Target wins IRL exposure race

November 20, 2008
Back to TopCommentsE-mailPrintBookmark and Share
dixonTarget, the primary sponsor of 2008 Indy Racing League champion Scott Dixon and his teammate Dan Wheldon, secured $16 million of exposure value during race broadcasts this past season, more than twice the amount of the next most successful team sponsor, Motorola.

According to research conducted by Ann Arbor, Mich.-based Joyce Julius & Associates. Inc.--which specializes in measuring sponsorships across all forms of media—Target's name and/or logo was monitored for four hours, 31 minutes, five seconds, while the retail brand was also referenced verbally 166 times during 2008 race telecasts appearing on ABC, ESPN, ESPN2 and ESPN Classic. One way Joyce Julius determines exposure value is by comparing the in-broadcast time and audio mentions garnered to the estimated cost of a commercial spot during the telecasts.

In-broadcast exposure accrued during ABC's broadcast of the Indianapolis 500 last May, which was won by Dixon, accounted for 40.1 percent ($6.4 million) of Target's final tally. On average, the IRL's top-10 exposure earning team sponsors secured 53.2 percent of the year's TV exposure from the Indy 500 coverage.

Motorola, one of the main brands backing Danica Patrick, collected $6.9 million throughout 2008, with nearly 70 percent of its season--ending amount having originated from the Indianapolis 500 telecast.

Top Team Related Brand Exposure Results:
Rank    Brand  Exposure Time  Verbal Mentions  Exposure Value  % From Indy 500
  1)        Target    4:31:05              166                        $16 million         40.1%
  2)        Motorola 1:30:56               9                           $6.9 million        69.5%
  3)        7-Eleven  1:16:29             36                          $4.74 million      46.1%
  4)        GoDaddy.com 0:49:37       0                           $4.74 million       77.4%
  5)        McDonald's     1:08:48      35                          $4.63 million      43.4%
  6)        XM Sat. Radio  0:51:32      0                            $4.4 million        76.2%
  7)        Ethanol            1:01:38      22                         $3.73 million      36.6%
  8)        Mobil 1            1:01:26      0                           $3.1 million         32.3%
  9)        AirTran           0:27:17       0                           $2.95 million      78.9%
 10)       Delphi             0:33:35      31                          $2.91 million       56.6%
ADVERTISEMENT
  • Can I ask you why you spend so much time on the IRL? Seriously, the Indiana Fever have a bigger fanbase, get better attendance, and attract more sponsors. So why not branch out Anothony? Why cover a sinking ship?
  • This is a business journal, not a sports journal. The IRL is BASED in Indy. If the WNBA was BASED in Indy, I am sure it would be covered extensively as well.

    There are a ton of people who appreciate this coverage.
  • Duh Hooey,

    Your logic is a joke. I appreciate the updates. Once again, this is an Indiana tradition, granted not what it once was and far from it. But there are a lot of people involved, much better than you with all of your attitude, that are trying to make it better. I hope they succeed.
  • I have to say that I think IRL open-wheel racing is better than no open-wheel racing. So I would say I too hope it succeeds.
  • Davis: There is always the pinnacle of OW - Formula 1.

    Berwickguy: Attitude will NOT fix the problem, whi9ch is the flawed leadership, logiic, and business acumen of Tony George. He's tried everything, and failed at all of it. At least he is consistent! :lol:

    Chris B: There are many, many other Indy business segments that are much larger than the IRL. Why not cover them first? I'd like your response?

    Thanks. :D
  • Even on low end estimates (we're talking real live people in the stands who paid for their seats) the IRL outdraws the Fever by almost 50%. Like it or not, it's one of the biggest games in town, and it deserves even more coverage than it gets. If the IRL goes under, the Indianapolis economy will suffer greatly.
  • Huh,

    Where's Stan? He should be all over this, did his meds finally kick in?
  • Well, can you back uyp those assertions? As in real numbers?


    News flash: the irl already went under, just no one paid any attention. :lol:
  • Here's a start: http://thescore.ibj.com/content/?p=471. The Fever are shooting for an average of 8000 per game, with 16 home games means 128,000 for the regular season. I think that there's an IRL race that doubles that attendance figure, isn't there?
  • How sad is it that EARL fans are so deperate that they have to use womens professional basketball to compare attendance? LMAO
  • uhh...That was one of you sad people that brought up false information. Would you all please find new hobbies?
  • Where’s Stan? He should be all over this, did his meds finally kick in?

    Another gomeriffic chronic complainer. Yay?

    Can't wait to see all the 'value' they get from reversus next year. :lol:

    Hey Anthony, see if you can find the JJ numbers for Reed Sorenson's backmarker Target sled in Nascar and see what value they came up with for this year. I suspect hilarity could ensue.
  • sfjff: thanks, i stand corrected. wnba sucks worser than the EARL!? :lol:
  • Ahhh, there's Stan. Thank goodness, it was starting to seem a little too sober and sane around here.

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. Uh, sorry Johnnie, but you are incorrect. Despite the assertions by yourself and various defenders and captains, sports attendance is NOT off significantly at most sporting events in the US. Variances in attendance has been in the range of single digits, both + & - for years now. MLB has had most of its best overall attendance nubers in the last decade, and that trend has been consistent for most major sporting events. The number one issue cited by most fans when asked about attendance is the overall cost of attending. The presence of HD and big screen televisions in home doesn't even register, as a factor for not attending an event. VALUE in the product is the key, and apparently is something lacking in the current ICS. What other explanation is there when with what is routinely touted as the "best" racing on the planet, fans are staying away in DROVES. A "close" title battle into the last event at Fontana, with the "cars and stars" of the ICS, and who showed up? MAYBE 8K. Sorry, but HD TV isn't to blame for that kind of fan apathy.

  2. Do you need finance to establish your business ? Are you interested in getting a loan at 3% from our private company? If so please Email: suntrust_oil@blumail.org

  3. If she was worth the $ the public outcry over direct tv dropping them would have kept them on their dishes as we have seen with other companies. I too quit watching channel 13 after she showed up since I left channel 8 because of her all show rather than production results. When Randy on 8 corrected her she had a big head and incorrectly challenged his correction for pronunciation of a city. Other antics while she matures was too much for me with her very inaccurate forecasts. All the forecasters were predicting rain until Thursday except Chris. They predicted sunny on Thursday but instead of rain until Thursday upon which the sun would finally make it out in full glory Chris was right on the money just as I too predicted looking at the radar on weather.gov. One thing I love about Angela is the fear you can see in her every time it thunders in the winter. It far exceeds the entertainment value of her body language (high heel noise drags, depression, etc) when her forecasts are so incorrect. Her hair stands on end, you have to see it!!!

  4. Good Day, Apply For A Loan I am Mr Fernadez Antonio, a private Loan lender and a cooperate financial for real estate and any kinds of business financing. I also offer Loans to individuals, Firms and cooperate bodies at 3% interest rate We offer any kind of loans. email us via fernadezloaninvest@outlook.com LOAN APPLICATION FORM First name:......................... Middle name:......................... Last name:........................................ Date of birth (yyyy-mm-dd):....................... Gender:........................................... Marital status:................................... Total Amount Needed............................... Loan Duration.................................... Address:.......................................... City:............................................. State/province:................................... Zip/postal code:.................................. Country:.......................................... Phone:............................................ Fax:.............................................. Mobile/cellular:.................................. Monthly Income.................................... Occupation:....................................... Best Regard, Mr Fernadez Antonio.

  5. i will love to share my testimony to you all the people in world i got married to my husband about 2 year ago we start having problems at home like we stop sleeping on the same bed,fighting about little things he always comes home late at night,drinking too much and sleeping with other women out side i have never love any man in my life except him. he is the father of my child and i don't want to loose him because we have worked so hard together to become what we are and have today .few month ago he now decided to live me and the kid,being a single mother can be hard sometimes and so i have nobody to turn to and i was heart broken.i called my mom and explain every thing to her,my mother told me about DR.okoro how he helped her solve the problem between her and my dad i was surprise about it because they have been without each other for three and a half years and it was like a miracle how they came back to each other. i was directed to DR. okoro on his email:okorospell@gmail.com and explain everything to him,so he promise me not to worry that he will cast a spell and make things come back to how we where so much in love again and that it was another female spirit that was controlling my husband he told me that my problem will be solved within two days if i believe i said OK So he cast a spell for me and after two days my love came back asking me to forgive him i Am so happy now. so that why i decided to share my experience with every body that have such problem contact Dr okoro the great spell caster on his email addresses spellcasterforlove@outlook.com

ADVERTISEMENT