NASCAR Cars In Transformers Movie Generate Significant Value For Race Team Sponsors

Jeff Gordon and Darrell Waltrip are not the only NASCAR stars hitting the big screen these days. Some of NASCAR's most recognized sponsors - Chevrolet, Target, Lowe's and Diet Mountain Dew/National Guard - are featured in the newly released Transformers: Dark of the Moon.

In the film, three NASCAR-themed cars come to life as Autobots - that's the good guys for all you non-Transformer fans - in a fight scene that takes place on the streets of Chicago. While the presence of the NASCAR-themed robots is a major statement for the sport, it has also proven to be quite beneficial for the sponsors.

The film's one week estimated box office grossing was $414 million worldwide (according to IMDB.com), and the three NASCAR sponsors are benefiting from their cameo roles.

According to Joyce Julius & Associates, Inc., Target's 15-second exposure in the 157-minute film garnered an estimated $393,940 of value. That is quite impressive when considering Target took in an average $468,600 of exposure during each NASCAR Sprint Cup Series race broadcast live in 2011.

In addition to Target benefiting from the brief appearance, Chevy Impala was the second-most prominent NASCAR sponsor in the film, earning $262,625 for its 10 seconds of exposure. 

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