Networks looking to maintain, increase in 2002
By Tim Packman, Turner Sports Interactive
January 5, 2002
4:37 PM EST (2137 GMT)
CONCORD, N.C. -- Still reveling in the success of 2001, the four television networks covering NASCAR are hoping to boost television ratings again in 2002.
"Without question, we are very optimistic about what we can do going into this year," said Paul Brooks, NASCAR Vice President of Broadcasting. "Factoring in the network and cable demographics, they are perfect for where we are growing.
"Those demographics are important to the advertisers, as well. The cross promotion amongst the partners really added to the ratings and the widening of the demographics that now watch NASCAR."
The 2001 NASCAR season was the debut of a new television coverage package with the NBC, TNT, Fox and FX Networks. A combined sum of $400 million was paid to the sanctioning body for rights to cover Winston Cup and Busch Series events each year.
Even though the reaping of ad revenue didn't reach set goals, the overall viewership ratings set records.
All networks enjoyed almost weekly headlines of double-digit percentage increases in ratings. With the overall interest in NASCAR hitting new levels, due in part to its network television coverage, the task at hand this year is to continue that surge.
"We know we won't see a jump in ratings like we did last year," Brooks said. "But, we also don't expect them to drop off either. I think we'll see some increase as the momentum builds with our television partners."
Granted, there won't be amazing rating increases this year because the viewership isn't expected to increase over last year like 2001 did over 2000. That year, ABC, CBS, ESPN, NBC, TBS and TNN carried all three of NASCAR's primary divisions.
With the coverage package last year, NASCAR enjoyed more exposure on network television and also cross promotion between other major sports those networks carried. Viewers who may not have ever been interested or exposed to the sport, were given a taste of what they could find if they tuned in for a race.
The 20 races on NBC and TNT in the second half of the 2001 Winston Cup season drew audiences 34 percent larger than for those in 2000. FOX Sports and cable channel FX saw ratings go up 29 percent for 19 races.
"This year proves that not only is there a core audience for NASCAR but, more important, that audience is growing and becoming more diverse," said Ken Schanzer, President of NBC Sports. "We acquired the rights to NASCAR knowing it was a strong property, but its performance exceeded every one of our expectations and projections."
Under the current packages, FOX has the first half of each season while NBC and TNT split the second portion. FOX and NBC alternate airing the Daytona 500 with this year's race being covered by NBC.
In 2001, NBC carried 11 races and TNT carried nine. The combined average was a 3.9 national rating; the same 20 races averaged a 2.9 in 2000. FOX covered 14 races with five on FX to combined for a 5.3 average, up from a 4.1 for those same races in 2000.
From a regional standpoint across America, ratings jumped across the country for NBC and TNT. They went up 74 percent in the Southwest, 66 percent in the Pacific region and 47 percent in the Northeast. Each rating point represents a little more than 1 million television households.
| 
