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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.