Atlantic sponsors received impressive TV exposure in 2006
The 2006 year-end Joyce Julius report reveals that Atlantic series and team sponsors reaped an estimated exposure value of $7,184,505 during the course of the ’06 season. This impressive figure represents an increase of nearly 19 percent from the total 2005 sponsor exposure value from the Atlantic Championship. Joyce Julius calculates the exposure value based on total exposure time and sponsor mentions throughout the series’ television race broadcast coverage. Dollar values are assigned based on the sponsor’s exposure, on-screen time and verbal mentions compared to the individual broadcast network’s estimated cost per 30-second commercial rate.
All 12 Champ Car Atlantic Championship races were aired on a tape-delayed basis last season on the SPEED television network. Including race re-broadcasts, a total of 24 Atlantic events were broadcast on SPEED in 2006.
In addition to the increased dollar value for series sponsors, on-air mentions and exposure time for Atlantic partners also increased dramatically last season. Atlantic sponsors were mentioned 1,620 times in ’06, according to the Joyce Julius report. Mentions increased by a remarkable 120 percent from the series’ 2005 figures while exposure time was boosted by a 19 percent increase from the previous season.
“Our series teams and sponsors have known for a long time that Atlantics is one of the best values in all of motorsports and this research certainly supports that belief," said Vicki O’Connor, managing director of the Champ Car Atlantic Championship. “We will continue to work with our television partners to make sure we’re providing top-notch value and a superior return on investment for all our series partners."
In its first season as series sponsor and exclusive engine supplier, Mazda enjoyed the greatest amount of exposure on Atlantic broadcasts in 2006. The car company received more than $1,692,000 worth of sponsorship value, according to the report. Last season’s series presenting sponsor and tire supplier, Yokohama, had the second-highest value amount as it totaled more than $1,400,000 in total brand exposure.
The Gehl Company, primary sponsor on series runner-up Graham Rahal’s Mi-Jack Conquest Racing Atlantic entry, topped the list of team sponsors from last season. Gehl received more than $420,000 in mentions and exposure over the course of ’06. Forsythe Championship Racing sponsors ranked second and third in overall team sponsor value as INDECK totaled over $310,000 in exposure and Emexis received over $101,000 in mentions and air time. Sierra Sierra Enterprises longtime sponsor ProWorks topped more than $95,000 in value while Jensen MotorSport sponsor Epson, Western Union of Gelles Racing, Forsythe team partner Layer 7 and Condor Motorsports sponsor The Canary Fund all exceeded the $50,000 value mark. Aussie Vineyards and Location U of Team Australia, PR1 Motorsports sponsor Miracle Sealants, Wirth Solar of Forsythe Racing and Sealy Posturepedic of Polestar Racing Group all received more than $20,000 in exposure.