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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F1 Preview: 2018 Australian Grand Prix

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Save for two occasions, in 2006, and 2010, the Australian Grand Prix has served as the season-opening event for the FIA Formula 1 World Championship since 1996, and this weekend’s event will be the 21st time that the city of Melbourne has kicked off the Formula 1 campaign.

The 2018 season is the fifth one of the current hybrid power unit era, the second season of the current aero regulations, and the second under Liberty Media’s guidance.

Last year saw titans Mercedes AMG Petronas and Scuderia Ferrari duel for supremacy for most of the season before Mercedes distanced Ferrari late in the season to take the constructor’s title and the driver’s title, with Lewis Hamilton, who is now tied with Sebastian Vettel on four world championships apiece.

Four drivers on the grid have Formula 1 world championships to their name: Hamilton, Vettel, Kimi Raikkonen, and Fernando Alonso. Scuderia Toro Rosso’s Brendon Hartley also has a world championship to his name as a two-time titlist in the FIA World Endurance Championship.

So, what can viewers expect from the 2018 curtain-raiser in Australia? A handful of things to watch are below?

2018 Australian Grand Prix – Talking Points

Does Anyone Have Anything for Mercedes?

Only on one day during pre-season testing did a Mercedes driver lead the way – Lewis Hamilton was fastest on the final day of Week 1 at the Circuit de Barcelona-Catalunya.

However, all indications were that was by design, with the team focusing the majority of the second week, if not the entire second week, on long runs with their W09 EQ Power+ chassis.

Such a decision is an ominous one, in that it indicates the team is very comfortable with the amount of speed in the car and did not see a need, or desire, to show their hand during testing.

With that in mind, the Mercedes duo of Hamilton and Valtteri Bottas may yet again have the best and fastest cars, and the team looks poised to potentially make it five constructor’s and driver’s championships in a row.

Ferrari and Red Bull Look to End Mercedes Reign

The biggest threats to Mercedes are undoubtedly Ferrari and Red Bull, the only other teams to win in 2017.

And both teams displayed a lot of pace during testing, particularly in the “one-lap speed” category. Ricciardo set a lap record around the Catalunya circuit during the second week, only for Vettel to supplant that mark later in the week. Teammate Kimi Raikkonen led the way during the final day of testing.

It is unknown how that pace will translate over the course of a race distance. Mercedes appeared to have an edge on both Ferrari and Red Bull over long runs and race simulations, but there is also a theory that neither Ferrari nor Red Bull had their true long-run form on display.

Still, if a team is going to knock off Mercedes, it will likely be either Ferrari or Red Bull.

McLaren on the Rebound?

Put simply, the previous three seasons for McLaren F1 Team were a bit of a disaster. Their partnership with Honda yielded point totals of 27 (2015), 76 (2016), and 30 (2017) in a three-year venture that was defined by poor reliability and underwhelming power.

The relationship hit a boiling point last year and both entities parted ways ahead of the 2018 season, with McLaren signing a new power unit deal with Renault.

Testing went better than in previous years, though the team continued to battle reliability problems. However, all issues appeared to be minor, needling issues rather than more significant, foundational problems, as the other Renault teams (Red Bull and Renault Sport F1 Team) had solid runs with few reliability issues.

The car does appear to have speed in it, so if the reliability problems are behind them, McLaren could be in for a rebound season.

Stuck in the Midfield Again

Formula 1’s battle amongst the midfield is set to be as fierce as ever as a host of a several teams have a chance at being “best of the rest.”

Sahara Force India has been the frontrunner from the the midfield teams each of the last two years, finishing fourth in the constructor’s title in both 2016 and 2017, though if the steady conflict between drivers Esteban Ocon and Sergio Perez continues through 2018, it could hamper their efforts significantly.

Renault Sport F1 Team and Haas F1 Team look to improve on their 2017 form, while Toro Rosso is in a new partnership with Honda power units…and has experienced a surprisingly smooth pre-season as Honda’s 2018 platform looks significantly better, with the team enjoying a solid run of testing with few, if any, reliability problems.

Williams Martini Racing and Alfa Romeo Sauber appear to be at the back of the pack entering the season, but both could battle for points finishes if those ahead of them falter.