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SBD/December 5, 2013/Events and Attractions
Motorsports Marketing Forum: Execs Discuss Ways To Attract A New Audience
Published December 5, 2013
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TAKING A HUMOROUS APPROACH: Brink said NASCAR’s goal with its “Resume” fantasy racing spot was to bring out the humor and personalities of the Sprint Cup drivers participating: “We would kind of prompt them on what we wanted them to say, but we really just let them roll. At some point we’ll pull on the drama, like with ‘Twist’, but other times we’ll use a sense of humor.” Langlitz: “You don’t very often get to see (drivers) with their helmets off acting like themselves. That’s crucial to building relationships with the fans. That spot was to promote fantasy NASCAR, but it was also to let you know that these guys have personalities. They’re funny. They’re like us.”
REVERSING RATINGS: Average IndyCar viewership in ’13 dipped below 1 million, but Miller said the fact that NBC in the future will carry three motorsports properties should allow the network to cross-promote and send ratings back up. However, NBC shares IndyCar rights with ESPN/ABC, and Miller said that keeps the network from being able to “utilize our full muscle from a marketing standpoint.”
For more from the Motorsports Marketing Forum, please see our On The Ground blog.