The 2000 Indianapolis 500 became the greatest source of sponsorship exposure in the history of broadcast motorsports. According to Joyce Julius and Associates, the 84th Indianapolis 500, which aired live on ABC Sports on May 28, 2000, generated a...
The 2000 Indianapolis 500 became the greatest source of sponsorship exposure in the history of broadcast motorsports. According to Joyce Julius and Associates, the 84th Indianapolis 500, which aired live on ABC Sports on May 28, 2000, generated a record $102.4 million in sponsor exposure. This is the first time in the history of televised motorsports coverage that a single event has surpassed the $100-million mark. The Indianapolis 500's impressive numbers placed it first among televised motorsports events in 2000. The NASCAR Winston Cup Series' Daytona 500 and Pepsi 400 were second at $92.7 million and third at $83.8 million, respectively. The $102.4-million figure is based on the Indianapolis 500 race broadcast only and does not include other activities at the Indianapolis Motor Speedway throughout the month of May, including practice, qualifying and Coors Carburetion Day.
"The Indianapolis 500 is an event that transcends sports," said Bob Reif, senior vice president and chief marketing officer of the Indianapolis Motor Speedway. "Since its creation in 1911, the race has increasingly stood as one of the great events in American culture.
"The Joyce Julius numbers reflect that those who measure sponsorship view the '500' as more than an historical icon, however. It is a unique, growing and valuable marketing tool for the many sponsors that help make the Indianapolis 500 the success it is."
The Speedway's Brickyard 400, also a Winston Cup Series event, was sixth in the rankings at $61.6 million. Joyce Julius and Associates, based in Ann Arbor, Mich., specializes in documenting exposure received by corporate entities during televised event broadcasts. The company's reports are based on "in-focus" exposure of a particular sponsor.
In-focus numbers are calculated based on readable views of sponsor names on cars, uniforms, virtual signage, track signage, on-screen graphics and sponsor name mentions during a broadcast. The time each sponsor receives in exposure is compiled and given a dollar value based on the price of a 30-second commercial for that telecast.
The 85th running of the Indianapolis 500 will take place May 27, 2001. Pre-race ceremonies and the 200-lap race will be broadcast live on ABC beginning at 11 a.m. (EDT).