TV contract still needs work
By NASCAR Scene Staff
Thursday, June 12, 2008
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PRESS BOX: SCENE'S VIEW
Fox wrapped up its 2008 NASCAR Sprint Cup Series coverage with plenty of facts and figures demonstrating momentum in terms of attracting more viewers after a couple of seasons of decline. Now, the hope must be that the momentum will continue as TNT takes over for six races before handing off to ABC/ESPN for the remainder of the year.
The problem for fans, of course, is that they must once again adjust their thinking each weekend to remind themselves where to find the race on their televisions. Just at the time they’ve become accustomed to tuning in their Fox affiliate for the action, they now must try to remember the number of TNT on their cable or satellite service.
And, sadly, some of the sport’s followers have neither option because they don’t have access to either service. This means they are forced to sit on the sidelines for the TNT races and, possibly, for the six races that follow, all of which will be carried on ESPN.
The two TV contracts that NASCAR has negotiated since taking over the sale of broadcast rights from individual tracks have served the sport well in many ways. They’ve certainly increased the fees paid to the sanctioning body and the tracks while bringing the drivers and teams increased exposure, and they’ve brought some sense of order to the broadcast schedule.
But the contracts still haven’t overcome every hurdle the sport faces if it wishes to continue to grow.
Certainly, the best solution in terms of maximizing viewership would be to have all of the Cup races on a single broadcast network. Fans and casual viewers alike would always know what station they could turn to every weekend – and everyone would have access to that station.
Such a deal won’t be easy to find, however. Fox, for instance, also broadcasts National Football League games in the fall, and network officials would be reluctant to give up the country’s most popular televised sport to make way for Cup races in their traditional time slots.
All three of NASCAR’s television partners have their ardent supporters, who show no reluctance to explain why their favorite does what they perceive to be the best job of covering the sport.
NASCAR officials face a challenge as they look to future television contracts. This year’s increases will help put them in a stronger position in future negotiations with broadcast partners – if the early gains can be sustained or expanded.
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