NEW LIVE-AUDIENCE, PRE-RACE FORMAT DELIVERS MORE THAN 20 PERCENT RATINGS BOOST;60 PERCENT GAIN WITH YOUNGER AUDIENCE
NASCAR RaceDay – Built by The Home Depot®, SPEED Channel’s definitive NASCAR pre-race show hosted by John Roberts and NASCAR drivers Jimmy Spencer and Kenny Wallace, is much more than a television show for SPEED. It’s a unique opportunity to come face to face with fans, sponsors and viewers in a meaningful way throughout the season.
SPEED officially renamed the popular pre-race show from NASCAR This Morning to NASCAR RaceDay at the start of the 2006 NASCAR Nextel Cup Series. Since then, the overall Nielsen household ratings for NASCAR RaceDay have increased more than 20 percent, with younger audiences (men 18–34) showing nearly a
60-percent increase from a year ago.
“The energy level at the stage keeps growing and growing,” said Chris Long, SPEED VP of Studio Production. “We work very closely with our track partners to create a tremendous live-event environment, which in turn makes for an entertaining television show. NASCAR RaceDay is the total pre-race package for SPEED.”
The Home Depot, title sponsor for NASCAR RaceDay, finds the dual purpose attractive, with an active presence at many of the NASCAR tracks.
“We’re always looking for ways to differentiate The Home Depot while providing exciting programs that appeal to our customers and associates,” said Roger Adams, senior vice president of Marketing, The Home Depot. “The format of NASCAR RaceDay – Built by The Home Depot is consistent with the passion and excitement we have for the sport and allows us an additional touch point with the NASCAR fan base.”
Complementing the increased television audience, the pre-race show has established a growing viewer base of fans that watch the show each week at the on-track SPEED Stage. The activity never stops on the NASCAR RaceDay set. Whether it is through popular music, program sampling on the 8-foot by 11-foot SPEED television screen, special SPEED guests, the SPEED Girls or something as simple as a SPEED
T-shirt giveaway, NASCAR RaceDay strives to continuously engage on-site viewers.
“First and foremost, the fans on-site at NASCAR races are there to see the action on the track,” said Bill Osborn, SPEED SVP of Marketing and On-Air Promotion. “As the home of NASCAR TV, we want to engage those fans as the excitement builds toward each event … not only with our live television programs, but with all of the activity SPEED provides at the stage leading up to SPEED programs and during commercial breaks.”
Already the definitive NASCAR pre-race show, NASCAR RaceDay will continue to look for ways to offer even more to the at-track and television audiences.
“The biggest compliments I have received come from drivers and crew members in the garage,” said Wendy Venturini, who conducts the weekly “Real Deal” long-form interviews on NASCAR RaceDay. “It’s always reassuring to be complimented by the younger generation of drivers like Dale Jr. and Carl Edwards, but when Mark Martin or Jack Roush take the time to reassure me of my knowledge and presence in the garage, I know I have earned their respect.”
SPEED, celebrating its 10th anniversary in 2006, is the nation’s first and foremost cable network dedicated to motor sports and the passion for everything automotive. From racing to restoration, motorcycles to movies, SPEED delivers quality programming from the track to the garage. Now available in more than 71 million homes in North America, SPEED is among the fastest-growing sports cable networks in the country, the home to NASCAR on SPEED and an industry leader in interactive TV, video on demand, mobile initiatives and broadband services.