{"id":12950,"date":"2024-02-14T08:58:42","date_gmt":"2024-02-14T15:58:42","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12950"},"modified":"2024-05-22T09:59:27","modified_gmt":"2024-05-22T16:59:27","slug":"daytona-500-advertising-5-campaigns-5-tips","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/daytona-500-advertising-5-campaigns-5-tips\/","title":{"rendered":"Daytona 500 Advertising: 5 Campaigns & 5 Tips\u00a0"},"content":{"rendered":"

An Overview of Daytona 500 Advertising<\/span><\/b>\u00a0<\/span><\/h2>\n

The Daytona 500, also known as <\/span>NASCAR\u2019s Super Bowl<\/span>, stands as one of the year\u2019s most exciting sporting events – not just for the thrilling races and electric atmosphere at the Daytona International Speedway but also for the big screen as a commercial event.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

With <\/span>upwards of 8.8 million viewers<\/span><\/a> (10.1 million at its peak) watching in 2023, the \u201cGreat American Race\u201d outperformed other weekend sporting events, including the NBA All-Star Game and a PGA Tour<\/a> event featuring Tiger Woods. The <\/span>Sports Business Journal also reports<\/span><\/a> that viewership was a record high for a NASCAR race on a streaming Fox platform.\u00a0<\/span>\u00a0<\/span><\/p>\n

With a large and engaged audience, the Daytona 500 presents a golden opportunity for brands to showcase their products and services to a vast and engaged audience in 2024 and beyond.<\/span>\u00a0<\/span><\/p>\n

5 Advantages of Advertising at the Daytona 500<\/span><\/b>\u00a0<\/span><\/h2>\n

While discussing the advantages of sports marketing, TEGNA\u2019s Director of Sponsorships, Dan McDonough, says, \u201cLive sports continue to thrive in the US and remain a staple in people\u2019s viewing habits. Watching live sports provides a unique sense of excitement, competition, and belonging that can\u2019t be replicated through other forms of TV. Brands that consistently show up to play within a particular sports broadcast create a deeper connection with fans\/viewers because they\u2019re invested in a team or sport the viewer cares about.\u201d<\/span>\u00a0<\/span><\/p>\n

Because of this sentiment, brands can make a lasting impression on viewers by aligning with NASCAR and Daytona 500 content. Advantages include\u00a0<\/span>\u00a0<\/span><\/p>\n

1. Large Audience<\/span><\/b>\u00a0<\/span><\/h3>\n

For fans, watching live sports on appointment TV<\/a> is a must and a habit. <\/span>Reviews.org<\/span><\/a> finds that 70% of Americans watch live sports weekly. Breaking down those numbers further, 24% of those surveyed watch NASCAR, making it a more popular sport to watch than soccer, hockey, and golf.\u00a0<\/span>\u00a0<\/span><\/p>\n

2. Live Television Coverage<\/span><\/b>\u00a0<\/span><\/h2>\n

Brands can leverage the excitement and positive emotions associated with a live event like The Daytona 500 to create real-time interactions and memorable experiences, which can help increase brand recognition, loyalty, and consumer trust. Additionally, live-event viewers are less likely to fast-forward commercials for several reasons.\u00a0<\/span>\u00a0<\/span><\/p>\n

Viewers know that sports and commercials are teammates. Commercials are part of the live-viewing experience, and want to watch them to discuss socially. Plus, commercials can\u2019t be skipped in a live broadcast setting \u2013 unless the viewer changes the channel or takes a bathroom break.<\/span>\u00a0<\/span><\/p>\n

The bottom line?<\/span><\/b> The Daytona 500 is broadcast live on television, ensuring that commercials aired during the event reach a vast audience in real time. This live coverage increases the visibility and impact of advertising efforts, allowing brands to capture viewers’ attention at a pivotal moment and build brand awareness.<\/span>\u00a0<\/span><\/p>\n

3. Engaged & Brand Loyal Audiences<\/span><\/b>\u00a0<\/span><\/h3>\n

NASCAR fans are some of the most loyal and passionate in sports. They tune in not only for the race but also for the entire spectacle surrounding it. Advertising at the Daytona 500 allows brands to connect with a highly engaged audience receptive to marketing messages.<\/span>\u00a0<\/span><\/p>\n

Steve Phelps, a senior vice president, and chief marketing officer for NASCAR, <\/span>told the Daytona Beach News-Journal<\/span><\/a>, \u201cWe have a large loyal fan base that truly votes with their wallet. That\u2019s a real point of differentiation for NASCAR from our \u2018stick and ball\u2019 brethren.\u201d<\/span>\u00a0<\/span><\/p>\n

Phelps also notes that this level of engagement with brands is \u201cunique to NASCAR,\u201d even when comparing this engagement to his time working in the NFL\u2019s marketing department.\u00a0<\/span>\u00a0<\/span><\/p>\n

It\u2019s a fact Andrea Samber, co-director of strategic alliances for Cotton Inc.\u2019s Blue Jeans Go Green, can confirm, also telling the Daytona Beach News-Journal, \u201cWe are new to NASCAR but have learned quickly that the sport\u2019s fans are incredibly brand loyal.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

4. Emotional Connection<\/span><\/b>\u00a0<\/span><\/h3>\n

Some of the most powerful ads in history – <\/span>Google\u2019s Loretta<\/span><\/a>, <\/span>The Farmer\u2019s Dog<\/span><\/a> Super Bowl ad, and <\/span>P&G\u2019s Thank You, Mom<\/span><\/a> – are effective because they emotionally connect with their audience.\u00a0<\/span>\u00a0<\/span><\/p>\n

But just how effective is emotional marketing? <\/span>Spiralitics gathered some of the most compelling stats<\/span><\/a>\u00a0and found:\u00a0<\/span>\u00a0<\/span><\/p>\n