f1 2012 attendance

Formulamoney

F1 Financial Impact Review

2012 UNITED STATES GRAND PRIX

ContentsHighlights 3

Part 1: Exposure of Austin 5

Introduction and methodology 5

Exposure of Austin from the 2012 United States Grand Prix 6

The United States Grand Prix's F1 audience 6

Part 2: Broadcast media exposure 7


Brand exposure: 2012 United States Grand Prix 8

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


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


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


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

2.

© 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 Not for publication without permission in writing from the publishers.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.

2012 UNITED STATES GRAND PRIX

F1 Financial Impact ReviewHIGHLIGHTS

2012 United States Grand Prix: F1 Financial Impact Review highlights the commercial importance of F1’s 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 F1’s teams, meaning that the race was a big benefit to the sport’s 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.

3.


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.

4.


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 world’s 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.

5.


EXPOSURE OF AUSTIN FROM THE2012 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 PRIX’S 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.

1 2012 Formula One Global Broadcast Report

6.


PART 2

Broadcast media exposure


One of the most important benefits of a Formula One sponsorship is exposure to the sport’s 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 sponsor’s 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 race’s 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.

7.


BRAND EXPOSURE: 2012 UNITED STATES GRAND PRIX

Brand Team(s) / Race

Type of relationship

Estimated advertising value equivalent

Share of exposure (%)

1 Pirelli All teams, United States GP

Trackside advertiser

$24,491,017 16.23

2 Red Bull Red Bull Racing, Toro Rosso

Team owner $19,343,962 12.82

3 LG United States GP Trackside advertiser

$14,145,943 9.37

4 Verizon McLaren Sponsor $14,025,315 9.29

5 Lotus Lotus Team name $9,541,469 6.32

6 UBS United States GP Trackside advertiser

$9,093,821 6.03

7 Santander Ferrari Sponsor $8,606,579 5.70

8 Ferrari Ferrari Team owner $5,464,495 3.62

9 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

8.






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 M I G 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

9.






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.






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 Mov’it 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.






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, Caterham

Charity/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 Queen’s 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.






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. Pre-race 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

13.


Pirelli

Red Bull

LG

Verizon

Lotus

UBS

Santander

Ferrari

PDVSA

Petronas

Other brands

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

Brand Estimated advertising value equivalent


1 Red Bull $19,343,962 12.82

2 Lotus $9,541,469 6.32

3 Ferrari $5,464,495 3.62

4 Renault $1,448,362 0.96

5 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



1 Pirelli $24,491,017 16.23

2 LG $14,145,943 9.37

3 Verizon $14,025,315 9.29

4 UBS $9,093,821 6.03

5 Santander $8,606,579 5.7

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

14.


TEAM SHARE OF BRAND EXPOSURE: 2012 UNITED STATES GRAND PRIX

Team Estimated advertising value equivalent


1 Red Bull Racing $20,707,351 20.47

2 McLaren $18,501,460 18.29

3 Ferrari $16,666,025 16.47

4 Lotus $14,596,403 14.43

5 Mercedes $6,065,480 6.00

6 Force India $5,876,600 5.81

7 Williams $5,643,709 5.58

8 Sauber $4,586,059 4.53

9 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

15.


Red Bull Racing

McLaren

Ferrari

Lotus

Mercedes

Force India

Williams

Sauber

Toro Rosso

Caterham

Marussia

HRT

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

Red Bull Racing exposure summary: 2012 United States Grand Prix


1 Red Bull $16,638,948

2 Infiniti $1,808,581

3 Total $1,085,149

4 Renault $542,574

5 Rauch $180,858

6 Pepe Jeans $108,515

7 Geox $90,429

8 Singha Beer $54,257

9 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.


McLaren exposure summary: 2012 United States Grand Prix


1 Verizon $14,025,315

2 Mobil 1 $1,149,616

3 Maximuscle $919,693

4 Mercedes-Benz $735,754

5 Johnnie Walker $613,129

6 Tooned $459,846

7 McLaren.com $153,282

8 Hugo Boss $122,626

9 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.


Ferrari exposure summary: 2012 United States Grand Prix


1 Santander $8,606,579

2 Ferrari $5,464,495

3 Shell/V-Power $1,912,573

4 Kaspersky $163,935

5 Fiat $136,612

6 Ferrari.com $43,716

7 Acer $42,350

8 AMD $40,984

9 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.


Lotus exposure summary: 2012 United States Grand Prix


1 Lotus $9,541,469

2 Total $2,555,751

3 Genii Business Exchange $681,534

4 Renault $511,150

5 Clear $170,383

6 Japan Rags $136,307

7 TW Steel $122,676

8 Rexona $105,638

9 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 Mov’it $34,077

20 Pirelli $30,669

21 Magneti Marelli $27,261

22 Auden McKenzie $17,038

23 CD Adapco $13,631


$5,452

25 FIA Action for Road Safety $2,726

TOTAL $14,596,403

19.


Mercedes exposure summary: 2012 United States Grand Prix


1 Petronas $4,518,048

2 Mercedes-Benz $677,707

3 Syntium $225,902

4 M I G $210,842

5 Thomas Sabo $153,614

6 Aabar $150,602

7 AMG $60,241

8 Monster $22,590

9 Pirelli $17,319

10 Puma $16,566


TOTAL $6,065,480

Force India exposure summary: 2012 United States Grand Prix


1 Kingfisher/Fly Kingfisher $2,783,469

2 Sahara $1,043,801

3 Whyte & Mackay $845,479

4 Force India $835,041

5 UB Group $104,380

6 Vladivar $73,066

7 Royal Challenge $69,587

8 Aethra $45,231

9 Reebok $34,793

10 Pirelli $24,355

11 Alpinestars $17,397

TOTAL $5,876,600

20.


Williams exposure summary: 2012 United States Grand Prix


1 PDVSA $4,577,855

2 Randstad $235,829

3 Renault $231,205

4 Gilette $184,964

5 Venezuela Tourism $115,602

6 Embratel $92,482

7 ORIS $69,361

8 Head and Shoulders $46,241

9 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.


Sauber exposure summary: 2012 United States Grand Prix


1 Claro $1,428,072

2 Telmex $778,948

3 Chelsea FC $649,124

4 Sauber F1 Team $584,211

5 Mexico $357,018

6 NEC $324,562

7 Interproteccion $129,825

8 Oerlikon $68,158

9 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


1 Red Bull $2,705,014

2 Cepsa $1,030,482

3 Falcon Private Bank $208,673

4 Nova Chemicals $206,096

5 Scuderia Toro Rosso $25,762

6 Pirelli $13,525

7 Siemens $12,881

8 CD Adapco $7,729

9 Speed Week $6,441

TOTAL $4,216,602

22.


Caterham exposure summary: 2012 United States Grand Prix


1 GE $1,089,552

2 Renault $163,433

3 Air Asia $160,228

4 Airbus $96,137

5 EADS $83,319

6 Tune Group $81,716

7 Naza Group $78,512

8 CNN $72,103

9 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 Queen’s Park Rangers $8,011


$7,947

19 Angry Birds $7,860

20 Caterham $6,409

21 EQ8 $4,807


23 Manuscript $1,602

TOTAL $2,102,780

23.


Marussia exposure summary: 2012 United States Grand Prix


1 Marussia $1,408,880

2 Qnet $187,851

3 Virgin $54,790

4 CNBC $46,963

5 Quantel $39,136

6 Armin Strom $32,874

7 IDEC $31,308

8 Bifold $23,481

9 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.


HRT exposure summary: 2012 United States Grand Prix


1 HRT $83,840

2 KH-7 $67,072

3 Tata $50,304

4 Cosworth $20,960

5 Tata Motors $17,606

6 Thesan Capital $15,930

7 Ermestel $15,091

8 Varlion $14,756

9 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


1 Pirelli $24,250,189

2 LG $14,145,943

3 UBS $9,093,821

4 Bernie Says... $1,010,425

5 Allianz $757,818

6 Hublot $505,212

TOTAL $49,763,408

25.


BRAND EXPOSURE: 2012 SEASON SO FAR





1 Red Bull Red Bull Racing, Toro Rosso

Team owner $311,021,671 14.26

2 Santander Ferrari, Various races

Sponsor, Trackside advertiser

$246,068,658 11.28

3 Vodafone McLaren Sponsor $162,975,573 7.47

4 Pirelli All teams, Trackside advertiser

Series tyre supplier

$139,695,051 6.40

5 Lotus Lotus Team name $117,690,437 5.40

6 Petronas Mercedes, Malaysian GP


$110,101,272 5.05

7 UBS Trackside advertiser


$92,298,802 4.23

8 Ferrari Ferrari Team owner $88,562,680 4.06

9 PDVSA Williams Sponsor $69,646,654 3.19

10 Shell Ferrari, 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


$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


$26,239,810 1.20

18 LG Trackside advertiser


$25,056,259 1.15

19 Mercedes-Benz Mercedes, McLaren, Safety car

Team owner, Engine partner, Sponsor

$24,193,448 1.11

26.






20 DHL 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


$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 M I G Mercedes Sponsor $4,328,582 0.20

46 Falcon Private Bank Toro Rosso Sponsor $4,248,487 0.19

27.






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.






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


$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.






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 Queen’s 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.






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/Interwetten


142 SKF Ferrari Sponsor $464,954 0.02

143 SAP McLaren Sponsor $444,927 0.02

144 Mov’it 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 car

Miscellaneous $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.






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


Caterham Sponsor $121,294 0.01

187 Learndirect Marussia Sponsor $116,778 0.01

188 Cristalbox HRT Sponsor $111,436 0.01



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.






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


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.






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 L’Equipe 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.






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


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



1 Red Bull $311,021,671 14.26

2 Lotus $117,690,437 5.4

3 Ferrari $88,562,680 4.06

4 Mercedes-Benz $24,193,448 1.11

5 Marussia $23,033,248 1.06

TOP FIVE BEST-EXPOSED SPONSORS: 2012 SEASON SO FAR



1 Santander $246,068,658 11.28

2 Vodafone $162,975,573 7.47

3 Pirelli $139,695,051 6.40

4 Petronas $110,101,272 5.05

5 UBS $92,298,802 4.23

35.


TEAM SHARE OF BRAND EXPOSURE: 2012 SEASON SO FAR

Team Estimated media value (US$)

Share of voice (%)

1 Red Bull Racing $318,777,128 20.65

2 Ferrari $269,989,715 17.49

3 McLaren $241,323,793 15.63

4 Lotus $182,533,537 11.83

5 Mercedes $127,396,592 8.25

6 Williams $85,933,934 5.57

7 Toro Rosso $85,776,753 5.56

8 Sauber $83,402,073 5.40

9 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 PRIX’S SHARE OF TOTAL F1 BRAND EXPOSURE 2012

36.


United States GP

Rest of season

TOP FIVE RACES BY TOTAL VALUE OF BRAND EXPOSURE 2012

Race Estimated total advertising value equivalent

1 United States Grand Prix $150,933,991

2 European Grand Prix $143,879,629

3 Canadian Grand Prix $142,863,828

4 Bahrain Grand Prix $140,364,189

5 Monaco Grand Prix $139,711,632

Season average $113,860,936

37.


PART 3

Print media exposure


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 F1’s 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 F1’s key stake-holders – team owners and title sponsors – in the United States Grand Prix’s 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.


PRINT MEDIA EXPOSURE ANALYSIS OF TEAM OWNER NAMES:2012 UNITED STATES GRAND PRIX

Team name brand

Total articles*

1 Red Bull 1,496

2 Ferrari 1,405

3 Mercedes 759

4 Caterham 133

5 Marussia 101

Average 779

* Refers to the number of print media articles mentioning both the team owner’s 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 team’s 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*

1 Sahara Force India 20

2 Vodafone McLaren 19

3 Petronas Mercedes 10

Average 16

* Refers to the number of print media articles mentioning both the title sponsor’s 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.


PART 4

Resources per point: team performance


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 resourcesper point (US$)

1 McLaren 35 $384,000

2 Lotus 14 $592,143

3 Ferrari 27 $726,667

4 Red Bull 18 $871,111

5 Force India 4 $1.51m

6 Williams 3 $2.21m

All other teams 0 No points

40.


POINTS TO RESOURCES RATIO: 2012 SEASON SO FAR

Team Points Estimated resourcesper point (US$)

1 Lotus 302 $520,000

2 Red Bull 440 $680,000

3 Sauber 124 $710,000

4 McLaren 353 $720,000

5 Ferrari 367 $1.02m

6 Force India 99 $1.16m

7 Williams 76 $1.66m

8 Mercedes 136 $2.20m

9 Toro Rosso 22 $7.01m

All other teams 0 No points

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

41.


PART 5

Cost per point: driver performance


The following data shows the value for money of each driver to his team. The drivers’ cost per point is calculated by dividing a driver’s 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 team’s part.

DRIVER VALUE FOR MONEY: 2012 UNITED STATES GRAND PRIX

Driver Points Estimated cost per point (US$)

1 Romain Grosjean 6 $2,083

2 Nico Hulkenberg 4 $3,125

3 Pastor Maldonado 2 $12,500

4 Bruno Senna 1 $12,500

5 Kimi Räikkönen 8 $31,250

6 Lewis Hamilton 25 $40,000

7 Sebastian Vettel 18 $44,444

8 Jenson Button 10 $50,000

9 Felipe Massa 12 $58,333

10 Fernando Alonso 15 $133,333

All other drivers 0 No points

42.


DRIVER VALUE FOR MONEY: 2012 SEASON SO FAR

Driver Points Estimated cost per point (US$)

1 Romain Grosjean 96 $2,474

2 Nico Hulkenberg 53 $4,481

3 Paul di Resta 46 $5,163

4 Sergio Perez 66 $7,197

5 Bruno Senna 31 $7,661

6 Kamui Kobayashi 58 $8,190

7 Pastor Maldonado 45 $10,556

8 Jean-Eric Vergne 12 $11,875

9 Kimi Räikkönen 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 0 No points

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

43.


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.


2012 F1 SEASON ATTENDANCE

45.


Aus Mal Chn Bah SpnMonCan Eur GBr Ger Hun Bel Ita Sin Jap Kor Ind AbuUSA Brz0

50000

100000

150000

200000

250000

300000

350000

Sunday

Saturday

Practice day

PRACTICE DAY ATTENDANCE: 2012 SEASON

Race Attendance

1 Singapore 82,500

2 Canada 80,300

3 Britain 80,000

4 United States 65,360

5 Australia 44,000

6 Germany 38,000

7 Hungary 38,000

8 Abu Dhabi 35,000

9 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

46.


SATURDAY ATTENDANCE: 2012 SEASON

Race Attendance

1 Canada 94,600

2 Britain 90,000


4 Singapore 82,500

5 Australia 80,000

6 Japan 77,000

7 Hungary 76,000

8 Spain 62,200

9 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.


SUNDAY ATTENDANCE: 2012 SEASON

Race Attendance

1 Britain 127,000


3 Australia 114,900

4 Canada 110,000

5 Hungary 106,000

6 China 100,000

7 Japan 100,000

8 Italy 91,000

9 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.


THREE-DAY ATTENDANCE: 2012 SEASON

Race Attendance

1 Britain 297,000

2 Canada 284,900


4 Singapore 247,500

5 Australia 238,900

6 Hungary 220,000

7 Japan 200,000

8 Spain 171,500

9 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.


Formulamoney

www.formulamoney.com

f1 2012 attendance

Documents

grand prix attendance

exposure of austin

broadcast exposure

terms of brand exposure

team exposure summary

split of brand exposure

broadcast media exposure

total value of brand