Jimmie Johnson is most talked about driver by media in offseason

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Even though the NASCAR media corps has been decimated over the last six or seven years due to layoffs and beat eliminations, the sport still enjoys considerable press coverage.

In particular has been during the current offseason. With the season-opening Daytona 500 now less than three weeks away, the media has been covering NASCAR during the winter months almost as much as it did during the season.

Not surprisingly, defending Sprint Cup champion Jimmie Johnson has been the most talked about driver in print, online and on TV and radio during the offseason, according to a new study by Joyce Julius & Associates.

Since 1985, the Ann Arbor, Mich., firm has measured media attention, as well as the worth of that recognition.

And now, with its annual Top-15 NASCAR Driver Off-Season Media Coverage study, it showed Johnson had over 6,000 media mentions since he captured his sixth championship last November.

The resulting media exposure value translated to $10,260,981, according to Joyce Julius, putting Johnson at the top of the list.

Broken down, Johnson was referenced in 1,274 television programs, along with 4,499 Internet and 234 print articles during the two-month rating period. Most of the references to Johnson were about his sixth Cup title in eight years, that he’s now one title away from tying Richard Petty and the late Dale Earnhardt for most driver championships (7) and how changes to NASCAR’s Chase for the Sprint Cup format announced last week may potentially affect Johnson.

Interestingly, Danica Patrick is ranked second, although she had significantly more media references (6,787 to Johnson’s 6,007). But the value of Patrick’s impressions was less than Johnson’s composite, coming in at $9,773,385.

The difference, according to the press release announcing the results, was based upon “the size of the audience generated by the news media coverage to the cost of reaching the same audience through traditional advertising.”

Three-time Sprint Cup champ Tony Stewart ranked third with 5,008 references at a value of $7,271,414, primarily because Stewart fans wanted to know how his ongoing recovery from a terrible wreck in a sprint car race last August was going, and whether he’ll be ready for the Daytona 500 (he will).

Four-time Jeff Gordon was fourth, while in somewhat of a surprise, Hendrick Motorsports teammate Dale Earnhardt Jr., who was voted by fans as the sport’s most popular driver for the 11th consecutive year in 2013, ranked only fifth on the list.

The study began the day after the NASCAR Banquet in December and ended this past Monday following the Super Bowl.

“It was a fun exercise to see what kind of media coverage NASCAR drivers receive during the so-called off-season,” said Eric Wright of Joyce Julius and Associates. “I think what was most interesting was the volume of coverage some of the high profile drivers received. It illustrates what media magnets many of these personalities are, and it also speaks to how the sport of NASCAR is truly a year-round proposition.”

Here’s the overall list with media references and estimated exposure value:

1. Jimmie Johnson — 6,007 — $10,260,981

2. Danica Patrick — 6,787 — $9,773,385

3. Tony Stewart — 5,008 — $7,271,414

4. Jeff Gordon — 3,716 — $5,807,544

5. Dale Earnhardt Jr. — 3,594 — $5,321,904

6. Kyle Busch — 2,709 — $3,926,871

7. Mark Martin — 2,507 — $3,890,383

8. Michael Waltrip — 3,259 — $3,752,516

9. Kevin Harvick — 2,269 — $3,619,404

10. Kurt Busch — 2,657 — $3,609,412

11. Austin Dillon — 1,989 — $3,191,690

12. Brad Keselowski — 2,363 — $2,854,773

13. Ryan Newman — 1,926 — $2,849,637

14. Kyle Larson — 2,155 — $2,748,901

15. Denny Hamlin — 2,081 — $2,508,700

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Marco Andretti to drive throwback scheme to honor 25th anniversary of grandfather Mario’s last win

Photo courtesy Andretti-Herta Autosport
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Marco Andretti wanted to do something really special to honor the 25th anniversary of grandfather Mario Andretti’s final Indy car win in 1993 at Phoenix International Raceway (now known as ISM Raceway).

So the third-generation Andretti, along with his team, Andretti-Herta Autosport, came up with a plan and design that will take longtime race fans back in time when it appears early next month for the Phoenix Grand Prix.

Marco Andretti’s No. 98 Oberto Beef Jerky Circle K/Curb Honda will be decked out in the colors of the car his grandfather won his last race on the one-mile short track 25 years ago.

“When the idea of a throwback livery celebrating my grandfather’s final win was thrown around, Oberto was ready to get to the drawing board,” Marco Andretti said in a media release. “The black, white and red car resembles many of my family’s race cars and was a big part of my life growing up.

“It’s really cool to be able to add one of my cars to that family legacy.”

The car is a virtual double of the legendary Newman-Haas Racing and Texaco/Havoline-sponsored car Mario drove on that celebratory day in the Valley of the Sun 2 ½ decades ago.

Various events and ceremonies during the April 6-7 race weekend will honor the senior Andretti. That includes several of his former competitors who will be on hand to celebrate with Mario, including Emerson Fittipaldi, Bobby Rahal, Jimmy Vasser, Paul Tracy, Arie Luyendyk, and of course, son Michael Andretti and grandson Marco Andretti.

Check out what happened on that day 25 years ago:

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