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BMW MotorsportZL-M2007Page 1
BMWSauber F1 Team.Motorsport Research 2007.Official & Promotional Supplier.
SheerDriving Pleasure
BMW Motorsport
www.bmw-motorsport.com
BMWSauber F1 Team.
BMW MotorsportZL-M2007Page 2
BMWSauber F1 Team.Motorsport Research 2007.Agenda.
50Glossary
41Target group profile
24Positioning of BMW Sauber F1 Team
16Image profile of Formula 1
13Formula 1 in comparison to other events
11Worldwide level of interest in Formula 1
8Potential of motorcar racing and Formula 1
3Facts on the study
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 3
BMWSauber F1 Team.Motorsport Research 2007.Facts & Methodology of Market Research I.
Representative sample in 11 markets, urban sample in 6 markets, stratified by region, age, gender and demographic items.
Sample
More than 15,000 telephone and face-to-face interviews.Interviews
May 2007, after the 4th GP.Fieldwork
Total population age 16-69.Target group
17 main markets worldwide.
- Europe: Germany, UK, France, Italy, Spain, Switzerland, Poland (new in 2007)
- Asia: China, Japan, Indonesia, Thailand, Malaysia, India
- America: USA, Brazil
- Africa & Australia: South Africa, Australia
Markets
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 4
BMWSauber F1 Team.Motorsport Research 2007.Facts & Methodology of Market Research II.
The sample is structured representatively via controlled random procedure. Stratification of the total sample ensures representative distribution regarding regions, age and gender. If required, an urban sample is used in countries with a less developed media infrastructure.
Method of selection
Standardised questionnaire in all countries investigated. Interviews are conducted in the relevant official language.
Method of interviewing
Telephone interviews (CATI) .Interview technique
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 5
BMWSauber F1 Team.Motorsport Research 2007.The SPORT+MARKT Sponsoring 21+ Study.
SPORT+MARKT “Sponsoring 21+” study is the fundamental sponsorship research tool for companies pursuing a global sponsorship strategy.
The eighth edition of the study, conducted in 21 countries worldwide, enables potential analysis of planned sponsorship engagements as well as an independent, objective assessment of existing engagements in sport.
Thus, it provides essential information for planning and implementation for sponsors and marketers.
In addition, Sponsoring 21+ provides target-group analyses regarding demographic structure, popularity and potential of sports, sector preferences, key brand values in various sponsorship target groups and conclusions on the impact and efficiency of your sponsorship.
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 6
BMWSauber F1 Team.Motorsport Research 2007.Country overview.
GermanyU.K.
France
ItalySpain
Switzerland
USA
Brazil
South Africa
India
China
JapanThailand
Indonesia
Australia
Malaysia
Poland
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 7
BMWSauber F1 Team.Motorsport Research 2007.Team overview.
Teams and drivers in the 2007 Formula 1 season.
Teams included in the survey
Teams not included in the survey
BMW Sauber F1 Team Renault F1 Team McLaren Mercedes Scuderia Ferrari
Toyota Racing Red Bull Racing Williams F1 Team Honda Racing F1 Team
Scuderia Toro Rosso Spyker F1 Team Super Aguri F1 Team
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 8
BMWSauber F1 Team.Motorsport Research 2007.Content.
Potential of motorcar racing and Formula 1Potential of motorcar racing and Formula 1
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 9
BMWSauber F1 Team.Motorsport Research 2007.Worldwide potential of motorcar racing (incl. F1).
North America (USA)
Total pop. 16-69:
208.81 mill.���� 100%
Motorcar racing-interested (Top-2-Box):
54.29 mill.���� 26%
European key markets (GER, FRA, UK, ESP, ITA)
Total pop. 16-69:
217.00 mill.���� 100%
Motorcar racing-interested (Top-2-Box):
91.14 mill.���� 42%
Africa + Australia (RSA, AUS)
Total pop. 16-69:
42.99 mill.���� 100%
Motorcar racing-interested (Top-2-Box):
14.75 mill.���� 34%
Asia(IND*, CHN*, JAP*, THA*,
INA*, MAL*)
Total pop. 16-69:
764.13 mill.���� 100%
Motorcar racing-interested (Top-2-Box):
224.61 mill.���� 29%
Central + Eastern Europe
(NED, AUT, SUI, POL, CZE, HUN, SVK, RUS*)Total pop. 16-69:
148.29 mill.���� 100%
Motorcar racing-interested (Top-2-Box):
48.50 mill.���� 33%
* Urban sample: MEX, RUS, IND, CHN, JAP, THA, INA, MAL.
Central + South America
(MEX*, BRA)
Total pop. 16-69:
183.95 mill.���� 100%
Motorcar racing-interested (Top-2-Box):
65.41 mill.���� 36%
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 10
BMWSauber F1 Team.Motorsport Research 2007.Worldwide potential of Formula 1.
North America (USA)
Total pop. 16-69:
208.81 mill.���� 100%
F1-interested (Top-2-Box):
35.50 mill.���� 17%
European key markets (GER, FRA, UK, ESP, ITA)
Total pop. 16-69:
217.00 mill.���� 100%
F1-interested (Top-2-Box):
86.80 mill.���� 40%
Africa + Australia (RSA, AUS)
Total pop. 16-69:
42.99 mill.���� 100%
Asia(IND*, CHN*, JAP*, THA*,
INA*, MAL*)Total pop. 16-69:
764.13 mill.���� 100%
F1-interested (Top-2-Box):
251.93 mill.���� 33%
Central + Eastern Europe
(NED, AUT, SUI, POL, CZE, HUN, SVK, RUS*)Total pop. 16-69:
148.29 mill.���� 100%
F1-interested (Top-2-Box):
46.32 mill.���� 31%
* Urban sample: MEX, RUS, IND, CHN, JAP, THA, INA, MAL.
Central + South America
(MEX*, BRA)
Total pop. 16-69:
183.95 mill.���� 100%
F1-interested (Top-2-Box):
68.56 mill.���� 37%
Source: SPORT+MARKT AG 2007
F1-interested (Top-2-Box):
13.76 mill.���� 32%
Average worldwide interest in Formula 1: 32% (approx. 503 mill. Top-2-Box)
BMW MotorsportZL-M2007Page 11
BMWSauber F1 Team.Motorsport Research 2007.Content.
Worldwide level of interest in Formula 1Worldwide level of interest in Formula 1
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 12
BMWSauber F1 Team.Motorsport Research 2007.Level of interest in Formula 1, annual comparison.
Top-2-Box: “Very interested” + “Interested”.
EUROPE ASIA
AMERICA AFRICA & AUSTRALIA
53
51
47
32
34
21
42
33
32
27
44
49
51
Australia
South Africa
USA
Brazil
Question: Please tell me how interested you are in Formula 1 on a scale from 1=“Not interested at all” to 5 = “Very interested”. If event is not known please state.
Base: Representative citizens between the ages of 16-69. Europe n=6,607, America n=2,004, Asia n=5,660, Africa & Australia n=1,600. Figures in %.
44
35
37
26
26
24
30
28
18
39
40
42
45
13
17
39
36
30
30
33
20072006
n.a.
Source: SPORT+MARKT AG 2007
U.K.
France
Switzerland
Germany
Poland
Spain
Italy
India
Japan
Thailand
Malaysia
China
Indonesia
BMW MotorsportZL-M2007Page 13
BMWSauber F1 Team.Motorsport Research 2007.Content.
Formula 1 in comparison to other eventsFormula 1 in comparison to other events
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 14
BMWSauber F1 Team.Motorsport Research 2007.Level of interest in selected sports events.
Event known Interest (Top-2-Box): “Very interested” + “Interested”
Question: Please tell me how interested you are in each of the following events on a scale from 1=“Not interested at all” to 5 = “Very interested”. If event is not known please state.
Base: Representative citizens between the ages of 16-69. Europe n=6,607, America n=2,004, Asia n=5,660, Africa & Australia n=1,600. Figures in %.
87
82
95
80
83
98
92
99
90
98
83
97
95
97
89
73
17
26
20
23
62
22
41
24
52
15
27
45
49
20
8
14
EUROPE
78
83
86
79
78
89
78
96
82
98
86
89
78
79
82
89
9
45
25
16
53
12
11
14
15
14
13
8
12
13
11
8
AMERICA
48
59
64
61
68
85
56
70
59
84
63
57
68
65
57
54
19
20
30
39
63
18
32
22
57
24
16
41
37
21
11
9
ASIA
74
84
87
94
95
98
67
94
86
96
86
83
93
94
89
95
25
26
37
37
58
32
23
50
16
16
39
34
19
37
8
10
AFRICA+AUSTRALIA
Source: SPORT+MARKT AG 2007
WWE Smackdown (Wrestling)
World Rally Championship
UEFA European Championship
UEFA Champions League
Tour de France
Superbike
Olympic Summer Games
Moto GP
Formula 1
FIS World Cup
FIFA World Cup
English FA Premier League
English FA Cup
Davis Cup
ATP Tour
America’s Cup
BMW MotorsportZL-M2007Page 15
BMWSauber F1 Team.
76
61
62
56
52
51
99
78
64
63
58
56
53
9841
16
15
6
6
8
8
10
41
11
9
8
7
7
Motorsport Research 2007.Level of interest in selected motorsport events.
62
45
60
50
47
45
96
66
57
69
61
61
54
95
39
29
47
35
31
32
70
47
41
55
46
43
43
74
65
53
74
64
54
53
94
65
58
64
61
58
56
93
Question: Please tell me how interested you are in each of the following motorsport events on a scale from 1=“Not interested at all” to 5 = “Very interested”. If event is not known please state.
Base: Representative citizens between the ages of 16-69. Europe n=6,607, America n=2,004, Asia n=5,660, Africa & Australia n=1,600. Figures in %.
3
4
5
4
25
9
9
7
25
9
4
7
7
5
13
19
14
12
11
32
15
12
23
18
18
15
10
32
32
15
34
10
14
21
10
16
10
8
9
8
10
12
Source: SPORT+MARKT AG 2007
Event known Interest (Top-2-Box): “Very interested” + “Interested”
AMERICA ASIA AFRICA + AUSTRALIAEUROPE
FIA WTCC
FIA GT
GP2 Series
Formula BMW
DTM
24h Races
Formula 1
2007
2006
BMW MotorsportZL-M2007Page 16
BMWSauber F1 Team.Motorsport Research 2007.Content.
Image profile of Formula 1Image profile of Formula 1
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 17
BMWSauber F1 Team.Motorsport Research 2007.Worldwide image profile of Formula 1.
InnovativeHigh tech / High qualityDynamicYouthful / TrendyChallengingAppealing
46
50
67
66
50
56
53
49
60
58
46
52
71
72
38
73
46
76
46
76
51
81
55
78
63
65
31
64
35
76
42
74
50
85
61
85
66USA
Brazil
EUROPE
AMERICA
43
70
67
74
67
65
50
69
67
68
65
57
59
59
84
76
85
87
75
63
85
80
81
86
68
78
50
64
69
68
74
70
56
64
67
60
70
65
84
40
37
63
55
51
54
45
45
65
49
42
47
52
53
51
74
55
72
66
57
51
68
50
70
62
78Poland
Switzerland
Germany
Italy
Spain
France
U.K.
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to Formula 1. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
Base: Representative citizens between the ages of 16-69 with a Top-3-Box interest in motorcar racing (incl. Formula 1). Figures in %. Source: SPORT+MARKT AG 2007
n.a. n.a. n.a. n.a. n.a. n.a.
2007
2006
BMW MotorsportZL-M2007Page 18
BMWSauber F1 Team.Motorsport Research 2007.Worldwide image profile of Formula 1.
Base: Representative citizens between the ages of 16-69 with a Top-3-Box interest in motorcar racing (incl. Formula 1). Figures in %.
66
62
72
88
73
73
73
62
59
88
79
66
63
62
59
58
55
66
53
61
65
69
60
72
51
50
48
45
60
62
59
63
69
77
63
81Australia
South Africa
ASIA
AFRICA &
AUSTRALIA
78
77
57
90
80
75
82
51
57
92
84
74
66
30
64
88
68
70
70
31
93
71
70
54
70
76
67
85
69
70
77
81
65
87
69
70
76
77
67
88
79
72
74
79
65
94
80
75
59
40
64
87
69
72
70
59
64
90
68
68
Source: SPORT+MARKT AG 2007
InnovativeHigh tech / High qualityDynamicYouthful / TrendyChallengingAppealing
India
Malaysia
Indonesia
Thailand
Japan
China
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to Formula 1. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
2007
2006
BMW MotorsportZL-M2007Page 19
BMWSauber F1 Team.Motorsport Research 2007.Image profile of Formula 1.
Base: Representative citizens between the ages of 16-69 with a Top-3-Box interest in motorcar racing (incl. Formula 1). Figures in %.
0
20
40
60
80
Appealing
Challenging
Youthful / Trendy
Dynamic
High tech / High quality
Innovative
EUROPE
AMERICA
ASIA
AFRICA & AUSTRALIA
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Source: SPORT+MARKT AG 2007
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to Formula 1. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
BMW MotorsportZL-M2007Page 20
BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - Europe.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Base: Representative European citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007
Formula 1
Football / Soccer
Sailing
5463
67
63
49
80
64
49
52
55
25
31
51
35
5549 44
59
0
20
40
60
80
Appealing
Challenging
Youthful / Trendy
Dynamic
High tech / High quality
Innovative
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
BMW MotorsportZL-M2007Page 21
BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - America.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
Base: Representative American citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007
Formula 1
Football / Soccer
Sailing
58
70
61
63
48
75
64
58
70
61
52
5144
35
56
43
43
45
0
20
40
60
80
Appealing
Challenging
Youthful / Trendy
Dynamic
High tech / High quality
Innovative
BMW MotorsportZL-M2007Page 22
BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - Asia.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Base: Representative Asian citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007
Formula 1
Football / Soccer
Sailing
72
78
76
71
69 76
79
66
79
77
52
68
71
62
78
58
49
66
0
20
40
60
80
Appealing
Challenging
Youthful / Trendy
Dynamic
High tech / High quality
Innovative
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
BMW MotorsportZL-M2007Page 23
BMWSauber F1 Team.Motorsport Research 2007.Image profile of F1 vs. football / soccer and sailing - Africa & Australia.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Question: Now, I am going to name some sports to you with a list of attributes. Please tell me, in your opinion, how appropriate each attribute is to the respective sport. I would like you to rate your answer on a scale from 1= “Is not appropriate at all” to 5= “Entirely appropriate”.
Base: Representative African & Australian citizens between the ages of 16-69 with a Top-3-Box interest in the respective sport. Figures in %. Source: SPORT+MARKT AG 2007
Formula 1
Football / Soccer
Sailing
58
65
61
57
47
70
63
60
70
67
54
5938
30
57 35
40
50
0
20
40
60
80
Appealing
Challenging
Youthful / Trendy
Dynamic
High tech / High quality
Innovative
BMW MotorsportZL-M2007Page 24
BMWSauber F1 Team.Motorsport Research 2007.Content.
Positioning of BMW Sauber F1 TeamPositioning of BMW Sauber F1 Team
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 25
BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - Europe.
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007
Top-2-Box: “Entirely appropriate” + “Appropriate”.
26
23
40
19
41
49
24
28
32
22
43
19
32
52
23
26
27
27
43
21
46
54
27
32
35
26
48
21
37
57
27
31
40
33
51
23
51
61
34
39
42
31
54
24
42
62
32
37
20072006
Appealing Dynamic High tech / Innovative
Williams F1 Team
Toyota Racing Team
Scuderia Ferrari
Renault F1 Team
Red Bull Racing
McLaren Mercedes
Honda Racing F1 Team
BMW Sauber F1 Team
BMW MotorsportZL-M2007Page 26
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Europe (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
0 10 20 30 40 50 60 70
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 27
BMWSauber F1 Team.Motorsport Research 2007.Team positioning, trend - Europe (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
2007
2006
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
0
10
20
30
40
50
60
0 10 20 30 40 50 60 70
BMW MotorsportZL-M2007Page 28
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Europe (F1-interested).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative European citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
70
80
90
0 10 20 30 40 50 60 70 80 90
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 29
BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - America.
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007
Top-2-Box: “Entirely appropriate” + “Appropriate”.
30
28
35
17
27
39
25
28
34
30
38
19
28
47
27
31
30
32
37
18
29
41
29
29
34
31
40
19
29
43
28
31
40
38
42
24
36
47
37
35
43
37
47
25
34
51
37
38
20072006
Appealing Dynamic High tech / Innovative
Williams F1 Team
Toyota Racing Team
Scuderia Ferrari
Renault F1 Team
Red Bull Racing
McLaren Mercedes
Honda Racing F1 Team
BMW Sauber F1 Team
BMW MotorsportZL-M2007Page 30
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - America (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
0 10 20 30 40 50 60
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 31
BMWSauber F1 Team.
0
10
20
30
40
50
60
0 10 20 30 40 50 60
Motorsport Research 2007.Team positioning, trend - America (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
2007
2006
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 32
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - America (F1-interested).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative American citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 33
BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - Asia.
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007
Top-2-Box: “Entirely appropriate” + “Appropriate”.
48
50
52
38
48
61
49
45
49
47
44
34
46
64
47
41
49
50
55
41
50
61
49
46
51
49
47
38
46
62
46
44
56
54
55
40
50
63
55
48
57
55
51
38
51
65
52
47
20072006
Appealing Dynamic High tech / Innovative
Williams F1 Team
Toyota Racing Team
Scuderia Ferrari
Renault F1 Team
Red Bull Racing
McLaren Mercedes
Honda Racing F1 Team
BMW Sauber F1 Team
BMW MotorsportZL-M2007Page 34
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Asia (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
70
0 10 20 30 40 50 60 70
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 35
BMWSauber F1 Team.
0
10
20
30
40
50
60
70
0 10 20 30 40 50 60 70
Motorsport Research 2007.Team positioning, trend - Asia (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
2007
2006
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 36
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Asia (F1-interested).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative Asian citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
70
80
90
0 10 20 30 40 50 60 70 80 90
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 37
BMWSauber F1 Team.Motorsport Research 2007.Image profile of selected F1 teams in comparison - Africa & Australia.
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %. Source: SPORT+MARKT AG 2007
Top-2-Box: “Entirely appropriate” + “Appropriate”.
45
37
52
33
42
60
35
40
40
34
50
31
35
52
31
37
44
38
49
30
40
58
37
38
41
34
49
30
34
53
33
37
52
39
54
33
43
60
40
44
45
36
53
30
38
55
35
40
20072006
Appealing Dynamic High tech / Innovative
Williams F1 Team
Toyota Racing Team
Scuderia Ferrari
Renault F1 Team
Red Bull Racing
McLaren Mercedes
Honda Racing F1 Team
BMW Sauber F1 Team
BMW MotorsportZL-M2007Page 38
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Africa & Australia (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
0 10 20 30 40 50 60 70
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 39
BMWSauber F1 Team.
0
10
20
30
40
50
60
0 10 20 30 40 50 60 70
Motorsport Research 2007.Team positioning, trend - Africa & Australia (all respondents).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Appeal Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
2007
2006
Source: SPORT+MARKT AG 2007
Technical Aspects *
BMW MotorsportZL-M2007Page 40
BMWSauber F1 Team.Motorsport Research 2007.Team positioning - Africa & Australia (F1-interested).
Question: Now, I am going to name some Formula 1 teams to you with a list of attributes. Please tell me for each one, in your opinion, how appropriate each attribute is to the selected team.
Base: Representative African & Australian citizens between the ages of 16-69 and who know the respective team. Figures in %.
Top-2-Box: “Entirely appropriate” + “Appropriate”.
0
10
20
30
40
50
60
70
80
0 10 20 30 40 50 60 70 80
Circle size: Interest in the respective team
* Mean value of the image items “Dynamic” and “High tech / Innovative”
Source: SPORT+MARKT AG 2007
Appeal
Technical Aspects *
BMW MotorsportZL-M2007Page 41
BMWSauber F1 Team.Motorsport Research 2007.Content.
Target group profileTarget group profile
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 42
BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - Europe.
Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”.
Base: Representative European citizens between the ages of 16-69, n=6,607. Figures in %.
35
22
19
37
24
18
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Source: SPORT+MARKT AG 2007
2007
2006
INDEX: Formula 1-interested (Top-2-Box)
I am often the first person to have new, innovative products.
I would choose a sponsors product rather, than a rival’s product.
I always try to be up to date in music, art and fashion.
114
123
121
108
125
128
80 100 120 140 160
BMW MotorsportZL-M2007Page 43
BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - America.
Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”.
Base: Representative American citizens between the ages of 16-69, n=2,004. Figures in %.
46
34
21
46
30
22
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Source: SPORT+MARKT AG 2007
2007
2006
INDEX: Formula 1-interested (Top-2-Box)
I am often the first person to have new, innovative products.
I would choose a sponsors product rather, than a rival’s product.
I always try to be up to date in music, art and fashion.
128
150
119
133
150
155
80 100 120 140 160 180
BMW MotorsportZL-M2007Page 44
BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - Asia.
Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”.
Base: Representative Asian citizens between the ages of 16-69, n=5,660. Figures in %.
40
44
32
40
42
28
Top-2-Box: “Entirely appropriate” + “Appropriate”.
Source: SPORT+MARKT AG 2007
2007
2006
INDEX: Formula 1-interested (Top-2-Box)
I am often the first person to have new, innovative products.
I would choose a sponsors product rather, than a rival’s product.
I always try to be up to date in music, art and fashion.
128
125
113
125
129
132
80 100 120 140 160
BMW MotorsportZL-M2007Page 45
BMWSauber F1 Team.Motorsport Research 2007.Attitude towards sponsoring and social behaviour - Africa & Australia.
Question: I am going to read you a number of statements that may describe your attitude towards leisure activities, sport and your behaviour as a consumer. Please tell me if you agree or disagree to a certain extent. I would like you to rate your answer on a scale from 1 = “I completely disagree” to 5 = “I completely agree”. If you are not sure you can answer with “Not sure”.
Base: Representative African & Australian citizens between the ages of 16-69, n=1,600. Figures in %.
54
45
29
49
52
21
Top-2-Box: “Entirely appropriate” + “Appropriate”.
113
120
134
110
110
143
80 100 120 140 160
Source: SPORT+MARKT AG 2007
2007
2006
INDEX: Formula 1-interested (Top-2-Box)
I am often the first person to have new, innovative products.
I would choose a sponsors product rather, than a rival’s product.
I always try to be up to date in music, art and fashion.
BMW MotorsportZL-M2007Page 46
BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - Europe.
All respondents vs. F1-interested vs. respondents aware of sponsorship.
Base: Representative European citizens between the ages of 16-69, n=6,607. Figures in %.
Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation?
Source: SPORT+MARKT AG 2007
All respondents
U.E / University (Technical University) / University Degree (High)
Polytechnic without University Entrance (Medium)
Elementary School / Secondary School / Apprenticeship (Low)
School qualifications
No
Yes
Chief income earner
Mean value:
50 years and older
40-49 years
30-39 years
Up to 29 years
Age
Female
Male
Gender
F1-interested (Top-2-Box)
49
51
26
20
23
32
50
48
30
35
34
INDEX
124
76
100
90
100
103
110
90
107
109
85
Ø = 41.1 Ø = 41.3
BMW MotorsportZL-M2007Page 47
BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - America.
All respondents vs. F1-interested vs. respondents aware of sponsorship.
Base: Representative American citizens between the ages of 16-69, n=2,004. Figures in %.
Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation?
All respondents
U.E / University (Technical University) / University Degree (High)
Polytechnic without University Entrance (Medium)
Elementary School / Secondary School / Apprenticeship (Low)
School qualifications
No
Yes
Chief income earner
Mean value:
50 years and older
40-49 years
30-39 years
Up to 29 years
Age
Female
Male
Gender
F1-interested (Top-2-Box)
50
50
34
20
22
24
42
56
30
19
50
INDEX
Source: SPORT+MARKT AG 2007
118
82
118
100
91
83
105
100
113
147
76
Ø = 38.1 Ø = 36.1
BMW MotorsportZL-M2007Page 48
BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - Asia.
All respondents vs. F1-interested vs. respondents aware of sponsorship.
Base: Representative Asian citizens between the ages of 16-69, n=5,660. Figures in %.
Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation?
Source: SPORT+MARKT AG 2007
All respondents
U.E / University (Technical University) / University Degree (High)
Polytechnic without University Entrance (Medium)
Elementary School / Secondary School / Apprenticeship (Low)
School qualifications
No
Yes
Chief income earner
Mean value:
50 years and older
40-49 years
30-39 years
Up to 29 years
Age
Female
Male
Gender
F1-interested (Top-2-Box)
51
49
36
25
18
20
39
59
16
36
44
INDEX
125
73
114
104
94
75
118
90
125
81
107
Ø = 36.2 Ø = 34.5
BMW MotorsportZL-M2007Page 49
BMWSauber F1 Team.Motorsport Research 2007.Demographic structure - Africa & Australia.
All respondents vs. F1-interested vs. respondents aware of sponsorship.
Base: Representative African & Australian citizens between the ages of 16-69, n=1,600. Figures in %.
Question: Age? Chief income earner? What is your highest academic qualification? What is your current occupation?
All respondents
U.E / University (Technical University) / University Degree (High)
Polytechnic without University Entrance (Medium)
Elementary School / Secondary School / Apprenticeship (Low)
School qualifications
No
Yes
Chief income earner
Mean value:
50 years and older
40-49 years
30-39 years
Up to 29 years
Age
Female
Male
Gender
F1-interested (Top-2-Box)
50
50
33
26
16
26
43
55
32
36
31
INDEX
Source: SPORT+MARKT AG 2007
122
78
106
96
100
96
109
95
94
108
97
Ø = 38.3 Ø = 37.7
BMW MotorsportZL-M2007Page 50
BMWSauber F1 Team.Motorsport Research 2007.Content.
GlossaryGlossary
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 51
BMWSauber F1 Team.Motorsport Research 2007.Glossary of Market Research I.
The study relates to the cities in a country due to geographical conditions.
For example, urban samples were used in the BMW Sauber F1 Motorsport study in India and Indonesia.
Urban sample
The mean value is the average score of all mentions.Mean value
The top two / top three scores on a scale are added together, e.g. Top-2-Box: “Entirely appropriate” + “Appropriate” or Top-3-Box: “Very interested”, “Interested” + “A little interested”.
Top-2-Box, Top-3-Box
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 52
BMWSauber F1 Team.Motorsport Research 2007.Glossary of Market Research II.
In the prompted question, the company or sponsor is mentioned to the respondent in the question.
Prompted awareness
Refers to the quota of the study according to the representative distribution per country amongst the total population.
Stratification
Based on an index of 100%, a total score (all respondents) is used as a benchmark. This score demonstrates whether a below average (index value below 100%) or above average development (index score above 100%) exists compared to the total score.
Index
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 53
BMWSauber F1 Team.Motorsport Research 2007.Glossary of Market Research III.
The positioning of the own brand to the BMW Sauber F1 Team and the BMW brand is demonstrated in the brand positioning. The relevant components are on the x-axis (“Dynamic”) and the y-axis (“High tech / innovative”). The relevant circle size is defined by the attribute “Appeal”.
Brand positioning
The BMW Sauber F1 team positioning provides a benchmark of how the team is positioned in comparison to the other top teams. The y-axis refers to appeal, whilst the x-axis refers to the mean value of the technical components “High tech / Innovative” and “Dynamic”. The relevant circle size of the team defines the interest in the team.
Team positioning
Source: SPORT+MARKT AG 2007
BMW MotorsportZL-M2007Page 54
BMWSauber F1 Team.Motorsport Research 2007.Glossary of Market Research IV.
In addition to the awareness of the brand, awareness of the brand as a sponsor of the BMW Sauber F1 Team and the relevance of the brand’s products when making a purchase, the enhanced brand triad includes the image profile of the brand. Finally, ownership of products and the purchase on a regular base is demonstrated.
In order to achieve optimum classification of scores, two comparisons are implemented in the enhanced brand triad:
� Total vs. Formula 1-interested and � Total vs. aware of sponsorship
Enhanced brand triad
Source: SPORT+MARKT AG 2007