Tuesday, October 26, 2010

Some NASCAR Sponsors Win Big With "Undercover Boss"

The NASCAR episode of  "Undercover Boss" which aired Sunday on CBS, wasn't just good PR for the sport.

It was also valuable air time for its sponsors.

According to research conducted by Joyce Julius & Associates, Inc., a Michigan-based firm which specializes in measuring sponsorships across all forms of media, 84 brands were monitored during the CBS reality show, accumulating a combined 29 minutes, 57 seconds of clear in-focus exposure time and an overall exposure value of $2.7 million.

Coca-Cola fared the best, due in large part to a segment in the show that depicted NASCAR Chief Marketing Officer Steve Phelps operating a concession stand at Daytona International Speedway. Clad in a NASCAR hat and Coca-Cola apron, Phelps’ struggles to deep fry chicken strips and lure customers to the refreshment stand helped the soda brand achieve its primetime success without a race car or driver in sight.

The result?  Some entertaining television, and also more than $400 thousand worth of exposure time for Coca-Cola.

Below are the top 10 brands tracked during "Undercover Boss" - and how much their TV exposure was worth.

Coca-Cola  $437,390
Aaron's  $371,900
Sprint  $171,945
Goodyear $122,485
NAPA $112,600
Gatorade $103,630
Toyota  $97,815
Chevrolet $74,385
Tums $68,780
Eagle (Goodyear) $65,215


  1. Would be interesting to find out how many of those are official NASCAR sponsors...

  2. All of them are official NASCAR sponsors, either on cars or "official NASCAR" products.

  3. This infomercial did exactly what it was supposed to do. A paid ad is a paid ad.