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GP Week : Issue 187
F1 >>> BUsInEss Belgium is historically a good race for Force India. The spa-Francorchamps circuit was the scene of Giancarlo Fisichella’s 2009 pole position and second place for the team, to date the team’s only pole and highest finish. Further back in the annals of F1, the 1998 race saw the first F1 victory for Jordan, the team which would one day become Force India. Last year’s race was no exception. Nico Hülkenberg finished in fourth place – the joint highest position of the season for the team – after an impressive drive. This result made Force India the best value team of the race, spending $465,000 per point it scored. It also made Hülkenberg the best value driver of the race, costing Force India just $1,042 in salary per point he scored. This is good news for Force India in its quest for points and maintaining its championship position. The team has spent much of this year in the top five, after finishing seventh in 2012, and with several million dollars in prize money separating each championship position a good race in Belgium could be a crucial factor in expanding Force India’s budget for 2014. It will also help to attract more sponsors, which for a smaller team like Force India is all important. Hülkenberg’s Belgian fourth place last year equated to good exposure for Force India’s sponsors. Main partner Kingfisher gained coverage from the race which would have been worth $2.4m if it had been bought as traditional television advertising slots. However, this was still a long way off some of the biggest brands of the race. Belgian Grand Prix title sponsor and Ferrari partner Shell was the best-exposed brand of the race, gaining coverage worth $17.8m, its highest level of exposure of the whole season. It was followed by Red Bull on $14.4m worth of exposure and Pirelli on $6.9m. Although Jenson Button was victorious, Lewis Hamilton’s early exit meant that McLaren’s sponsors did not reap all the usual benefits of a win. Title sponsor Vodafone was only the fifth best exposed brand of the race with coverage worth $6.1m. Ferrari also performed below par and its sponsors failed to reach their usual exposure levels. With Fernando Alonso out at the first corner and Felipe Massa only managing fifth place, Santander underperformed in Belgium. Its $2.4m worth of exposure meant that Red Bull pulled away at the top of the season so far rankings, with total exposure of $206.9m compared to Santander's $190.6m. FIVe BesT-eXPOseD BRANDs – BeLGIAN GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Shell/V-Power Ferrari, Belgian GP $17,799,744 2 Red Bull Red Bull Racing, $14,352,568 Toro Rosso 3 Pirelli All teams, GP $6,883,878 4 Petronas Mercedes $6,396,122 5 Vodafone McLaren $6,089,016 Best-exposed team Red Bull Racing $12,723,123 TeAM sPeNDING PeR POINT RATIO: 2012 BeLGIAN GP Team Points estimated spending per point (us$) 1 Force India 13 $464,616 2 McLaren 25 $537,600 3 Lotus 15 $552,667 DRIVeR VALue FOR MONeY: 2012 BeLGIAN GP Driver Points estimated cost per point (us$) 1 Nico Hülkenberg 12 $1,042 2 Jean-Éric Vergne 4 $1,875 3 Daniel Ricciardo 2 $6,250 As F1 prepares to head to Spa (after the mid-season break), Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Belgian Grand Prix 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 Belgian 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: