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NASCAR Ads Rev Up, Sell 80% Of Inventory

Sports Business Journal, Tuesday, February 2, 2010 12:44 AM

An improved television ad sales marketplace is driving Fox's NASCAR sales this season. The network has sold 80% of the inventory for the Daytona 500 and is expecting a full sellout before the race. Ad sales for the rest of the network's 13-race schedule are pacing 8% to 10% ahead of last year's levels. Fox expects to double the amount of auto sponsors that buy into the regular season.

Unlike other sports, NASCAR team sponsors are not required to purchase a network schedule. According to the Image Impact data, provided by Fox, a sample of nine NASCAR team sponsors that also bought on-screen enhancements (not including commercial spots) saw its branding value increase by 301% to a total of $17.4 million over Fox's 13 races through on-screen exposure.

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ad buys, nascar

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