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hospitality, merchandising, business-to-business opportunities,
and special events.
For purposes of valuing television exposure, in his expert
report, Mr. Caponigro relied on Indy racing yearend sponsor
reports published by Joyce Julius and Associates, Inc. (Joyce
Julius). According to Mr. Caponigro, Joyce Julius is the “most
prominent” sponsorship reporting service in racing. Joyce Julius
measures and assigns a value to sponsors’ television exposure
during races. The measurement process involves watching
videotapes of the races and recording the frequency and duration
of verbal or visual references to sponsors’ names or logos. In
order to assign a value, Joyce Julius then multiplies the amount
of exposure time by the cost of purchasing an identical amount of
television commercial time.63
The Joyce Julius report for the 1997 IRL season ranked
Menards fifth out of 522 associate, series, and event (AS&E)
sponsors, with an estimated exposure value of $8,457,925. For
the 1998 IRL season, Menards’s estimated exposure value was
$3,518,165, for a sixth-place ranking among a total of 524 AS&E
sponsors.
63Critics of Joyce Julius reports question whether sponsor
name and logo exposure during races necessarily equates with
television commercial exposure and whether the logos often pass
too fleetingly on screen to make an impression on viewers.
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