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.