V8 Supercars Accelerate Digital Audience And Revenues In 2015
V8 Supercars announced its record digital audience of 1,031,831 unique browsers across its online and mobile platforms over its iconic Supercheap Auto Bathurst 1000 weekend, as well as record digital advertising revenue.
The second biggest Bathurst 1000 in the race’s history, the event attracted 201,416 spectators, 2.1 million viewers watching the race across six hours on Ten Network and Fox Sports and an incredible 5.6 million page views across the V8 Supercars website.
Digital has been a key driver for V8 Supercars in the last 12 months, as it seeks to compete more strongly for market share with other national and international sports.
Through its strategic partnership with leading sports content and media business, Perform, V8 Supercars signed significant digitally integrated commercial partnerships, including Xbox, Gumtree, Powerade, Holden, Yates, Virgin Australia, Gold Coast Tourism, Channel Ten and TyrePower, yielding record digitally derived revenue.
“Our aim in 2015 has been to ensure our digital assets not only reflect our prominence as an Australian sport, but also provide a platform for our fans to engage with the sport off the track,” said Matt Braid, commercial director V8 Supercars.
According to Alex Peebles, general manager Australia and New Zealand at Perform, said: “Motorsport fans are demanding 24/7 access to the sport on and off the track and the V8 Supercars has responded with an engaging digital offering of insightful content. It’s an exciting time to be working with the V8 Supercars as we are seeing direct commercial results for the organisation off the back of its growth in digital assets.
“A better understanding of the V8 Supercars digital audience has helped us open the door to a new range of sponsors and brand partners and for the first time in its history, all online commercial assets were booked in the lead up to one of the highlights of the racing season, Bathurst 1000.”
Headline digital results achieved in partnership with Perform:
- Digital commercial revenue increased by 50 per cent in 2015
- V8 Supercars is Australia’s leading motorsport website in Australia. In August, it delivered a unique audience of more than double its closest competitors
- 1,031,831 unique browsers across the Bathurst 1000 four-day weekend
- Averaging 1.3 million unique browsers per month on website across 2015
- Increased website traffic in 2015 by 20 per cent year on year
- High engagement across social media channels with 659,000 followers on Facebook and 91,100 followers on Twitter
- Facebook reach of 22.5 million across the Bathurst 1000 weekend
- More effectively harnessing the power of video, with over 10 million video views
- 5.4 million video views across the Bathurst 1000 – a 404 per cent increase on 2014
- Video campaign for Namco Project cars delivered click through rates as high as 16.76 per cent
- Increase in blue chip brands such as Xbox, Gumtree, Powerade, Holden, Yates, Virgin Australia, Gold Coast Tourism, Channel Ten and TyrePower
The partnership with Perform has been established to drive and manage the V8 Supercars digital commercial partnerships and to integrate campaigns successfully across online and offline platforms. Central to the partnership has been Perform’s expertise in analysing and profiling the V8 Supercars digital audience.
“Perform has been a crucial partner to our digital strategy, helping to secure new blue chip commercial partners and helping our existing and significant sponsors activate across our digital channels,” Braid said.
“Paramount to this interest and investment has been our ability to demonstrate the broad demographic that reflects the V8 Supercars fan. We have a strong fan base across Australia and highest sponsor recall of any sport in Australia.”
Perform has also identified the need for its digital assets and advertising to be fully responsive with mobile devices, to keep up with the growing number of fans that are accessing its content from mobile and tablet devices.
Latest News
Isentia Set To Be Acquired By Access Intelligence
Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]
CHEP Strengthens Tech Offering With New Hires & Promotions
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
Monday TV Wrap: Four Corners QAnon Ep Nets 700,000
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
Commercial Radio Sees Rebound In Ad Revenue
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]
Remote-Controlled Volkswagen Toy Car Delivers Euro Game Ball & Social Media Can’t Get Enough
This stunt proves a great idea will usurp a massive budget every time. Although blowing massive budgets is far more fun.
Sunday TV Wrap: Nine’s News & Celeb Apprentice Top Rankings, But Seven Steals The Win Overall
There's no better place to be on a Sunday than on the couch in your PJs & UGGs. Just remember not to go out in public.
“Come The F@ck On!” Fury As Man Charged $18 For Two Ice-Creams As Flake Shortage Grips UK
It's not one but two sweary headlines on B&T today. Let's say the office swear jar is starting to look f@cking full too.
“Repeat, This Is Not A Joke!” Adani Releases Climate Action Corporate Video!
As a warning, this could get the blood boiling. Unless you're one of those horrendous climate denying pains in the arse.
Facebook Joins Forces With Lifeblood To Launch New Blood Donations Feature
Facebook unveils important blood donating feature. But don't worry, it already knows if you're A, B, AB negative or 0.
Twilio Segment Launches Journeys To Help Marketers Improve Personalisation
Is your marketing personalistion proving as popular as being sneezed on on public transport? Well, don't blow this off.
New Zealand’s Favourite Ad Revealed
It's a public holiday in many parts of Australia today, hence why B&T's made the editorial decision to run any old shit.
Google Pays “Undisclosed Sum” For Amateur iPhone Shot Of A Seagull Eating A Chip For Latest Campaign
There is NOTHING worse than swooping seagulls stealing your hot chips. Well, aside from clowns or Tony Abbott, that is.
It’s Time To Refocus Customer Experience In The Era Of Risk
You could spend the Queen's Birthday holiday scoffing $1 hot dogs at IKEA or enriching the mind with this probing piece.
After 12 Months Of Lockdown, NSW Youngbloods Return With First Event Of 2021
Judging by this Youngblood industry event, adland's relationship with the booze industry appears as rock solid as ever.
Influencer Exposed For Faking Business-Class Flight
Admittedly, B&T has never faked a business-class flight. However, we regularly lie about the mile-high club.
“I Won’t Come To Your Workplace & Start F@cking With You!” TV Reporter Unloads On Hecklers During Live Cross
Revenge is a dish best served cold, yet this journo serves it with some fiery jalapeños & a squirt of Sriracha sauce.
A Naked Shane Jacobson Saves Water For Sydney Water
If it's got Shane Jacobson, you're guaranteed good fun. Well, maybe not 'Charlie & Boots', which was f@cking terrible.
Aussie Eco-Soap Company ‘Single Use Ain’t Sexy’ Makes Big Debut With Crowdfunding Campaign
Would you like something more sustainable on your pits, goolies or general orifi? This eco-soap company may rate.
Software Giant Refuses To Pay Queer Artist For Their Work As Part Of Pride Month Campaign
Software giant in strife for not paying queer artist. And, as you'll read, it's not one of the usual software giants.
Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-Conscious Shopping
The TWOOB appears to be Australia's answer to the Croc. Yet, that's not to infer it's taking the UGG's hideous title.
Visit Sunshine Coast Hires New Head Of Marketing
Visit Sunshine Coast hires new head of marketing. Insists wearing a Maroons jersey & loving Powderfinger not essential.
“You’re All Creeps!” Hunky Channel Seven TV Reporter Inundated With Female Admirers (But Are The Comments Kosher?)
This poses the serious question: should only attractive people appear on TV? And it's an unequivocal 'yes' from B&T.
GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
Nike Misspells Own Name In Embarrassing Sneaker Mix-up
Nike's just one of those brands that never seems to put a foot wrong. So this cock-up's a wonderfully refreshing change.
Kyle Sandilands Reveals He Turned Down $1.4 Million To Appear On 10’s ‘I’m A Celeb…’
To be on 'I'm a Celeb...', it seems you only need to know, have slept with or lived on the same street as a celebrity.
Hinge And Uber Combine To Help Connect Single Dog Owners
Apparently a dog is one of the best things to add to your dating profile. Well, apart from a mansion and a Ferrari.
REMINDER: Entry Deadline For Women In Media Awards Is Fast-Approaching!
Female? Work in media & advertising? Is your work often considered "the boss" or "the bee's knees"? Enter here & pronto.
