• The Hollywood Reporter, Friday, February 8, 2008 11:15 AM

Fox has sold out its Feb. 17 telecast of Nascar's marquee Daytona 500 race, with 30-second spots selling for $550,000 each, up from $475,000 last year, according to insiders. Further, the net sold about 90% of its ad inventory for all Nascar race telecasts through the end of March. In total, for its 17 race shows into June, Fox is close to 85% sold, more than 20% ahead of last year's pace. And time is going for about $200,000 per 30-second spot, a 14% rise over 2007.

Among the top categories buying in are prescription and over-the-counter drug companies, fast-food, wireless, financial services and retail. Still, the strong ad sales follow a Nascar season last where TV ratings for Fox telecasts declined from a 6.4 household rating to a 5.8 and viewers falling to 9.7 million per telecast from 10.6 million.

It is one more sign that the TV sports marketplace continues to be robust as prime-time entertainment program ratings decline at a greater rate.

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