As a result of her 8th place finish at the 2013 Daytona 500, Danica Patrick earned an impressive $357,464. Not a bad day's work I'd say.
However, the financial benefits of Patrick's performance in Daytona last month extend far beyond the prize money. Her performance in the GoDaddy-branded "10" car has apparently raised her marketability considerably. So much so that her rating on The Marketing Arm's "Davie-Brown Index" --- which "determines a celebrity's ability to influence brand affinity and consumer purchase intent" --- rose 30 spots. To provide a better landscape for her rating, Patrick now sits between George Clooney and Justin Timberlake, yes that George Clooney and Justin Timberlake.
In other words, Danica Patrick has every bit the endorsement potential as Clooney and Timberlake.
For those doubting Patrick's value to sponsors, just consider the ROI for GoDaddy, one of Patrick's most visible endorsers. According to Repucom, GoDaddy received over 20 minutes of screen time throughout the Daytona 500, which has an approximate media value of $2.9 million dollars. To put in perspective the significance of Patrick's move to NASCAR, GoDaddy received only $1.5 million dollars in media value during her entire last season of IndyCar.
More impressive may have been Danica's social media impressions. In the week leading up to Daytona, which included Patrick becoming the 1st woman in NASCAR history to win a pole position, she received over 971 million impressions on Twitter.
Not a bad day's work indeed.
No comments:
Post a Comment