Superbowl ads are amongst the most prized, but what delivers greater media exposure? A superbowl ad or a Formula 1 team sponsorship?
A USD$4.5million Superbowl advert may deliver media exposure worth up to USD$10million allowing for online views and other positive PR associated with the game. The equivalent spend on a F1 Team sponsorship may typically deliver USD$30-60million media value over a year and a truly global audience of 425million TV viewers (vs 112million predominantly US viewers of the Superbowl). One leading F1 Team generated an average x28 return on their sponsors’ investment in TV media value alone.
Source: www.nbc.com 2015 and www.repucom.net 2014