Ferrari: the four billion dollar men

In winning the 2000 F1 Championship for the first time since 1979, Ferrari achieved even more television presence than in 1999. At that time SRi calculated that Ferrari's annual combined worldwide television presence was worth up to a (gross) ...

In winning the 2000 F1 Championship for the first time since 1979, Ferrari achieved even more television presence than in 1999. At that time SRi calculated that Ferrari's annual combined worldwide television presence was worth up to a (gross) equivalent of $3 billion, had that time been purchased at commercial rates. This year that figure rises to $3.9 billion. As usual in comparing sponsorship with advertising the discounting factor is highly specific to the individual sponsoring company, sport and brand. However, even discounting this figure by a theoretical (and extremely high) 95%, a sponsor legible for just one percent of the time Ferrari is present returns almost $2 million. This figure takes into account only live broadcasting, on to which should be added other types of broadcast such as news and recorded highlights. Figures based on a daily analysis of every type of broadcast, including news, general and lifestyle programmes in seven European countries from January to November show that 5% of total F1 broadcasting is contained within news broadcasting. This is impressive given the short durations of coverage.

During all forms of F1 related television broadcasts in the countries monitored, Ferrari and McLaren have together attained 54.9% of the available share of voice or "presence". No other team won a race in 2000, and even more markedly than usual the share of voice falls steeply away from the leading teams.

-SRi-

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Series Automotive , Formula 1