1 votes
Member
Posted 11 March 2014 - 22:08
Top 5 UK Celebrity DBI Score/Awareness
1. Lewis Hamilton 81.69 – 90.74%
2. Jenson Button 82.87 – 88.58%
3. Fernando Alonso 67.21 – 70.02%
4. Sebastian Vettel 63.80 – 64.79%
5. Felipe Massa 62.66 – 62.32%
Surprised about Vettel in the UK with all the PR push Sky and BBC did for him last season.
Lewis and Jenson are the other way round. Jenson heads Lewis in the UK market.
Edited by PARAZAR, 11 March 2014 - 22:09.
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Member
Posted 11 March 2014 - 22:11
also, from what I have read and heard I would say that most Ferrari supporters would put his loyalty to the team ahead of other factors when it comes to liking him.
But does that make him so superbly marketable worldwide this year?
Member
Posted 11 March 2014 - 22:14
Not al all in Massa's case
"he is known by 99.2% of the population, illustrating the highest levels of awareness of any driver based on domestic results (I am thinking of Brazil population now). Massa actually only ranks as the 40th most marketable person in the world (there are many people in the world) based on Brazilian perceptions. Indeed, levels of awareness are not everything. The overall DBI scores are based on eight metrics and although awareness does play a vital role, accounting for 60% of the overall score, how the driver is seen publically by those that know of them produces a final indication of their marketability"...and Massa was a Ferrari driver for a respectable amount of years...
I think it makes all the sense
Member
Posted 11 March 2014 - 22:38
I still have difficulty to believe that the global awareness of Felipe Massa is higher than that of e.g. Sebastian Vettel. That should come as a nasty surprise BTW for those who booed Seb last year 
I think it rather points to some methodological flaws like not taking a lot of smaller European countries (who together have more inhabitants than much larger European countries) into considaration at all - see my earlier post. I'm also interested how much they've taken certain Asian countries into consideration.
Member
Posted 11 March 2014 - 23:00
Im gonna ask my mom who Gutierrez is.
A lot of Mexican moms will know who he is, and there are a lot of Mexican moms in this world.
You guys are forgetting a pretty big factor - for how long has anyone been around. The name "Massa" has been registering to the casual fan since 2006/7-ish. "Alonso" since 2005. Hamilton since 2007. Vettel since 2009. Button since 2009 as well only - he didn't win or came close to winning anything before bar a random one-off race. Neither of these last 3 have ever driven for Ferrari. Vettel has been driving for a team which basically had no fans and visibility before he arrived there.
Also, Vettel has started winning at around the same point F1 started moving to pay TV in a lot of countries. I bet he'd be far far far more recognisable where I live if the races still went on open air like they did when Alonso won things.
Edited by noikeee, 11 March 2014 - 23:01.
Member
Posted 11 March 2014 - 23:35
A lot of Mexican moms will know who he is, and there are a lot of Mexican moms in this world.
You guys are forgetting a pretty big factor - for how long has anyone been around. The name "Massa" has been registering to the casual fan since 2006/7-ish. "Alonso" since 2005. Hamilton since 2007. Vettel since 2009. Button since 2009 as well only - he didn't win or came close to winning anything before bar a random one-off race. Neither of these last 3 have ever driven for Ferrari. Vettel has been driving for a team which basically had no fans and visibility before he arrived there.
Also, Vettel has started winning at around the same point F1 started moving to pay TV in a lot of countries. I bet he'd be far far far more recognisable where I live if the races still went on open air like they did when Alonso won things.
OK, and Raikkonen, the last Ferrari WDC?
Member
Posted 11 March 2014 - 23:45
Never dominated, had 2 years off lost in the midfield of a world championship that sadly gets no coverage these days, and hasn't really won much since 2008. Despite all that is still 5th ahead of Button.
Member
Posted 11 March 2014 - 23:55
Never dominated, had 2 years off lost in the midfield of a world championship that sadly gets no coverage these days, and hasn't really won much since 2008. Despite all that is still 5th ahead of Button.
Well, he has won more than Massa since 2008 
And the only driver who has dominated since Schumi's days is Vettel -and look where he is on this list.....
Member
Posted 12 March 2014 - 00:31
OK Straw pole, I work with someone that doesn't watch F1. I've asked him to name drivers. After Lauda and Mansell I changed that to current F1 drivers. "Jenson Button" then a bit of a blank so I said the current world champion? German... "Michael Schumacher", and then blank for what its worth.
Asked the other guy I work with "Jacques Villenueve, Nigel Mansell. Damon Hill". Me, Current!!, "Lewis Hamilton, Vessel the Ferrari driver.." close., Who is the McLaren driver? " Oh oh oh I can't remember his name but I've shagged his ex-misses!" Ummmm I think i'll stop there!
Member
Posted 12 March 2014 - 00:41
Well, he has won more than Massa since 2008
And the only driver who has dominated since Schumi's days is Vettel -and look where he is on this list.....
He's not won enough since 08 to register in the casual fan's mind. Massa neither of course, but he's been racing for Ferrari ever since.
I think the main factor to explain that is that Brazil is a gigantic country whilst Finland is tiny, though.
Member
Posted 12 March 2014 - 07:47
Ok now on to the third victim, so far I have our boy the dude who was sleeping with a spice girl.. (I assume he means Hamilton...), the usual Mansell, Coulthard until I re-said current.. to then get Irvine and both Schumachers oh and Berhard Langer!!!! I'm beginning to wonder what they feed these people offshore..
Ok last one a guy that actually watches..."Alonso, Kimi, Vettel, jenson, hamilton" feel a bit better now.....
First guy comes back in and tries Coulthard again, "nope still retired"
Least its providing amusing moments
"Stirling Moss"
Oh i give up.... (these are all guys in their 30's btw)
Member
Posted 12 March 2014 - 08:06
I think the mistake a lot of people on this thread are making is comparing marketability with on track ability. In doesn't always go hand in hand at all.
I think in the UK Button is more marketable than Hamilton because he has the personality many can relate to and has been on many adverts over the past decade. Lewis is more marketable amongst the youth because of his looks, celebrity associations etc etc. It doesn't matter what their current perfromance is like. Massa is marketable in his native country because he is the highest profile Brazilian driver and has driven for one of F1's greatest teams for most of the last decade. Brazil is a huge market and driver success is not always the measure IMO. 
Member
Posted 12 March 2014 - 09:51
I think the mistake they're making is confusing the driver they'd most like to be/shag with the one that's most marketable. Unless there are a lot of you, it doesn't really matter who your particular favourite is.
Unsurprisingly, driving for Ferrari, looking/acting a bit different, being a bit more attractive or having a highly visible missus appears to get you up the charts. Winning the WDC four times in a row and waving your finger around, not so much.
Watch Raikkonen move up the list and Massa down next year, and the rest not change too much. Maybe a wee bit based on results (say Hamilton wins the WDC, for example, that will be big as Merc will plaster him everywhere), but not much.
Member
Posted 12 March 2014 - 10:28
FM's brand awareness might be great, but he sucks as poster boy - as the latest Martini promo shots have shown. Now just hope you will be spared seeing his acting on TV. It's really embarrassing.
I do root for him: when he's strapped to the car and with his head covered with a helmet.
Edited by saudoso, 12 March 2014 - 10:28.
Member
Posted 12 March 2014 - 10:52
That got quite a few guys pissed up at the blog. Somewhere in there James threw his now well known "if you don't like it, get your own blog" tantrum - which i always find rather counter-intuitive for a person dealing with the public for a living
Member
Posted 12 March 2014 - 11:34
You also have the issue of how was the survey conducted.
I doubt they said "Which F1 drivers can you name?" because that doesn't tie into marketing at all. Since you tend to use the person in the ads. It was probably headshots or something and saying "Do you know who this is?" which would dramatically raise the recognition over say an LB-style survey.
Member
Posted 12 March 2014 - 11:49
Yep. Because people who are seen a lot are widely recognised. People who are widely recognised often end up getting paid to be seen a lot more. So the trick is to become visible enough to become more visible. For an F1 driver this could be achieved, for instance, by driving a Ferrari, looking/acting a bit differently, going out with a famous/pretty person, etc...
Member
Posted 12 March 2014 - 19:29
a bit OT.... IMO the most marketable one is Lewis... but I can't help but wonder how badly are "used" F1 drivers in advertising. I mean, I see them appear exclusively in pedestrian, ass-written, ass-performed, adverts: Lewis endorsing a motor oil with lots of PR blurbs like "this oil like me goes always at the limit of his performance...bla bla bla". Or childish videos with him unwrapping old cars... I admit they're drivers and not actors, but a more skilled director could find lots more interesting stories in them. And let's not speak about Massa adverts...always the same shy expression on his grimace "I'm doing it for the family". I'm always amazed that all of them has dozens of personal assistants, managers, press agents, masseurs, therapists, psychologists...and still nobody feels the need to hire a good image consultant
Member
Posted 12 March 2014 - 20:11
But like you said, they're not actors. Nor are they setting up the shoots. Those are commercials ultimately. Which are rarely good to begin with, and the decisions are being made by the sponsor.
Member
Posted 12 March 2014 - 20:18
Too bad the study does not cover all the 22 drivers, I would have been really curious to know where Pastor stacks up in the charts.
BTW, Sutil 10th? I don't even know if this awareness degree is due to the law issues - in which case the marketability is probably much lower - or ...?
Member
Posted 12 March 2014 - 20:39
a bit OT.... IMO the most marketable one is Lewis... but I can't help but wonder how badly are "used" F1 drivers in advertising. I mean, I see them appear exclusively in pedestrian, ass-written, ass-performed, adverts: Lewis endorsing a motor oil with lots of PR blurbs like "this oil like me goes always at the limit of his performance...bla bla bla". Or childish videos with him unwrapping old cars... I admit they're drivers and not actors, but a more skilled director could find lots more interesting stories in them. And let's not speak about Massa adverts...always the same shy expression on his grimace "I'm doing it for the family". I'm always amazed that all of them has dozens of personal assistants, managers, press agents, masseurs, therapists, psychologists...and still nobody feels the need to hire a good image consultant
Absolutely. I liked the Renault ad with Raikkonen driving to the some Finnish shore or something. In character, playable for Kimi, worked well.
Member
Posted 12 March 2014 - 23:41
Quote
*Base: Global scores illustrate combined Celebrity DBI results of 500 representative views of people aged between 16-69 from the
US, United Kingdom, Germany, France, Italy, Spain, Turkey, Russia, Argentina, Brazil, Mexico, China and India
So not Japan - the country with Asia's most solid F1 fanbase. Strange.
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