F1 Sponsorship Media Exposure 2010

In association with Formula Money

One of the most important benefits of an F1 sponsorship is exposure to the sport’s 520m global viewers. By using the lap-by-lap performance of each team along with the extent of brands’ exposure, Formula Money calculates the advertising value equivalent (AVE) of this exposure based on race performance.

The focus of the data is not time on screen but the global media value of the exposure for each sponsor, team owner or other on-car brand. As the data is race-performance based it focusses solely on the exposure gained during the race itself. Only sponsors with branding on the cars were assessed in the data.

The data below shows the estimated AVE for the top 15 on-car brands in the 2010 season up until the Turkish Grand Prix. McLaren’s recent success makes Vodafone the sponsor with the best-exposed brand so far, with $46.3m worth of coverage, though it cannot come close to the exposure gained by leading team-owner brand, Red Bull, which has gained an estimated $152m worth of exposure from its branding on the Red Bull Racing and Toro Rosso cars.

(Data covers all brands with on-car coverage in the first seven races of the 2010 Formula One season. The data covers exposure during the race itself only and does not include pre-race events, podium celebrations or other sessions)

About Formula Money
Formula Money is an annual data report on the business of F1 containing 180 A4 pages with more than 200 tables. Published by Money Sport Media, it uncovers every aspect of the sport’s finances from a valuation of each current team sponsorship deal to the typical budget for a Grand Prix. In August 2009, Formula Money launched the ROI Review, a PDF data release which is sent out after every Grand Prix. The ROI Review contains figures which show how the business of the F1 teams has been affected by each race, focussing on sponsorship exposure, print media coverage, and how much the teams have spent to gain on-track success. For more information visit: www.formulamoney.com