Although CART is a "terrific show, one that is getting
better," the "trouble is, fewer and fewer people seem to
notice -- or care," according to J.P. Vettraino of AUTOWEEK,
who writes that CART is "struggling to find an identity,"
which "limits the series' commercial appeal" and has
sponsors getting "antsy." With "slipping" TV ratings, which
look "worse in light of its paid gate attendance, which ...
has increased," sponsors "won't wait indefinitely for things
to turn around." Honda Performance Development President
Tom Elliott said that while he is "not satisfied with low
ratings," he is "reasonably satisfied with what we get from
our participation in CART." However, Ford Dir of Racing
Technology Dan Davis said that "we're not here to race.
We're ultimately here to enhance our business -- to build
our customer base. ... If no one is watching, you don't have
a chance to convert loyal race fans to your brand."
Valvoline Dir of Sports Marketing Barry Bronson: "We are in
it for the eyeballs. TV is the key component there, because
if you're not getting a sufficient number of susceptible
eyeballs, then you're not going to pay." Toyota Racing
Development President & CEO Jim Aust: "CART needs to
identify what it wants to do and what it stands for." But
Vettraino concludes that for now, Ford and the other
sponsors "will wait and see what happens" (AUTOWEEK, 3/29).
