Blog / 2019 NASCAR Playoffs Sponsorship and Social Leaders

2019 NASCAR Playoffs Sponsorship and Social Leaders

The NASCAR Playoffs have reached the midway point, as this week Ryan Blaney clinched his spot into the next round of the playoffs, taking the checkered flag in a rain-delayed race at Talledega. Blaney’s performance was enough to catapult him up 4 spots on our top mentioned drivers list and up 5 spots on our driver value list. At the half way point, let’s check out the rest of the social standings for the 16 Playoff drivers:

Top Driver Values

During the Playoffs, we have tracked the value generated for drivers through earned content. This includes mentions by other users on Twitter and does not include content shared by the drivers. Values are driven through two ways; volume and “high profile” accounts. Obviously, the more content there is, there more impressions and engagement there will be. Likewise, if accounts with high followers are tweeting about drivers, there are more eyes seeing and engaging, therefore driving value. The values through week 5 are:

  1. Martin Truex Jr. $3,109,7016 (Last Week: 1)
  2. Chase Elliott $3,001,192 (Last Week: 2)
  3. Alex Bowman $2,198,300 (Last Week: 3)
  4. Kyle Busch $2,026,807 (Last Week: 4)
  5. Kyle Larson $1,870,753 (Last Week: 5)
  6. William Byron $1,845,945 (Last Week: 7)
  7. Kevin Harvick $1,835,916 (Last Week: 6)
  8. Ryan Blaney $1,715,185 (Last Week: 13)
  9. Clint Bowyer $1,669,007 (Last Week: 8)
  10. Denny Hamlin $1,438,846 (Last Week: 9)
  11. Joey Logano $1,397,622 (Last Week: 10)
  12. Brad Keselowski $1,116,423 (Last Week: 11)
  13. Aric Almirola $1,144,338 (Last Week: 13)
  14. Ryan Newman $1,015,851 (Last Week: 14)
  15. Kurt Busch $963,759 (Last Week: 15)
  16. Erik Jones $622,205 (Last Week: 16)

Top Driver Mentions

As well as value, we have been measuring overall mentions. As you will see, the mention and value rankings don’t match, due to the reasons explained before; mentions from “high profile” accounts will boost value. The top mentioned driver rankings through week 5 are:

  1. Chase Elliott 51,088 posts (Last Week: 1)
  2. Alex Bowman 38,915 posts (Last Week: 3)
  3. Kyle Busch 37,389 posts (Last Week: 2)
  4. Joey Logano 29,909 posts (Last Week: 5)
  5. Martin Truex Jr. 29,076 posts (Last Week: 4)
  6. Ryan Blaney 29,070 posts (Last Week: 10)
  7. Kyle Larson 23,500 posts (Last Week: 6)
  8. William Byron 20,282 posts (Last Week: 8)
  9. Kevin Harvick 20,060 posts (Last Week: 7)
  10. Brad Keselowski 15,014 posts (Last Week: 9)
  11. Clint Bowyer 14,451 posts (Last Week: 11)
  12. Denny Hamlin 11,906 posts (Last Week: 12)
  13. Ryan Newman 10,760 posts (Last Week: 13)
  14. Kurt Busch 9,650 posts (Last Week: 14)
  15. Erik Jones 6,452 posts (Last Week: 15)
  16. Aric Almirola 5,727 posts (Last Week: 16)

Top Driver Sponsors

Last, we have used auto-generated workflows in Zoomph to segment data by sponsors, in order to find out which sponsors have driven the most value. The workflows were structured to segment data only related to both the sponsor and the driver. This made sure the values were directly correlated to content for the partnership between the sponsor and driver, and not just one or the other. The interesting part about these values is that it goes beyond just a mention of the driver. It highlights the value of the partnership and also activations, as these values included both earned and owned content. The top sponsors for impression value through week 5 are:

  1. Nationwide (Alex Bowman): $468,697 (Last Week: 1)
  2. Smithfield (Aric Almirola): $222,630 (Last Week: 4)
  3. Napa (Chase Elliott): $210,094 (Last Week: 3)
  4. Bass Pro Shops (Martin Truex Jr.): $204,610 (Last Week: 2)
  5. M&M’s (Kyle Busch): $153,127 (Last Week: 5)
  6. Mobil 1 (Kevin Harvick): $123,152 (Last Week: 6)
  7. Hooters (Chase Elliott): $121,555 (Last Week: 8)
  8. Monster Energy (Kurt Busch): $112,007 (Last Week: 7)
  9. Toro (Clint Bowyer): $73,667 (Last Week: 9)
  10. FedEx (Denny Hamlin): $68,212 (Last Week: 10)
  11. Oscar Mayer (Ryan Newman): $60,127 (Last Week: 11)
  12. Liberty University (William Byron): $49,938 (Last Week: 12)
  13. Craftsman (Eric Jones): $45,322 (Last Week: 13)
  14. Shell/Pennzoil (Joey Logano): $38,691 (Last Week: 15)
  15. Discount Tire (Brad Keselowski): $36,803 (Last Week: 14)
  16. Wyndham (Ryan Newman): $41,602 (Last Week: 17)
  17. Credit One (Kyle Larson): $30,684 (Last Week: 16)
  18. Dent Wizard (Chase Elliott): $25,996 (Last Week: 18)
  19. Menards (Ryan Blaney): $5,805 (Last Week: 19)

As the Playoffs continue on the road to Homestead-Miami, we will continue to update and report on these metrics. Follow us on Twitter or our blog on Zoomph.com to stay fresh on your NASCAR and sports social insight news.

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