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GP Week : Issue 189
F1 >>> BUsInEss Most sponsors get exposure from Formula One by running a season-long campaign with logos either on a team’s cars or on trackside hoardings at several races. However, there are a select few brands which appear for only one race, but still end up as one of the best exposed sponsors of the season. These are a select group of local companies which take over the title sponsorship of their home Grands Prix and benefit from rows of trackside banners around the circuit and, in particular, on the start-finish straight. This intense one-race coverage generates enough exposure to place them well ahead of many brands which appear on cars at every race. Local telecoms company Singtel was the best exposed brand at the 2012 Singapore Grand Prix, which it title sponsored. It gained exposure from broadcasts of the race which would have been worth $22.6m if it had been purchased as traditional television advertising slots around the world. The 2012 Singapore Grand Prix was one of the best races of the season in terms of exposure, generating a total advertising equivalent value to F1's brands of $135.6m. This made Singtel the 23rd best exposed brand of the entire season, despite only appearing at one Grand Prix. It wasn’t the only local title sponsor to benefit in this way. Bahrain Grand Prix title sponsor Gulf Air was the 24th best exposed brand of the year with coverage worth $22.3m, while Indian Grand Prix sponsor Airtel gained exposure worth $26.2m, making it the 17th best brand. Singtel also won in the local print media publications. It was the F1 title sponsor which got the most coverage in the local press in the two weeks surrounding the race with a total of 80 articles mentioning its F1 involvement. Singtel wasn’t the only brand drawing attention in Singapore. Sebastian Vettel’s return to form equated to a strong showing for Red Bull. The energy drink giant gained coverage in Singapore worth $21.6m, making it the second best exposed brand of the race. It was followed by McLaren title sponsor Vodafone ($12.3m) and Williams’ main partner PDVSA ($7.1m). Fourth place for Paul di Resta meant that Force India was the team that got the best value for money out of the Singapore Grand Prix. It spent $503,000 per point it scored, compared to $592,000 for Lotus. Di Resta's fourth place also made him the best value driver in Singapore, costing Force India just $1,042 in salary per point he scored. FIVe BesT-eXPOseD BRANDs – sINGAPORe GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Singtel Singapore GP $22,596,505 2 Red Bull Red Bull Racing, $21,604,538 Toro Rosso 3 Vodafone McLaren $12,258,691 4 PDVSA Williams $7,125,966 5 Lotus Lotus $6,535,844 Best-exposed team Red Bull Racing $22,865,086 TeAM sPeNDING PeR POINT RATIO: 2012 sINGAPORe GP Team Points estimated spending per point (us$) 1 Force India 12 $503,333 2 Lotus 14 $592,143 3 Red Bull 25 $627,200 DRIVeR VALue FOR MONeY: 2012 sINGAPORe GP Driver Points estimated cost per point (us$) 1 Paul di Resta 12 $1,042 2 Romain Grosjean 6 $2,083 3 Daniel Ricciardo 2 $6,250 As F1 prepares to head out of Europe, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Singapore 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: