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Danica's Presence On The Pole Helps Fox Sell Out Ad Inventory For Daytona 500
Published February 22, 2013
DOUBLE YOUR PLEASURE: The network will use its “double box” advertising system during the beginning and end of the Daytona 500, ensuring that fans can see live race footage in a small box alongside the first commercials. The move expands on the final hour of uninterrupted coverage that Fox offered during last year’s Daytona 500. Fox Sports Senior VP/Advertising Sales Rick Kloiber said, “When you think about the flow of the races, there’s a huge crescendo of excitement that leads to that green flag. By using the double box early we can hold onto some of that momentum rather than going to a traditional break." Fox execs first tested the effect early double box commercials had on its audience during the Cotton Bowl on Jan. 4, and used it again on the "UFC on Fox" broadcast Jan. 26. The net plans to use the double box in early coverage of additional NASCAR races this season.