Quite appropriately, the American Le Mans Series 100th race generated record-breaking performances both on and off the track. The 57th Mobil 1 Twelve Hours of Sebring presented by Fresh from Florida saw the fastest race ever recorded in event history. But it also featured exponential gains in other areas including Web site traffic, ticket sales and television ratings
The new americanlemans.com website saw record-setting numbers from the Wednesday through Sunday period with landmark figures in page views, visitors, retention and global reach.
The total number of page views in the report period was up an incredible 1,506% from 2008 totals - or 16 times the number of hits – for a total of 5.4 million views. Site visits were up 82% (unique visitors more than doubled) with page views per visit up 781%. The average viewer also spent more than 14 minutes longer per visit compared to last season.
The American Le Mans Series’ digital reach also attracted Web site viewers from 18 additional countries compared to 2008 statistics, confirming the Series’ position as a truly global brand.
An unprecedented level of television coverage from network partner SPEED resulted in a 36% increase in ratings for the annual season-opening Sebring race.
Sebring officials reported record walk-up sales on race day and very little decline in the overall weekend attendance. Walk-up sales were up an astonishing 30% over 2008, which saw the largest four-day crowd in Sebring history.
And despite assumptions to the contrary, the event posted a four-day attendance of more than 164,000 spectators, second only to 2008’s record crowd and virtually the same as 2007.
“It is safe to say that this year’s race at Sebring fulfilled a number of high expectations despite overwhelmingly bleak economic conditions,” said Scott Atherton, President and CEO of the American Le Mans Series. “For that we thank our teams, manufacturers and marketing partners for their participation and activation, but most importantly the most loyal and supportive group of fans in racing. Epic events like Sebring’s 12 Hours do not happen successfully without the tireless efforts of large groups of both paid staff and volunteers. When all of it is organized by a dedicated promoter like Tres Stephenson and the entire staff at Sebring International Raceway, it’s going to be a success. From the beginning the Sebring staff decided they weren’t going to participate in the ‘recession’ and I couldn’t be more pleased with their results.
“In light of the current economic challenges that surround everyone, the fact that Mobil 1 announced a three-year extension of their race title sponsorship speaks volumes,” Atherton added. “Mobil 1 has provided Sebring, the American Le Mans Series and this event with the ultimate corporate endorsement - and for that we are all very grateful. The stability this extension provides will enable all involved to generate more value than ever from their involvement.”
Visit www.americanlemans.com.
