According to the latest findings from research and evaluation consultancy S-Comm into the 2003 Formula One season, delivering sponsor exposure was a hard fought battle between the teams.
S-Comm figures show the Italian team managed to hold a leading share of team coverage with 23 percent, but did not win out in terms of clear exposure for sponsors – where its nearest rival won through.
Said an S-Comm spokesman: “Analysis of the ability to convert team coverage into useful exposure for sponsors throws up some interesting results and, after BMW WilliamsF1 team, shows the Panasonic Toyota Racing team as especially efficient.
“However, unlike other teams such as BMW WilliamsF1 and Sauber Petronas, the Panasonic Toyota team retained the major part of this exposure – 90 percent - as a benefit to its title and manufacturer sponsors.”
The summary report includes an audience analysis for four European countries.
Adds Ben Cronin, S-Comm's research manager and author of the report: "Our continuing research into Formula One has shown many ways in which teams can offer more in terms of exposure to their sponsors, and furthermore, in a way that strengthens rather than dilutes the team brand itself."
