Jeff Gordon's victory in the Daytona 500 last Sunday afternoon enabled his primary corporate sponsor, DuPont, to garner nearly $9.4 million of television exposure value during the live race broadcast on Fox. According to research conducted by Joyce Julius and Associates, the DuPont logo appeared clear and in-focus for 15 minutes, seven seconds (15:07) during the 4.5-hour broadcast (excluding pre-race coverage). Additionally, DuPont was mentioned on three occasions by Gordon and Fox announcers. Exposure value is calculated by comparing the on-screen time and mentions to the estimated cost of a commercial spot during the telecast.

Cumulative exposure statistics were up during this year's race broadcast compared to NBC's live 2004 Daytona 500 telecast. The number of brands monitored during the telecast (292 / 221), total on-screen time (7:26:13 / 5:46:40), verbal mentions (230 / 162) and comparable exposure value ($291 million / $224 million) all increased in 2005. Last year's Daytona exposure tally accounted for 5.4% of all in-broadcast television exposure garnered by sponsors appearing within the NASCAR Nextel Cup Series.

Top Hood Logos of the 2005 Daytona 500, On-Screen Time, Exp. Value
1) DuPont (Gordon), 6:49, $4,090,000
2) Lowe's (Johnson), 6:37, 3,970,000
3) NAPA At. Pts. (Waltrip), 6:04, 3,640,000
4) Valvoline (Riggs), 4:54, 2,940,000
5) Caterpillar (Wimmer), 4:32, 2,720,000

Note: Exposure figures reflect the Fox live telecast of the 2005 Daytona 500 only and do not include exposure resulting from cable replays.

(Joyce Julius and Associates PR)

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