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GP Week : Issue 195
F1 >>> BUsInEss Formula One is the world’s most watched annual sporting event and as a result brings sponsors an unrivalled level of exposure every year. In 2012, the total value of brand exposure during F1 race broadcasts would have cost a grand total of $2.28bn if it had been purchased by sponsors as traditional television advertising slots. This is a remarkable average of $113.9m per race and is a testament to the power of F1 to draw in big name companies. The best exposed brand of the season was Red Bull which took advantage of Sebastian Vettel’s third consecutive championship to gain coverage worth $322.8m. This was a good return on the $166m it put into its two teams during the year, particularly as it includes only exposure from the race itself and doesn’t cover any additional exposure gained from broadcasts of qualifying and practice sessions or news reports. A total of 274 brands were displayed on F1 cars and trackside hoardings during the 2012 season, with an average exposure value of $8.3m. Fernando Alonso’s strong championship challenge meant that Ferrari partner and frequent trackside advertiser Santander was the second best exposed brand after Red Bull, with coverage worth $256.2m. The top five was rounded out by Vodafone ($178.0m), Pirelli ($142.4m) and Lotus ($119.8m). Constructors’ champion Red Bull Racing was the team which brought its brands the highest value of exposure in 2012 with coverage worth $329.2m. The top five teams in terms of exposure exactly matched the championship standings, with Red Bull Racing being followed by Ferrari ($285.9m), McLaren ($260.2m), Lotus ($185.7m) and Mercedes ($132.0m). Going into the upcoming Brazilian Grand Prix, Red Bull will be hoping to score a ninth consecutive race victory and better even their 2012 exposure tally. The Interlagos race last year was one of the few events where Red Bull didn’t come top of the rankings. The top brand in Brazil in 2012 was Vodafone, which capitalised on Jenson Button's victory to draw exposure worth $15m. In contrast Red Bull was only second best with exposure worth $11.8m, followed by Santander on $10.1m. Title sponsor Petrobras also performed strongly, pulling in exposure worth $6.3m from coverage of the race alone. In total, trackside advertisers in Brazil drew exposure worth $16.6m from the race. The total value of the exposure of all brands featured on F1 cars and trackside hoardings during the Brazilian GP was $95.9m, giving a strong finish to the year for many of F1’s big names. FIVe BesT-eXPOseD BRANDs – BRAZILIAN GP 2012 Brand Team(s) / Race est advertising value equivalent of exposure 1 Vodafone McLaren $15,022,540 2 Red Bull Red Bull Racing $11,803,998 , Toro Rosso 3 Santander Ferrari, Brazilian GP $10,106,753 4 Petrobras Brazilian GP $6,255,525 5 Kingfisher Force India $5,528,702 Best-exposed team McLaren $18,913,05 TeAM sPeNDING PeR POINT RATIO: 2012 BRAZILIAN GP Team Points estimated spending per point (us$) 1 McLaren 25 $537,600 2 Ferrari 33 $594,545 3 Force India 10 $604,000 DRIVeR VALue FOR MONeY: 2012 BRAZILIAN GP Driver Points estimated cost per point (us$) 1 Nico Hülkenberg 10 $1,250 2 Jean-Éric Vergne 4 $1,875 3 Kamui Kobayashi 2 $12,500 As F1 prepares to head to Sao Paolo, Caroline Reid and Christian Sylt analyse how sponsor’s returns were calculated, using last year’s Brazilian 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: