AUSTIN, Texas — Research by F-1 industry monitor Formulamoney shows that the Formula One U.S. Grand Prix has generated exposure worth $376.1 million for Austin over the first two years of its contract.
The race at Circuit of The Americas maintained its place as one of the most high-profile Grands Prix on the calendar in 2013 with its second event generating global media coverage for Austin worth $185.1 million. This builds on a successful first event, which generated $191.2 million worth of coverage for Austin, giving an average of $188.1 million per year.
Even though media interest is generally much higher in a race’s debut season, Austin experienced only a 3.2-percentdrop in the value of exposure due to the race remaining one of the most popular on the calendar among media and fans.
The race drew the third-highest Sunday attendance of the season, with an impressive total 113,162 fans visiting Circuit of The Americas. This was more than the attendance for the Monaco, German and Bahrain Grands Prix combined. The USGP’s three-day attendance of 250,324 fans put it fourth behind only Britain, Singapore and Canada.
The event was also a big success for F-1’s teams as it drew significant exposure for their sponsors. The 161 brands displayed on cars and trackside hoardings during the 2013 race gained exposure which would have been worth $140.6 million if it had been purchased as traditional TV advertising slots.
This total ranks the United States Grand Prix as the sixth best race last season in terms of brand exposure, well above the race average of $124.9 million. This is despite fan interest dropping later in the season due to the early conclusion to the championship when Sebastian Vettel took the crown at the Indian Grand Prix, two races prior to Austin.
The best-exposed brand of the race was F-1 global partner, Rolex, which benefited from the prime location of its trackside hoardings on the start-finish straight. This resulted in total exposure for the watchmaker worth $23.8 million.
World champion Sebastian Vettel of Infiniti Red Bull Racing handily won last year’s USGP race at Circuit of The Americas.
Thanks to Vettel’s dominant victory, Red Bull was the second best exposed brand of the race with coverage worth $19.1 million, followed by Red Bull Racing title sponsor Infiniti on $9.6 million. The top five brands were rounded out by Lotus ($8.9 million) and Mercedes title partner Petronas ($8.5 million).