The Australian View (page 3 of 4)
Television footage of 10 randomly selected motorcycle road races was analysed and the amount of time a motorcycle holding a particular position on the race track received television exposure was quantified. Due to the vast differences in logo/message size, colour and placement amongst competitors, a standard was developed. When the race number of the monitored bike was readable, the bike was receiving adequate coverage, such that a well placed sponsors logo/message of sufficient size, could reasonably expected to be seen.
Due to the variety in reasons for publicity accorded to pre and post race exposure (such as a local rider) this aspect was not considered in this study. Similarly a representative dollar value related to the quantified exposure was not calculated primarily because the broadcast markets vary considerably. For example, the Shell Australian Superbike Series is broadcast solely within Australia on the Channel 10 network only whilst the Superbike World Championship is telecast into 132 countries on 32 networks.
In addition not all positions on the grid were monitored. Due primarily to the vast differences in the way a race could be run (e.g. the differences in the type of racing due to differing tracks and race categories and the differences in techniques, policies and emphasis of the broadcasters) it was decided that a detailed analysis of a single race would prove unrepresentative of the broadcast of races in general. Instead this study looked at a subgroup of the full grid over a number of races in order to ascertain a representative picture of the position/exposure relationship in racing tv broadcasts.
The positions on the track chosen for this study were the 1st, 4th, 7th and 10th respectively. It was anticipated that this subgroup would provide an adequate indication of the position/exposure relationship. A wide selection of motorcycle races, racing conditions and races in a variety of countries were used:
RACE TITLE | LOCATION |
| World Road Racing Championship | Brazil |
| World Superbike Championship, Rnd. 12(1) | Australia (Phillip Island) |
| World Superbike Championship, Rnd. 12(2) | Australia (Phillip Island) |
| Shell Superbike Series, Rnd.6 | Australia (Oran Park) |
| Shell Australian Superbike Series, Rnd. 4(1) | Australia (Eastern Creek) |
| Shell Australian Superbike Series, Rnd. 4(2) | Australia (Eastern Creek) |
| Shell Superbike Series, Rnd. 2(1) | Australia (Phillip Island) |
| Shell Superbike Series, Rnd. 2(2) | Australia (Phillip Island) |
| World Superbike Championship, Rnd. 7(1) | UK (Brands Hatch) |
| World Superbike Championship, Rnd. 7(2) | UK (Brands Hatch) |
Data was analysed by recording all television exposure in seconds and totaling that exposure with respect to race position. This was done for four positions in ten races with the results converted to a percentage of total race time. The mean of the four positions over the ten races monitored was then calculated.
POS'N | COVERAGE | MEAN % | VARIATION |
| 1 | 4729 sec | 33.5 | High: 57.0% Low: 17.5% |
| 4 | 2978 sec | 21.0 | High: 30.0% Low: 10.5% |
| 7 | 639 sec | 4.5 | High: 7.5% Low: 1.0% |
| 10 | 639 sec | 1.0 | High: 3.0% Low: 0.5% |
| Other | 5563 sec | 40.0 | High: n/a Low: n/a |
Discussion.
The results of monitoring the 10 races showing percentage of total telecast time that the 1st, 4th, 7th and 10th placed bikes were observed are displayed in table 2. Results indicated that, on average, the leading motorcycle received significantly more exposure (33.5%) than did the other positions monitored, with the 4th placed machine receiving significantly more (21%) than the 7th (4.5%) and 10th (1%) placed machines whose exposure was minimal. The remaining 40% of the exposure was made up of vision that fell outside the criteria mentioned in the procedure such as vision of motorcycles not in the monitored positions or unclear vision where the requirements were not met.
However, in two instances the 4th placed bike received greater exposure than the first placed machine. It was observed that in these cases the 1st placed bike obtained a significant lead early in the race and was not overtaken. Meanwhile a close contest had developed between a number of bikes competing for minor podium finishes - this accorded better television viewing than a lone motorcycle lapping by itself and therefore this contest was dedicated a larger proportion of exposure time (30% & 35% respectively) than one would expect. Even in this situation, the leading bike still received a significant a mount of exposure (17.5% and 20.5% respectively) - a favourable comparison to the leading bike average of 33.5%.
The leading machine in the races monitored gained exposure in approximately one third (33.5%) of the race telecast time. This is significantly more than the fourth placed machine which received 21%. Considering most races have a duration from 15 to 45 minutes, this could be expected to deliver a considerable amount of exposure to a sponsor with well placed on machine signage.
Statistical analysis of the results using a simple analysis of variance (ANOVA) clearly indicated a significant difference in the amount of television exposure that the monitored positions receive. The more competitive teams received significantly more exposure than the less competitive teams, therefore providing greater exposure benefits to sponsors.