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Vodafone Supplants Marlboro As Most Visible F1 Sponsor
Vodafone has leapt to the top of the Formula One band exposure league table for the first time after seven years in the sport according to a report from Margaux Matrix. Vodafone climbed from sixth place in the 2006 table to the top spot last year. As McLaren title sponsor, the brand in 2007 enjoyed around three times the exposure duration compared to its 2006 performance with Ferrari. Four more McLaren sponsors appear in the 2007 top 10, including newcomer Aigo.
Marlboro was dislodged from last year's top spot to number two although with a very similar exposure time to 2006. Whilst McLaren Mercedes has five sponsors in the top 10, Ferrari has only two.
The highest new entry is Renault title sponsor ING, making eighth place despite only one podium finish. The best ranked Renault sponsor of 2006, Elf, has dropped out of the top 10 and interestingly in 2006 recorded roughly double the team exposure ING received in 2007. ING was still one of the most visible brands in F1 when one takes into account that the company was the most-seen brand amongst the 57 trackside advertisers across the 2007 season.
The full report can be downloaded from the Margaux Matrix website
Posted to the site on 20th February 2008