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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
IndyCar: It's the TV Ratings Stupid!

by Mark J. Cipolloni
Monday, October 21, 2013

Advertisement

We here at AR1.com have harped on the fact that the low TV ratings are killing IndyCar.  How it would be far better for IndyCar to put all 18 races on ABC as the best investment they could possibly do for the series.  I figured it was time to better explain why we say what we say about the recent losses of sponsors Go Daddy, HP, IZOD, and the impact of IndyCar’s TV on this.

AR1.com laid out the only possible solution for a permanent fix, but the powers to be think they know better and will continue to run the sport into the ground because they don't yet realized the root cause of the problem. It's all spelled out in that 2-part article.

But the permanent fix will take time to institute.  Right now there is a more immediate issue (sponsors dropping like flies) that must be addressed, that has a quick fix.

Let's do a comparison and put it into terms that you can better understand.  One of these is CPM, which is regularly used in the advertising industry to quantify the value of audience impressions.  This is basically a "cost it takes to reach 1000 impressions", and is used regularly to establish the costs and values of :30 second spots, taking into account the Rating/audience size of the programming. 

If you do a simple comparison of the NASCAR properties and the IndyCar product, you will quickly see why sponsors are leaving IndyCar and going elsewhere, it is due to the costs associated with Team sponsorship and the lack of TV viewers in IndyCar. 

Let's take the NASCAR Sprint Cup Series, where full year sponsorships are around the $18 million per year range.  With 36 races per year (not including the 3 "special events"), and an average of 6.5 million viewers per race, you can get a total of approx. 234 million impressions on TV.  This means that the NASCAR Sprint Cup team sponsorship offers a CPM of $76.92.  That means it costs a primary team sponsor $76.92 for every 1000 impressions (at $18 million/year investment).

If you take a look at the Nationwide Series, which is a bit closer to IndyCar in terms of what a sponsorship costs, you can see that the CPM goes up, but the overall investment is lower.  This is mainly due to the fact that TV viewers are smaller for the Nationwide series.  A typical $6 million primary sponsorship of a top team, and the average viewership of 1.5 million viewers per race, means that a sponsor would pay $121.21 per 1000 impressions (33 races at 1.5 million viewers is 49.5m impressions).

When you take a look at the IndyCar Series analysis, you see a few things that are a problem.  One is that the primary sponsorship of a car is close to what Nationwide charges for a primary, which is about $5 million for IndyCar. 

Secondly, you see that while the costs are similar for sponsorship, IndyCar has almost half as many races, which means smaller overall viewership opportunities.

Thirdly, the IndyCar ratings/viewership is abysmal compared to even Nationwide.  If you take an average of 380,000 viewers per race for 17 races, then add an additional 3 million viewers for Indy 500, then you get 9,460,000 viewers for IndyCar for a season. When you factor in the $5 million sponsorship fee that a company would pay to be with a good team, then the cost per 1000 impressions for IndyCar is $528.54. 

There are not too many marketing directors that could keep their jobs if they were spending almost 5 times more for IndyCar than Nationwide to reach 1000 impressions.

Therein lies the problem with IndyCar and sponsorship right now.  While many would say that $18 million for a Sprint Cup sponsorship is expensive, it is actually CHEAPER than IndyCar’s $5 million due to the fact that Sprint Cup has hundreds of millions more impressions than IndyCar does. 

The good news is, this very simple analysis should show the leadership of IndyCar where they need to focus on getting more competitive for sponsorship dollars.  One is obviously to increase the number of impressions of the product through a better TV rating.  Second is to bring down the costs of entry for teams, so they can reduce the sponsorship dollars required to run in the series.  Thirdly, is to INCREASE the number of events, not decrease them.  This means there are more impressions gained by holding more events, both on TV and live attendance. 

For example, if they put all races on ABC, they would get about 1.4 million viewers for each of the 17 races plus 3 million viewers for Indy = 26,800,000 viewers for the IndyCar season (vs. 9,460,000 now).  When you factor in the $5 million sponsorship fee that a company would pay to be with a good team, then the cost per 1000 impressions for IndyCar is $186.56 (vs.$528.54 now).  If they increase the number of races to 20 the cost per 1000 impressions would be $168.92

That number is more in line with the Nationwide series.

My fear is that until this situation is resolved, more brands will continue to leave the sport and the knowledgeable companies will stay away from IndyCar sponsorship.  With the economy worse than ever in the sponsorship world, companies turn to this type of analysis, and I have to believe that IndyCar is a very tough sell right now.

So as someone who has followed and advised on this sport for many years, the best possible thing the owners of the IndyCar series can do right now is run, not walk, to ABC (and its 1.0+ ratings and 1.4 to 1.6 million viewers average) and do a deal to put all races on network TV. 

Your future and your survival depends on it.

Mark Cipolloni
President
AutoRacing1.com (AR1.com)

Feedback can be sent to feedback@autoracing1.com

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