TV Exposure In The US
Series Compared

dailysportscar.comScott 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 exposure valuation.

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 winner.”

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:
ALMS $22,052,500
IRL $14,195,560
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.

”Remember, 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.


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