IRL IndyCar Series sponsors saw a 57 percent increase in the comparable value of their sponsorships during the 2005 IndyCar Series season, according to the year-end report compiled by Joyce Julius and Associates source: paddocktalk.com The report, which tracks exposures for all event telecasts during the season, found that the overall exposure value during the season was $339,795,225, up $36.3 million over 2004. It also found that overall television time increased by 31 hours, 18 minutes and 16 seconds, a 57 percent increase, while overall sponsor mentions were up 447, a 16 percent increase. Team sponsors accounted for 56 percent of the total in-focus exposure time and nearly 30 percent of all verbal recognition. The top-25 team sponsors averaged a 28 percent increase in exposure value from 2004. Leading the team sponsors in exposure were Pioneer and Argent Mortgage, the co-primary sponsors of 2004 Indianapolis 500 winner Buddy Rice and 2005 Bombardier Rookie of the Year Danica Patrick. The companies received nearly a $20 million increase in exposure through its use of in-car cameras, driver uniforms, car identities, crew member uniforms and shirts. Overall, Pioneer generated $16,102,050 in comparable value, while Argent Mortgage generated 15,731,110, according to the report. 7-Eleven, the primary sponsor of Andretti Green Racing driver Tony Kanaan, received $12,344,640 in exposure in 2005 through its use of in-car cameras, driver uniforms, verbal references, car identity and crew member uniforms.
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