The Science Of Sponsorship

Joyce Julius and Associates, Inc. has provided independent sports, special event and entertainment program evaluation since 1985. Earlier this year, during the running of the Allstate 400 at the Brickyard, the data analysis firm calculated the value of Allstate’s sponsorship of the NASCAR event.
According to Rocky Mountain News, Allstate’s name was mentioned 62 times during the 3.5 hour broadcast. The insurer’s logo was clearly visible for 55 minutes and 1 second. Joyce Julius says that exposure is worth $8,227,285 in traditional ad spending.
Joyce Julius’ researchers spend more than 30 hours reviewing the broadcast of a weekend’s race. Using specially designed software, a team of two or three people spends seven to 10 business days on a report documenting exposure and tabulating its worth.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. seems odd for a company that heavily advertises safe driving within the speed limit to hook up with nascar.

  2. So what if you can see their logo for an hour?
    and HighJive has a good point, and let’s not forget all the beer and liquor sponsors plastered all over the cars, walls, boards, flags, people…etc.

  3. For an hour? That is good publicity! Advertising has a way of making anything possible! That is how effective it is.

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