And though Nascar
doesn't release attendance, there were clearly empty pockets of seats at several recent races. Combine the ratings falloff with the sport's freshly inked eight-year, $4.48 billion TV deal with
ABC/ESPN--40% higher than the previous agreement with NBC and Fox--and this week's annual post-season celebration of cocktail parties and driver appearances starts to look more like work.
"This is the time for Nascar to set the stage for next year," says the CMO of a prominent sponsor. "I do think there's a sense of taking measures or precautions to nip this thing in the bud before it gets out of hand."
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