Formulamoney

F1 Financial Impact
Review

2012 UNITED STATES GRAND PRIX

Contents
Highlights

Part 1: Exposure of Austin

Introduction and methodology

Exposure of Austin from the 2012 United States Grand Prix

The United States Grand Prix's F1 audience

Part 2: Broadcast media exposure

Introduction and methodology

Brand exposure: 2012 United States Grand Prix

Split of brand exposure: 2012 United States Grand Prix

13

Top five best-exposed team names and owners: 2012 United States Grand Prix

14

Top five best-exposed sponsors: 2012 United States Grand Prix

14

Team share of brand exposure: 2012 United States Grand Prix

15

Team-by-team exposure summary: 2012 United States Grand Prix

16

Trackside advertising exposure summary: 2012 United States Grand Prix

25

Brand exposure: 2012 season so far

26

Top five best-exposed team names and owners: 2012 season so far

35

Top five best-exposed sponsors: 2012 season so far

35

Team share of brand exposure: 2012 season so far

36

United States Grand Prix's share of total F1 brand exposure 2012

36

Top five races by total value of brand exposure 2012

37

Part 3: Print media exposure

38

Introduction and methodology

38

Print media exposure analysis of team owner names: 2012 United States Grand Prix

39

Print media exposure analysis of F1 title sponsors: 2012 United States Grand Prix

39

Part 4: Resources per point - team performance

40

Introduction and methodology

40

Points to resources ratio: 2012 United States Grand Prix

40

Points to resources ratio: 2012 season so far

41

Part 5: Cost per point - driver performance

42

Introduction and methodology

42

Driver value for money: 2012 United States Grand Prix

42

Driver value for money: 2012 season so far

43

Part 6: Race attendance

44

Grand Prix attendance: 2012 season

44

2012 F1 season attendance

45

Practice day attendance: 2012 season

46

Saturday attendance: 2012 season

47

Sunday attendance: 2012 season

48

Three-day attendance: 2012 season

49
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2012 UNITED STATES GRAND PRIX

F1 Financial Impact Review

HIGHLIGHTS
2012 United States Grand Prix: F1 Financial Impact Review highlights the commercial importance
of F1s return to America. Its particular focus is the value of the brand exposure generated by
the race, illustrating how this benefits both F1 and Austin. The data in this report demonstrates
the following key findings:

PART 1: EXPOSURE OF AUSTIN

The city of Austin gained global media coverage worth $191.2m
from hosting the 2012 United States Grand Prix.

PART 2: BROADCAST EXPOSURE

The 162 brands displayed on cars and trackside hoardings during the
race gained exposure with an advertising value equivalent of
$150.9m.
This $150.9m total ranks the United States Grand Prix as the best
race of 2012 in terms of brand exposure, giving the sponsors bigger
benefits than famous events such as the Monaco, British and Italian
Grands Prix.
Two thirds of this exposure, $100.2m, was experienced by the
sponsors of F1s teams, meaning that the race was a big benefit to the
sports competitors.
Trackside advertisers benefited from exposure worth $49.8m, but
there was no race title sponsor to share in this coverage.
The best-exposed sponsor of the race was series tyre supplier, Pirelli,
which in the absence of a race title sponsor took several prime trackside
advertising slots for the event. This resulted in total exposure worth
$24.5m, or 16.2% of the overall exposure value.
The top five brands in terms of exposure during the race were rounded
out by Red Bull ($19.3m), LG ($14.1m), Verizon ($14.0m) and Lotus
($9.5m). Together they drew more than half of the total exposure
value.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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PART 3: PRINT MEDIA EXPOSURE

Red Bull was the team owner with the most coverage in the local
media in the two weeks surrounding the race, with 1,476 articles
mentioning its F1 involvement. This placed it just ahead of Ferrari on
1,405.

PART 4: TEAM PERFORMANCE

Lewis Hamilton's victory made McLaren the best value for money
team of the race, spending $384,000 per point it scored.

PART 5: DRIVER PERFORMANCE

Romain Grosjean was the best value for money driver in Austin,
costing Lotus $2,083 in salary per point he scored.

PART 6: RACE ATTENDANCE

The race drew the second-highest race day attendance of the
season, with 117,429 fans placing it second to only to the British Grand
Prix at Silverstone. In comparison, the last United States GP held at
Indianapolis Motor Speedway in 2007 attracted 84,458 spectators, with
20.2% of sales coming from the local area.
Austin also scored the third-highest three-day attendance of 2012,
with 265,499 fans putting it behind only Britain and Canada.

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PART 1

Exposure of Austin
INTRODUCTION AND METHODOLOGY
One of the main reasons for a city to host a Formula One race is the high level of
exposure that it brings to venues around the globe. Race broadcasts of the world
championship alone were watched by more than 500 million unique viewers in 2012, a
figure which does not include the vast number of people who were exposed to F1
through news broadcasts, television magazine programmes, print media coverage and
the internet.
It is for this reason that the worlds foremost cities are queuing up to join the F1
calendar. In the past ten years, Shanghai, Istanbul, Abu Dhabi, Singapore, New Delhi
and Valencia itself have all joined F1. The Russian Winter Olympic host Sochi is building
a circuit for 2014 and there are rumoured races on the cards in Cape Town, Mexico City
and Bangkok.
In the data below, Formulamoney has calculated the total value of exposure to Austin
due to its F1 involvement. There are two key components to this exposure calculation:
Exposure of the city of Austin itself (verbal and visual) through F1 broadcasts.
Exposure of the word Austin through print and major online media coverage of
F1.
Details of the methodology for broadcast and print media exposure can be found in the
introductions to parts two and three below.

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EXPOSURE OF AUSTIN FROM THE

2012 UNITED STATES GRAND PRIX
Type of exposure

Advertising value
equivalent of exposure

EXPOSURE OF THE CITY OF AUSTIN

Exposure through television
broadcasts

$166,720,048

Exposure through print media

coverage

$24,438,750

TOTAL

$191,158,798

THE UNITED STATES GRAND PRIXS F1 AUDIENCE

Year

Number of race day

spectators

Number of television
viewers1

2012

117,429

500,000,000

OVERALL TOTAL

500,117,429

Note: Race day spectators is used rather than the three-day spectator total because almost all
visitors to the circuit on Friday and Saturday will also visit on Sunday. The number of viewers
for the entire F1 season is used, rather than just those for the United States Grand Prix
because even viewers who did not watch the United States Grand Prix itself will have been
exposed to it through references in commentary, interviews, schedules and race results.

2012 Formula One Global Broadcast Report

6.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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PART 2

Broadcast media exposure

INTRODUCTION AND METHODOLOGY
One of the most important benefits of a Formula One sponsorship is exposure to the
sports 500 million global viewers. By using the lap-by-lap performance of each team
along with the extent of sponsors exposure during a given race, Formulamoney has
calculated the advertising value equivalent of team sponsorships factoring in the
effects of race performance on brand visibility.
The focus of the data is not time on-screen but is instead the global media value of
each sponsors exposure. The data covers all brands featured on F1 cars during the
relevant period, including sponsors, team owners and engine manufacturers. The data
also includes the exposure achieved by trackside advertisers at each race.
The data is race-performance based so exposure is calculated for the duration of the
race only and excludes branding of on-screen graphics. Exposure gained from pre-race
events, the podium, practice sessions and qualifying is not included in the totals unless
otherwise specified.

Formulamoney has also weights exposure according to the size of each races global
television audience. This means that the most-watched races on the calendar are
awarded a higher per second exposure value to account for their higher audience.
Brands with less than $1,000 worth of exposure are not included. Team owner brands
which are listed as sponsors on the teams websites are classed as sponsors here.
A breakdown of F1 brand exposure in the season so far up to the United States Grand
Prix is included for comparison purposes.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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BRAND EXPOSURE: 2012 UNITED STATES GRAND PRIX

Brand

Team(s) /
Race

Pirelli

Type of
relationship

Estimated
advertising
value
equivalent

Share of
exposure
(%)

All teams,
Trackside
United States GP advertiser

$24,491,017

16.23

Red Bull

Red Bull Racing,

Toro Rosso

$19,343,962

12.82

LG

United States GP Trackside

advertiser

$14,145,943

9.37

Verizon

McLaren

Sponsor

$14,025,315

9.29

Lotus

Lotus

Team name

$9,541,469

6.32

UBS

United States GP Trackside

advertiser

$9,093,821

6.03

Santander

Ferrari

Sponsor

$8,606,579

5.70

Ferrari

Ferrari

Team owner

$5,464,495

3.62

PDVSA

Williams

Sponsor

$4,577,855

3.03

10

Petronas

Mercedes

Sponsor

$4,518,048

2.99

11

Total

Red Bull Racing,

Lotus

Sponsor

$3,640,899

2.41

12

Kingfisher/Fly Kingfisher Force India

Sponsor

$2,783,469

1.84

13

Shell/V-Power

Ferrari

Sponsor

$1,912,573

1.27

14

Infiniti

Red Bull Racing

Sponsor

$1,808,581

1.20

15

Renault

Red Bull Racing,

Lotus, Williams,
Caterham

Engine partner

$1,448,362

0.96

16

Claro

Sauber

Sponsor

$1,428,072

0.95

17

Mercedes-Benz

Mercedes,
McLaren

Team owner,
Engine partner

$1,413,461

0.94

18

Marussia

Marussia

Team owner

$1,408,880

0.93

19

Mobil 1

McLaren

Sponsor

$1,149,616

0.76

20

GE

Caterham

Sponsor

$1,089,552

0.72

21

Sahara

Force India

Team owner

$1,043,801

0.69

22

Cepsa

Toro Rosso

Sponsor

$1,030,482

0.68

23

Bernie Says...

United States GP Trackside

advertiser

$1,010,425

0.67

24

Maximuscle

McLaren

Sponsor

$919,693

0.61

25

Whyte & Mackay

Force India

Sponsor

$845,479

0.56

Team owner

8.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
advertising
value
equivalent

Share of
exposure
(%)

26

Force India

Force India

Team name

$835,041

0.55

27

Telmex

Sauber

Sponsor

$778,948

0.52

28

Allianz

United States GP Trackside

advertiser

$757,818

0.50

29

Genii Business Exchange Lotus

Sponsor

$681,534

0.45

30

Chelsea FC

Sauber

Sponsor

$649,124

0.43

31

Johnnie Walker

McLaren

Sponsor

$613,129

0.41

32

Sauber F1 Team

Sauber

Team name

$584,211

0.39

33

Hublot

United States GP Trackside

advertiser

$505,212

0.33

34

Tooned

McLaren

Miscellaneous

$459,846

0.30

35

Mexico

Sauber

Sponsor

$357,018

0.24

36

NEC

Sauber

Sponsor

$324,562

0.22

37

Randstad

Williams

Sponsor

$235,829

0.16

38

Syntium

Mercedes

Sponsor

$225,902

0.15

39

MIG

Mercedes

Sponsor

$210,842

0.14

40

Falcon Private Bank

Toro Rosso

Sponsor

$208,673

0.14

41

Nova Chemicals

Toro Rosso

Sponsor

$206,096

0.14

42

Qnet

Marussia

Sponsor

$187,851

0.12

43

Gilette

Williams

Sponsor

$184,964

0.12

44

Rauch

Red Bull Racing

Sponsor

$180,858

0.12

45

Clear

Lotus

Sponsor

$170,383

0.11

46

Kaspersky

Ferrari

Sponsor

$163,935

0.11

47

Air Asia

Caterham

Sponsor

$160,228

0.11

48

Thomas Sabo

Mercedes

Sponsor

$153,614

0.10

49

McLaren.com

McLaren

Team brand

$153,282

0.10

50

Aabar

Mercedes

Sponsor

$150,602

0.10

51

Fiat

Ferrari

Team owner

$136,612

0.09

52

Japan Rags

Lotus

Sponsor

$136,307

0.09

53

Interproteccion

Sauber

Sponsor

$129,825

0.09

54

TW Steel

Lotus

Sponsor

$122,676

0.08

55

Hugo Boss

McLaren

Sponsor

$122,626

0.08

56

Venezuela Tourism

Williams

Sponsor

$115,602

0.08

57

Pepe Jeans

Red Bull Racing

Sponsor

$108,515

0.07

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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Brand

Team(s) /
Race

Type of
relationship

Estimated
advertising
value
equivalent

Share of
exposure
(%)

58

Rexona

Lotus

Sponsor

$105,638

0.07

59

UB Group

Force India

Sponsor

$104,380

0.07

60

Trina Solar

Lotus

Sponsor

$102,230

0.07

61

Airbus

Caterham

Sponsor

$96,137

0.06

62

AkzoNobel

McLaren

Sponsor

$95,035

0.06

63

Embratel

Williams

Sponsor

$92,482

0.06

64

Microsoft Dynamics

Lotus

Sponsor

$92,007

0.06

65

Hilton Honors

McLaren

Sponsor

$91,969

0.06

66

Geox

Red Bull Racing

Sponsor

$90,429

0.06

67

Angry Birds Star Wars

Lotus

Sponsor

$88,599

0.06

68

HRT

HRT

Team name

$83,840

0.06

69

EADS

Caterham

Sponsor

$83,319

0.06

70

Avanade

Lotus

Sponsor

$81,784

0.05

71

Tune Group

Caterham

Sponsor

$81,716

0.05

72

Naza Group

Caterham

Sponsor

$78,512

0.05

73

Vladivar

Force India

Sponsor

$73,066

0.05

74

CNN

Caterham

Sponsor

$72,103

0.05

75

Royal Challenge

Force India

Sponsor

$69,587

0.05

76

ORIS

Williams

Sponsor

$69,361

0.05

77

Oerlikon

Sauber

Sponsor

$68,158

0.05

78

KH-7

HRT

Sponsor

$67,072

0.04

79

Telcel

Sauber

Sponsor

$64,912

0.04

80

Cuervo Tequila

Sauber

Sponsor

$61,667

0.04

81

AMG

Mercedes

Team owner
brand

$60,241

0.04

82

Virgin

Marussia

Sponsor

$54,790

0.04

83

Interwetten

Lotus

Miscellaneous

$54,523

0.04

84

Sibur

Caterham

Sponsor

$54,478

0.04

85

Singha Beer

Red Bull Racing

Sponsor

$54,257

0.04

86

Agt

Lotus

Miscellaneous

$51,115

0.03

87

Tata

HRT

Sponsor

$50,304

0.03

88

Peace One Day

Lotus

Miscellaneous

$47,707

0.03

89

CNBC

Marussia

Sponsor

$46,963

0.03

90

SAP

McLaren

Sponsor

$46,291

0.03

10.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
advertising
value
equivalent

Share of
exposure
(%)

91

Head and Shoulders

Williams

Sponsor

$46,241

0.03

92

Quickcomm

McLaren

Sponsor

$45,985

0.03

93

Aethra

Force India

Sponsor

$45,231

0.03

94

BRM

Caterham

Sponsor

$44,864

0.03

95

Symantec

Lotus

Sponsor

$44,300

0.03

96

Ferrari.com

Ferrari

Team name

$43,716

0.03

97

Acer

Ferrari

Sponsor

$42,350

0.03

98

Siemens

Red Bull Racing,

Toro Rosso

Sponsor

$41,818

0.03

99

Puma

Ferrari,
Mercedes

Sponsor

$41,156

0.03

100 AMD

Ferrari

Sponsor

$40,984

0.03

101 Elysium

Lotus

Sponsor

$40,892

0.03

102 Mahle

Ferrari

Sponsor

$40,301

0.03

103 Infor

Ferrari

Sponsor

$39,618

0.03

104 Quantel

Marussia

Miscellaneous

$39,136

0.03

105 Network Appliance

Lotus

Sponsor

$37,484

0.02

106 Red Bull Mobile

Red Bull Racing

Sponsor

$36,172

0.02

107 Certina

Sauber

Sponsor

$35,702

0.02

108 Reebok

Force India

Sponsor

$34,793

0.02

109 Ferrari World Abu Dhabi

Ferrari

Team owner
brand

$34,153

0.02

110 Movit

Lotus

Miscellaneous

$34,077

0.02

111 Armin Strom

Marussia

Sponsor

$32,874

0.02

112 Emil Frey

Sauber

Sponsor

$32,456

0.02

113 Russian Helicopters

Caterham

Sponsor

$32,046

0.02

114 OMR

Ferrari

Sponsor

$31,421

0.02

115 IDEC

Marussia

Sponsor

$31,308

0.02

116 Brembo

Ferrari

Sponsor

$30,055

0.02

117 Sauber Club One

Sauber

Miscellaneous

$29,211

0.02

118 SKF

Ferrari

Sponsor

$28,689

0.02

119 Magneti Marelli

Lotus

Sponsor

$27,261

0.02

120 Platform

Red Bull Racing

Sponsor

$27,129

0.02

121 Red Minetti

Sauber

Sponsor

$25,965

0.02

11.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
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Brand

Team(s) /
Race

Type of
relationship

Estimated
advertising
value
equivalent

Share of
exposure
(%)

122 Scuderia Toro Rosso

Toro Rosso

Team name

$25,762

0.02

123 MRV

Williams

Sponsor

$25,433

0.02

124 Intel

Caterham

Sponsor

$24,835

0.02

125 Dell

Caterham

Sponsor

$24,034

0.02

126 Servus TV

Red Bull Racing

Team owner
brand

$23,512

0.02

127 Bifold

Marussia

Miscellaneous

$23,481

0.02

128 Kemppi

Williams

Miscellaneous

$23,120

0.02

129 Speed Week

Red Bull Racing,

Toro Rosso

Team owner
brand

$22,718

0.02

130 Monster

Mercedes

Sponsor

$22,590

0.01

131 Rockwell Collins

Caterham

Sponsor

$22,432

0.01

132 RedBullRacing.com

Red Bull Racing

Team brand

$21,703

0.01

133 CD Adapco

Lotus, Toro
Rosso

Sponsor

$21,359

0.01

134 Cosworth

HRT

Engine partner

$20,960

0.01

135 Ridge Solutions

Williams

Sponsor

$20,808

0.01

136 1Malaysia

Caterham

Miscellaneous

$19,227

0.01

137 Casio

Red Bull Racing

Sponsor

$18,086

0.01

138 FIA Action for Road

Safety

Mercedes, Lotus, Charity/

Caterham
campaign

$17,979

0.01

139 Tata Motors

HRT

Sponsor

$17,606

0.01

140 Alpinestars

Force India

Sponsor

$17,397

0.01

141 Coolgas

Marussia

Miscellaneous

$17,220

0.01

142 Auden McKenzie

Lotus

Sponsor

$17,038

0.01

143 Thesan Capital

HRT

Sponsor

$15,930

0.01

144 100TB.com

Marussia

Miscellaneous

$15,654

0.01

145 Ermestel

HRT

Sponsor

$15,091

0.01

146 Lagerdere

Marussia

Sponsor

$14,872

0.01

147 Varlion

HRT

Sponsor

$14,756

0.01

148 CSC

Marussia

Sponsor

$14,089

0.01

149 Queens Park Rangers

Caterham

Miscellaneous

$8,011

0.01

150 Human Performance

Engineering

Caterham

Sponsor

$7,947

0.01

151 Angry Birds

Caterham

Sponsor

$7,860

0.01

12.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
advertising
value
equivalent

Share of
exposure
(%)

152 Cristalbox

HRT

Sponsor

$6,707

0.00

153 Caterham

Caterham

Team name

$6,409

0.00

154 China Sport

Management

HRT

Miscellaneous

$5,869

0.00

155 Act The Mangrove

Foundation

Lotus

Miscellaneous

$5,452

0.00

156 Azkar

HRT

Sponsor

$5,030

0.00

157 EQ8

Caterham

Sponsor

$4,807

0.00

158 Panda Security

HRT

Sponsor

$3,186

0.00

159 Kyocera

HRT

Sponsor

$3,018

0.00

160 Yamimoto

HRT

Sponsor

$2,515

0.00

161 Hatch

Williams

Sponsor

$2,312

0.00

162 Manuscript

Caterham

Miscellaneous

$1,602

0.00

TOTAL

$150,933,991

Notes:
Exposure is calculated for the duration of the race only and excludes branding of on-screen graphics. Prerace events, the podium, practice sessions and qualifying are not included. Brands with less than $1,000
worth of exposure are not included. Team owner brands which are listed as sponsors on the teams
websites are classed as sponsors here.

SPLIT OF BRAND EXPOSURE: 2012 UNITED STATES GRAND PRIX

Pirelli
Red Bull
LG
Verizon
Lotus
UBS
Santander
Ferrari
PDVSA
Petronas
Other brands

13.

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publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

TOP FIVE BEST-EXPOSED TEAM NAMES AND OWNERS: 2012 UNITED STATES GRAND PRIX
Brand

Estimated
Share of
advertising
exposure
value equivalent (%)

Red Bull

$19,343,962

12.82

Lotus

$9,541,469

6.32

Ferrari

$5,464,495

3.62

Renault

$1,448,362

0.96

Mercedes-Benz

$1,413,461

0.94

Note: Includes team names and associated brands, team owners and engine suppliers. Team
owners who are identified as sponsors by the teams are listed below.

TOP FIVE BEST-EXPOSED SPONSORS: 2012 UNITED STATES GRAND PRIX

Brand

Estimated
Share of
advertising
exposure
value equivalent (%)

Pirelli

$24,491,017

16.23

LG

$14,145,943

9.37

Verizon

$14,025,315

9.29

UBS

$9,093,821

6.03

Santander

$8,606,579

5.7

Note: Includes trackside advertisers and brands identified as sponsors or partners on the
teams websites.

14.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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TEAM SHARE OF BRAND EXPOSURE: 2012 UNITED STATES GRAND PRIX

Team

Estimated
Share of
advertising
exposure
value equivalent (%)

Red Bull Racing

$20,707,351

20.47

McLaren

$18,501,460

18.29

Ferrari

$16,666,025

16.47

Lotus

$14,596,403

14.43

Mercedes

$6,065,480

6.00

Force India

$5,876,600

5.81

Williams

$5,643,709

5.58

Sauber

$4,586,059

4.53

Toro Rosso

$4,216,602

4.17

10

Caterham

$2,102,780

2.08

11

Marussia

$1,893,378

1.87

12

HRT

$314,736

0.31

TOTAL

$101,170,583

GRAPHICAL TEAM SHARE OF BRAND EXPOSURE: 2012 UNITED STATES GRAND PRIX

Red Bull Racing

McLaren
Ferrari
Lotus
Mercedes
Force India
Williams
Sauber
Toro Rosso
Caterham
Marussia
HRT

15.

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TEAM-BY-TEAM EXPOSURE SUMMARY: 2012 UNITED STATES GRAND PRIX

Red Bull Racing exposure summary: 2012 United States Grand Prix
Brand

Estimated
advertising value
equivalent

Red Bull

$16,638,948

Infiniti

$1,808,581

Total

$1,085,149

Renault

$542,574

Rauch

$180,858

Pepe Jeans

$108,515

Geox

$90,429

Singha Beer

$54,257

Red Bull Mobile

$36,172

10

Siemens

$28,937

11

Platform

$27,129

12

Pirelli

$26,224

13

Servus TV

$23,512

14

RedBullRacing.com

$21,703

15

Casio

$18,086

16

Speed Week

$16,277

TOTAL

$20,707,351

16.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

McLaren exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Verizon

$14,025,315

Mobil 1

$1,149,616

Maximuscle

$919,693

Mercedes-Benz

$735,754

Johnnie Walker

$613,129

Tooned

$459,846

McLaren.com

$153,282

Hugo Boss

$122,626

AkzoNobel

$95,035

10

Hilton Honors

$91,969

11

SAP

$46,291

12

Quickcomm

$45,985

13

Pirelli

$42,919

TOTAL

$18,501,460

17.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Ferrari exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Santander

$8,606,579

Ferrari

$5,464,495

Shell/V-Power

$1,912,573

Kaspersky

$163,935

Fiat

$136,612

Ferrari.com

$43,716

Acer

$42,350

AMD

$40,984

Mahle

$40,301

10

Infor

$39,618

11

Ferrari World Abu Dhabi

$34,153

12

OMR

$31,421

13

Brembo

$30,055

14

SKF

$28,689

15

Pirelli

$25,956

16

Puma

$24,590

TOTAL

$16,666,025

18.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Lotus exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Lotus

$9,541,469

Total

$2,555,751

Genii Business Exchange

$681,534

Renault

$511,150

Clear

$170,383

Japan Rags

$136,307

TW Steel

$122,676

Rexona

$105,638

Trina Solar

$102,230

10

Microsoft Dynamics

$92,007

11

Angry Birds Star Wars

$88,599

12

Avanade

$81,784

13

Interwetten

$54,523

14

Agt

$51,115

15

Peace One Day

$47,707

16

Symantec

$44,300

17

Elysium

$40,892

18

Network Appliance

$37,484

19

Movit

$34,077

20

Pirelli

$30,669

21

Magneti Marelli

$27,261

22

Auden McKenzie

$17,038

23

CD Adapco

$13,631

24

Act The Mangrove

Foundation

$5,452

25

FIA Action for Road Safety

$2,726

TOTAL

$14,596,403

19.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Mercedes exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Petronas

$4,518,048

Mercedes-Benz

$677,707

Syntium

$225,902

MIG

$210,842

Thomas Sabo

$153,614

Aabar

$150,602

AMG

$60,241

Monster

$22,590

Pirelli

$17,319

10

Puma

$16,566

11

FIA Action for Road Safety

$12,048

TOTAL

$6,065,480

Force India exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Kingfisher/Fly Kingfisher

$2,783,469

Sahara

$1,043,801

Whyte & Mackay

$845,479

Force India

$835,041

UB Group

$104,380

Vladivar

$73,066

Royal Challenge

$69,587

Aethra

$45,231

Reebok

$34,793

10

Pirelli

$24,355

11

Alpinestars

$17,397

TOTAL

$5,876,600

20.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Williams exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

PDVSA

$4,577,855

Randstad

$235,829

Renault

$231,205

Gilette

$184,964

Venezuela Tourism

$115,602

Embratel

$92,482

ORIS

$69,361

Head and Shoulders

$46,241

MRV

$25,433

10

Kemppi

$23,120

11

Ridge Solutions

$20,808

12

Pirelli

$18,496

13

Hatch

$2,312

TOTAL

$5,643,709

21.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Sauber exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Claro

$1,428,072

Telmex

$778,948

Chelsea FC

$649,124

Sauber F1 Team

$584,211

Mexico

$357,018

NEC

$324,562

Interproteccion

$129,825

Oerlikon

$68,158

Telcel

$64,912

10

Cuervo Tequila

$61,667

11

Certina

$35,702

12

Emil Frey

$32,456

13

Sauber Club One

$29,211

14

Red Minetti

$25,965

15

Pirelli

$16,228

TOTAL

$4,586,059

Toro Rosso exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Red Bull

$2,705,014

Cepsa

$1,030,482

Falcon Private Bank

$208,673

Nova Chemicals

$206,096

Scuderia Toro Rosso

$25,762

Pirelli

$13,525

Siemens

$12,881

CD Adapco

$7,729

Speed Week

$6,441

TOTAL

$4,216,602

22.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Caterham exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

GE

$1,089,552

Renault

$163,433

Air Asia

$160,228

Airbus

$96,137

EADS

$83,319

Tune Group

$81,716

Naza Group

$78,512

CNN

$72,103

Sibur

$54,478

10

BRM

$44,864

11

Russian Helicopters

$32,046

12

Intel

$24,835

13

Dell

$24,034

14

Rockwell Collins

$22,432

15

1Malaysia

$19,227

16

Pirelli

$16,023

17

Queens Park Rangers

$8,011

18

Human Performance
Engineering

$7,947

19

Angry Birds

$7,860

20

Caterham

$6,409

21

EQ8

$4,807

22

FIA Action for Road Safety

$3,205

23

Manuscript

$1,602

TOTAL

$2,102,780

23.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Marussia exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

Marussia

$1,408,880

Qnet

$187,851

Virgin

$54,790

CNBC

$46,963

Quantel

$39,136

Armin Strom

$32,874

IDEC

$31,308

Bifold

$23,481

Coolgas

$17,220

10

100TB.com

$15,654

11

Lagerdere

$14,872

12

CSC

$14,089

13

Pirelli

$6,262

TOTAL

$1,893,378

24.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

HRT exposure summary: 2012 United States Grand Prix

Brand

Estimated
advertising value
equivalent

HRT

$83,840

KH-7

$67,072

Tata

$50,304

Cosworth

$20,960

Tata Motors

$17,606

Thesan Capital

$15,930

Ermestel

$15,091

Varlion

$14,756

Cristalbox

$6,707

10

China Sport Management

$5,869

11

Azkar

$5,030

12

Panda Security

$3,186

13

Kyocera

$3,018

14

Pirelli

$2,851

15

Yamimoto

$2,515

TOTAL

$314,736

TRACKSIDE ADVERTISING EXPOSURE SUMMARY: 2012 UNITED STATES GRAND PRIX

Brand

Estimated
advertising value
equivalent

Pirelli

$24,250,189

LG

$14,145,943

UBS

$9,093,821

Bernie Says...

$1,010,425

Allianz

$757,818

Hublot

$505,212

TOTAL

$49,763,408

25.

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BRAND EXPOSURE: 2012 SEASON SO FAR

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

Red Bull

Red Bull Racing,

Toro Rosso

Team owner

$311,021,671

14.26

Santander

Ferrari, Various
races

Sponsor,
Trackside
advertiser

$246,068,658

11.28

Vodafone

McLaren

Sponsor

$162,975,573

7.47

Pirelli

All teams,
Trackside
advertiser

Series tyre
supplier

$139,695,051

6.40

Lotus

Lotus

Team name

$117,690,437

5.40

Petronas

Mercedes,
Malaysian GP

Sponsor,
Trackside
advertiser

$110,101,272

5.05

UBS

Trackside
advertiser

Trackside
advertiser

$92,298,802

4.23

Ferrari

Ferrari

Team owner

$88,562,680

4.06

PDVSA

Williams

Sponsor

$69,646,654

3.19

10

Shell

Ferrari,
Trackside
advertiser

Sponsor,
Trackside
advertiser

$58,031,547

2.66

11

Allianz

Trackside
advertiser,
Safety car

Sponsor

$51,943,563

2.38

12

Total

Red Bull Racing,

Lotus

Sponsor

$49,831,673

2.28

13

Kingfisher/Fly Kingfisher Force India

Sponsor

$38,291,451

1.76

14

Eni

Trackside
advertiser

Trackside
advertiser

$33,932,150

1.56

15

Claro

Sauber

Sponsor

$27,854,737

1.28

16

Infiniti

Red Bull Racing

Sponsor

$27,820,510

1.28

17

Airtel

Mercedes,
Indian GP

Sponsor,
Trackside
advertiser

$26,239,810

1.20

18

LG

Trackside
advertiser

Trackside
advertiser

$25,056,259

1.15

19

Mercedes-Benz

Mercedes,
McLaren, Safety
car

Team owner,
$24,193,448
Engine partner,
Sponsor

1.11

26.

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Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

20

DHL

Trackside
advertiser

Trackside
advertiser

$24,142,864

1.11

21

Mobil 1

McLaren

Sponsor

$23,333,155

1.07

22

Marussia

Marussia

Team owner

$23,033,248

1.06

23

Singtel

Singapore GP

Trackside
advertiser

$22,596,505

1.04

24

Gulf Air

Bahrain GP

Trackside
advertiser

$22,301,128

1.02

25

Cepsa

Toro Rosso

Sponsor

$20,980,181

0.96

26

Renault

Red Bull Racing,

Lotus, Williams
Caterham

Engine partner

$20,946,499

0.96

27

Telmex

Sauber

Sponsor

$14,815,527

0.68

28

Sahara

Force India

Team owner

$14,359,294

0.66

29

Verizon

McLaren

Sponsor

$14,025,315

0.64

30

GE

Caterham

Sponsor

$11,694,896

0.54

31

Johnnie Walker

McLaren,
Monaco GP

Sponsor,
Trackside
advertiser

$11,660,473

0.53

32

Force India

Force India

Team name

$11,487,435

0.53

33

Whyte & Mackay

Force India

Sponsor

$11,421,275

0.52

34

Etihad

Abu Dhabi GP

Trackside
advertiser

$10,846,644

0.50

35

Sauber F1 Team

Sauber

Team name

$10,518,992

0.48

36

Panasonic

Canadian GP

Trackside
advertiser

$9,105,921

0.42

37

Genii Business Exchange Lotus

Sponsor

$8,494,205

0.39

38

Chelsea FC

Sauber

Sponsor

$8,484,871

0.39

39

Lucozade

McLaren

Sponsor

$7,962,883

0.37

40

NEC

Sauber

Sponsor

$6,427,342

0.29

41

Mexico

Sauber

Sponsor

$5,974,604

0.27

42

Maximuscle

McLaren

Sponsor

$5,390,110

0.25

43

Syntium

Mercedes

Sponsor

$4,748,919

0.22

44

National Bank of Abu

Dhabi

Abu Dhabi GP

Trackside
advertiser

$4,609,824

0.21

45

MIG

Mercedes

Sponsor

$4,328,582

0.20

46

Falcon Private Bank

Toro Rosso

Sponsor

$4,248,487

0.19

27.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

47

Air Asia

Caterham

Sponsor

$4,247,280

0.19

48

Nova Chemicals

Toro Rosso

Sponsor

$4,196,036

0.19

49

Qnet

Marussia

Sponsor

$4,118,237

0.19

50

Randstad

Williams

Sponsor

$3,587,858

0.16

51

TAG Heuer

Monaco GP

Trackside
advertiser

$3,512,474

0.16

52

Thomas Sabo

Mercedes

Sponsor

$3,229,265

0.15

53

Aabar

Mercedes

Sponsor

$3,165,946

0.15

54

Gilette

Williams

Sponsor

$2,814,006

0.13

55

Rauch

Red Bull Racing

Sponsor

$2,782,051

0.13

56

Tooned

McLaren

Miscellaneous

$2,681,265

0.12

57

Kaspersky

Ferrari

Sponsor

$2,656,880

0.12

58

Interproteccion

Sauber

Sponsor

$2,469,255

0.11

59

TW Steel

Lotus

Sponsor

$2,413,116

0.11

60

SK Zic

Korean GP

Trackside
advertiser

$2,373,646

0.11

61

Monaco Grand Prix

Monaco GP

Trackside
advertiser

$2,341,649

0.11

62

Fiat

Ferrari

Team owner

$2,214,067

0.10

63

Clear

Lotus

Sponsor

$2,209,291

0.10

64

Qantas

Australian GP

Trackside
advertiser

$2,142,052

0.10

65

SBM

Monaco GP

Trackside
advertiser

$2,048,943

0.09

66

McLaren.com

McLaren

Team brand

$1,983,012

0.09

67

Tune Group

Caterham

Sponsor

$1,893,376

0.09

68

Naza Group

Caterham

Sponsor

$1,876,498

0.09

69

Japan Rags

Lotus

Sponsor

$1,767,433

0.08

70

Venezuela Tourism

Williams

Sponsor

$1,758,754

0.08

71

Pepe Jeans

Red Bull Racing

Sponsor

$1,669,231

0.08

72

Hugo Boss

McLaren

Sponsor

$1,586,410

0.07

73

Hublot

British GP

Trackside
advertiser

$1,566,642

0.07

74

HRT

HRT

Team name

$1,535,952

0.07

75

Melbourne

Australian GP

Trackside
advertiser

$1,530,037

0.07

28.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

76

Australia

Australian GP

Trackside
advertiser

$1,489,076

0.07

77

UB Group

Force India

Sponsor

$1,410,034

0.06

78

Embratel

Williams

Sponsor

$1,407,003

0.06

79

Geox

Red Bull Racing

Sponsor

$1,391,026

0.06

80

AMG

Mercedes,
Safety car

Sponsor

$1,380,574

0.06

81

Rexona

Lotus

Sponsor

$1,369,760

0.06

82

Hilton Honors

McLaren

Sponsor

$1,343,051

0.06

83

Trina Solar

Lotus

Sponsor

$1,325,575

0.06

84

KH-7

HRT

Sponsor

$1,319,454

0.06

85

Oerlikon

Sauber

Sponsor

$1,296,359

0.06

86

Telcel

Sauber

Sponsor

$1,234,627

0.06

87

AkzoNobel

McLaren

Sponsor

$1,229,468

0.06

88

Circuit de Catalunya

Spanish Grand
Prix

Trackside
advertiser

$1,219,506

0.06

89

Microsoft Dynamics

Lotus

Sponsor

$1,193,017

0.05

90

ORIS

Williams

Sponsor

$1,055,252

0.05

91

Bernie Says...

United States GP Trackside

advertiser

$1,010,425

0.05

92

Cuervo Tequila

Sauber

Sponsor

$1,006,341

0.05

93

Tata

HRT

Sponsor

$989,590

0.05

94

Vladivar

Force India

Sponsor

$987,024

0.05

95

Singapore

Singapore GP

Trackside
advertiser

$941,521

0.04

96

Royal Challenge

Force India

Sponsor

$940,023

0.04

97

EQ8

Caterham

Sponsor

$929,495

0.04

98

Virgin

Marussia

Sponsor

$882,386

0.04

99

Zepter

Monaco GP

Trackside
advertiser

$878,119

0.04

100 Singha Beer

Red Bull Racing

Sponsor

$834,615

0.04

101 CNN

Caterham

Sponsor

$794,400

0.04

102 Armin Strom

Marussia

Sponsor

$793,791

0.04

103 CNBC

Marussia

Sponsor

$767,775

0.04

104 1Malaysia

Caterham

Miscellaneous

$751,693

0.03

29.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

105 Puma

Ferrari,
Mercedes

Sponsor

$746,786

0.03

106 Ferrari.com

Ferrari

Team name

$708,501

0.03

107 Siemens

Red Bull Racing,

Toro Rosso

Sponsor

$707,380

0.03

108 Avanade

Lotus

Sponsor

$703,526

0.03

109 Head and Shoulders

Williams

Sponsor

$703,502

0.03

110 Acer

Ferrari

Sponsor

$686,361

0.03

111 BRM

Caterham

Sponsor

$681,573

0.03

112 Certina

Sauber

Sponsor

$679,045

0.03

113 AMD

Ferrari

Sponsor

$664,220

0.03

114 Agt

Lotus

Miscellaneous

$662,787

0.03

115 BonjourQuebec.com

Canadian GP

Trackside
advertiser

$652,521

0.03

116 Peace One Day

Lotus

Miscellaneous

$645,777

0.03

117 Infor

Ferrari

Sponsor

$642,079

0.03

118 Your Singapore

Singapore GP

Trackside
advertiser

$627,681

0.03

119 Airbus

Caterham

Sponsor

$623,274

0.03

120 Aethra

Force India

Sponsor

$622,236

0.03

121 Emil Frey

Sauber

Sponsor

$617,314

0.03

122 Sibur

Caterham

Sponsor

$610,311

0.03

123 Le Casino

Monaco GP

Trackside
advertiser

$585,412

0.03

124 Sauber Club One

Sauber

Miscellaneous

$578,461

0.03

125 Symantec

Lotus

Sponsor

$574,416

0.03

126 Red Bull Mobile

Red Bull Racing

Sponsor

$556,410

0.03

127 Ferrari World Abu Dhabi

Ferrari

Team owner
brand

$553,517

0.03

128 Queens Park Rangers

Caterham

Miscellaneous

$544,761

0.02

129 Mahle

Ferrari

Sponsor

$537,763

0.02

130 Boost

McLaren

Sponsor

$535,802

0.02

131 Elysium

Lotus

Sponsor

$530,230

0.02

132 Betclic

Monaco GP

Trackside
advertiser

$526,871

0.02

133 Scuderia Toro Rosso

Toro Rosso

Team name

$524,505

0.02

30.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

134 IDEC

Marussia

Sponsor

$511,850

0.02

135 OMR

Ferrari

Sponsor

$509,235

0.02

136 EADS

Caterham

Sponsor

$506,436

0.02

137 Brembo

Ferrari

Sponsor

$487,095

0.02

138 Network Appliance

Lotus

Sponsor

$486,044

0.02

139 Reebok

Force India

Sponsor

$478,643

0.02

140 Monster

Mercedes

Sponsor

$474,892

0.02

141 Interwetten.de/Interwet Lotus

ten

Miscellaneous

$472,544

0.02

142 SKF

Ferrari

Sponsor

$464,954

0.02

143 SAP

McLaren

Sponsor

$444,927

0.02

144 Movit

Lotus

Miscellaneous

$441,858

0.02

145 Yas Marina Circuit

Abu Dhabi GP

Trackside
advertiser

$433,866

0.02

146 Platform

Red Bull Racing

Sponsor

$417,308

0.02

147 Cosworth

HRT

Engine partner

$412,329

0.02

148 MRV

Williams

Sponsor

$386,926

0.02

149 Speed Week

Red Bull Racing,

Toro Rosso

Team owner
brand

$381,511

0.02

150 Intel

Caterham

Sponsor

$377,299

0.02

151 Russian Helicopters

Caterham

Sponsor

$372,032

0.02

152 Dell

Caterham

Sponsor

$365,128

0.02

153 Servus TV

Red Bull Racing

Team owner
brand

$361,667

0.02

154 FIA Action for Road

Safety

All teams, Safety Miscellaneous

car

$360,776

0.02

155 Magneti Marelli

Lotus

Sponsor

$353,487

0.02

156 True Blue

Sauber

Sponsor

$350,154

0.02

157 RedBullRacing.com

Red Bull Racing

Team brand

$333,846

0.02

158 Tata Motors

HRT

Sponsor

$333,587

0.02

159 Varlion

HRT

Sponsor

$327,111

0.01

160 Ridge Solutions

Williams

Sponsor

$316,576

0.01

161 CD Adapco

Lotus

Sponsor

$303,220

0.01

162 Out of the Blue

Sauber

Sponsor

$296,327

0.01

163 F1 logo

Safety car

Miscellaneous

$285,488

0.01

164 Rockwell Collins

Caterham

Sponsor

$284,979

0.01

31.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

165 Quantel

Marussia

Miscellaneous

$284,205

0.01

166 Casio

Red Bull Racing

Sponsor

$278,205

0.01

167 Jiading

Chinese GP

Trackside
advertiser

$258,315

0.01

168 Lagerdere

Marussia

Sponsor

$248,611

0.01

169 Thesan Capital

HRT

Sponsor

$245,615

0.01

170 Alpinestars

Force India

Sponsor

$239,322

0.01

171 CSC

Marussia

Sponsor

$230,332

0.01

172 Auden McKenzie

Lotus

Sponsor

$220,929

0.01

173 Bifold

Marussia

Miscellaneous

$220,418

0.01

174 Wendy & Keith Murray

Force India

Sponsor

$209,753

0.01

175 Angry Birds

Caterham

Sponsor

$199,204

0.01

176 Caterham

Caterham

Team name

$197,749

0.01

177 Wihuri

Williams

Miscellaneous

$196,536

0.01

178 Homeless World Cup

Sauber

Sponsor

$194,644

0.01

179 Bienvenue en Wallonie

Belgian GP

Trackside
advertiser

$179,974

0.01

180 Cholula Hot Sauce

Sauber

Sponsor

$166,555

0.01

181 The Dark Knight Rises

Lotus

Sponsor

$162,455

0.01

182 Kemppi

Williams

Miscellaneous

$155,215

0.01

183 Zeptair

Monaco GP

Trackside
advertiser

$146,353

0.01

184 Jeonnam

Korean GP

Trackside
advertiser

$131,869

0.01

185 Ermestel

HRT

Sponsor

$124,668

0.01

186 Human Performance

Engineering

Caterham

Sponsor

$121,294

0.01

187 Learndirect

Marussia

Sponsor

$116,778

0.01

188 Cristalbox

HRT

Sponsor

$111,436

0.01

189 Act The Mangrove

Foundation

Lotus

Miscellaneous

$104,667

0.00

190 Azkar

HRT

Sponsor

$95,139

0.00

191 Quickcomm

McLaren

Sponsor

$91,832

0.00

192 Angry Birds Star Wars

Lotus

Sponsor

$88,599

0.00

193 Cable & Wireless

Worldwide

McLaren

Sponsor

$88,423

0.00

32.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

194 Hello!

Marussia

Miscellaneous

$86,456

0.00

195 IWRacing.com

Lotus

Miscellaneous

$85,801

0.00

196 7-Eleven

Red Bull Racing

Sponsor

$79,603

0.00

197 Red Minetti

Sauber

Sponsor

$76,049

0.00

198 China Sport

Management

HRT

Miscellaneous

$74,445

0.00

199 CU CVS For You

Red Bull Racing

Sponsor

$70,233

0.00

200 Panda Security

HRT

Sponsor

$61,113

0.00

201 Vouchercloud

McLaren

Sponsor

$58,436

0.00

202 Antler

Marussia

Miscellaneous

$57,332

0.00

203 Fornetti

McLaren

Sponsor

$52,425

0.00

204 Yamimoto

HRT

Sponsor

$49,043

0.00

205 A-Gas

Marussia

Miscellaneous

$48,320

0.00

206 VPS Net

Marussia

Miscellaneous

$47,628

0.00

207 Williams Hybrid Power

Williams

Team brand

$45,924

0.00

208 TD Travel Group

Marussia

Miscellaneous

$41,484

0.00

209 Kyocera

HRT

Sponsor

$41,484

0.00

210 Walking with the

Wounded

Marussia

Miscellaneous

$40,903

0.00

211 Into Telecom

McLaren

Sponsor

$40,471

0.00

212 StarHub

McLaren

Sponsor

$40,192

0.00

213 Disensa

Sauber

Sponsor

$39,505

0.00

214 Zain

McLaren

Sponsor

$38,388

0.00

215 Belconobras

McLaren

Sponsor

$34,322

0.00

216 Hatch

Williams

Sponsor

$34,226

0.00

217 100TB.com

Marussia

Miscellaneous

$33,751

0.00

218 Tata Tea

HRT

Sponsor

$33,418

0.00

219 Telepass

McLaren

Sponsor

$32,653

0.00

220 Du

Red Bull Racing

Sponsor

$32,378

0.00

221 Katy Perry Lashes

Created by Eylure

Marussia

Miscellaneous

$32,278

0.00

222 ABC Consultants

McLaren

Sponsor

$29,993

0.00

223 Tetley

HRT

Sponsor

$29,719

0.00

224 RTL

McLaren

Sponsor

$28,169

0.00

225 Sequel Logistics

McLaren

Sponsor

$26,790

0.00

33.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

226 Make It In Great Britain

Williams

Team brand

$26,595

0.00

227 500 races

Lotus

Miscellaneous

$25,793

0.00

228 QNBN

McLaren

Sponsor

$25,541

0.00

229 Aloto

Marussia

Miscellaneous

$25,328

0.00

230 RAA

McLaren

Sponsor

$25,044

0.00

231 Simply Market

Red Bull Racing

Sponsor

$24,983

0.00

232 Moscow City Racing

Marussia

Miscellaneous

$22,753

0.00

233 Linkin Park

Lotus

Miscellaneous

$22,276

0.00

234 Mobile World Capital

Barcelona

McLaren

Sponsor

$22,226

0.00

235 Momondo.com

Marussia

Miscellaneous

$21,041

0.00

236 Mangrove Capital

Lotus

Miscellaneous

$20,348

0.00

237 LEquipe

Red Bull Racing

Sponsor

$20,309

0.00

238 Telecom Service Groep

McLaren

Sponsor

$19,964

0.00

239 Driver Hire

Marussia

Miscellaneous

$19,128

0.00

240 Coles

Red Bull Racing

Sponsor

$18,690

0.00

241 Coolgas

Marussia

Miscellaneous

$17,220

0.00

242 NTT DoCoMo

McLaren

Sponsor

$16,652

0.00

243 Eylure

Marussia

Miscellaneous

$16,579

0.00

244 Matrix

Marussia

Miscellaneous

$15,792

0.00

245 RationalFX

Marussia

Miscellaneous

$15,579

0.00

246 Essensys

Marussia

Miscellaneous

$12,158

0.00

247 Geoprober

Marussia

Miscellaneous

$11,425

0.00

248 OurPlan

Marussia

Miscellaneous

$11,052

0.00

249 Drift

Marussia

Miscellaneous

$10,984

0.00

250 Bronnley

Marussia

Miscellaneous

$10,386

0.00

251 Rastreator.com

Marussia

Miscellaneous

$9,827

0.00

252 McGregor

Caterham

Sponsor

$9,707

0.00

253 Easynet

Marussia

Miscellaneous

$9,640

0.00

254 SPEX Services

Marussia

Miscellaneous

$8,955

0.00

255 Manuscript

Caterham

Miscellaneous

$8,854

0.00

256 Direct Group

Marussia

Miscellaneous

$8,759

0.00

257 Noura

Marussia

Miscellaneous

$8,141

0.00

258 Kirona

Marussia

Miscellaneous

$8,055

0.00

34.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Brand

Team(s) /
Race

Type of
relationship

Estimated
Share of
advertising
exposure
value equivalent (%)

259 Olleh LTE Warp

McLaren

Sponsor

$7,925

0.00

260 Parasol

Marussia

Miscellaneous

$7,322

0.00

261 ASO Group

Caterham

Sponsor

$6,676

0.00

262 Aurora

Marussia

Sponsor

$5,025

0.00

263 LDC

Marussia

Team owner

$4,367

0.00

264 Help the Hospices

Marussia

Miscellaneous

$4,138

0.00

265 Menna Casting

Caterham

Sponsor

$2,057

0.00

266 Grand Prix 100 P de la

Rosa

HRT

Miscellaneous

$2,034

0.00

267 Raccagni

Caterham

Sponsor

$1,418

0.00

TOTAL

$2,181,324,658

TOP FIVE BEST-EXPOSED TEAM NAMES AND OWNERS: 2012 SEASON SO FAR
Brand

Estimated
Share of
advertising
exposure
value equivalent (%)

Red Bull

$311,021,671

14.26

Lotus

$117,690,437

5.4

Ferrari

$88,562,680

4.06

Mercedes-Benz

$24,193,448

1.11

Marussia

$23,033,248

1.06

TOP FIVE BEST-EXPOSED SPONSORS: 2012 SEASON SO FAR

Brand

Estimated
Share of
advertising
exposure
value equivalent (%)

Santander

$246,068,658

11.28

Vodafone

$162,975,573

7.47

Pirelli

$139,695,051

6.40

Petronas

$110,101,272

5.05

UBS

$92,298,802

4.23

35.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

TEAM SHARE OF BRAND EXPOSURE: 2012 SEASON SO FAR

Team

Estimated media Share of

value (US$)
voice (%)

Red Bull Racing

$318,777,128

20.65

Ferrari

$269,989,715

17.49

McLaren

$241,323,793

15.63

Lotus

$182,533,537

11.83

Mercedes

$127,396,592

8.25

Williams

$85,933,934

5.57

Toro Rosso

$85,776,753

5.56

Sauber

$83,402,073

5.40

Force India

$80,781,543

5.23

10

Marussia

$31,981,811

2.07

11

Caterham

$29,828,567

1.93

12

HRT

$5,854,675

0.38

TOTAL

$1,543,580,121

Note: Season so far figures are rounded to the nearest whole number and totals may not
exactly match the sum of the components.

UNITED STATES GRAND PRIXS SHARE OF TOTAL F1 BRAND EXPOSURE 2012

United States GP
Rest of season

36.

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TOP FIVE RACES BY TOTAL VALUE OF BRAND EXPOSURE 2012

Race

Estimated total
advertising value
equivalent

United States Grand Prix

$150,933,991

European Grand Prix

$143,879,629

Canadian Grand Prix

$142,863,828

Bahrain Grand Prix

$140,364,189

Monaco Grand Prix

$139,711,632

Season average

$113,860,936

37.

Money Sport Media Limited. Not for publication without permission in writing from the publishers. All rights reserved. Apart from any use permitted
under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

PART 3

Print media exposure

INTRODUCTION AND METHODOLOGY
Analysis of F1 partners' television exposure only provides half of the picture as F1 is
covered in tens of thousands of print media outlets every day. In order to assess the
print media exposure of F1s key partners, Formulamoney carries out extensive analysis
of the Dow Jones Factiva print media archives.
Our sources comprise more than 14,000 print media outlets worldwide, including all
major newspapers, newswires and magazines in more than 24 languages. This includes
sources such as The Wall Street Journal, the Dow Jones and Reuters newswires and the
Associated Press in English; the ANSA newswire and La Gazetta dello Sport in Italian;
Spiegel, Bild and Frankfurter Allgemeine Zeitung in German; El Pais in Spanish; Agence
France Presse, Le Monde and Le Figaro in French; and Xinhua News Agency in Chinese.
The data below calculates the print media exposure of some of F1s key stake-holders
team owners and title sponsors in the United States Grand Prixs home market.
Data covers the print media exposure of these entities in the week before and after
every race, showing who is getting the most headlines from each race. The data also
provides a valuable insight into how the media in Grand Prix host nations covers F1.
The media exposure results are not qualitative in that they do not pass any judgement
on the quality of the exposure and focus instead on the number of mentions in the
wide variety of media outlets covered. The results provide a fascinating analysis of F1
partner exposure.

38.

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PRINT MEDIA EXPOSURE ANALYSIS OF TEAM OWNER NAMES:

2012 UNITED STATES GRAND PRIX
Team name
brand

Total articles*

Red Bull

1,496

Ferrari

1,405

Mercedes

759

Caterham

133

Marussia

101

Average

779

* Refers to the number of print media articles mentioning both the team owners name and F1.
Notes:
Data covers articles published in the United States in the week before and week after the 2012
United States Grand Prix (Monday 12th November - Sunday 25th November 2012). Only team
owners who are contributing to the teams budget and whose name is part of the name of the
team are included.

PRINT MEDIA EXPOSURE ANALYSIS OF F1 TITLE SPONSORS:

2012 UNITED STATES GRAND PRIX
Sponsor

Team/race

Total articles*

Sahara

Force India

20

Vodafone

McLaren

19

Petronas

Mercedes

10

Average

16

* Refers to the number of print media articles mentioning both the title sponsors name and F1.
Notes:
Data covers articles published in the United States in the week before and week after the 2012
United States Grand Prix (Monday 12th November - Sunday 25th November 2012).

39.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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PART 4

Resources per point: team performance

INTRODUCTION AND METHODOLOGY
Race results are the measure of the success of a Formula One team on-track, but its
business yardstick is how well it makes use of the resources available to it. The
following data shows the ratio of the number of points scored by each team in the 2012
United States Grand Prix to the level of resources that team had available to it for the
race. The team that has the smallest resources per point is the team can be said to be
gaining the best value for money from the race as each point is costing it less than
those won by its rivals.

POINTS TO RESOURCES RATIO: 2012 UNITED STATES GRAND PRIX

Team

Points

Estimated resources
per point (US$)

McLaren

35

$384,000

Lotus

14

$592,143

Ferrari

27

$726,667

Red Bull

18

$871,111

Force India

$1.51m

Williams

$2.21m

All other teams

No points

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POINTS TO RESOURCES RATIO: 2012 SEASON SO FAR

Team

Points

Estimated resources
per point (US$)

Lotus

302

$520,000

Red Bull

440

$680,000

Sauber

124

$710,000

McLaren

353

$720,000

Ferrari

367

$1.02m

Force India

99

$1.16m

Williams

76

$1.66m

Mercedes

136

$2.20m

Toro Rosso

22

$7.01m

All other teams

No points

Notes:
Team resources estimates are based on Formula Moneys estimated 2012 team total resources. Figures
are based on a 20-race season.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

PART 5

Cost per point: driver performance

INTRODUCTION AND METHODOLOGY
The following data shows the value for money of each driver to his team. The drivers
cost per point is calculated by dividing a drivers average pay for the race by the
number of points he scores there. This shows which drivers are bringing the biggest
rewards to their team for the least expenditure on the teams part.

DRIVER VALUE FOR MONEY: 2012 UNITED STATES GRAND PRIX

Driver

Points

Estimated cost per

point (US$)

Romain Grosjean

$2,083

Nico Hulkenberg

$3,125

Pastor Maldonado

$12,500

Bruno Senna

$12,500

Kimi Rikknen

$31,250

Lewis Hamilton

25

$40,000

Sebastian Vettel

18

$44,444

Jenson Button

10

$50,000

Felipe Massa

12

$58,333

10

Fernando Alonso

15

$133,333

All other drivers

No points

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DRIVER VALUE FOR MONEY: 2012 SEASON SO FAR

Driver

Points

Estimated cost per

point (US$)

Romain Grosjean

96

$2,474

Nico Hulkenberg

53

$4,481

Paul di Resta

46

$5,163

Sergio Perez

66

$7,197

Bruno Senna

31

$7,661

Kamui Kobayashi

58

$8,190

Pastor Maldonado

45

$10,556

Jean-Eric Vergne

12

$11,875

Kimi Rikknen

206

$23,058

10

Daniel Ricciardo

10

$23,750

11

Nico Rosberg

93

$30,645

12

Mark Webber

167

$34,132

13

Sebastian Vettel

273

$55,678

14

Jenson Button

163

$58,282

15

Lewis Hamilton

190

$100,000

16

Felipe Massa

107

$124,299

17

Fernando Alonso

260

$146,154

18

Michael Schumacher

43

$220,930

All other drivers

No points

Notes:
Driver cost estimates are based on Formula Moneys estimated 2012 team driver salaries. Figures are
based on a 20-race season.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

PART 6

Race attendance
GRAND PRIX ATTENDANCE: 2012 SEASON
Race

Practice day

Saturday

Sunday

Three-day total

Australia

44,000*

80,000*

114,900

238,900*

Malaysia

9,439*

25,521*

85,000

119,960

China

15,000*

35,000*

100,000*

150,000*

Bahrain

2,000*

10,000*

27,800

39,800*

Spain

27,700

62,200

81,600

171,500

Monaco

25,000*

25,000*

30,000*

80,000*

Canada

80,300*

94,600*

110,000

284,900*

Europe

15,484

38,389

51,546

105,419

Britain

80,000

90,000

127,000

297,000

Germany

38,000

50,000

62,000

150,000

Hungary

38,000*

76,000*

106,000*

220,000

Belgium

27,500*

41,250*

55,000

123,750*

Italy

22,000*

37,000*

91,000*

150,000

Singapore

82,500*

82,500*

82,500*

247,500

Japan

33,000*

77,000*

100,000

200,000

Korea

20,100

50,600

80,600

151,300

India

16,250*

50,000

65,000

131,250*

Abu Dhabi

35,000*

50,000*

50,000

135,000*

United States

65,360

82,710

117,429

265,499

Brazil

26,600*

53,200*

70,000

149,800*

TOTAL

703,233

1,110,970

1,607,375

3,411,578

Average

35,162

55,549

80,369

170,579

* Formula Money estimate

44.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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2012 F1 SEASON ATTENDANCE

350000
300000
250000
200000

Sunday
Saturday

150000

Practice day
100000
50000
0

Aus Mal Chn Bah SpnMonCan Eur GBr Ger Hun Bel Ita Sin Jap Kor Ind AbuUSA Brz

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PRACTICE DAY ATTENDANCE: 2012 SEASON

Race

Attendance

Singapore

82,500

Canada

80,300

Britain

80,000

United States

65,360

Australia

44,000

Germany

38,000

Hungary

38,000

Abu Dhabi

35,000

Japan

33,000

10 Spain

27,700

11 Belgium

27,500

12 Brazil

26,600

13 Monaco

25,000

14 Italy

22,000

15 Korea

20,100

16 India

16,250

17 Europe

15,484

18 China

15,000

19 Malaysia

9,439

20 Bahrain

2,000

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SATURDAY ATTENDANCE: 2012 SEASON

Race

Attendance

Canada

94,600

Britain

90,000

United States

82,710

Singapore

82,500

Australia

80,000

Japan

77,000

Hungary

76,000

Spain

62,200

Brazil

53,200

10 Korea

50,600

11 Germany

50,000

12 India

50,000

13 Abu Dhabi

50,000

14 Belgium

41,250

15 Europe

38,389

16 Italy

37,000

17 China

35,000

18 Malaysia

25,521

19 Monaco

25,000

20 Bahrain

10,000

47.

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SUNDAY ATTENDANCE: 2012 SEASON

Race

Attendance

Britain

127,000

United States

117,429

Australia

114,900

Canada

110,000

Hungary

106,000

China

100,000

Japan

100,000

Italy

91,000

Malaysia

85,000

10 Singapore

82,500

11 Spain

81,600

12 Korea

80,600

13 Brazil

70,000

14 India

65,000

15 Germany

62,000

16 Belgium

55,000

17 Europe

51,546

18 Abu Dhabi

50,000

19 Monaco

30,000

20 Bahrain

27,800

48.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
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THREE-DAY ATTENDANCE: 2012 SEASON

Race

Attendance

Britain

297,000

Canada

284,900

United States

265,499

Singapore

247,500

Australia

238,900

Hungary

220,000

Japan

200,000

Spain

171,500

Korea

151,300

10 China

150,000

11 Germany

150,000

12 Italy

150,000

13 Brazil

149,800

14 Abu Dhabi

135,000

15 India

131,250

16 Belgium

123,750

17 Malaysia

119,960

18 Europe

105,419

19 Monaco

80,000

20 Bahrain

39,800

49.

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under UK copyright law, this publication may only be reproduced, stored or transmitted, in any form, or by any means, with prior permission in writing of the
publishers or, in the case of reprographic production, in accordance with the terms of licenses issued by the Copyright Licensing Agency.

Formulamoney
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