The global F1 series is one of sport's biggest earners in terms of brand sponsorship with big names like Marlboro, Panasonic, HP, Red Bull, Lucky Strike and Credit Suisse spending millions.
F1Scope is a research tracker developed specifically for brands and teams involved in or interested in Formula 1 and builds on the expertise already developed by TNSSport, which already tracks football and rugby.
Initially, F1Scope will operate in the UK, Italy, Germany and China with successive waves of research establishing and measuring changes in viewing patterns, spontaneous awareness of specific brands and brand categories as well as gauging awareness and perceptions of teams.
Richard Ames, managing director of TNSSport, said: "F1 is a complex commercial environment in which brands are looking for exposure and mind share among an important demographic. F1Scope has been designed to enable brands keep score by delivering consistent, reliable and detailed data that has a role to play when determining strategy and spend."
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