After a difficult 2008 and 2009, analysts are seeing improvement in the ad market for sporting events. This improvement is particularly obvious in TV and online media formats. One category that has upped its buying rate for NASCAR event advertising is automotive, according to a report in Sports Business Journal.
This report specifically focused on NASCAR and indicated that the Daytona 500 should sell out quickly and other events are seeing an 8–10% increase in demand compared to last year.
Tom McGovern, managing director for Optimum Sports and a media buyer for NASCAR sponsors says that ratings often fluctuate but NASCAR events reliably deliver an audience every year.
To generate more interest from marketers, Fox is offering data to prove that strategies besides 30 second spots bring more value to the ad campaign. These strategies include on-screen sponsorships such as in-car cameras and leaderboards. Buyers ranging from Aflac to Home Depot agree that the new on-screen techniques have increased their exposure to viewers.
The report also notes that Fox is ramping up its efforts to sell advertising on FoxSports.com and, to date, sees a 30% revenue increase over 2009. The types of online marketing vary from sponsoring an online photo gallery to an application titled RaceTrax.
This trend in NASCAR advertising may be an early indicator of an improving market in general for sports events in 2010.[Source: Ourand, John. Fox: NASCAR Ad Sales Gaining Speed, Sports Business Journal, 2.1.10]