“INDYCAR experienced a substantial step forward in 2014 across many of its marketing and communications platforms. Our ‘Rivals’ campaign was a successful first step in the evolution of the INDYCAR brand, and it clearly resonated with a passionate Verizon INDYCAR Series audience. Rocket Fuel was instrumental in that campaign, and allowed us to engage our target audience throughout its duration.”
CMO INDYCAR and Indianapolis Motor Speedway
Increase TV tune-in and ratings, drive brand awareness,
Connecting TV ratings to online exposure, measuring how online presence affected the campaigns' results
Rocket Fuel for Brand with Tune-In Lift
INDYCAR used Rocket Fuel to help build its overall audience and drive viewership for its race broadcasts on ABC and NBCSN during the 2014 Verizon INDYCAR Series Season. Rocket Fuel’s results were measured by Nielsen Watch Effect, which measures the impact of advertising on TV viewing. Nielsen provides perspective on how well digital advertising complements existing TV promotion budgets in order to maximize viewership in a cross-screen world. Analysis is based on a panel of 25,000 individuals who have all PC and TV viewership measured.