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NASCAR Daytona Speedweeks On SPEED
Younger audience, ratings up for SPEED's coverage of Daytona Speedweeks...
SPEED was the television coverage leader at NASCAR’s season-opening Daytona Speedweeks with over 100 hours of coverage. (Image: NASCAR)
YOUNGER AUDIENCE TUNES INTO SPEED™ COVERAGE OF DAYTONA SPEEDWEEKS
NIELSEN RATINGS FOR MEN 18-49 UP 16%
NASCAR CAMPING WORLD TRUCK SERIES OPENS 2012 WITH RATINGS INCREASE
With more than 100 hours of coverage, 45 stage/studio shows and more than two dozen on-air personalities, SPEED was the television coverage leader at NASCAR’s season-opening Daytona Speedweeks. The two big takeaways -- the younger audience continues its return and the NASCAR Camping World Truck Series maintains its ratings momentum.
Ratings for the coveted Men 18-49 demographic were up an average of 16% over the two weeks at Daytona, according to Nielsen Media Research, with on-track action leading the charge: NASCAR Sprint Cup Series practice (up 70% with Men 18-49 over six sessions); NCWTS (41%), ARCA (10%). NASCAR RaceDay Fueled by Sunoco also saw demo growth across all three episodes.
The big winner with younger audiences, however, was the revamped Trackside, which scored a 133% increase with Men 18-49.
“Every viewer and every fan is important to SPEED, but the storyline until recently has been the erosion of the younger NASCAR audience,” said SPEED President Scott Ackerson. “We at SPEED have put a concerted effort toward going after these viewers with increased production quality and the integration of social media. And while it’s just a start, it’s a good start.”
Added to nearly all of SPEED’s NASCAR programs from Daytona, elements from the SPEED Social Garage -- an on-site social media communication headquarters kept the conversation going nearly 24 hours a day through live updates and behind-the-scenes features.
“SPEED was the go-to source for inside information surrounding Daytona Speedweeks,” said SPEED SVP of Marketing Lila Everett. “We engaged fans by providing them a multiplatform ‘all-access hot pass’ with up to the minute content and engagement via broadcast, SPEED.com, Facebook, Twitter and YouTube.”
And, after recording its most-watched season ever in 2011, the NASCAR Camping World Truck Series on SPEED kicked off the 2012 season in strong fashion, increasing Household ratings by 9% (1.63 vs. 1.49) from a year ago according to Nielsen Media Research. The Friday night race had an average viewing audience of more than 1.8 million people.
The next NASCAR Camping World Truck Series race is scheduled for March 31 at 1:30 p.m. ET live from Martinsville. The popular pre-race show, NCWTS Setup with Krista Voda, begins at 1 p.m. ET.
In some fun news for NASCAR Race Hub, the Daytona 500 “pre-race” episode scored a Nielsen Household Rating of .94, up 169% from its highest-rated episode in history with more than one million viewers. NASCAR Race Hub also is showing traction with younger audiences as season-to-date, the show is up 27% with Men 18-49 versus a year ago.
SPEED.com topped 1.8 million unique visitors in February, an increase of 30% over 2011. Facebook was the No. 2 referral site to SPEED.com, while Twitter was No. 7.
About SPEED™
SPEED, anchored by its popular and wide-ranging coverage of NASCAR, is the nation’s first and only cable television network dedicated to automotive and motorcycle racing, performance and lifestyle. Now available in nearly 84 million homes in North America, SPEED, a member of the FOX Sports Media Group, is among the industry leaders in interactive TV, video on demand, mobile initiatives and broadband services, including SPEED2, a groundbreaking new broadband network featuring live, streaming and on-demand events complementing offerings of the linear network. For more information, please visit SPEED.com, the online motor sports authority.
About FOX Sports Media Group
FOX Sports Media Group (FSMG) is the umbrella entity representing News Corporation’s wide array of multi-platform US-based sports assets under Chairman & CEO David Hill. Built with brands that are capable of reaching more than 100 million viewers in a single weekend, FSMG includes ownership and interests in linear television networks, digital and mobile programming, broadband platforms, multiple web sites, joint-venture businesses and several licensing partnerships. FSMG now includes FOX Sports, the sports television arm of the FOX Broadcasting Company; Fox’s 19 regional sports networks, their affiliated regional web sites and FSN national programming; SPEED and SPEED2; Fox Soccer Channel and Fox Soccer Plus; FUEL TV; and Fox College Sports. In addition, FSMG also includes FOX Sports Interactive Media, which comprises FOXSports.com on MSN, whatifsports.com and scout.com, reaching almost 30 million unique visitors monthly. Also included are Fox’s interests in joint-venture businesses FOX Deportes, Big Ten Network and STATS, LLC, as well as licensing agreements that establish the FOX Sports Radio Network, FOX Sports Skybox restaurants and FOX Sports Grills.
NIELSEN RATINGS FOR MEN 18-49 UP 16%
NASCAR CAMPING WORLD TRUCK SERIES OPENS 2012 WITH RATINGS INCREASE
With more than 100 hours of coverage, 45 stage/studio shows and more than two dozen on-air personalities, SPEED was the television coverage leader at NASCAR’s season-opening Daytona Speedweeks. The two big takeaways -- the younger audience continues its return and the NASCAR Camping World Truck Series maintains its ratings momentum.
Ratings for the coveted Men 18-49 demographic were up an average of 16% over the two weeks at Daytona, according to Nielsen Media Research, with on-track action leading the charge: NASCAR Sprint Cup Series practice (up 70% with Men 18-49 over six sessions); NCWTS (41%), ARCA (10%). NASCAR RaceDay Fueled by Sunoco also saw demo growth across all three episodes.
The big winner with younger audiences, however, was the revamped Trackside, which scored a 133% increase with Men 18-49.
“Every viewer and every fan is important to SPEED, but the storyline until recently has been the erosion of the younger NASCAR audience,” said SPEED President Scott Ackerson. “We at SPEED have put a concerted effort toward going after these viewers with increased production quality and the integration of social media. And while it’s just a start, it’s a good start.”
Added to nearly all of SPEED’s NASCAR programs from Daytona, elements from the SPEED Social Garage -- an on-site social media communication headquarters kept the conversation going nearly 24 hours a day through live updates and behind-the-scenes features.
“SPEED was the go-to source for inside information surrounding Daytona Speedweeks,” said SPEED SVP of Marketing Lila Everett. “We engaged fans by providing them a multiplatform ‘all-access hot pass’ with up to the minute content and engagement via broadcast, SPEED.com, Facebook, Twitter and YouTube.”
And, after recording its most-watched season ever in 2011, the NASCAR Camping World Truck Series on SPEED kicked off the 2012 season in strong fashion, increasing Household ratings by 9% (1.63 vs. 1.49) from a year ago according to Nielsen Media Research. The Friday night race had an average viewing audience of more than 1.8 million people.
The next NASCAR Camping World Truck Series race is scheduled for March 31 at 1:30 p.m. ET live from Martinsville. The popular pre-race show, NCWTS Setup with Krista Voda, begins at 1 p.m. ET.
In some fun news for NASCAR Race Hub, the Daytona 500 “pre-race” episode scored a Nielsen Household Rating of .94, up 169% from its highest-rated episode in history with more than one million viewers. NASCAR Race Hub also is showing traction with younger audiences as season-to-date, the show is up 27% with Men 18-49 versus a year ago.
SPEED.com topped 1.8 million unique visitors in February, an increase of 30% over 2011. Facebook was the No. 2 referral site to SPEED.com, while Twitter was No. 7.
About SPEED™
SPEED, anchored by its popular and wide-ranging coverage of NASCAR, is the nation’s first and only cable television network dedicated to automotive and motorcycle racing, performance and lifestyle. Now available in nearly 84 million homes in North America, SPEED, a member of the FOX Sports Media Group, is among the industry leaders in interactive TV, video on demand, mobile initiatives and broadband services, including SPEED2, a groundbreaking new broadband network featuring live, streaming and on-demand events complementing offerings of the linear network. For more information, please visit SPEED.com, the online motor sports authority.
About FOX Sports Media Group
FOX Sports Media Group (FSMG) is the umbrella entity representing News Corporation’s wide array of multi-platform US-based sports assets under Chairman & CEO David Hill. Built with brands that are capable of reaching more than 100 million viewers in a single weekend, FSMG includes ownership and interests in linear television networks, digital and mobile programming, broadband platforms, multiple web sites, joint-venture businesses and several licensing partnerships. FSMG now includes FOX Sports, the sports television arm of the FOX Broadcasting Company; Fox’s 19 regional sports networks, their affiliated regional web sites and FSN national programming; SPEED and SPEED2; Fox Soccer Channel and Fox Soccer Plus; FUEL TV; and Fox College Sports. In addition, FSMG also includes FOX Sports Interactive Media, which comprises FOXSports.com on MSN, whatifsports.com and scout.com, reaching almost 30 million unique visitors monthly. Also included are Fox’s interests in joint-venture businesses FOX Deportes, Big Ten Network and STATS, LLC, as well as licensing agreements that establish the FOX Sports Radio Network, FOX Sports Skybox restaurants and FOX Sports Grills.
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