ESPN making a lot of noise about its return to NASCAR fold
By JENNA FRYER/The Associated Press
NASCAR is hoping ESPN's return to the sport will jump-start sagging TV ratings, and the network is revving up its efforts with an aggressive brand campaign that debuted this week.
The first part of the campaign includes a music video of race fans and drivers in the moments leading up to the green flag. A second ad shows young fans' need for speed, and a third focuses on the importance of family in NASCAR's culture. All conclude with the slogan: NASCAR: ESPN. It's the Life.
A second campaign highlighting the network's daily news show "NASCAR Now" will begin on Jan. 29, and the third campaign, which features Busch Series drivers, debuts Feb. 5. ESPN will place a large emphasis on the Busch Series, which will be televised in its entirety on its networks.
"The overall intention is to generate an awareness and excitement in NASCAR and its return to ESPN," said George McNeilly, director of ESPN communications. "We hope it demonstrates our deep understanding of the sport and its passionate fans. The campaign is to appeal to anyone who is currently a NASCAR fan, or will soon be."
ESPN was one of the first networks to help build NASCAR but was shut out in 2001, when NASCAR inked its first major TV deal.
ESPN's back under an eight-year contract that divides the Nextel Cup series between four different networks.
Television ratings suffered last season – the numbers were down in all but five of the 36 races – and many believe NBC's apathetic promotional in its final year of coverage played a large role.
NASCAR officials are banking on ESPN's return to end the trend.
"ESPN will bring a great deal of energy to the sport not only by way of its race broadcasts but through its various media outlets such as SportsCenter, ESPN Radio and ESPN the Magazine," said spokesman Ramsey Poston. "ESPN will be a destination for longtime NASCAR fans and will also help introduce new fans to the sport."
By JENNA FRYER/The Associated Press
NASCAR is hoping ESPN's return to the sport will jump-start sagging TV ratings, and the network is revving up its efforts with an aggressive brand campaign that debuted this week.
The first part of the campaign includes a music video of race fans and drivers in the moments leading up to the green flag. A second ad shows young fans' need for speed, and a third focuses on the importance of family in NASCAR's culture. All conclude with the slogan: NASCAR: ESPN. It's the Life.
A second campaign highlighting the network's daily news show "NASCAR Now" will begin on Jan. 29, and the third campaign, which features Busch Series drivers, debuts Feb. 5. ESPN will place a large emphasis on the Busch Series, which will be televised in its entirety on its networks.
"The overall intention is to generate an awareness and excitement in NASCAR and its return to ESPN," said George McNeilly, director of ESPN communications. "We hope it demonstrates our deep understanding of the sport and its passionate fans. The campaign is to appeal to anyone who is currently a NASCAR fan, or will soon be."
ESPN was one of the first networks to help build NASCAR but was shut out in 2001, when NASCAR inked its first major TV deal.
ESPN's back under an eight-year contract that divides the Nextel Cup series between four different networks.
Television ratings suffered last season – the numbers were down in all but five of the 36 races – and many believe NBC's apathetic promotional in its final year of coverage played a large role.
NASCAR officials are banking on ESPN's return to end the trend.
"ESPN will bring a great deal of energy to the sport not only by way of its race broadcasts but through its various media outlets such as SportsCenter, ESPN Radio and ESPN the Magazine," said spokesman Ramsey Poston. "ESPN will be a destination for longtime NASCAR fans and will also help introduce new fans to the sport."
