NASCAR now on the FM dial in Pittsburgh

[Boss Radio]

At minimum, NASCAR's popularity has been flat-lining lately:



Ray Buck, Fort Worth (Texas) Star-Telegram

Long known as America's fastest-growing sport, NASCAR seems to be hitting a speed bump. With TV ratings and attendance down, NASCAR made a number of moves in an attempt to keep the Nextel Cup Series running full-throttle.

Only time will tell if the moves pay off, but all the fresh hype makes it the perfect time to play a little Fact or Fiction.

THE HOTTEST SPORT ON THE PLANET HAS TURNED TEPID

FACT. Race fans have spoken. In 2006, NASCAR's three networks (Fox, TNT and NBC) combined for a 6.5 percent decline in viewership, as 32 of the 36 races produced a drop-off from the previous year. NBC (no longer in the mix) dropped 10 percent, Fox 7 percent and TNT 5 percent.

 

[SteelRocker]

Right now the Pens have hit a little speed bump too. Does that mean they're not going to go back on a winning streak? Same with Nascar...last year there were several boring races and tv ratings were down. Don't use this little article to make any arguments that Nascar has peaked. Just trust me on this one.

 

[Boss Radio]

OK, the TV show "The Amazing Race" is in a ratings decline. But its ratings will rebound because the Penguins are just in a little slump?

Not quite getting your logic.

 

[kenhawk1160]

NASCAR on radio is pretty amazing. MRN and PRN have guys placed around the track who sequence one to another without a producer cueing them. Each guy knows the previous guy's cadence and delivery and naturally picks up where he drops off. I dig it purely for the technical presentation.
-D

They have improved it a lot over the years. We run, in addition to the races, "Fast Talk" (Benny Parsons, we miss you), "Nascar Live", and the "Alltel Pit Reporters" on our country AM station, and all three have done very well over the past couple of years we've carried them. We have it about 85 percent sold right now, and the season's just now gotten under way.

 

[Radio_Realist]

Not quite getting your logic.

Not surprising. You seem to have difficulty with analogies.

He was making reference to the fact that any long-term trend will still experience short-term fluctuations in the cycle. Whether it's the Penguins losing a few in an otherwise long-term winning streak, or NASCAR ratings experiencing a short-term downturn in ratings in an otherwise long-term increasing trend, it's just another example of short-term downturns not necessarily meaning the beginning of a long-term decline.

 

[SteelRocker]

Not quite getting your logic.

Not surprising. You seem to have difficulty with analogies.

He was making reference to the fact that any long-term trend will still experience short-term fluctuations in the cycle. Whether it's the Penguins losing a few in an otherwise long-term winning streak, or NASCAR ratings experiencing a short-term downturn in ratings in an otherwise long-term increasing trend, it's just another example of short-term downturns not necessarily meaning the beginning of a long-term decline.

Thank you for understanding what I was trying to say, and taking the time to explain this to Boss Radio.

 

[Boss Radio]

Not quite getting your logic.

Not surprising. You seem to have difficulty with analogies.

He was making reference to the fact that any long-term trend will still experience short-term fluctuations in the cycle. Whether it's the Penguins losing a few in an otherwise long-term winning streak, or NASCAR ratings experiencing a short-term downturn in ratings in an otherwise long-term increasing trend, it's just another example of short-term downturns not necessarily meaning the beginning of a long-term decline.

I have a lot of difficulty with analogies that make no sense, like this one.

Whether the Penguins win or lose is within the control of the Penguins. Ratings are a function of how the audience reacts to programming. It is a fact that NASCAR ratings were down for an entire season. They didn't decline over a two-week period, like the Penguins' slump, they fell for the entire season over several different networks. That should tell people at NASCAR that their programming isn't as appealing to viewers as it once was.

To get this back to Pittsburgh radio, KDKA used to have much better ratings than it does now. It is unlikely their ratings will ever reach the levels they once had. People have found other options they prefer. Listeners have lost interest in KDKA's programming. A consistent pattern of audience erosion is nothing like a sports team's slump, it is a pattern that has been established over a period of time.

It's possible NASCAR's ratings will rebound, but it certainly isn't guaranteed. Boxing, horse racing and bowling all used to be major sports. Today none of them enjoys the mainstream popularity they once did.

 

[dtube1]

This job an observation, but NBC pretty much quit promoting (heavily) NASCAR last year. They knew football (and perhaps the worst pre-game and half-time show in NFL history) was on the horizon for them; they had no intention of renewing the NASCAR contract - so why spend the bucks? As much as Larry McReynolds and DW drive me nuts, I will give FOX credit for being 100% behind the sport and continuing to put money into the production, especially in light of the ratings decrease last year. On a positive note: ESPN is doing a respectable job on the the Busch races. Its great to hear Dr Jerry Punch calling NASCAR again.

 

[Radio_Realist]

I have a lot of difficulty with analogies that make no sense, like this one.

It appears you also have a lot of difficulty with telling the difference between understanding an analogy and agreeing with one. Just because you don't agree with an analogy, that doesn't mean you shouldn't be able to "get it".

 

[Snafu]

This just in:

Ratings for this year's Daytona 500 were down 10% from last years race. TV ratings for California race even worse, down 13% from a year ago. At what point do we go from speed bump to trend?

 

[Pratte4Life]

I don't think NASCAR is going to become horse racing, boxing, or bowling anytime soon, but I do believe it has problems.

Here are the reasons for the slide-

Primarily I feel it is because NASCAR has long tried to be more cosmopolitian, but in doing so they went away from their roots.

The audience they are targeting simply is never going to be there. The audience they are losing is feeling disorientated.

A- Much of the same things that plague the other sports- the big money racing teams will outspend the smaller money ones to victory.

B- The "Race to the Cup" is a disaster. It pretty much makes the first 26 races have all the luster of regular season college basketball, not to mention excluding some of the most glamourous and popular tracks in the sport.

Then, by the time you are racing for the Cup- football has taken over the nation's eye.

C- Too much political correctness. As recently as the early 90s NASCAR was taking out full page ads in USA Today with Richard Petty pleading with the Clinton administration not to ban tobacco advertising in sporting events.

Lots of the fan base was driving pickup trucks to the races with bumper stickers that said "Tobacco Money Paid For This!"

Now- the Nextel Cup? It doesn't even sound right. At least the Busch Series is named after a beer.

Whether its your culture or not- there are millions of people who believe you should be able to smoke in resturaunts and that if it's legal- what is the problem with cigarettes advertising on television (especially when you could advertise chewing tobacco, cigars, and pipe tobacco)?

The tradition of NASCAR is very much a "Red State" appeal. You lose that base when you start telling the rednecks they aren't welcome anymore because they have a rebel flag tattooed on their bicep.

D- Loss of historic tracks- Moving NASCAR out of North Wilkesboro and taking away a race from Darlington is even a greater sin to the roots of the sport than it would be to move the Packers out of Green Bay to Los Angeles.

Especially when you consider many of the men who made those tracks are still alive.

E- It ain't STOCK CARS anymore- We are introduced to the "Car of Tomorrow" this season- with a steering wheel in the center of the car and several more modifications.

Okay- anyone trying to take a Cup car on the road would soon get a visit from Sheriff Joe Higgins.

But there is an old adage- win on Sunday- sell on Monday.

As time went by and stock cars became less and less what we would drive on the road that would wane- but there was still some truth to that. Generally when your driver dropped out- you rooted for another driver with the same make of car to win.

But can you even tell what kind of car is on the track now? It used to be you could tell at first glance. Now you have to hunt for the name of the car on the lower front bumper.

But when you do read it- it leads you to F- which is

Seeing Sharon's Dave Blaney is driving a COUGH! GASP! TOYOTA!

On a NASCAR track? Next to a Dodge Charger?

The chariot of Bo and Luke Duke is now lining up next to the chariot of the soccer mom?

Dude- that ain't right.

That said- the races should still be carried on the radio locally.

How else would Kozell Auto Parts exist?

 

[kenhawk1160]

I don't think NASCAR is going to become horse racing, boxing, or bowling anytime soon, but I do believe it has problems.

Here are the reasons for the slide-

Primarily I feel it is because NASCAR has long tried to be more cosmopolitian, but in doing so they went away from their roots.

The audience they are targeting simply is never going to be there. The audience they are losing is feeling disorientated.

A- Much of the same things that plague the other sports- the big money racing teams will outspend the smaller money ones to victory.

B- The "Race to the Cup" is a disaster. It pretty much makes the first 26 races have all the luster of regular season college basketball, not to mention excluding some of the most glamourous and popular tracks in the sport.

Then, by the time you are racing for the Cup- football has taken over the nation's eye.

C- Too much political correctness. As recently as the early 90s NASCAR was taking out full page ads in USA Today with Richard Petty pleading with the Clinton administration not to ban tobacco advertising in sporting events.

Lots of the fan base was driving pickup trucks to the races with bumper stickers that said "Tobacco Money Paid For This!"

Now- the Nextel Cup? It doesn't even sound right. At least the Busch Series is named after a beer.

Whether its your culture or not- there are millions of people who believe you should be able to smoke in resturaunts and that if it's legal- what is the problem with cigarettes advertising on television (especially when you could advertise chewing tobacco, cigars, and pipe tobacco)?

The tradition of NASCAR is very much a "Red State" appeal. You lose that base when you start telling the rednecks they aren't welcome anymore because they have a rebel flag tattooed on their bicep.

D- Loss of historic tracks- Moving NASCAR out of North Wilkesboro and taking away a race from Darlington is even a greater sin to the roots of the sport than it would be to move the Packers out of Green Bay to Los Angeles.

Especially when you consider many of the men who made those tracks are still alive.

E- It ain't STOCK CARS anymore- We are introduced to the "Car of Tomorrow" this season- with a steering wheel in the center of the car and several more modifications.

Okay- anyone trying to take a Cup car on the road would soon get a visit from Sheriff Joe Higgins.

But there is an old adage- win on Sunday- sell on Monday.

As time went by and stock cars became less and less what we would drive on the road that would wane- but there was still some truth to that. Generally when your driver dropped out- you rooted for another driver with the same make of car to win.

But can you even tell what kind of car is on the track now? It used to be you could tell at first glance. Now you have to hunt for the name of the car on the lower front bumper.

But when you do read it- it leads you to F- which is

Seeing Sharon's Dave Blaney is driving a COUGH! GASP! TOYOTA!

On a NASCAR track? Next to a Dodge Charger?

The chariot of Bo and Luke Duke is now lining up next to the chariot of the soccer mom?

Dude- that ain't right.

That said- the races should still be carried on the radio locally.

How else would Kozell Auto Parts exist?

I will agree with you there...the races still should be carried on local radio.

If the marketing team at NASCAR is smart, they won't fight their default audience...they'll embrace it. Don't try to make it into what it isn't. Keep the yankees out of it.
One particular stigma is that those who listen to NASCAR are not consumers.

That's wrong...dead wrong.

NASCAR radio listeners and fans DO spend money. They buy satellite TV, new automobiles, auto parts, fast food and sit-down restaurant dining, cell phones (hence NexTel Cup), motorhomes, southern vacation packages, and sports drinks, just to name a few. You hear those sponsors right now on MRN and PRN.

Pittsburgh is also made up of a working-class audience who will also embrace it. I think that those imp-n-arn drinkin', Donnie Iris on DVE-listenin', chipped ham-eatin', Stillers cheerin', and Chevy drivin' Pittsburghers will find NASCAR very relatable.

 

[SteelRocker]

Seeing Sharon's Dave Blaney is driving a COUGH! GASP! TOYOTA!

On a NASCAR track? Next to a Dodge Charger?

Very good post Pratt. I especially liked this one. Gotta be a Blaney-ack if you live out here. He really had a good 2nd half of the season last year and I expect he'll have a decent year driving the rice burner.

 

[Pratte4Life]

There's actually more brand loyalty to NASCAR than any other sport.

In other words- root for Little E- you WILL drink Budweiser.

Root for Tony Stewart- you WILL shop at Home Depot.

By comparison- however- how many Steelers fans just GOTTA HAVE A PONTIAC because its "The Official Car of the Steelers?"

The last time I looked NASCAR had a 74% brand loyalty- almost three times ahead of any other sport.

That's another reason why Pittsburgh radio execs have been so shortsighted and haven't carried the races.

Even if the audience is slightly smaller than it was before- people will patronize the sponsors.

 

[kenhawk1160]

There's actually more brand loyalty to NASCAR than any other sport.

In other words- root for Little E- you WILL drink Budweiser.

Root for Tony Stewart- you WILL shop at Home Depot.

By comparison- however- how many Steelers fans just GOTTA HAVE A PONTIAC because its "The Official Car of the Steelers?"

The last time I looked NASCAR had a 74% brand loyalty- almost three times ahead of any other sport.

That's another reason why Pittsburgh radio execs have been so shortsighted and haven't carried the races.

Even if the audience is slightly smaller than it was before- people will patronize the sponsors.

Thank you, Pratte. I rest my case.

 

[Boss Radio]

If there's that much brand loyalty, what is my incentive to advertise?

I'm either preaching to the choir, or trying to pitch people who have well-entrenched buying habits. Either way, it's not an efficient way to spend ad dollars.

 

[Pratte4Life]

When you're not personally attacking someone on here, you're now insulting our intelligence with your cloudy day feel.

Uh, maybe so I can be PART of that brand loyalty?

Maybe if I'm Kozell- I WANT to capitalize on the fact all the Waltrip fans are going to buy NAPA?

 

[Snafu]

Before all of the satellite technology came along had I owned a radio station I would have run NASCAR and watched every dealership and auto parts store from here to East Liverpool and back line up to throw money at me. But now I am not sure. Is the hard core fan listening on the radio or is he watching the in car cameras on Comcast Select or DirecTV? Is he listening to the two way radios in his favorite driver's car on Sirius? If even half of them are then I don't think the numbers add up well for local radio.

And for the record NASCAR's problem isn't marketing. It does that in its sleep. Its problem is its product. Crash-a-thons a Daytona and Talledega that turn off real racing fans, snoozer races at California and now the flying brick "Car of Tomorrow". They are micromanaging the on track product to death.

 

[Radio_Realist]

If there's that much brand loyalty, what is my incentive to advertise?

I take it you've never actually run a business, have you?

If NASCAR fans are loyal drinkers of Budweiser beer, and you ran a beer distributorship, wouldn't you want those NASCAR fans to buy their Bud from your distributorship?

If NASCAR fans are loyal users of Autolite spark plugs, and you ran an auto parts store, wouldn't you want those NASCAR fans to buy their Autolite spark plugs from your store?

If NASCAR fans only wear Wrangler brand jeans, and you owned a store that sold clothing, wouldn't you want those NASCAR fans to buy their Wrangler brand jeans from your store?

Did you ever look at the decals on NASCAR racers? They are for brand name products which are sold at fine stores everywhere. Wouldn't you want NASCAR fans to shop at your fine store to buy those products?

Or don't you understand the difference between brand name loyalty for products and convincing customers to shop at a store for those products? No, don't tell me. You understand the difference, you just don't agree with it, right?

They are micromanaging the on track product to death.

You got that right! NASCAR had more fans that CAN-AM, USAC, and all the other motor sports brand names because NASCAR racers looked like the same cars the fans rode to work. Heck, in the early days, NASCAR racers were the same cars, though slightly modified. They've forgotten that NASCAR stands for National Association for Stock Car Auto Racing. If the fans want to watch special, custom built race cars that bear no resemblance to stock cars, the fans can watch the Indy car series.

Still, if a radio station is going to plug into some sort of syndicated programming anyway, NASCAR is as good as any other option, and better than most. If it fades away in ten years, so what? There's still a bundle to make carrying it right now.

 

[feeball]

I used to live in South Carolina and the Labor Day weekend race at Darlington was a big money weekend for many businesses from Florence, SC all the way to Charleston, SC. Business started going downhill once that race was gone from the schedule. NASCAR needs to go back to the old school scheduling.