Repucom Assesses NASCAR Sprint Cup Series Battle of the Brands: NASCAR is a big platform for brands wanting to showcase themselves to a national audience, and 2014 was no exception. Repucom, a global sports research and consultancy firm, measures the value of sponsorships for all of the major sports around the world. For the complete NASCAR Sprint Cup broadcast season, Repucom found that Chevrolet, Sprint, Toyota, Lowes and Ford received the highest overall media exposure value. The series manufacturer champion, Chevrolet, surpassed entitlement sponsor, Sprint, for the second time in three years. Repucom considers audience size and the quality of a brands exposure in determining value. Location, size and duration of signage, and the amount of simultaneous brand messages are also taken into account. The primary car sponsor brands receiving the most exposure value in 2014 were Lowes, Target, Drive to End Hunger, Miller Lite and Shell-Pennzoil. Two of the primary sponsor brands with big year-over-year growth were on cars that changed drivers in 2014. Caterpillar grew 92% with #31-Ryan Newman driving for Richard Childress Racing and making the Chase. Target, primary sponsor of rookie-of-the-year winner #42-Kyle Larson jumped 50% and ranked second overall, said Peter Laatz, executive vice president of Repucom. Other big movers were McDonalds and Shell-Pennzoil. Sprint earned the highest media value from on-track signage and also led the way for overall time spent on screen. Toyota, Sunoco, Gatorade and Food City were among the other highest performing brands on track assets. Repucom develops solutions for rights holders, brands, agencies and broadcasters to assess the impact and sports marketing efforts and to maximize the value of partnerships.(Repucom)(12-9-2014)
Posted on: Tue, 09 Dec 2014 16:25:21 +0000
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