The Frontstretch: ESPN shows how racing and commercials can mix by Cheryl Walker -- Monday July 4, 2005

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ESPN shows how racing and commercials can mix

Cheryl Walker · Monday July 4, 2005

 

As is the case with many families, we enjoy other forms of racing besides NASCAR. My son, Joshua, especially, enjoys the CHAMP cars, the Rolex Series, the IRL, and Formula 1 (the recent debacle at the U.S. Grand Prix notwithstanding).

Joshua thinks that these different series bring him some good racing. And this was even before Danica Patrick stepped from her car at the Indy 500, shook her jet black hair out from under her helmet, and made all of America take notice of her. (Now that that has happened, and he’s seen a few more photos and media bytes of her, he has found more reason to enjoy IRL races. But I digress.)

This past weekend’s IRL race was at the Kansas Speedway, and was held on Sunday afternoon. Since there was no NASCAR race on, it was an easy choice what we were going to watch.

Shortly into the race, the show’s broadcast turned to its first round of commercials. While that in itself isn’t anything new for the airing of races of any kind, what was shown on-screen was. Dubbing it ‘ESPN’s Side-by-Side’, viewers were treated to a split screen. On the left-hand side of the screen was the IRL race, and on the right-hand side was the commercial. Yeehaw! A racing fan’s dream! No break in the action, and no chance of missing anything significant happening while the obligatory commercials were being aired.

I remember one time before when this sort of thing was attempted, and it was done during a NASCAR race. When TNN was the broadcaster, a ‘picture-in-picture’ racing/commercial mix was tried. However, the racing was just a small box on the whole screen, instead of sharing the same amount of space as the advertiser.

Another thing different from TNN’s experiment in keeping the fans and advertisers alike happy to ESPN’s was a tip of the hat to a sponsor. At the top of the screen on Sunday was ‘ESPN’s Side-By-Side, brought to you by…..’ followed by the name of one of the advertisers, prominently displayed. This not only brought extra-kudos and credit to the companies that helped bring this great compromise to the racing fan, but also gave those fans company names to support and buy products from out of gratitude. What a great win-win.

Any time that I see an opportunity for NASCAR fans to ask questions of the producers of the NASCAR races, inevitably a fan always puts forth this one, “Can’t you find a way to break from the commercials faster when something happens on the track?”
I believe this is a fine way to not even have to make that break, in a way that is acceptable to the sponsors that help bring it to the fans.

If this appeals to you as a racing fan, then I would suggest watching ESPN’s airing of a future race, and then letting them how terrific of an idea it is. Then write the producers of our NASCAR races, and let them know as well.

The squeaky NASCAR fan may someday get ‘the grease’, in the form of racing/advertising split-screens.

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Jeffrey S. DeVore
07/05/2005 03:57 AM
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FYI,
NBC did this experiment in it’s first season of broadcasting, 2001, at the Homestead race.
Broadcasting a race without commercial interruption would be great, but NASCAR is the one sport I feel that has outgrown a concept like this. It works very well for soccer in both the US and worldwide, however what soccer lacks is the colorful personalities that NASCAR brings.
NASCAR drivers, owners, crew chiefs and even announcers are so recognisable that they have to pitch the item they are sponsored by on a face to buyer approach that just wouldn’t work by placing a “This commercial break sponsored by Goodwrench, etc.” tag on top of the screen…
Philip B.
07/05/2005 07:58 AM
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With the frequency of caution flags this season, there is no excuse for the extensive commercial interruption during green flag runs.
Allen
07/05/2005 09:04 AM
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I believe it was TBS who tried this in 2000 from the Brickyard. It was called no brakes coverage. I e-mailed them saying it was a great concept, but the screen was too small, I really couldn’t tell who was who. They also didn’t scroll through the race order. ESPN did the exact same thing here. I’m not a fan of the IRL and I don’t believe I could tell who was who in that small screen even if I was a fan. Once again only the top cars were shown and no scroll of driver order. As I told TBS, it’s a great idea, but it isn’t being utilized very well.
Allen.
Doug
07/05/2005 03:28 PM
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In the future, VOD (Video On-Demand) and/or PPV (Pay-Per-View) options may change this—if you pay extra, you might get to watch a version without commercials, or at least side-by-side or something.
Matt Adkins
07/05/2005 07:56 PM
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I too watched the IRL race Sunday on ESPN and have all season long.

Personally I think ESPN does a great job of presenting the split screen feature to allow for racing action being uninterrupted by commercial break.

I b ellieve they even went back to dedicated race feed during a caution period? I know I have seen them do so prior to this last event.

I cannot believe NASCAR’s broadcast partners have not been able to utilize this for all NASCAR events? NASCAR’s network partners are definately behind the eight ball on this one.

I commend ESPN for their commitment to both their advertisers and viewers.

Overall, ESPN and the IRL both deserve our congratulations and contiuned support.

 

Cheryl is no longer a contributor to the Frotnstretch, having branched out on her own, starting CawsnJaws with her son Josh. If you'd like to see more of Cheryl's Frontstretch articles, check out her bio and archive page.