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2014 Standings
After Toronto
Driver Standings

Driver Standings
1 Helio Castroneves 533
2 Will Power 520
3 Ryan Hunter-Reay 464
4 Simon Pagenaud 462
5 Juan Pablo Montoya 428
6 Scott Dixon 387
7 Carlos Munoz (R) 384
8 Tony Kanaan 380
9 Marco Andretti 375
10 Sebastien Bourdais 358
11 Ryan Briscoe 344
12 James Hinchcliffe 330
13 Charlie Kimball 317
14 Justin Wilson 311
15 Mikhail Aleshin 298
16 Josef Newgarden 288
17 Jack Hawksworth (R) 287
18 Graham Rahal 266
19 Carlos Huertas (R) 265
20 Takuma Sato 234
21 Sebastian Saavedra 229
22 Mike Conway 218
23 Ed Carpenter 168
24 Oriol Servia 88
25 Kurt Busch (R) 80
26 JR Hildebrand 66
27 Sage Karam (R) 57
28 Luca Filippi 46
29 James Davison (R) 34
30 Jacques Villeneuve 29
31 Alex Tagliani 28
32 Townsend Bell 22
33 Pippa Mann 21
34 Martin Plowman (R) 18
35 Buddy Lazier 11
36 Franck Montagny 8

Rookie of the Year
1 Carlos Munoz 384
2 Mikhail Aleshin 298
3 Jack Hawksworth 287
4 Carlos Huertas 265
5 Kurt Busch 80
6 Sage Karam 57
7 James Davison 34
8 Martin Plowman 18

Wins
T1 Ryan Hunter-Reay 3
T2 Will Power 2
T2 Simon Pagenaud 2
T2 Mike Conway 2
T5 Helio Castroneves 1
T5 Carlos Huertas 1
T5 Ed Carpenter 1
T5 Juan Pablo Montoya 1
T5 Sebastien Bourdais 1

Podium Finishes
T1 Will Power 6
T1 Helio Castroneves 6
3 Ryan Hunter-Reay 5
4 Tony Kanaan 4
T5 Carlos Munoz 3
T5 Juan Pablo Montoya 3
T7 Marco Andretti 2
T7 Simon Pagenaud 2
T7 Mike Conway 2
T10 Carlos Huertas 1
T10 Scott Dixon 1
T10 Josef Newgarden 1
T10 Graham Rahal 1
T10 Charlie Kimball 1
T10 Ed Carpenter 1
T10 Jack Hawksworth 1
T10 Mikhail Aleshin 1
T10 Sebastien Bourdais 1
Manufacturer Standings:
1 Chevrolet 2056
2 Honda 1042

Lap Leaders:
1 Will Power 353
2 Tony Kanaan 326
3 Helio Castroneves 241
4 Ryan Hunter-Reay 167
5 Ed Carpenter 116
6 Juan Pablo Montoya 74
7 Takuma Sato 67
8 Sebastien Bourdais 60
9 Simon Pagenaud 59
10 James Hinchcliffe 56
11 Scott Dixon 44
12 Jack Hawksworth 32
13 Justin Wilson 25
14 Marco Andretti 22
T15 Mike Conway 15
T15 Josef Newgarden 15
17 Sebastian Saavedra 14
18 Graham Rahal 10
T19 Oriol Servia 7
T19 Carlos Huertas 7
21 Ryan Briscoe 5
22 Mikhail Aleshin 4
23 Alex Tagliani 3

Entrant Points
Pos. # Entrant Points
1 3 Team Penske 533
2 12 Team Penske 520
3 28 Andretti Autosport 464
4 77 Schmidt Peterson Hamilton Motorsports 462
5 2 Penske Motorsports 428
6 9 Target Chip Ganassi Racing 387
7 20 Ed Carpenter Racing 386
8 34 Andretti Autosport/HVM 384
9 10 Target Chip Ganassi Racing 380
10 25 Andretti Autosport 375
11 11 KVSH Racing 358
12 8 NTT Data Chip Ganassi Racing 344
13 27 Andretti Autosport 330
14 83 Novo Nordisk Chip Ganassi Racing 317
15 19 Dale Coyne Racing 311
16 7 Schmidt PetersonMotorsports 298
17 67 Sarah Fisher Hartman Racing 288
18 98 BHA/BBM with Curb-Agajanian 287
19 15 Rahal Letterman Lanigan Racing 266
20 18 Dale Coyne Racing 265
21 14 A.J. Foyt Racing 234
22 17 KV/AFS Racing 229
23 16 Rahal Letterman Lanigan Racing 134
24 26 Andretti Autosport 88
25 21 Ed Carpenter Racing 66
26 22 Dreyer and Reinbold 57
27 33 KV Racing Technology 34
28 5 Schmidt Peterson Motorsports 29
29 68 Sarah Fisher Hartman Racing 28
30 6 KV Racing Technology 22
31 63 Dale Coyne Racing 21
32 41 A.J. Foyt Racing 18
33 91 Lazier Partners Racing 11

Finishing Average
1 Helio Castroneves 5.38
T2 Kurt Busch 6.00
T2 Will Power 6.00
4 Simon Pagenaud 6.92
5 Sage Karam 9.00
6 Scott Dixon 9.61
7 J.R. Hildebrand 10.00
8 Tony Kanaan 10.23
9 Ryan Hunter-Reay 10.38
T10 Juan Pablo Montoya 11.15
T10 Sebastien Bourdais 11.15
12 Ryan Briscoe 11.38
13 Justin Wilson 11.92
14 Carlos Munoz 12.00
15 James Hinchcliffe 12.46
16 Oriol Servia 12.5
17 Marco Andretti 12.69
18 Ed Carpenter 12.75
19 Alex Tagliani 13.0
20 Charlie Kimball 13.23
21 Takuma Sato 13.46
22 Mikhail Aleshin 13.61
23 Jacques Villeneuve 14.0
24 Mike Conway 14.66
25 Graham Rahal 15.0
26 James Davison 16.0
27 Carlos Huertas 16.07
28 Josef Newgarden 16.92
29 Sebastian Saavedra 17.0
30 Jack Hawksworth 17.16
31 Luca Filippi 18.50
32 Martin Plowman 20.5
33 Franck Montagny 22.0
34 Pippa Mann 24.0
35 Townsend Bell 25.0
36 Buddy Lazier 32.0


Pole Positions
T1 Takuma Sato 2
T1 Will Power 2
T1 Helio Castroneves 2
T4 Ryan Hunter-Reay 1
T4 Sebastian Saavedra 1
T4 Ed Carpenter 1
T4 Simon Pagenaud 1
T4 Juan Pablo Montoya 1
T4 Scott Dixon 1
T4 Sebastien Bourdais 1

Appearances in the Firestone Fast Six
1 Ryan Hunter-Reay 5
T2 Helio Castroneves 4
T2 Will Power 4
T3 James Hinchcliffe 3
T3 Scott Dixon 3
T3 Jack Hawksworth 3
T7 Simon Pagenaud 2
T7 Josef Newgarden 2
T7 Tony Kanaan 2
T7 Sebastien Bourdais 2
T11 Takuma Sato 1
T11 Marco Andretti 1
T11 Sebastian Saavedra 1
T11 Mike Conway 1
T11 Juan Pablo Montoya 1
T11 Ryan Briscoe 1
T11 Luca Filippi 1

Qualifying Average
1 Helio Castroneves 5.53
2 James Hinchcliffe 6.90
3 Ed Carpenter 7.00
4 Luca Filippi 7.66
5 Simon Pagenaud 7.69
6 Will Power 7.76
7 Scott Dixon 8.84
8 J.R. Hildebrand 9.00
9 Sebastien Bourdais 9.76
10 Carlos Munoz 10.3
11 Tony Kanaan 10.53
12 Ryan Hunter-Reay 10.61
13 Juan Pablo Montoya 10.84
14 Takuma Sato 11.69
15 Kurt Busch 12.0
16 Marco Andretti 12.61
T17 Josef Newgarden 12.92
T17 Ryan Briscoe 12.92
19 Justin Wilson 13.0
20 Jack Hawksworth 14.5
21 Mike Conway 14.66
22 Mikhail Aleshin 14.84
23 Graham Rahal 15.38
24 Sebastian Saavedra 16.53
25 Charlie Kimball 17.15
26 Carlos Huertas 17.84
27 Franck Montagny 21.0
28 Pippa Mann 22.0
29 Alex Tagliani 24.0
30 Martin Plowman 24.5
31 Townsend Bell 25.0
32 Jacques Villeneuve 27.0
33 James Davison 28.0
34 Sage Karam 31.0
35 Buddy Lazier 33.0
The Positives of the 2014 INDYCAR Schedule

By Brian C. Mackey
Friday, October 18, 2013

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Brian C. Mackey
Mackey Marketing Group
I’m a marketing guy. So when I look at 2014’s INDYCAR schedule, perhaps I see it a bit differently than other colleagues. I don’t want to be considered a kool-aid drinker because sometimes it can go down with a more bitter taste than sweet but the schedule as I see it has elements to be pleased about. Perfect? No. Better? I’m not sure. But a sensible plan of action? Mmmmm, yes. Despite what I see as missed opportunities, it’s headed forward and that is important. Here’s why.

1.  It’s obvious that the condensed schedule was made with the priority of reducing down time between events. The idea being that downtime sparks momentum killing reduction in press and media attention. While it may be debatable that INDYCAR is getting its fair share of media attention, the schedule is improved to give them that chance to make it happen. That’s a plus.

a. I’m not sure I buy the avoiding the NFL argument. The NFL is always going to be the NFL, and totally avoiding conflicting with it seems a bit thin and non-progressive. To the extent that it should be totally avoided is surely a matter of future debate.

2.  Market penetration. As I’ve indicated many times, I believe that events beget fans. It is the most important factor in developing the INDYCAR series. GET MORE FANS! If one looks at the market size of the INDYCAR events, you’ll note that the series stops within a couple hour drive of the #s 1, 2, 5, 6, 9, 10, 11, 14, 18, 26, 34, and 42 largest markets in the U.S. It reaches events in the NE (Pocono – a huge addition to the series providing, technically speaking, access to NYC and Philadelphia), SE (Birmingham and Atlanta and FL), Midwest, Mid-South (TX) Central (IA even though the market is not top 50) and West (CA events). This analysis does not include Toronto, a major North American market outside of USA.

A big crowd in Brazil (above) this year, race is gone.  A good crowd in Baltimore this year, race is gone.  But there are some advantages of a diminished schedule.
a. Market penetration enables opportunity to seek additional major media coverage. It is up to INDYCAR to send out their PR people and publicity types to get this coverage.

b. From a sponsorship perspective, market penetration is paramount. A sponsor needs to be able to leverage their investment with local access and promotion. Interaction with fans is a key benefit to sponsorship investment and INDYCAR is positioned to seek advantage from it.

c. You have to be where the people are if you intend to get them to go to the races!

d. Every event on the schedule is held within the parameters of a top 50 US market, except Iowa and obviously Toronto, which is Canada’s number 1 population center market.

e. To be taken seriously as a marketing platform, the series MUST reach major market ADIs, and this schedule does.

3. Road Course and Oval mix. A dedicated selling point of INDYCAR has always been the versatility of the series. Back in the day, when CART was in its heyday, it was used as a means of differentiation with Formula One! CART drivers were presented with more challenging versatility of tracks than F1.

a. The series has 12 Road/Street Course events, six ovals.

i. Broken out further, counting double events, the break-out is 8 street course events, 4 permanent road course (counting the INDY road course) and six ovals.

b. This versatility is also a factor in seeking sponsorship relationships as a means of differentiation from other series. It is always important to try and separate your property from other competing series. With this schedule, INDYCAR has positioned itself to seek that delineation.

c. Street races are less than ideal to build a series, but arguably, from a marketing perspective, they have plusses. They can attract sizable crowds from year one and while they might not build a real fan base (too many of what I call “festival fans”), they do create massive local media attention. Sponsors like that and provides ammunition to marketing types developing ROI reports to bosses. There are huge applications of interaction with fans and that is one of the premier selling points of any type of event to a sponsor, motorsport or otherwise.

4. Consistency. Some are finding fault with the lack of new events. While I would welcome some new events on the schedule, as most everyone, including INDYCAR management I’m sure, the reality likely paints a different picture. In the meantime, it is important that the schedule reflect as much consistency as possible to build loyal fan base and “traditional” events. An INDYCAR schedule without Long Beach, Indianapolis, Toronto, and some other veteran stops would be weaker no matter the replacement. This schedule while not sporting significant new events does mark some consistency from year to year and that is a positive.

5. Television. I almost hate to bring it up. While ratings are weak, the reason is predominately that INDYCAR lacks the fundamental interest from fans to get them to tune in. It’s not solely the network; it’s the lack of motivated fans. I believe it is more complicated than simply blaming the network. So with that in mind, the schedule plays a monumental role in developing new fans. Without fans, ratings will always be weak and weak ratings hinder sponsorship development. The NBC Sports Network is arguably the best, perhaps only, place for INDYCAR right now. If INDYCAR can grow and build sufficient fan interest to support moving to larger network coverage, then we’re talking a different ball game. Even reaching a moderately larger audience on network television is not a guaranteed path to advertiser investment. If a rating is perceived by media buyers as being weak compared to other programming, they’ll recognize the weakness and might avoid the media buy as a result. Ratings matter as does the context from which they are derived, both positive and negative.

6. Indy Road Course in May. To my way of thinking, that is a marketing perspective, this is a very debatable decision. I would have preferred to see the road course event as the season ending Labor Day event. A season-ending INDY road course event would have provided INDYCAR with a stand alone, marquee event and build momentum to a climatic finish in their own backyard. As I have indicated in the past, I prefer a divisional approach to the INDYCAR series (see AR1 article) with separate Oval and RC/SC championships (which already at least partially exists with the Mario Andretti Trophy). The season ending INDY road course would have presented an ideal conclusion by crowning an INDY road course champion and at the subsequent banquet, the overall INDYCAR championship crown, all at INDY, all at the conclusion of the season and all of it worthy of substantial media coverage and fan excitement, not to mention, favorable sponsor reception.

So in the end, there are some reasons for optimism. There are elements to hang our remaining hopes that INDYCAR can return to some degree of its former success. There are so many elements yet to be corrected. But with this schedule, perhaps we should mark a modest step forward toward the world of marketing relevancy for INDYCAR. Rest assured, we’re told that 2015 will be better, but in the meantime, it is important to note the positives that are here now.

Brian C. Mackey
Mackey Marketing Group, Inc.
Atlanta, GA

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