Indy trails in sponsor exposure race

March 4, 2008
Back to TopCommentsE-mailPrintBookmark and Share
DarioRecently released data shows NASCAR’s Daytona 500 is still miles ahead of the Indianapolis 500 in terms of value the race delivers to sponsors. But, with the unification of the Indy Racing League and Champ Car, there is much optimism that the 2008 edition will be the most-watched Indianapolis 500 in more than a decade. The open-wheel crown jewel will have to really rev its marketing horsepower to close the gap.

A study compiled by Joyce Julius and Associates, an independent Ann Arbor, Mich.-based media research firm, concluded that Ryan Newman’s victory in this year’s Daytona 500 helped his sponsor, Alltel, receive in-broadcast exposure valued at $22.5 million, including promotional value for Alltel, Alltel Wireless and Alltel.com. Newman’s victory also earned Dodge and Dodge dealers almost $5 million and Mobil Oil about $3.8 million in exposure.

By comparison, the primary sponsor of Dario Franchitti’s winning entry at Indianapolis last year-Canadian Club-received in-broadcast exposure of $3.6 million. To be fair, the 2007 Indy 500 was rain shortened, but the gap between Indy and Daytona would not have been closed under the best weather conditions, sports marketers said. There were, however, bigger winners in sponsor exposure at Indianapolis last year, but all were well behind Alltel. Following are the top 10 at the 2007 Indy 500, according to Joyce Julius.

1.      Motorola $8.1 million
2.      NYSE Group $6.1 million
3.      Target $5.8 million
4.      7-Eleven $5.7 million
5.      Impact! $5.4 million
6.      Vonage $5 million
7.      Argent Mortgage $4.7 million
8.      Canadian Club $3.6 million
9.      Mobil 1 $2.9 million
10.    Bryant Heating & Cooling $2.6 million

 Do you think the gap will be narrowed at Indianapolis this year?
ADVERTISEMENT
  • Narrowed? Yes. Gone? No. Anyone who thinks that a unified series is going to suddenly regain its former luster hasn't been paying attention. Nascar has become a marketing machine, but they are also a different animal. They run 36 races per season compared to the IRL's 17. They are on television week in, week out while the IRL occasionally has back-to-back racing weekends. Drivers in Nascar are more consistent and marketed non-stop. Jeff Gordon's budget compared to Helio Castroneves' car? I bet it's quite a gap.....so you would hope those sponsors in Nascar are getting better exposure. Open wheel is going to have to make some radical changes to trump Nascar. I don't think it will happen. I think the IRL will be a stronger series than it has been, I think the Indy 500 will regain some of it's former glory, but Nascar will be the top dog in the US maybe forever. It's not bad, just different.
  • Sponsor exposure is a function of ratings--the more people watching, the greater the exposure. Few people in the industry take the dollar values seriously because they're 30-sec. TV commercial equivalents. Besides, exposure indicates number of eyeballs, not overall effectiveness. While moving the needle on TV ratings will take time, the IRL can take immediate steps to increase the value of the sponsorships right away, so even if the total value of the sponsorship doesn't equal NASCAR's because of a smaller audience, the IRL can close the gap in effectiveness. The IRL can educate fans about the role of sponsors in supporting the sport to engender sponsor loyalty. And, the IRL can work with sponsors to develop innovative sponsorship activation programs. How about the world's greatest consumer sales promotion to match the world's greatest spectacle? Sounds like fun to me.

Post a comment to this blog

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT
  1. Here are a few candidates for this new group, "ripped from the headlines." First up, that bizzaro State Senator Brent Waltz; secondly, the unethical Todd Huston, and his contractual arrangements scheme; Finally, but not least of all, the dishonorable Eric Turner. What sayeth you Greg Zoeller?

  2. Good day. I can't hide this great testimony that take place in my life I will love everyone to know it and be partaker that is why I always place it on answer, I am Mrs,Natalie Cuttaia by name, I live in Texas, United State Of America, I want to thank (Mr.Bruce Brandon) for his kindness upon my family life. I never knew that there is still nice lender like this on internet and earth here. Just some Months Back, I was in search for a loan of $100,000,00 as I was running out of money for feeding and rent. I was scammed $6,800 Dollars and I decided not to involve my self in such business again but a Friend of my introduced me to a loan firm due to my appearance and doings. And I told him that I am not interested of any loan deal anymore but he told me that there is still a nice lender who he will recommend me to, and I made a trial and I am most grateful lucky am I today, I was given a loan amount of $100,000.00usd, by this great Company (Bruce Brandon Loan Company) managed by (Mr.Bruce Brandon) If you are in need of a genuine or legit loan or financial assistance and you can be reliable and trusted of capable of paying back at the due time of the funds I will advice you to, contact him via: ( bruce.brandon071@gmail.com ) And you will be free from scams in the internet. All thanks to Mr.Bruce Brandon You are the one who remove me and my family out of poverty. The reason why i am doing this is that, i promise Mr.Bruce Brandon that if i truly got my loan, i will advertize his company and bring customers to his company. Contact him via ( bruce.brandon071@gmail.com )for the Loan you have been looking for..

  3. Hello, We are firm Organization formed to help people in needs of helps,such as financial help. So if you are going through financial difficulty or you are in any financial mess,and you need funds to start up your own business,or you need loan to settle your debt or pay off your bills,start a nice business, or you are finding it hard to obtain capital loan from local banks,contact us today via email mrsroseberrywilkinsfunds.usa@gmail.com So do not let these opportunity pass you by because Jesus is the same yesterday, today and forever more. Please these is for serious minded and God fearing People. Your Name: Loan Amount: Loan Duration: Valid Cell Phone Number: Thanks for your understanding to your contact as we Await Regards Management Email:mrsroseberrywilkinsfunds.usa@gmail.com

  4. The question is, where could they build a new stadium? It seems in the past year, all the prime spots have been spoken for with potential projects. Maybe in the industrial wasteland area a block past Lucas Oil? I think it needs to be close to the core, if a new stadium is built.

  5. Aldi is generally a great shopping experience. Still, I'm sure YOU wouldn't want to shop there, which I consider a positive.

ADVERTISEMENT