by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
GP Week : Issue 182
F1 >>> BUSINESS Success in Monaco is about more than sporting glory. The race is a television event and is typically one of the most-watched Grands Prix of the season. Many viewers who aren’t regular F1 fans tune in to see what is the showcase race of the sport. As a result, Monaco is one of the best opportunities that F1 offers for companies to get their brand seen by viewers around the world. The 2012 Grand Prix was the fifth best race of the season in terms of the value of brand exposure, beaten largely by races in timezones more favourable to TV audiences and races placed at more crucial junctions of the F1 calendar. The race generated exposure for the brands involved in F1 that would have been worth $139.7m if they had had to buy it as advertising screen time. This means that the winning driver guarantees that his sponsors will leave Monaco happy. In 2012, when Mark Webber scored a dominant victory, the brands featured on his Red Bull Racing car saw their exposure accelerate. The Australian’s strong performance, leading every lap but two, meant that he was never far from the forefront of TV coverage. As a result, Red Bull was by far the best- exposed brand of the 2012 Monaco Grand Prix with coverage worth a hefty $30.9m – 22 .1% of the total exposure of all brands during the race. The performance also boosted other Red Bull Racing partners, including Infiniti ($2.9m) and Total ($2.6m). In total, the team generated exposure for its partners worth $33.2m. It wasn’t only through TV coverage where the energy drinks giant benefited. Red Bull was also the most covered brand in the local print media with 516 articles in the Monaco print press mentioning its F1 involvement in the fortnight surrounding the race. The race also had a positive outcome for the sponsors of the other leading drivers. Nico Rosberg’s second place was a boon for Mercedes’ partners with Petronas the second best exposed brand of the race behind Red Bull with coverage worth $12.6m. Ferrari sponsor Santander was the third best brand on $12.4m as Fernando Alonso rounded out the podium. Webber’s victory also meant that Red Bull Racing was the best value team of the race. It spent an estimated $424,000 for each point it scored, placing it well ahead of second-placed Force India on $604,000. However, Force India’s Paul di Resta was the race’s best value driver. He cost the team just an estimated $2,000 in salary per point he scored through his impressive seventh place. METHODOLOGY Brand exposure By using the lap-by-lap performance of each team along with the extent of sponsors’ exposure during a given race, Formula Money calculates the advertising value equivalent of team sponsorships factoring in the effects of race performance on brand visibility. The focus of the data is not time on-screen but is instead the global media value of each sponsor’s exposure. The data covers all brands featured on the 2012 F1 cars, including sponsors, team owners and engine manufacturers. The data also includes the exposure achieved by the trackside advertisers at each race. The data is race-performance based so exposure is calculated for the duration of the race only and excludes branding of on-screen graphics. Team spending per point This data shows the ratio of the number of points scored by each team in the 2012 Monaco Grand Prix to the level of resources that team had available to it for the race. Team resources estimates are based on Formula Money’s estimated 2012 team total resources. Driver value for money The drivers’ cost per point is calculated by dividing a driver’s average pay for the race by the number of points he scores there. Driver cost estimates are based on Formula Money’s estimated 2012 team driver salaries. Data provided by the Formula Money ROI Review: www.formulamoney.com FIVE BEST-EXPOSED BRANDS – MONACO 2012 Brand Team(s) / Race Est advertising value equivalent of exposure 1 Red Bull Red Bull Racing $30,917,971 Toro Rosso 2 Petronas Mercedes $12,642,387 3 Santander Ferrari $12,378,626 4 Vodafone McLaren $12,343,782 5 Ferrari Ferrari $7,859,445 Best-exposed team Red Bull Racing $23,238,513 TEAM SPENDING PER POINT RATIO: 2012 MONACO GRAND PRIX Team Points Estimated spending per point (US$) 1 Red Bull Racing 37 $423,784 2 Force India 10 $604,000 3 Ferrari 23 $853,043 DRIVER VALUE FOR MONEY: 2012 MONACO GRAND PRIX Driver Points Estimated cost per point (US$) 1 Paul di Resta 6 $2,083 2 Nico Hulkenberg 4 $3,125 3 Nico Rosberg 18 $8,333 As F1 teams head towards that epicentre of F1 business, Monaco, Caroline Reid and Christian Sylt look how sponsor’s returns were calculated, using last year’s Mediterranean race The business of F1 brands 1 GPWEEK.com // 1 GPWEEK.com // PARTNERS: