IBJNews

  • Home

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

Anthony Schoettle
February 12, 2010
Keywords
Auto Racing, IndyCar Series, NASCAR, Pro Sports, Sports Business
Back to TopCommentsE-mailPrint

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.

ADVANCED SEARCH
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. Many serial killer types and psychopaths work as lowly bureaucrats, just waiting to impose their wrath on a powerless person, child, or pet. Don't forget, the BTK killer was a dog catcher.

  2. If a television station wants to improve viewership, get rid of the local blackout. I was born by the brickyard, and have attended 15 or more races. I have children now, I won't attend unless circumstances are perfect. As those with growing families know, they never are. I'm always impressed that upwards of 250,000 people attend the 500. However, as a growing, or, more apt, sprawling city, Indianapolis and its immediate suburbs count almost 2.2 million. Show the race live, let the venue get a kick-back on revenues, and open-wheel racing might have a fighting chance to be relevant again. Just in time for those tax-payer lights to make sense.

  3. John Moore, I too have had the same issue recently. A property next to my house was on the Land Bank and I was interested in purchasing. When I tried to contact Reggie, I got back emails that had nothing to do with what I asked about. Actually my latest response from him was on this past Friday. I had asked about how to buy the property and if it was still available. His response to me was to contact the mayor's office to get the schedule of his appearances. (???) Hopefully the city is able to do something to fix what this guy has done, it would be nice if they would take the properties back and sell them properly so land owners like me and you mother would have a fair chance.

  4. I too work in the industry, with over 25 years of experience and your political spin has probably nothing to do with any rebranding. "Let's dress it up" would have nothing to do with the government "telling us how and what to eat." Give it a political rest. And being a producer for a radio show doesn't mean you've been involved in advertising and branding for 30 years.

  5. Ms. Morris did not understand the ways of the business world, otherwise, like the IMS, she could have petitioned the State Legislature for a handout of State Funds for her charity work. Ms. Morris should consider becoming a state lobbyist for Lemonade Stand Operators.

ADVERTISEMENT