Target wins IRL exposure race

November 20, 2008
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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%
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  • 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.

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  1. I could be wrong, but I don't think Butler views the new dorm as mere replacements for Schwitzer and or Ross.

  2. An increase of only 5% is awesome compared to what most consumers face or used to face before passage of the ACA. Imagine if the Medicaid program had been expanded to the 400k Hoosiers that would be eligible, the savings would have been substantial to the state and other policy holders. The GOP predictions of plan death spirals, astronomical premium hikes and shortages of care are all bunk. Hopefully voters are paying attention. The Affordable Care Act (a.k.a Obamacare), where fully implemented, has dramatically reduced the number of uninsured and helped contained the growth in healthcare costs.

  3. So much for competition lowering costs.

  4. As I understand the proposal, Keystone would take on the debt, not the city/CRC. So the $104K would not be used to service the $3.8M bond. Keystone would do that with its share.

  5. Adam C, if anything in Carmel is "packed in like sardines", you'll have to show me where you shop for groceries. Based on 2014 population estimates, Carmel has around 85,000 people spread across about 48 square miles, which puts its density at well below 1800 persons/sq mi, which is well below Indianapolis (already a very low-density city). Noblesville is minimally less dense than Carmel as well. The initiatives over the last few years have taken what was previously a provincial crossroads with no real identity beyond lack of poverty (and the predictably above-average school system) and turned it into a place with a discernible look, feel, and a center. Seriously, if you think Carmel is crowded, couldn't you opt to live in the remaining 95% of Indiana that still has an ultra-low density development pattern? Moreover, if you see Carmel as "over-saturated" have you ever been to Chicago--or just about any city outside of Indiana?

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