In a press release issued on Friday, April 4, Circuit of the Americas in Austin, Texas revealed that its Sunday race day attendance for the 2013 United States Grand Prix was higher than that of the Monaco, German, and Bahrain Grands Prix combined and was the third-highest single day attendance on the Formula 1 calendar that year. In addition, COTA's three-day attendance for the 2013 race weekend was the fourth highest of any grands prix in the world.
The track cites its figures according to new research by F1 industry monitor, Formulamoney.
Sunday's race brought 113,162 fans to Circuit of The Americas, while the United States Grand Prix’s three-day attendance of 250,324 fans put it fourth behind Britain, Singapore and Canada in weekend attendance.
Attendance, of course, is of interest to those watching both monetary profits and brand recognition on the business side of the sport of Formula 1. These factors are relevant to, among others, locals and sponsors.
According to the press release, COTA's Formula 1 event generated exposure worth $376.1 million for Austin over the first two years of its contract. Global media coverage for Austin was worth $185.1 million. With the first event generating $191.2 million worth of coverage for Austin, the average for the first two years of the event is $188.1 million per year. Austin experienced only a 3.2-percent drop in the value of exposure due to the race remaining one of the most popular on the calendar among media and fans.
The event also drew exposure for Formula 1's team sponsors. The 161 brands displayed on cars and at trackside during the 2013 race gained exposure which would have been worth $140.6 million if it had been purchased as traditional TV advertising slots.
According to the release's citing of the study, this total ranks the United States Grand Prix as the sixth best race of 2013 in terms of brand exposure, considerably above the race average of $124.9 million. The release points out that the exposure is relevant when considering that fan interest may have dropped later in the 2013 season due to the early conclusion to the championship when Sebastian Vettel took the crown at the Indian Grand Prix, two races prior to Austin.
Among brands benefiting from the 2013 United States Grand Prix and its media coverage were Rolex first with $23.8 million worth of brand exposure and Red Bull second with $19.1 million, thanks to Sebastian Vettel's win.