SBD/Issue 103/NASCAR Season Preview

Daytona 500 TV Ad Revenue Continues To Rise

Over the past five years, TV ad revenue for the Daytona 500 has increased 17% per year on average, while the cost of a 30-second spot has increased by an average of 11% per year. The following presents a five-year ad revenue trend for the Daytona 500, as well as a five-year trend on top advertisers during the race (Nielsen Monitor-Plus).

DAYTONA 500 FIVE-YEAR AD REVENUE TREND
YEAR
NET
TOTAL ADS
TOTAL PROMOS
COST OF 30-SECOND SPOT
TOTAL
'06
NBC
92
18
$450,000
$42,300,000
'05
Fox
96
11
$385,000
$36,767,500
'04
NBC
91
10
$370,000
$33,300,000
'03^
Fox
65
1
$325,000
$20,529,200
'02
NBC
88
10
$275,000
$24,383,300
'01
Fox
82
16
$275,000
$22,000,000
^ = Race shortened due to rain delay.

DAYTONA 500 TOP ADVERTISERS TREND
ADVERTISER
# OF BRANDS
'06
'05
'04
'03^
'02
'01
Anheuser-Busch
5
$17,310,000
$3,080,000
$3,330,000
$2,275,000
$2,200,000
$1,925,000
GM
10
$11,675,000
$1,925,000
$1,850,000
$1,625,000
$1,650,000
$1,925,000
Sprint Nextel
7
$8,040,000
$1,925,000
$2,590,000
-----
$550,000
$275,000
NASCAR
6
$7,285,000
$1,925,000
$1,110,000
$542,000
$1,008,000
-----
Ford
11
$7,715,000
$1,540,000
$1,850,000
$975,000
$1,100,000
-----
Coca-Cola
2
$7,225,000
$770,000
$1,480,000
$975,000
$1,100,000
$1,100,000
Pepsi
6
$5,205,000
$770,000
$1,110,000
$975,000
$550,000
-----
^ = Race shortened due to rain delay.

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