving it up six positions to seventh this year. The team also increased its time on screen. The car, driven by substitute drivers and Busch, accumulated just shy of 16 hours of television broadcast time, four more hours than last year.
  • The biggest mover in 2015 was Martin Truex, Jr. It took just seven weeks into the 2015 season for Furniture Row Racing to surpass its total 2014 exposure level. The media value increased three and a half times over last year and Furniture Row moved up 18 positions in the primary car sponsor rankings.

Repucom assesses the impact of sports and entertainment marketing efforts and consults on how to maximize the value of partnerships. NASCAR teams, brands and broadcasters are among the 1,700+ rights holders, brands, agencies and broadcasters that utilize Repucom around the world.

More information on Repucom sponsorship tracking, media evaluation and consulting services may be found on nielsensports.com.