TV Exposure In The US
Atherton, American Le Mans Series President and CEO, announced the
results (at Road Atlanta) of the Joyce Julius Sponsors Report for
the first five races of the ALMS 2004 season, versus a similar number
of races by its principal competitors in American racing.
The Joyce Julius Sponsors
Report provides comprehensive documentation of in-broadcast brand
exposure during sports, special event, and entertainment television
programming. Offered by Joyce Julius and Associates since 1985,
the Sponsors Report has become the most recognized name in television
Speaking to an audience
of media and racing executives at Road Atlanta, Atherton said, “everybody
in this room uses it (the Joyce Julius Sponsors Report) to ‘keep
score’ and in this category of measure, the ALMS is the clear
The report measured
the value of on-air exposure for the top ten sponsors in the first
five races of 2004 for each racing series. Joyce Julius uses a formula
to assign a dollar value to that set of sponsors’ exposure,
and in Atherton’s view, though “we can argue about absolute
dollar value, the ratio is valid”.
At the end of
five races the value of sponsorship was reported as:
CCWA $ 5,915,900 (the series formerly known as CART)
Grand-Am $ 2,332,515.
The IRL figure
naturally does not include the Indy 500, an event in which sponsorship
is purchased separately from the remainder of the series, much like
the Super Bowl in American football.
that's only the top ten sponsors after only five races – with
Petit Le Mans and the network coverage of Laguna Seca - the difference
will only get greater,” said Atherton. Clearly, the point
that Atherton and others at IMSA and ALMS would like to make is
that the issue is not cost, but value.