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GP Week : Issue 188
F1 >>> BUsInEss Nigel Mansell once said that a home crowd is worth a second a lap but it’s not only drivers that benefit. sponsors too get a big boost when their team is racing in front of local fans. Despite Lewis Hamilton’s victory for McLaren at last year’s Italian Grand Prix it was Ferrari’s principal partner Santander which dominated race broadcasts. The Spanish bank, which was also race title sponsor, was the best exposed brand at Monza with coverage which would have been worth $17.3m if it had been purchased as television advertising slots. Other Ferrari brands also benefited from the team’s home advantage and Ferrari itself was the fourth best exposed brand of the race with exposure worth $4,3m. Santander was also the title sponsor that received the most coverage in the local press during the two weeks surrounding the Italian Grand Prix. A total of 38 articles mentioned its F1 involvement. It wasn’t all about Ferrari though. Hamilton’s victory was good news for McLaren title sponsor Vodafone, which was the second best exposed brand of the race with coverage worth $10.0m. It was followed by Red Bull which gained exposure worth $8.1m from the race, although this was one of the worst results of the year for the brand which saw its highest finishing car placed only sixth. One of the main beneficiaries of Red Bull’s lack of form was Sauber. Sergio Pérez’s impressive second place was a bonus for the Swiss team’s partners. His performance boost the team’s main sponsor Claro into the top 10 brands of the race with coverage worth $2.2m, a far higher result than usually experienced by the brand. Pérez was also unsurprisingly the best value for money driver of the Grand Prix, with each point he scored costing his Sauber team just $1,389 in salary. Sauber itself was consequently the best value for money team of the race, spending an estimated $233,000 per point it scored compared to $537,600 for nearest rival McLaren. However, in terms of financial returns it was still Ferrari’s day and it will be no surprise if the team repeats that performance in front of the fer vent tifosi again in 2013. FIVe BesT-eXPOseD BRANDs – ITALIAN GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Santander Ferrari, Italian GP $17,324,007 2 Vodafone McLaren $9,959,118 3 Red Bull Red Bull Racing, $8,064,842 Toro Rosso 4 Ferrari Ferrari $4,271,391 5 Pirelli All teams, + GP $4,130,890 Best-exposed team McLaren $13,137,545 TeAM sPeNDING PeR POINT RATIO: 2012 ITALIAN GP Team Points estimated spending per point (us$) 1 Sauber 20 $233,000 2 McLaren 25 $537,600 3 Ferrari 27 $726,667 DRIVeR VALue FOR MONeY: 2012 ITALIAN GP Driver Points estimated cost per point (us$) 1 Sergio Pérez 18 $1,389 2 Paul di Resta 4 $3,125 3 Kamui Kobayashi 2 $12,500 As F1 prepares to head to Monza, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Italian 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 11 GPWEEK.com // 11 GPWEEK.com // PARTNERS: