Turner Pitches New In-Race Ad Strategy To NASCAR Buyers

Turner Eyeing In-Race Ad Strategy Similar To ABC’s IRL Coverage

TNT, which begins an eight-year, $640M rights deal next year with NASCAR, is “floating a package to potential advertisers that would eliminate ad ‘pods’ during its race coverage in favor of a framing device that would allow for messages — including full-motion video and audio — mostly along the bottom of the screen,” according to Lefton & Ourand in this week’s SPORTSBUSINESS JOURNAL. TNT sources said that talks are “preliminary” and added that the net is “looking for 10 to 12 advertisers to make its schedule ad-free.” While neither Turner nor NASCAR would comment, “numerous media, advertising and sports marketing agencies have seen the package.” Ad buyers “predicted that Turner’s rate of about $80,000 per 30-second spot would stay flat from last year, when it had a 50-50 revenue share with NBC.” Octagon Racing Group Exec VP & COO Mark Coughlin said the technology is “great experimentation, but they are going to have to experiment on pricing to attract buyers.” Lefton & Ourand note pricing is “sketchy, but TNT is definitely looking for a premium.” Optimedia Exec VP & Dir of National Electronic Media Larry Novenstern said, “I would ... argue that unless I’m getting the full screen and full attention of consumers that advertising is less valuable than a regular spot.” Lefton & Ourand note other questions include “possible viewer backlash, the value of adding clutter to sports’ most cluttered commercial environment, and the reaction of car sponsors, who might feel that the value of their on-track branding would be reduced by in-race advertisements” (SPORTSBUSINESS JOURNAL, 10/16 issue).