On The Mark: Target Tops Among IndyCar Team-Related Exposure
Target was the most successful team sponsor during '08 IndyCar Series race telecasts in terms of securing in-broadcast exposure, according to Joyce Julius & Associates. As the primary sponsor of champion Scott Dixon, along with Dan Wheldon, Target led all team sponsors with year-end totals of more than 4.5 hours of on-screen time, 166 verbal mentions and $16.1M of exposure value, when compared to the cost of commercial time during the respective race telecasts. Among non-team sponsors, Honda received the most exposure value at $39.9M. The following lists the top team-related and non-team-related brand exposure results for '08 IndyCar Series telecasts (Joyce Julius).
|
Top Team Related Brand Exposure Results
|
|
BRAND
|
ON-SCREEN TIME
(HH:MM:SS)
|
MENTIONS
|
EXPOSURE VALUE
|
|
Target
|
4:31:05
|
166
|
$16,055,725
|
|
Motorola
|
1:30:56
|
9
|
$6,922,865
|
|
7-Eleven
|
1:16:29
|
36
|
$4,736,105
|
|
GoDaddy.com
|
0:49:37
|
0
|
$4,735,120
|
|
McDonald's
|
1:08:48
|
35
|
$4,633,720
|
|
XM Satellite Radio
|
0:51:32
|
0
|
$4,423,530
|
| Ethanol |
1:01:38
|
22
|
$3,728,860
|
| Mobil 1 |
1:01:26
|
0
|
$3,072,435
|
| AirTran |
0:27:17
|
0
|
$2,945,510
|
| Delphi |
0:33:35
|
31
|
$2,907,015
|
|
Top Non-Team Related Brand Exposure Results
|
|
BRAND
|
ON-SCREEN TIME
(HH:MM:SS)
|
MENTIONS
|
EXPOSURE VALUE
|
| Honda |
10:32:01
|
91
|
$39,855,900
|
| Firestone |
5:20:29
|
249
|
$22,032,835
|
| GoDaddy.com |
1:02:56
|
91
|
$8,596,150
|
| DirecTV |
0:53:53
|
16
|
$6,798,920
|
| Impact! |
1:34:05
|
0
|
$6,697,120
|
| Ethanol |
0:45:27
|
109
|
$4,377,870
|
| Diversified Electronics |
0:42:49
|
0
|
$3,807,420
|
| Chevrolet |
0:18:24
|
6
|
$2,389,925
|
| XM Satellite Radio |
0:49:34
|
17
|
$1,895,615
|
| Simpson |
0:21:27
|
0
|
$1,889,565
|
|
