Renewed relationships with network partners NBC and CBS Sports, and a switch to cable motorsports giant SPEED Channel, yielded considerable increases in exposure time, sponsor mentions and exposure value across the board, according to the Joyce Julius Sponsor Report.
Overall exposure value for series sponsors totalled more than $98m in 2005, more than eight million dollars higher than 2003 figures despite the fact that the 2003 season featured 22 telecasts as opposed to this season’s 13.
The sponsor value number is based on exposure time multiplied by an estimated cost per 30-second commercial rate – a value that changes from season to season.
This season’s values are compared to 2003 to provide a more meaningful comparison as the television package for 2004 consisted entirely of cable broadcasts, and yielded reduced sponsor values.
Sponsor mentions were up 15 per cent in 2005, with an average of 220 mentions per broadcast, the highest average per broadcast in series history.
Sponsors and their products received more than 64 hours of exposure time in 2005, with an average of nearly five hours per event – another series record according to Joyce Julius data.
