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Race Car Comparison

Lap Time Comparison

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2014 Standings
After Pocono
Driver Standings

1 Will Power 446
2 Helio Castroneves 446
3 Simon Pagenaud 402
4 Juan Pablo Montoya 391
5 Ryan Hunter-Reay 388
6 Carlos Munoz (R) 340
7 Marco Andretti 325
8 Scott Dixon 297
9 Ryan Briscoe 285
10 Sebastien Bourdais 271
11 Tony Kanaan 267
12 James Hinchcliffe 266
13 Mikhail Aleshin 263
14 Justin Wilson 253
15 Charlie Kimball 239
16 Jack Hawksworth 227
17 Carlos Huertas (R) 224
18 Josef Newgarden 220
19 Graham Rahal 202
20 Sebastian Saavedra 196
21 Takuma Sato 189
22 Mike Conway 152
23 Ed Carpenter 138
24 Oriol Servia 88
25 Kurt Busch (R) 80
26 JR Hildebrand 66
27 Sage Karam (R) 57
28 James Davison (R) 34
29 Jacques Villeneuve 29
30 Alex Tagliani 28
31 Luca Filippi 24
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 340
2 Mikhail Aleshin 263
3 Jack Hawksworth 217
4 Carlos Huertas 204
5 Kurt Busch 80
6 Sage Karam 57
7 James Davison 34
8 Martin Plowman 18

Wins
T1 Ryan Hunter-Reay 2
T1 Will Power 2
T1 Simon Pagenaud 2
T4 Mike Conway 1
T4 Helio Castroneves 1
T4 Carlos Huertas 1
T4 Ed Carpenter 1
T4 Juan Pablo Montoya 1

Podium Finishes
T1 Will Power 5
T1 Helio Castroneves 5
2 Ryan Hunter-Reay 4
T3 Carlos Munoz 3
T3 Juan Pablo Montoya 3
T6 Marco Andretti 2
T6 Simon Pagenaud 2
T8 Mike Conway 1
T8 Carlos Huertas 1
T8 Scott Dixon 1
T8 Tony Kanaan 1
T8 Graham Rahal 1
T8 Charlie Kimball 1
T8 Ed Carpenter 1
T8 Jack Hawksworth 1
T8 Mikhail Aleshin 1

Lap Leaders:
1 Will Power 348
2 Helio Castroneves 174
3 Ryan Hunter-Reay 165
4 Ed Carpenter 116
5 Tony Kanaan 79
6 Juan Pablo Montoya 74
7 Takuma Sato 67
8 James Hinchcliffe 56
9 Simon Pagenaud 53
10 Jack Hawksworth 32
11 Scott Dixon 27
12 Marco Andretti 22
13 Justin Wilson 20
14 Sebastian Saavedra 14
15 Graham Rahal 10
16 Mike Conway 8
17 Josef Newgarden 8
T18 Oriol Servia 7
T18 Carlos Huertas 7
19 Ryan Briscoe 5
20 Mikhail Aleshin 4
21 Alex Tagliani 3
22 Sebastien Bourdais 2

Entrant Points
Pos. # Entrant Points
1 12 Team Penske 446
2 3 Team Penske 446
3 77 Schmidt Peterson Hamilton Motorsports 402
4 2 Team Penske 391
5 28 Andretti Autosport 388
6 34 Andretti Autosport/HVM 340
7 25 Andretti Autosport 325
8 9 Target Chip Ganassi Racing 297
9 20 Ed Carpenter Racing 290
10 8 NTT Data Chip Ganassi Racing 285
11 11 KVSH Racing 271
12 10 Target Chip Ganassi Racing 267
13 27 Andretti Autosport 266
14 7 SMP Racing 263
15 19 Dale Coyne Racing 253
16 83 Novo Nordisk Chip Ganassi Racing 239
17 98 BHA/BBM with Curb-Agajanian 227
18 18 Dale Coyne Racing 224
19 67 Sarah Fisher Hartman Racing 220
20 15 Rahal Letterman Lanigan Racing 202
21 17 KV/AFS Racing 196
22 14 A.J. Foyt Racing 189
23 16 Rahal Letterman Lanigan Racing 112
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 5.81
2 Kurt Busch 6.00
3 Will Power 6.09
4 Simon Pagenaud 6.72
5 Sage Karam 9.00
6 J.R. Hildebrand 10.00
T7 Scott Dixon 10.18
T7 Carlos Munoz 10.18
9 Juan Pablo Montoya 10.45
10 Ryan Hunter-Reay 10.72
11 Ryan Briscoe 11.75
12 Marco Andretti 12.125
13 Carlos Munoz 12.375
T14 Oriol Servia 12.5
T14 Justin Wilson 12.5
16 Alex Tagliani 13.0
17 Sebastien Bourdais 13.25
18 Charlie Kimball 13.625
19 Mike Conway 13.66
T20 Jacques Villeneuve 14.0
T20 Ed Carpenter 14.0
22 Carlos Huertas 14.25
23 Mikhail Aleshin 14.875
24 James Hinchcliffe 15.125
T25 Takuma Sato 15.5
T25 Jack Hawksworth 15.5
27 Sebastian Saavedra 15.75
28 James Davison 16.00
29 Josef Newgarden 16.375
30 Graham Rahal 16.625
31 Martin Plowman 20.5
32 Franck Montagny 22.0
33 Pippa Mann 24.0
34 Townsend Bell 25.0
35 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

Appearances in the Firestone Fast Six
1 Ryan Hunter-Reay 4
T2 Scott Dixon 3
T2 Will Power 3
T2 James Hinchcliffe 3
T2 Helio Castroneves 3
T2 Jack Hawksworth 3
T7 Simon Pagenaud 2
T7 Josef Newgarden 2
T9 Takuma Sato 1
T9 Marco Andretti 1
T9 Sebastien Bourdais 1
T9 Tony Kanaan 1
T9 Sebastian Saavedra 1
T9 Mike Conway 1
T9 Juan Pablo Montoya 1
T9 Ryan Briscoe 1
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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