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GP Week : Issue 183
F1 >>> BUSINESS Mercedes are no doubt expecting great things from Lewis Hamilton’s first Canadian Grand Prix. The British driver has won three out of five Canadian races that he has competed in, including last year’s event, and following on from a string of strong performances this season he looks to be a good bet for victory again in Montreal. This is good news for the team’s sponsors who will benefit from the exposure generated by a race win for Hamilton. Given the choice of any race, many sponsors would choose winning in Canada over victory at more famous races such as Monaco or Britain. This is because the timezone in which the race takes place means that it is broadcast at primetime in Europe and – unlike many rival races – in the afternoon rather than early Sunday morning in South America. These regions are where the majority of F1’s half a billion viewers are located, so getting a brand on the winning car in Canada counts for more than at a typical race. The total value of exposure of the brands in F1 during the 2012 Canadian Grand Prix was a weighty $142.9m, based on the amount of money they would have had to spend to buy the airtime as advertising slots. This was the highest of any race so far in 2012 and the third highest total of the complete season. Hamilton’s victory enabled his sponsors to make the most of the race. In particular it was a big boost to McLaren title partner Vodafone, which gained exposure worth $14.0m from its sponsorship, around 10% of the total brand exposure during the race. This is good news for Mercedes’ sponsors who will be looking to capitalise on Hamilton’s track record at the Circuit Gilles Villeneuve. Mercedes’ title sponsor Petronas already has a pedigree in Montreal. In 2012 it was the sixth best exposed brand in Canada, with exposure worth $8.8m, and was also the title sponsor with the most coverage in the local media in the fortnight surrounding the race, with 15 articles mentioning its F1 involvement. Despite missing out on victory, a front-running performance from the Red Bull Racing cars and its additional exposure on the Toro Rosso cars meant that Red Bull was the best exposed brand of the 2012 Canadian Grand Prix with exposure worth $22.1m. It was also a good race for series tyre supplier Pirelli which combined its on-car logos with prominent trackside advertiser to win exposure worth $10.7m. FIVE BEST-EXPOSED BRANDS – CANADA 2012 Brand Team(s) / Race Est advertising value equivalent of exposure 1 Red Bull Red Bull Racing, $22,131,721 Toro Rosso 2 Vodafone McLaren $13,983,588 3 Santander Ferrari $11,113,669 4 Pirelli All teams $10,701,069 5 Lotus Lotus $10,450,023 Best-exposed team Red Bull Racing $23,525,527 TEAM SPENDING PER POINT RATIO: 2012 CANADIAN GRAND PRIX Team Points Estimated spending per point (US$) 1 Sauber 17 $274,117 2 Lotus 22 $376,818 3 McLaren 25 $537,600 DRIVER VALUE FOR MONEY: 2012 CANADIAN GP Driver Points Estimated cost per point (US$) 1 Romain Grosjean 18 $694 2 Sergio Perez 15 $1,667 3 Kamui Kobayashi 2 $12,500 As F1 prepares to head to North America, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Canadian race The business of F1 brands 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 Canadian 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 12 GPWEEK.com // 12 GPWEEK.com // PARTNERS: