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EVENTS
CNNSI.com GROUP
COMMERCE
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Where did they go? Advertising logos not shown on some cars
DAYTONA BEACH, Fla. (Ticker) -- Welcome to the FOX era of NASCAR Winston Cup telecasts as the auto racing series begins its huge contract with the network. FOX and its partners will televise the first half of the season before NBC televises the second half. However, with a new television partner comes an entirely different set of rules, including one that already is causing controversy. At the beginning of Sunday's Budweiser Shootout telecast, a series of graphics was used to show the starting lineup. The graphics showed a head shot of the driver along with a graphic of the car. The same was done in the postrace rundown. However, many of the cars shown in the graphics did not include any sponsor logos or identification. Sponsors who purchased advertising time with FOX did receive identification on the graphics.
For instance, Dale Earnhardt Jr.'s Budweiser car included the logos on the graphic because Budweiser has purchased advertising. But the graphic for Bobby Labonte's Interstate Batteries car did not feature any sponsorship identification. "We look at those graphics as not being part of the actual race coverage and an enhancement to the advertisers that buy time on FOX and support NASCAR on FOX," said Lou D'Ermilio, the network's vice president of media relations. "There is nothing being done during live race coverage, nor is that contemplated. It doesn't affect the viewers' enjoyment of the race. "It's not our intent to offend anyone. We are trying to work with the advertising community to support the races on FOX." Sponsors of FOX's Winston Cup telecasts include Budweiser, Dodge, Havoline, GM Goodwrench, NAPA and UPS, to name a few. "Keep in mind we are paying a premium rights' fee, none that has never been paid before to NASCAR," D'Ermilio said. "Before, NASCAR telecasts were supported by a lot of smaller advertisers, and now we're looking for national advertisers to step up. "If any of the smaller ones want to become national and step up, that's OK, too." Joe Gibbs, team owner for Tony Stewart's winning car in the Budweiser Shootout, was surprised to hear that his sponsor's logos were not used on the graphic while others were. And NASCAR president Mike Helton also expressed surprise with FOX's decision to show logos only for those who purchased advertising. "Those cars were graphics, they were not pictures of cars," said John Griffin, NASCAR's managing director of communications. "FOX will have to answer that for you. It's something that needs to be addressed to them first to understand their point of view. "There were some logos there, so it can be changed. We plan on meeting with them to discuss it this week." D'Ermilio said FOX was happy with its first NASCAR telecast but sees room for improvement. "We're real happy," he said. "We're only going to get better. It was a good race. The announcers sounded great, pictures looked good and whatever we do this weekend will only get better."
© 2003 SportsTicker Enterprises, LP
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