At Least 25 Drivers to Appear in New Sponsor TV Ads, Keeping Fans Tuned to FOX

Unlike the biggest events in other sports, during the Daytona 500 (Feb 17, FOX, 2 p.m.) the sport's athletes appear in virtually every commercial break, keeping viewers tuned in.

During the FOX broadcast of the 2007 Daytona 500, NASCAR drivers appeared in 46 percent of the commercials, according to. Dr. Max Utsler, a professor at the School of Journalism and Mass Communication, University of Kansas. In all, 19 drivers starred in sponsor spots, and with at least 25 slated to be featured during the 2008 race, the percentage of drivers in commercials may rise even higher, Utsler said.

"NASCAR fans like seeing the stars of the sport in sponsors' commercials – making the sport TiVo-proof," said NASCAR Chief Marketing Officer Steve Phelps.

At Least 25 Drivers to Appear in New Sponsor TV Ads, Keeping Fans Tuned to FOX

Unlike the biggest events in other sports, during the Daytona 500 (Feb 17, FOX, 2 p.m.) the sport's athletes appear in virtually every commercial break, keeping viewers tuned in.

During the FOX broadcast of the 2007 Daytona 500, NASCAR drivers appeared in 46 percent of the commercials, according to. Dr. Max Utsler, a professor at the School of Journalism and Mass Communication, University of Kansas. In all, 19 drivers starred in sponsor spots, and with at least 25 slated to be featured during the 2008 race, the percentage of drivers in commercials may rise even higher, Utsler said.

"NASCAR fans like seeing the stars of the sport in sponsors' commercials – making the sport TiVo-proof," said NASCAR Chief Marketing Officer Steve Phelps.

During the 2007 Daytona 500, FOX Sports retained 95% of its audience during commercial breaks on average, according to Nielsen Media Research.

"With NASCAR's biggest and most prestigious event opening the season, sponsors debut new campaigns they will build on for the entire 10-month season," Phelps said. "NASCAR drivers have a very strong public image. Sponsors feel comfortable putting these athletes front and center in their ad campaigns."

NASCAR official partners airing new campaigns on the Daytona 500 telecast include: Chevrolet, Gillette, Goodyear, Ritz, Sunoco, Sprint, The Home Depot, Toyota and UPS. Additionally, many team sponsors will debut new spots featuring high-profile drivers such as Dale Earnhardt Jr., Jimmie Johnson and Kasey Kahne.

Additionally, many team sponsors will debut new spots featuring high-profile drivers such as Dale Earnhardt Jr., Jimmie Johnson, Kasey Kahne, Kevin Harvick, Kurt Busch, Clint Bowyer, Ryan Newman and Martin Truex Jr.