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IRL: Big season increase says Julius report

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  • IRL: Big season increase says Julius report

    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.

  • #2
    will there be a 57% increase in the IRL next year?

    Comment


    • #3
      Jim...how did the split screen factor in?

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      • #4
        And inquiring minds want to know; how did CCWS fare?

        Comment


        • #5
          Originally posted by Jim Wilke
          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.
          Numbers [don't mean anything] unless they translate into more sponsorship. We'll see.

          This isn't a locker room. Watch the language please.

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          • #6
            "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."
            Looks darn good to me.

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            • #7
              legaleez, that comment is really for CCWS as few if any in that series actually put any money on the table for their deals

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              • #8
                Just further proof they're doomed. If you leave out Danica, the 500, the new venues, they'd probably have a huge downturn. But oh yeah those things are in not out so you can't leave them out so the gains stand and those are the numbers that the teams and league will show to potential sponsors.
                "You can't arrest those guys, they're folk heroes"
                "They're criminals"
                "Well most folk heroes started out as criminals"

                Comment


                • #9
                  Originally posted by The Beer Baron
                  will there be a 57% increase in the IRL next year?
                  There might be... there just might
                  "Each day well lived makes every yesterday a dream of happiness and every tomorrow a vision of hope. Look well therefore to this one day for it, and it alone, is life"
                  ~ Sanskrit poem attributed to Kalidasa, "Salutation to the Dawn"


                  Brian's Wish

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                  • #10
                    Joyce Julius and Associates are an IRL shill, don't you know.
                    "Moralism is often the first strength of a weak mind"
                    -Norman Mailer-

                    Comment


                    • #11
                      Interestingly, every year Joyce Julius Reports have included TV ratings. Starting this year, the reports that the IRL distributed to sponsors no longer included rating information.

                      How much actual TV time did the IRL have this season compared to last? The Homestead "in car only" broadcast alone should account for a 100% increase in that race's sponsor exposure.

                      The "Side By Side" gimmick also added at least 45 minutes to each race broadcast's time.

                      This report is also not using JJ's weighted measurements. If a 5 second in-car shot has 6 logos visible, they count that as 30 seconds of sponsor exposure. (5 seconds for each sponsor)

                      Kinda like counting weekend attendance. One second can be counted 10 times.

                      Comment


                      • #12
                        Originally posted by JoeBob
                        Interestingly, every year Joyce Julius Reports have included TV ratings. Starting this year, the reports that the IRL distributed to sponsors no longer included rating information.

                        How much actual TV time did the IRL have this season compared to last? The Homestead "in car only" broadcast alone should account for a 100% increase in that race's sponsor exposure.

                        The "Side By Side" gimmick also added at least 45 minutes to each race broadcast's time.

                        This report is also not using JJ's weighted measurements. If a 5 second in-car shot has 6 logos visible, they count that as 30 seconds of sponsor exposure. (5 seconds for each sponsor)

                        Kinda like counting weekend attendance. One second can be counted 10 times.

                        The side by side doubles the sponsor value, a 5 second in-car shot on 2 cars equals 1 minute of sponsor exposure

                        "Kinda like counting weekend attendance. One second can be counted 10 times" - LMFAO

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                        • #13
                          Originally posted by The Beer Baron
                          The side by side doubles the sponsor value...
                          Considering how very small the cars become on screen during the side-by-side commercial breaks I'm amazed the JJ folks count that time. I can barely make out the cars, let alone the little logos on them.
                          "I would really like to go to NASCAR. I really enjoy NASCAR and if I could be there in a couple of years that's where I'd want to be." - Jeff Gordon (after testing a Formula Super Vee)

                          Comment


                          • #14
                            Originally posted by Legaleez
                            Numbers [don't mean anything] unless they translate into more sponsorship. We'll see.

                            This isn't a locker room. Watch the language please.
                            You're right, at least one driver out there is worried about sponsorship:

                            until he starts seeing teams able to land sponsorship he's not convinced.

                            "I've been so much wanting to believe every year that it's getting better that I don't know anymore if it's really getting better or not. For sure, it's come a long way in three years and there are many things that show it's getting better. But for me, the thing that tells how healthy the championship really is, is the teams selling new sponsors, and so far, that hasn't happened. There are a lot of things that look better for next year.

                            [It] looks like it's in a stronger position than it has been for quite a few years, but let's see which teams are able to sign new sponsors for next year.

                            That's the test for the series."
                            link

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                            • #15
                              I thought this was about the IRL? Nice deflection.

                              Pity Red Bull didn't wait around for these numbers, it probably would have kept them around! Oh well, that's probably what got them into their horrible market position: impatience!

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