Did Drive to Survive pay off for MoneyGram?
MoneyGram’s title sponsorship of F1 team Haas has provided a key marketing opportunity for the money transfers player, but how much of a benefit has hit Netflix documentary Drive to Survive provided? We analysed the appearance of MoneyGram’s logo in the latest series to find out.
As title sponsor, MoneyGram features in the team’s name – MoneyGram Haas F1 Team – as well as in prominent positions across the car, team uniforms and on-site branding. As a result, its presence has been significant both in races and in the Drive to Survive documentary, the most recent series of which focused on the 2023 season, MoneyGram’s first as a sponsor.
Counting only clearly identifiable appearances of the logo, with each shot counting as a single instance, we found that MoneyGram’s logo appeared 239 times across the season. Of these, 25% were of high prominence in the shot and 20% were both high prominence and high clarity, making them extremely likely to be noticed by viewers.
As expected, the vast majority of instances appeared in episode four, which focused on Haas’s performance in the season, however every episode had some instances of the logo on screen in a manner that was clearly legible.
The viewership numbers for the latest series have not yet been published, but the documentary remains a leading show for Netflix, with series five totalling 90.2 million hours viewed globally. It also follows other benefits for MoneyGram from the title sponsorship.
In our recently released report on F1’s payment sponsorships, MoneyGram told us that the company had seen a nine-point increase in global brand awareness from its first season sponsoring the team, as well as a 55% increase in earned media impressions in 2023.
Read our full report on F1’s payment sponsorships
