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By this point, I have managed to research over 3/4 of the races that I set out to analyze. After determining which races I would analyze through a random selection of five different races, I utilized both In and out-of-class time to watch races and record the number of times, as well as the duration of legacy and new-age tobacco sponsorship on-screen. Upon Initial inspection, I made a few observations.
Unfortunately, the duration and number of advertisements vary wildly from race to race due to circumstances such as race leaders, crashes, and on-track battles
While the new-age brands appear on solely the McLaren cars, the Legacy tobacco brands appear solely on the Ferrari cars, meaning If one of these teams' cars retires mid-race It reduces the total duration of advertising
Based on my findings so far, my Initial hypothesis that over time the presence of legacy brands will decrease and the presence of new-age brands willl Increase Is correct.
Max, Artes, et al. “Formel 1.” Store Norske Leksikon, Norwegian Encyclopedia , Nov. 2010, https://snl.no/Formel_1.
Below Is my data, currently synced up to reflect any changes I make throughout the research process. Each tab reflects a different year and the randomly selected are highlighted green (to reflect completion) or yellow (to reflect selection). At the end Is the analysis tab reflecting the data collected so far color-coded by season. This spreadsheet also reflects the race winner to allow for further analysis, specifically If the winner of the race has any impact on the duration of the advertisements. I have learned that due to the variation In the length of races, I have to compare the total percentage of the races that advertisements are on-screen Instead of just the total duration. Additionally, I am still trying to figure out what role the data on the number of times the advertisements appear on-screen will play, or If It will play a role at all. I still have research to do as our window for research begins to close, but with more of my time freeing up, I will be able to complete analyzing all of the races I have selected.
This research process I have begun adds new work to the scholarly conversation In three different ways.
1st
1st
The work I am adding analyzes races across seasons, something that the academic conversation has been missing. All of the studies I have found, namely the "Driving Addiction 2021" and "Driving Addiction 2020" studies, only analyzed the trends of advertising across one season meaning my research contributes a new angle to the academic conversation.
Photo Credit: Percival, Guy. “Lando Norris F1 Free Stock Photo - Public Domain Pictures.” Public Domain Pictures, June 2021, https://www.publicdomainpictures.net/en/view-image.php?image=299457&picture=lando-norris-f1.
2nd
2nd
The work I am adding to the scholarly conversation is also different In the fact that it is comparing legacy brands like Marlboro to new-age brands like Velo and Lyft which hasn't been featured In any study I've come across in my research. Studies such as "The Marlboro Grand Prix" have analyzed just Legacy brands, but never In conjunction with New-age brands.
Photo Credit: Barlow, Jason. “Inside the Politics of Formula One's Most Glamorous Team.” British GQ, British GQ, 28 Jan. 2019, https://www.gq-magazine.co.uk/article/inside-the-ferrari-f1-team.
3rd
3rd
Lastly, I am additionally contributing to the scholarly conversation by including data from 2022 which no other study I have found has done. This allows me to contribute new data from the most recent season which contributes new findings to the overall scholarly conversation that have yet to be mentioned In any other study.
Photo Credit: Wilson, Dave. “Lance Stroll, Williams Martini Racing.” Dave Wilson Photography | Art Photography from Dave Wilson of Austin, Texas., 2 Nov. 2018, https://www.davewilsonphotography.com/2018/11/02/lance-stroll-williams-martini-racing/.
Study Citations:
Vital Strategies. Driving Addiction: Tobacco Sponsorship in Formula One, 2021. New York, NY. August 2021
Vital Strategies. Driving Addiction: F1 and Tobacco Advertising. New York, NY. July 2020
Blum, Alan. “The Marlboro Grand Prix.” New England Journal of Medicine 324, no. 13 (1991): 913–17. https://doi.org/10.1056/nejm199103283241310.
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