Chase For The Nextel Cup Not Commanding Big Ad Dollars

Daytona 500 Still Commands Top Ad Dollars

NASCAR’s Chase for the Nextel Cup “remains a fledgling format in the minds of advertisers and has yet to command a premium as far as advertising rates go,” according to Erik Spanberg of NASCAR SCENE. Media buyers said that 30-second spots on NBC’s NASCAR schedule cost $100,000-172,000, “including those in the Chase.” On TNT, rates are $20,000-65,000. The highest ad rates are $200,000-300,000 for the Daytona 500 and Pepsi 400, neither of which is part of the Chase. Kagan Research analyst John Mansell, on ads for Chase races not selling at a premium: “The only explanation for NASCAR is that it’s going to take a while. It is still a very new postseason to a lot of people” (NASCAR SCENE, 10/13 issue).

MARK OF A CHAMPION: Viagra, which is the primary sponsor of the No. 6 Nextel Cup Ford driven by Mark Martin, takes out full-page ads in today’s N.Y. Times and USA Today featuring Martin’s image and congratulating the team on winning last week’s Banquet 400 (THE DAILY).