IndyCar Series 2008 TV Exposure

Target, the primary sponsor of 2008 Indy Racing League Indycar Series Champion Scott Dixon and his teammate Dan Wheldon, secured $16 million of exposure value during race broadcasts this past season, more than twice the amount of the next most successful team sponsor, Motorola.

According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring sponsorships across all forms of media — Target’s name and/or logo was monitored for four hours, 31 minutes, five seconds (4:31:05), while the retail brand was also referenced verbally on 166 occasions during 2008 race telecasts appearing on ABC, ESPN, ESPN2 and ESPN Classic. One way Joyce Julius determines exposure value is by comparing the in-broadcast time and audio mentions garnered to the estimated cost of a commercial spot during the telecasts.

In-broadcast exposure accrued during ABC’s broadcast of the Indianapolis 500 last May, which incidentally was won by Dixon, accounted for 40.1% ($6.4 million) of Target’s finally tally. On average, the Series’ top-10 exposure earning team sponsors secured 53.2% of the year’s TV exposure from the Indy 500 coverage.

In comparison, Motorola, one of the main brands backing Danica Patrick, collected $6.9 million throughout 2008, with nearly 70% of its season-ending amount having originated from the Indianapolis 500 telecast.

Top Team Related Brand Exposure Results:

Rank / Brand	Exposure Time	Verbal Mentions	Exposure Value	% From Indy 500
1) Target	4:31:05	166	$16,055,725	40.1%
2) Motorola	1:30:56	9	6,922,865	69.5%
3) 7-Eleven	1:16:29	36	4,736,105	46.1%
4) GoDaddy.com	0:49:37	0	4,735,120	77.4%
5) McDonald's	1:08:48	35	4,633,720	43.4%
6) XM Sat. Radio	0:51:32	0	4,423,530	76.2%
7) Ethanol	1:01:38	22	3,728,860	36.6%
8) Mobil 1	1:01:26	0	3,072,435	32.3%
9) AirTran	0:27:17	0	2,945,510	78.9%
10) Delphi	0:33:35	31	2,907,015	56.6%