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IRL IndyCar® Series sponsors saw a 57 percent increase in the comparable value of their sponsorships during the 2005 IndyCar Series season, according to the year-end report compiled by Joyce Julius and Associates.
The report, which tracks exposures for all event telecasts during the season, found that the overall exposure value during the season was $339,795,225, up $36.3 million over 2004. It also found that overall television time increased by 31 hours, 18 minutes and 16 seconds, a 57 percent increase, while overall sponsor mentions were up 447, a 16 percent increase.
Team sponsors accounted for 56 percent of the total in-focus exposure time and nearly 30 percent of all verbal recognition. The top-25 team sponsors averaged a 28 percent increase in exposure value from 2004.
Leading the team sponsors in exposure were Pioneer and Argent Mortgage, the co-primary sponsors of 2004 Indianapolis 500 winner Buddy Rice and 2005 Bombardier Rookie of the Year Danica Patrick. The companies received nearly a $20 million increase in exposure through its use of in-car cameras, driver uniforms, car identities, crew member uniforms and shirts. Overall, Pioneer generated $16,102,050 in comparable value, while Argent Mortgage generated 15,731,110, according to the report.
7-Eleven, the primary sponsor of Andretti Green Racing driver Tony Kanaan, received $12,344,640 in exposure in 2005 through its use of in-car cameras, driver uniforms, verbal references, car identity and crew member uniforms.
Target, which served as sponsor of Target Chip Ganassi Racing, received $8,847,905 in exposure, while Klein Tools, the co-primary sponsor of 2005 IndyCar Series champion Dan Wheldon, received $8,573,335.
"Marketing partnerships are an integral part of the league's success and we are very pleased to see the results of league, team, driver and event sponsors in this report," IRL President and COO Brian Barnhart said. "We look forward to continuing to maximize benefits to sponsors via the IndyCar Series."
The annual report contains year-end exposure for all entities. During each broadcast, all clear, in-focus exposure time was monitored and tabulated in the Sponsors Report. In addition, mentions of a sponsor's or entity's name or product were counted and valued.
To determine a dollar value for each sponsor's exposure, on-screen time and mentions were compared to a network's estimated cost per 30-second commercial rate for each particular telecast.
The Sponsors Report provides comprehensive documentation of in-broadcast brand exposure during sports, special event, and entertainment television programming. Offered by Joyce Julius and Associates since 1985, the Sponsors Report has become the most recognized name in television exposure valuation.
The report, which tracks exposures for all event telecasts during the season, found that the overall exposure value during the season was $339,795,225, up $36.3 million over 2004. It also found that overall television time increased by 31 hours, 18 minutes and 16 seconds, a 57 percent increase, while overall sponsor mentions were up 447, a 16 percent increase.
Team sponsors accounted for 56 percent of the total in-focus exposure time and nearly 30 percent of all verbal recognition. The top-25 team sponsors averaged a 28 percent increase in exposure value from 2004.
Leading the team sponsors in exposure were Pioneer and Argent Mortgage, the co-primary sponsors of 2004 Indianapolis 500 winner Buddy Rice and 2005 Bombardier Rookie of the Year Danica Patrick. The companies received nearly a $20 million increase in exposure through its use of in-car cameras, driver uniforms, car identities, crew member uniforms and shirts. Overall, Pioneer generated $16,102,050 in comparable value, while Argent Mortgage generated 15,731,110, according to the report.
7-Eleven, the primary sponsor of Andretti Green Racing driver Tony Kanaan, received $12,344,640 in exposure in 2005 through its use of in-car cameras, driver uniforms, verbal references, car identity and crew member uniforms.
Target, which served as sponsor of Target Chip Ganassi Racing, received $8,847,905 in exposure, while Klein Tools, the co-primary sponsor of 2005 IndyCar Series champion Dan Wheldon, received $8,573,335.
"Marketing partnerships are an integral part of the league's success and we are very pleased to see the results of league, team, driver and event sponsors in this report," IRL President and COO Brian Barnhart said. "We look forward to continuing to maximize benefits to sponsors via the IndyCar Series."
The annual report contains year-end exposure for all entities. During each broadcast, all clear, in-focus exposure time was monitored and tabulated in the Sponsors Report. In addition, mentions of a sponsor's or entity's name or product were counted and valued.
To determine a dollar value for each sponsor's exposure, on-screen time and mentions were compared to a network's estimated cost per 30-second commercial rate for each particular telecast.
The Sponsors Report provides comprehensive documentation of in-broadcast brand exposure during sports, special event, and entertainment television programming. Offered by Joyce Julius and Associates since 1985, the Sponsors Report has become the most recognized name in television exposure valuation.
Oh well, that's probably what got them into their horrible market position: impatience!
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