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Many levels to it. Blancpain and others stream live with no adverts or pay wall but there is extensive branding all over the circuit which a lot of people are seeing and there is more money coming in from the manufacturers than in BTCC I would say as well.
With the WEC it's behind a pay wall but a very reasonably priced one. If I was a sponsor it wouldn't bother me as I know the audience would be a very targeted one.
Lets not forget that marketing wise they know far more about the online viewer than they do about someone watching on TV.
The actual production costs probably aren't that great as even most club series are recorded these days. It's not like the old days where camera equipment was 6 figures.
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