IBJNews

Patrick's stock-car foray wins sponsor big-dollar exposure

Back to TopCommentsE-mailPrintBookmark and Share

By all measurements, Danica Patrick’s stock car debut Feb. 6 in the ARCA Racing Series in Daytona Beach, Fla., was a smashing success.
 
Patrick races full-time in the Indy Racing League, but this year is also running a partial season in the stock-car series.

Patrick supporters were no doubt thrilled with her sixth-place finish. Cable channel SpeedTV enjoyed its largest audience ever to watch an ARCA event, and her team sponsor, GoDaddy.com, amassed nearly $230,000 of in-broadcast exposure value in the process, according to Joyce Julius & Associates Inc., an independent Michigan-based media research firm.

According to research conducted by the firm, which specializes in measuring the scope of sponsorships across all forms of media, Patrick’s name was mentioned 25 more times than the winning driver, and in turn, GoDaddy.com was verbally referenced six times during the live race telecast.

Additionally, logos associated with Patrick and her crew appeared clear and in-focus for 15 minutes, 43 seconds. The on-screen time, a direct result of the Danica-centric storyline, is especially impressive considering the top 10 team sponsoring brands during last year’s ARCA Daytona race averaged just 5:10 of camera time.

When comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and taking into account such factors as size and placement of the image on screen, GoDaddy.com gathered an exposure value of $90,985 from the SpeedTV broadcast.

Joyce Julius also monitored ESPN’s SportsCenter during the five days surrounding Patrick’s debut, and not surprisingly, GoDaddy.com once again made a significant splash.

From the lead up to her first stock car start, to race highlights and her decision to compete in the Daytona NASCAR Nationwide Series race, Danica dominated SportsCenter.

All told, GoDaddy.com logos appeared for 12 minutes and 23 seconds on ESPN, while the brand was verbally mentioned four times, garnering another $137,910 exposure value for the sponsor.
 
Sports business experts estimate that Patrick’s primary sponsor will garner as much as $500,000 in value during the ESPN2 telecast of the Feb. 13 Nationwide Series race, when Patrick races for the first time against some of NASCAR’s biggest stars.

ADVERTISEMENT

Post a comment to this story

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

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
Subscribe to IBJ
  1. These liberals are out of control. They want to drive our economy into the ground and double and triple our electric bills. Sierra Club, stay out of Indy!

  2. These activist liberal judges have gotten out of control. Thankfully we have a sensible supreme court that overturns their absurd rulings!

  3. Maybe they shouldn't be throwing money at the IRL or whatever they call it now. Probably should save that money for actual operations.

  4. For you central Indiana folks that don't know what a good pizza is, Aurelio's will take care of that. There are some good pizza places in central Indiana but nothing like this!!!

  5. I am troubled with this whole string of comments as I am not sure anyone pointed out that many of the "high paying" positions have been eliminated identified by asterisks as of fiscal year 2012. That indicates to me that the hospitals are making responsible yet difficult decisions and eliminating heavy paying positions. To make this more problematic, we have created a society of "entitlement" where individuals believe they should receive free services at no cost to them. I have yet to get a house repair done at no cost nor have I taken my car that is out of warranty for repair for free repair expecting the government to pay for it even though it is the second largest investment one makes in their life besides purchasing a home. Yet, we continue to hear verbal and aggressive abuse from the consumer who expects free services and have to reward them as a result of HCAHPS surveys which we have no influence over as it is 3rd party required by CMS. Peel the onion and get to the root of the problem...you will find that society has created the problem and our current political landscape and not the people who were fortunate to lead healthcare in the right direction before becoming distorted. As a side note, I had a friend sit in an ED in Canada for nearly two days prior to being evaluated and then finally...3 months later got a CT of the head. You pay for what you get...

ADVERTISEMENT