NASCAR on Television
Carried by several networks (FOX, NBC, FX, TNT and
SPEED Channel) NASCAR television ratings and audiences
have never been stronger. This fact is especially
compelling for sponsors who face a generally declining
television marketplace not only with audiences for
other sports, but for prime-time audiences as well.
In 2004, NASCAR will broadcast at least eight
races in prime-time.
“NASCAR continues to gain speed in the race
for prime-time television space, landing a new slot
on NBC’s nighttime schedule and upping the ante
in the competitive landscape of sports broadcasting.”
(www.forbes.com)
NASCAR, now watched in more than 65 countries
has become the only U.S. sport with steadily increasing
television viewership.
The aggregate television exposure value delivered
to NASCAR sponsors is astounding. Joyce Julius &
Associates reports that $4.9 billion dollars
of television exposure value accrued to sponsors
participating in the three premier NASCAR series during
2003. The growth in television exposure value is fueled
by several market forces. The largest single force
is the growing realization by television networks
and television advertisers that NASCAR fans tune-in
and remain compelled by the action during the broadcast.
More races than ever are available on network television.
The remaining races that are not on network television
are available on widely distributed cable networks
such as TNT, Speed Channel and FX.
The overall exposure value delivered to sponsors
during NASCAR Nextel (Winston) Cup series events in
2003 was $3.7 billion. This number
represents a 143% increase over 2000’s
final exposure tally, which at the time stood as the
series’ all-time exposure value record
of $1.6 billion.
The largest exposure payouts are going directly
to sponsors of teams. Altogether, 90 corporate sponsors
of race teams have accumulated a total exposure value
of $1,411,719,895 meaning that a
typical NASCAR Nextel (Winston) Cup series top-25
team primary sponsor averaged $1.9 million
in exposure return-on-investment per event.
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