Brand Awareness
Margaux Matrix is a new name to me, but apparently they are a leading “brand exposure agency”. I’m not entirely sure what one does at an agency like that, but if it involves getting paid to watch F1, I’m exceedingly jealous. They have released a report going into details about F1 sponsorship and there are a few snippets I’d like to share with you.
Firstly, we have the top ten list of brands with the most TV exposure through the 2007 season. There’s a total of just under 20 hours available and Vodafone has topped the list with almost 4 of those hours. This is a vast improvement from when they were lost in the midst of a red Ferrari. Considering every team uses them, Bridgestone are a middle of the range 5th, with just under 2 hours exposure. I find this surprising, but then again, the name is pretty small across the tyre. Maybe they need to put those white marker pens to better use.
Aside from Bridgestone, there are only two names that do not belong to either Ferrari or McLaren, and that’s Red Bull and ING.
This is fascinating to me. If I sit back, close my eyes so I don’t look at any pictures, and try to think of an F1 sponsor – the first names that spring to mind are Lenovo, Kingfisher and Kenwood. Kenwood is always up there, because I think it’s amusing how small their name is on the car.
