Blog / 2019 NASCAR Playoffs Sponsorship and Social Leaders

2019 NASCAR Playoffs Sponsorship and Social Leaders

The final eight are set now, as the latest round of cuts in the 2019 NASCAR Playoffs have been made. This past weekend, the circuit went to Kansas for the Hollywood Casino 400, where Denny Hamlin took home the victory, and a spot into the next round. Among the rest of those advancing to Martinsville next week are Kyle Busch, Martin Truex Jr., Joey Logano, Kevin Harvick, Chase Elliott, Kyle Larson, and Ryan Blaney. Following the cut, let’s check out how the original 16 Playoff drivers rank on social so far.

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 6 are:

  1. Chase Elliott $3,697,425 (Last Week: 2)
  2. Martin Truex Jr. $3,296,614 (Last Week: 1)
  3. Alex Bowman $2,551,376 (Last Week: 3)
  4. Kyle Busch $2,454,426 (Last Week: 4)
  5. Kevin Harvick $2,290,022 (Last Week: 7)
  6. Ryan Blaney $2,813,947 (Last Week: 8)
  7. William Byron $2,155,482 (Last Week: 6)
  8. Kyle Larson $2,049,769 (Last Week: 5)
  9. Clint Bowyer $2,007,665 (Last Week: 9)
  10. Denny Hamlin $1,992,503 (Last Week: 10)
  11. Joey Logano $1,726,884 (Last Week: 11)
  12. Brad Keselowski $1,532,530 (Last Week: 12)
  13. Aric Almirola $1,274,061 (Last Week: 13)
  14. Ryan Newman $1,131,417 (Last Week: 14)
  15. Kurt Busch $993,006 (Last Week: 15)
  16. Erik Jones $730,819 (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 6 are:

  1. Chase Elliott 61,293 posts (Last Week: 1)
  2. Alex Bowman 45,862 posts (Last Week: 2)
  3. Kyle Busch 41,704 posts (Last Week: 3)
  4. Ryan Blaney 37,519 posts (Last Week: 6)
  5. Joey Logano 34,754 posts (Last Week: 4)
  6. Martin Truex Jr. 30,394 posts (Last Week: 5)
  7. Kyle Larson 25,659 posts (Last Week: 7)
  8. William Byron 22,815 posts (Last Week: 8)
  9. Kevin Harvick 22,291 posts (Last Week: 9)
  10. Clint Bowyer 18,181 posts (Last Week: 11)
  11. Brad Keselowski 18,096 posts (Last Week: 10)
  12. Denny Hamlin 16,376 posts (Last Week: 12)
  13. Ryan Newman 11,815 posts (Last Week: 13)
  14. Kurt Busch 10,777 posts (Last Week: 14)
  15. Erik Jones 7,746 posts (Last Week: 15)
  16. Aric Almirola 6,523 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 6 are:

  1. Nationwide (Alex Bowman): $549,068 (Last Week: 1)
  2. Smithfield (Aric Almirola): $264,345 (Last Week: 2)
  3. Napa (Chase Elliott): $238,948 (Last Week: 3)
  4. Bass Pro Shops (Martin Truex Jr.): $220,522 (Last Week: 4)
  5. M&M’s (Kyle Busch): $176,883 (Last Week: 5)
  6. Hooters (Chase Elliott): $136,963 (Last Week: 7)
  7. Mobil 1 (Kevin Harvick): $123,474 (Last Week: 6)
  8. Monster Energy (Kurt Busch): $112,041 (Last Week: 8)
  9. FedEx (Denny Hamlin): $84,703 (Last Week: 10)
  10. Toco (Clint Bowyer): $76,995 (Last Week: 9)
  11. Oscar Mayer (Ryan Newman): $61,020 (Last Week: 11)
  12. Liberty University (William Byron): $53,527 (Last Week: 12)
  13. Discount Tire (Brad Keselowski): $49,287 (Last Week: 15)
  14. Craftsman (Eric Jones): $45,322 (Last Week: 13)
  15. Shell/Pennzoil (Joey Logano): $42,057 (Last Week: 14)
  16. Wyndham (Ryan Newman): $36,384 (Last Week: 16)
  17. Credit One (Kyle Larson): $32,661 (Last Week: 17)
  18. DeWalt (Erik Jones): $28,627 (Last Week: 20)
  19. Dent Wizard (Chase Elliott): $27,765 (Last Week: 18)
  20. Menards (Ryan Blaney): $11,674 (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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