• by David Goetzl , March 7, 2007

On the backs of driver Mark Martin's second-place finish in the Daytona 500, the U.S. Army moniker received exposure to more viewers than any other brand in Fox's telecast of the race, according to Nielsen.

The U.S. Army logo, which adorned Martin's Chevrolet in the February race that had a thrilling finish--he led 26 of the last 27 laps--received a total of 174 million impressions, per Nielsen's Sponsorship Scorecard.

While the Army brand had wider reach with its delivery of close to 200 million impressions, the M&M logo on racer David Gilliland's car, which finished eighth, appeared on TV for the longest time--7 minutes and 22 seconds. However, it ranked second in household impressions, with 159 million.

Pennzoil sponsored winner Kevin Harvick, but he ranked fourth in both impressions and time on air, with 3 minutes and 14 seconds.

Other strong performers in exposure included Budweiser--third in impressions and time on air--and Dewalt, fifth in both categories.