Nielsen program quantifies NASCAR.(Marketing)(National Association for Stock Car Auto Racing)(Nielsen Media Services' 'Sports Sponsorship Scorecard' program)

Byline: Marty Bernstein

The company that determines how many viewers tune into TV shows is starting a program that measures exposure of the product logos crowding NASCAR race cars and drivers' uniforms.

Nielsen Media Services of New York calls the program its "Sports Sponsorship Scorecard.'' It tabulates displays and mentions of commercial products during NASCAR broadcasts.

The sheet metal of a NASCAR race car is one of the most valuable properties in U.S. marketing. Sponsors apply product logos to every visible inch of the hoods, quarter panels and rear decks of the Chevrolet, Ford and Dodge racers.

Tens, even hundreds, of thousands of …