Buds Exposure Plummets

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Dale Earnhardt Jr.'s team change was one of NASCAR's top stories entering 2008. How did things turn out?

For the year, Earnhardt generated $26.15 million in value for his three sponsors -- Amp Energy, the National Guard and Mountain Dew. That's five percent more than what he delivered in 2007 for his former primary marketing partner, Budweiser.

With Earnhardt's move, Budweiser put its support (and dollars) behind Kasey Kahne in 2008. It ended up with $11.75 million in exposure value, less than half of what it received with Earnhardt in 2007.

Helping the exposure for Earnhardt's backers this year was the fact he had a better year on the track. In 2007, he finished 16th in the Sprint Cup standings, with no victories and seven top-five finishes. In 2008, he finished 12th, made the Chase for the NASCAR Sprint Cup, won one race and had 10 top-five finishes.

Dale Earnhardt Jr.'s 2008 exposures

Brand; Number of detections; Duration; Value
Amp; 2,045; 2:36:53.7; $13,806,501
National Guard; 1,654; 2:11:57.0; $10,494,189
Mountain Dew; 330; 0:23:45.3; $1,845,448

Budweiser's driver-based exposures

Placement; Number of detections; Duration; Value
2008: Kasey Kahne; 1,522; 1:59:41.7; $11,749,224
2007: Dale Earnhardt Jr.; 2,826; 3:51:35.0; $24,845,048

Note: Duration comprised of hours, minutes and seconds.

David Broughton is research director for SportsBusiness Journal.

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