Jan 27, 04:14 AM
Who did the cameras focus on in 2007? Do sponsors believe the expense was worth it?
Posted by Cheryl Walker under Racing ArticleMy decision to keep records of how many commercials there are during Cup races and how much time they take of every broadcast was in response to many fans’ unhappiness with those numbers. I began keeping records of the commercials in September of 2006, and fan response has been quite positive. I plan on continuing to do this until my computer wears out, my husband finally has enough of his wife being unavailable every Cup race day, or races go commercial-free. (You can make your guesses about which one is most likely to happen.)
During this time, I realized that while I have myself concentrating on these races from start to finish, that I could also keep records of other things for the fans. Another controversial topic seems to be how much camera time different drivers receive during races. I had heard it conjectured in many conversations and on various message boards that either Dale Earnhardt Jr. or Jeff Gordon must get most of the cameras’ focus, and while my stats have borne that out, there are other things that can be learned from keeping track of who is on-screen. Some things we already knew (such as that Chad Knaus is the favorite crew chief to have a camera on); and some things might be a surprise (like exactly how much of a vast difference there is in the totals between the most-viewed driver, Jeff Gordon, with 928, and the least-viewed driver, Ward Burton, with a seemingly paltry 32).
It should be noted that I did not begin keeping these records until April, so this does not represent the whole 2007 season. Also, just to make clear what constitutes being record-worthy: If the driver and/or his or her car is on-screen for longer than a brief glimpse, then it is marked as a camera focus.
The following are the totals for the races that I kept track of in 2007. As you look over the list, remember that sponsors pay premium dollars to have their logos flashed on-screen for the home viewers. While it is obvious that sponsors such as Dupont, Lowe’s, and Home Depot are getting their bangs for their bucks, what about the sponsors for the drivers whose on-screen presences average out to be less than once per race? It is a situation with no easy solution.
SEASON TOTALS:
Car No. / Driver / Focus Total
(24) Jeff Gordon – 928
(48) Jimmie Johnson – 906
(8) Dale Earnhardt Jr. – 763
(20) Tony Stewart – 604
(17) Matt Kenseth – 579
(2) Kurt Busch– 567
(5) Kyle Busch– 566
(11) Denny Hamlin – 507
(1) Martin Truex Jr. – 500
(99) Carl Edwards – 461
(29) Kevin Harvick – 432
(12) Ryan Newman – 387
(31) Jeff Burton – 352
(07) Clint Bowyer– 293
(42) Juan Pablo Montoya – 245
(9) Kasey Kahne – 231
(16) Greg Biffle – 194
(25) Casey Mears – 175
(26) Jamie McMurray – 169
(43) Bobby Labonte – 138
(22) Dave Blaney – 127
(41) Reed Sorenson – 121
(01) Mark Martin– 116
(83) Brian Vickers – 104
(38) David Gilliland – 103
(6) David Ragan– 102
(96) Tony Raines – 100
(70) Johnny Sauter – 100
(7) Robby Gordon– 97
(55) Michael Waltrip – 90
(18) J.J. Yeley – 87
(40) David Stremme – 80
(19) Elliott Sadler – 77
(45) Kyle Petty – 76
(66) Jeff Green – 75
(88) Ricky Rudd – 65
(10) Scott Riggs – 62
(15) Paul Menard – 62
(44) Dale Jarrett – 54
(36) Jeremy Mayfield – 42
(84) A.J. Allmendinger – 36
(00) David Reutimann – 33
(4) Ward Burton– 32
Partial Season Drivers/’Ringers’:
Joe Nemechek – 50
Bill Elliott – 49
Kenny Wallace – 32
John Andretti – 24
Sterling Marlin – 21
Aric Almirola – 16
Boris Said – 13
Jacques Villeneuve – 13
Ron Fellows – 12
Patrick Carpentier – 12
Regan Smith – 9
Chad McCumbee – 5
P.J. Jones – 4
Johnny Benson – 4
Terry Labonte – 3
Sam Hornish Jr. – 3
Kevin Lepage – 2
Mike Bliss – 2
Marc Goossens – 2
Kenny Schrader – 1
Butch Leitzinger – 1
Scott Wimmer – 1
Chad Chaffin – 1
Crew Chiefs:
Chad Knaus – 57
Steve Letarte – 44
Greg Zipadelli – 23
Tony Eury Jr. – 12
Alan Gustafson – 9
Robbie Reiser – 9
Bob Osborne – 9
Todd Berrier – 7
Kevin Manion – 6
Pat Tryson – 5
Gil Martin – 4
Mike Ford – 4
Jeff Meendering – 4
Darian Grubb – 4
Tony Gibson – 4
Bootie Barker – 3
Brandon Thomas – 2
Larry Carter – 2
Greg Erwin – 2
Mike Nelson – 2
Frankie Kerr – 1
Donnie Wingo – 1
Ryan Pemberton – 1
Doug Richert – 1
Frankie Stoddard – 1
Michael McSwain – 1
Jimmy Makar – 1
Scott Miller – 1
Other Team Members:
Joel Edmonds – 1
Art Harris – 1
Ron Lyddell – 1
Mark ‘Hollywood’ Armstrong – 1
Scott Rodel – 1
Larry Hartle – 1
Car Owners and Other VIPs:
Rick Hendrick – 12
Delana Harvick – 3
Ray Evernham – 2
Felix Sabates – 2
Mike Helton – 2
Chip Ganassi – 1
Joey Lagano (’07 Busch East Champion) – 1
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Steve Williams Says:
Jan 28, 11:04 AMthat is why alot of people are starting to find other things to do on sunday , cuz nascar is all about showing only the popular drivers on t.v. ive seen races where kasey kahne or ryan newman were leading and all they show is jr or stewart or johnson etc. if this season isnt any better it will be my last , i used to watch the races every sunday now its more if i manage to get to it or nothing else is on. womens tennis is looking good
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Lynne Lynch Says:
Jan 28, 12:40 PMGreat Job. Thank you for all the hard work you do. The numbers are amazing, I tell my husband some of your stats that you document and he’s not surprised. It’s a shame that there are so many commercials and certain drivers are always focused on during the race. I was a Sterling fan until Ganassi thru him to the curb and now I’m a Harvick fan. It is amazing how little Harvick has been on camera even though he won Daytona and has had some interesting if not controveral moments. Thank you again.
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toyphd Says:
Jan 28, 02:27 PMGood premise but poor execution so the woman is waaaaaay off.
Starting late: in the beginning of the season “anyone” can be in the chase so she missed a major time dedicated to the traditionally more popular drivers and during The Chase the numbers really get skewed. You must count a full season to have any idea of the real impact and her method for determining value is also off.
Advertising is sold in units called “Impressions per thousand” as a barometer to compare various mediums for exposing a brand. There is a poor guy sitting in a dark room somewhere counting each “identification” of a vehicle. If you can read the number, see the logo or the driver gets mentioned, that constitutes an impression.
The latest figures I have still put the impressions of Dale Jar (DEI , Budweiser and the number 8) at a solid 9 times more impressions than the next closest team!
Also, the conclusions are erroneous.
Why should anyone advertise on a stock car? Good will? Positive image? Expanding markets? NO. The ONLY Reason to advertise anywhere is to sell more product, period. The value is not low because of the exposure they get for what they pay. The problem is that there are very few tangible “calls to action” so you can quantify the benefit versus the expenditure. I blame NACAR for their lack of support and the sponsors for not doing it right.
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Frank Says:
Jan 28, 02:31 PMCan we please have some kind of organized TV schedule, i am tired of every saturday and sunday trying to find what channel the race is actually on. I think FOX should have exclusive rights to it i hate NBC and their goofy coverage, the late BP was the only reason i watched it!!!
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CJ Says:
Jan 28, 02:49 PMAny chance that those big time sponsors (Lowes, HD, Dupont..ect) Are throwing some money at the network too to make sure their car is on tv?
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caw Says:
Jan 28, 05:20 PMThank you everyone for your comments and enjoying the information that I provide.
From a few emails I have received, I must be ruffling a few feathers of folks who provide this information ‘professionally’.
All I can say is play a tape of a race, and follow along with my stats. If the driver or his car is on screen for more than the time of a ‘whiz by’, I record it. I stand behind the work, even though I am not being paid to do it.
Oh and, toyphd, it was not a complete season simply because I just got the idea to do it in April. I plan on doing this research for the foreseeable future, beginning with the Shootout on the 9th. Yes, I am a mere human and might miss something, but I am no less human than anyone working at the companies who do things like this for a living.
Again thanks to all for the posts and emails (they’re keeping me quite busy today).
I’m glad to provide something that the fans like to read.
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Rob Says:
Jan 28, 07:07 PMI may have missed this, but seems like you forgot to include how many times a sponsor name is used during other NASCAR broadcasts outside of the race. If what I said isn’t clear, the name Michael Waltrip should help. Seems like he’s the champion of sponsorship name dropping – even if he isn’t in a race!
While keeping track of all things is tough for one person, maybe your husband could keep track of the name dropping.
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KY1WING Says:
Jan 29, 07:21 AMLove your work. Keep it up. Wished you would add one thing though . . . a count of passes shown. Would be interesting to compare passes shown vs. NASCAR loop data passes as an indicator of how much racing broadcasters even show. I can’t tell you how many times I heard “there is racing all around the track” while I sit and watch a single car lap the track. Would also factor in commercials because the more commercials the less passes that can be shown. Same with restarts missed.
Just a thought.
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Renee Says:
Jan 29, 06:28 PMGreat job. I love everyone whining about how Michael Waltrip’s face is everywhere, your stats proved them WRONG.
As far as the “sponsor name dropping” Rob, that’s their job. That’s how they KEEP sponsors. Why do you think Robby Gordon’s lost some of his and yet, while even not racing all the races, Waltrip has gained more? Simple facts. He does his job.
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Matt Says:
Jan 29, 09:52 PMFunny, the position in the camera rankings, almost matches the position in points rankings. So, it guess it proves, the ones who run good get more camera time. Though I find this very interesting, it is hardly surprising.
But, please continue to keep the stats, I really do find it interesting.
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Gerry Blachley Says:
Feb 8, 06:27 AMRob come on one person doing all that work , good job Chery
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Jan 28, 09:27 AM
Hey…how about those crying drivers wives? Surely Kim Burton has a place here…she sure tries hard enough for the camera time..