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GP Week : Issue 191
F1 >>> BUsInEss A home race can often generate big exposure for a driver’s sponsors, particularly as local stars are often boosted by performing in front of their home fans. This was perfectly illustrated by Kamui Kobayashi’s performance at last year’s Japanese Grand Prix. After a season of ups and downs, Kobayashi scored a surprise third place in front of his home crowd after holding off Jenson Button for much of the race. It was not only Kobayashi’s first podium, but it was the first podium for a Japanese driver in Japan for 22 years, since Aguri Suzuki impressed at the 1990 race. Kobayashi’s podium place gave a big boost in exposure to the brands on his Sauber car, even though his team mate Sergio Pérez spun out of the race after just 19 laps. As a result, five Sauber partners appeared in the list of the top 25 best exposed brands in Japan. After series tyre supplier, Pirelli, the leader was Claro which was the tenth best-exposed brand of the race with coverage which would have been worth $1.7m if it had been purchased as traditional television advertising slots. It was followed up by Telmex (16th, $901,000), Chelsea FC (18th, $751,000) and Sauber F1 Team (21st, $675,000). This was an extremely good result for the small team, which would not usually expect to see so many associated brands at the top end of the listings. The best exposed brand of the race was Pirelli, which took advantage of prominent trackside advertising hoardings to generate exposure worth $20.8m. This was an impressive haul at a race which often scores one of the lowest audiences of the year due to a timeslot which is unfavourable to European and South American audiences. Pirelli was followed by Red Bull, which was boosted by the second victory in a row for Sebastian Vettel. Its coverage as the second best exposed brand of the race was worth $10.6m. The energy drinks brand also benefited from media coverage of the race in the local print media press. It was the team owner that drew the most attention in the local media, with 502 articles mentioning its F1 involvement in the two weeks surrounding the race. But it was still Sauber which was the team with the most to celebrate. Kobayashi’s podium made the team the best value for money outfit in Japan, spending $311,000 per point it scored. Similarly, Kobayashi was the best value driver of the race, costing Sauber just $1,667 in salary per point he scored. FIVe BesT-eXPOseD BRANDs – JAPANese GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Pirelli All teams, Jap GP $20,819,188 2 Red Bull Red Bull Racing, $10,570,489 Toro Rosso 3 UBS Japanese GP $6,467,879 4 Allianz Japanese GP, SC $5,836,597 5 Vodafone McLaren $5,078,972 Best-exposed team Red Bull Racing $10,105,106 TeAM sPeNDING PeR POINT RATIO: 2012 JAPANese GP Team Points estimated spending per point (us$) 1 Sauber 15 $310,667 2 Red Bull 27 $580,741 3 McLaren 22 $610,909 DRIVeR VALue FOR MONeY: 2012 JAPANese GP Driver Points estimated cost per point (us$) 1 Kamui Kobayashi 15 $1,667 2 Nico Hulkenberg 6 $2,083 3 Pastor Maldonado 4 $6,250 As F1 prepares to head to Suzuka, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Japanese 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: