Supported by an increase in overall television time
source:
irl.racing-live.com
IRL IndyCar® Series sponsors saw a 33 percent
increase in the comparable value of their sponsorships during the 2004 IndyCar
Series season, according to the year-end report compiled by Joyce Julius and
Associates.
The report, which tracks exposures for all event telecasts during the season,
found that the overall exposure value during the season was $303,536,815 up $76
million over 2003. It also found that overall television time increased by 7
hours, 13 minutes and 55 seconds, a 15 percent increase, while overall sponsor
mentions were up 413, a 17 percent increase.
Team sponsors accounted for nearly 60 percent of the total in-focus exposure
time and nearly 30 percent of all verbal recognition. The top-25 team sponsors
averaged $800,000 more in exposure value for the season than they did in 2003.
Leading the team sponsors in exposure was 7-Eleven, the primary sponsor
of 2004 IndyCar Series champion Tony Kanaan. The company received $11,730,880 in
exposure through its use of in-car cameras, driver uniform, car identity, crew
member uniforms and shirts. Overall, 7-Eleven and its Big Gulp
brand generated a combined $15,782,765 in comparable value, according to the
report.
Target, the primary sponsor of Target Chip Ganassi
Racing drivers Scott Dixon and Darren Manning, received $8,745,205 in exposure
in 2004 through its use of in-car cameras, driver uniforms, verbal references,
car identity and crew member uniforms.