It seems that we have a definite trend developing regarding the races this season. Attendance is up a the tracks while TV ratings are down. What do we make of this?
Team/Series sponsors are promoting the races locally and getting the butts in the seats, but outside of the local market and Indiananapolis, the races go on virtually unnoticed by the mainstream media. Who's to blame? What can be done?
All Roads Lead to Indy...
Blame the IRL Marketing boobsOriginally posted by IndyRob
Attendance is up a the tracks while TV ratings are down. Who's to blame? What can be done?
Blame "the broadcast partner" (I think it's ABC but maybe not)
Blame Paul Page and Scott Goodyear
What can be done? Probably nothing..........
Have to agree that by all appearances the attendance numbers are up by good percentages in most venues. The ratings are a different story. Wonder if ratings will continue to drop somewhat, or they'll pick up as have the gates. Did CART / NASCAR get good ratings before or after the crowds built?
Did that make any sense?
When you attend the race in person, you don't have to listen to the TV broadcast?
Using that logic, every IRL venue would be packed to the gills. The Grateful Dead would have nothing on us...
I must admit I am part of the TV ratings problem. the past few years, i've attended more races in person, therefore the TV ratings for said races are down.
The IRL is getting nothing from ABC in regards to promotion, and it appears that they won't get anything in the future. The ratings would be even lower if it weren't for Buddy Rice and David Letterman. Letterman has done more to promote ABC's broadcasts on his CBS show than ABC/Disney has done on all of their networks combined.
CBS is pretty light in the sports department (especially in the spring), so it might work. I could see IRL on CBS doing pretty well. There is the issue of where to put night races/races that won't fit on the network (this is why ABC and ESPN are so good for the IRL), but Spike might work, USA could work too.
Of course, ABC is in turmoil right now (they haven't had a hit show since "Who Wants to be a Millionaire?" in 1999), and there are internal managment struggles/issues with Disney that will probably keep the network from growing in the near future. Of course, if those problems are solved, then ABC might return to the top of the ratings heap, and the IRL might benefit from its loyalty to ABC/Disney.
As for poker, I think that fad will be short-lived. There are some serious issues regarding the broadcasting of gambling on television, and it gets old after a while.
I have mentioned before, to promote on ABC will do nothing to help. There is no one watching ABC to refer them to other ABC programming.
It is obvious, but obviously not a priority, that there is a need to promote itself in other media/venues than to rely on ABC promo's. If they (IRL/IMS) wanted to increase viewership, it would require purchase time on other channels/media to reach the vast majority of people who are not watching ABC.
From a perspective of recipication, maybe they should 'partner' up with some of those that are investing big in IRL - ie, Honda, Firestone, 7/11, Pioneer, XM - and put some dollars into some visible marketing devices/vehicles that people will see in everyday life to build awareness first, then go for interest followed by involvement. It works. I can show you how I am doing it everyday if you need a boilerplate. Heck, I have a couple of low cost promotions I am finalizing right now if you would like to chat.
"Rejoice in hope, be patient in suffering, persevere in prayer."
Romans 12:12
It comes down to 2 things.
1) Attendence 'Up'- Free Tiickets
2) Ratings 'down'- A broadcast deal with a network that bought the rights to the I 500 and is televising the series because it has to as a result of the deal.
In years past, CART fans would boast about their high 3-day attendance numbers for CART race weekends. But the IRL fans would point out that it didn't matter because CART's TV ratings were low.
Fast forward to 2004.
IRL TV ratings a trending downward. Attendance, at the VERY best has had a miniscule increase. IRL fans now point to their attendance numbers first, rather than the declining TV numbers.
"You spin me right 'round baby, right 'round. Like a record baby, right 'round - right 'round..."
1. The traditional IRL marketing philosophy of 'why do we need to promote when our partners are contractually obligated to' is woefully out of touch with the way the world and the sport has evolved. The sooner those in charge realize this and actually DO something about it, the sooner the ratings dive into embarrassingly low, new territory will slow.
2. The renewal of the ABC/ESPN deal apparently without additional requirements for promotion of the series is a failure. Not holding them accountable for their end of the partnership is a big part of the ratings malaise.
Those are the two things that need to be fixed today. Immediately. I'd hate to see the hard work of so many go down the drain because such an incomplete, flawed marketing philosophy was embraced.
HOnestly, Defender, does the IRL really hold any cards in negotiating their TV deal, other than the 500? ABC wants the 500, Tony says 'fine, but you gotta televise the rest of the series, too.' It's doubtful that ABC has anything other than standard terminology in the contract for 'promotion'. They advertise, like any other network, in time slots not sold to paying advertisers. They aren't going to bump their higher rated shows/higher paying advertisers for other events on the IRL calendar or IRL commercials. They bought the 500 and took what came with it, and are doing what they need to do to fulfill the commitment. Nothing more nothing less.
No, you are wrong. ABC has lived up to its contract in every way. Tony George was happy to retain ABC for the IRL earlier this year and never once was heard bellyaching about unfair treatment like some continually do. Unfortunately, the IRL is unable to properly promote the sport of Indy car racing.Originally posted by Defender
1. ... 'why do we need to promote when our partners are contractually obligated to'
Apparently? By using that word you say you haven't a clue as to the wording of the contract, yet in the next statement you claim that which you know nothing about (ie. the contractual obligations) are not being upheld.2. The renewal of the ABC/ESPN deal apparently without additional requirements for promotion of the series is a failure. Not holding them accountable for their end of the partnership is a big part of the ratings malaise.
Smoke and mirrors, D. The IRL (led by Tony George) has put Indy car racing into a tailspin on the telly. Place the accountability where it belongs.
"The IRL (led by Tony George) has put Indy car racing into a tailspin on the telly."
By doing what or not doing what? Certainly not by the racing it produces. Give Heitzler some credit. He canned his CART ESPN deal and neither series has had good ratings since.
"Attendance 'Up' - free tickets."
Once (tiredly) again: Those corporate tickets are paid for by someone. If Marlboro or Honda or whoever puts together a package with signage, hospitality, credentials and tickets for "X" price with a race track, they tickets are paid for. Mark C. likes to talk about free tickets. I suppose there are a few at ANY event, but the overwhelming majority are paid for.
are suggecting that the IRL's low ratings are because of Heitzlers **** poor handling of CART's TV contractOriginally posted by indycool
"
By doing what or not doing what? Certainly not by the racing it produces. Give Heitzler some credit. He canned his CART ESPN deal and neither series has had good ratings since.
I don't care how many people show up, or watch on TV, when it comes to the CCWS, why are some of you guys so "concerned" about the IRL's attendance and TV viewership?
What real difference does any of it make?
If the IRL dies tomorrow, I will just have to watch NASCAR and F1.
Not the end of the world, after all, I am surviving without Cart.
I'm suggesting Heitzler screwed up the TV market amid CART's scorched-earth policies that landed CART where they did.
fair enough, but you said "neither series"Originally posted by indycool
I'm suggesting Heitzler screwed up the TV market amid CART's scorched-earth policies that landed CART where they did.
Yep, I said NEITHER series. The split widened when it went to different networks, CART winding up on time buys on lesser ones.
just so I'm crystal clearOriginally posted by indycool
Yep, I said NEITHER series. The split widened when it went to different networks, CART winding up on time buys on lesser ones.
you are saying "the IRL TV ratings woes are a result of hietzlers bumbplings"?
Yes, most likely someone paid some amount for those tickets that Marlboro and others 'give away'. The amount can be real cash or exchange in kind. Perhaps it's blocks of tickets sold a deep discount. Or in return for buying a specified amount of signage at the race track, the track provides a certain number of tickets.Once (tiredly) again: Those corporate tickets are paid for by someone. If Marlboro or Honda or whoever puts together a package with signage, hospitality, credentials and tickets for "X" price with a race track, they tickets are paid for.
But let's not lose sight of how most sponsorships work. It ain't just give me the money and I'll stick a decal on the side of the car:
Example:
Sponsor X gives race team R big sponsorship money. In return, sponsor X gets:
- their name and logo on the sidepod of the race car and other signage (logo on team shirt, transporter, etc.)
- a specified number of tickets for each event for their clients
- a specified number of passes to the team hospitality suite/tent for each event.
- a specificed number of appearances by race team R's driver B at locations/times chosen by X (within reason)
- other items as desired to 'activate' the sponsorship (such as show car visits to X's place of choosing, providing car for commercial shoots).
Come on everyone. Why are you so down on ABC broadcasts. Look at what else is out there.
-F1 on speed. Can you actually listen to those announces? The coverage is terrible and they have to use the "F1 Feed" so we never really get to see what they are talking about anyway.
-NASCAR on Fox/NBC. Boogity, boogity, BS. Enough said about the boradcast team--though I do like Bennie. The camera angles are excellent, the production quality is excellent, but the show on the track is like watching paint dry most of the time. That'll change this weekend at Bristol--but those races are few and far between.
-Champ Car on Spike. Can't say I've even seen one race since my cable company doesn't carry "the first network for men". Or at least they haven't admitted to it.
ABC does a decent job of selling the importance of the race in the pregame, does a fair job of covering the action at the track without jumping all over the place. Sure they miss stuff and the TV image isn't as sharp as FOX/NBC (why is that?), but at least we get to see all of the races live on the "family" of networks and we get announcers who at least know the personalities--even if they can't keep the names straight--"Hornish in the Penzoil car."
Why does everyone have to ***** about the TV coverage and promotion? Sure the ratings are far from the 2.5-2.0 they were in 1994, but every sports ratings (with the exception of NASCAR) is down from that time--take a look at the NBA. There is just so much more to watch.
Face it, you aren't going to get non-racing fans to watch a race by running a commercial. You have to hook them at the track first or hook them with a NATIONAL story.
The fact that the IRL has been running Buddy Rice all over the country since the I500 tells me that the IRL is on the right track promotion-wise. He is the NATIONAL story in the IRL. An young American underdog in a fill-in role seizing the opportunity and winning the biggest race of all.
TV numbers will take time to come up and probably never get up much over 1.5 for any race no matter what is done. The important thing is that ABC renewed, attendance is up at nearly every race this year, and the racing is close.
FWIW, I am glad that the IRL is on ABC/ESPN and I get to watch every race.
Thanks ABC.
markbilek
Jakester, all of your items EXCEPT tickets are stuff a race team can offer because it owns the rights to them. TICKETS are owned by the promoter, not the race team. If a race team promises tickets to a sponsor, then the race team pays the promoter to purchase tickets. I can't remember of a situation where a team sponsor just didn't deal with each promoter directly.
Maybe, just maybe, the IRL and its teams/owners/engine manufacturers should figure out who their audience is and cater their series to those people.
Right now, the current lineup of drivers is not going to cut it with the people tuning in on TV. Until someone realizes that the ratings will only continue to get worse if the current trend in driver selection continues, then it won't matter how much promotion or how much improvement is made in the broadcast.
IRL 2009: "Cars you can't see, driven by drivers you have never heard of, on a network you don't get"
"I'd hire your grandmother, if she brought a budget"- Bankrupt Indy Car team owner Tyler Tadevic, to Curt Cavin in December, on the tough standards he looks for when "hiring" driver talent.
This "free ticket" thing is a tired, old joke from folks with agendas.
Race tracks do NOT give away tickets. They sell them. Sometimes at a discount to companies that buy large blocks. In my three decades of experience, those companies must buy a great deal of signs, hospitality, etc., to get the track to agree to sell at a discount. Regardless of the series, all tracks do this with sponsors (including Cup).
With no real TV money coming into the IRL tracks and minimal sponsorship money for the name of the race, the biggest item to sell are tickets. Once and for all - END IT - tickets are not given away by race tracks.
I remember in the 80s seeing an entire grandstand at Long Beach wearing yellow Penske hats. THOUSANDS OF PEOPLE! Did Long Beach just give them away? Of course not. They were part of a package SOLD by Long Beach. The race was, of course, a CART event. Was CART's success actually a mirage falsely hoisted up by these same so-called free tickets? No. Penske paid CASH for them. Same holds true today.
As for driver selection, I've said it before and will say it again. This series CAN NOT succeed until 75% of the drivers are American. Amerca will NOT buy into it. The car owners guarantee failure by going with the latest foreign driver to come to the US. This is solely the car owners fault!
Inky, must the American drivers have to come from SC, sprints or midgets, in your opinion, or will those with RE formula experience do?
It's a Hoosier thing, you wouldn't understand...
They just need to be American.
Now don't get me wrong, that in and of itself will not suddenly make Indy Cars successful. But having the field 75 percent full of foreign drivers WILL guarantee failure.
Again, the car owners need only to look in the mirror when they see small crowds, few sponsors and poor TV ratings.
Adapt or go elsewhere.Originally posted by midtown
Inky, must the American drivers have to come from SC, sprints or midgets, in your opinion, or will those with RE formula experience do?
http://motorsportsblog.blogspot.com/
Nope - it's the IRL's fault. They set the specs.Originally posted by inky
Again, the car owners need only to look in the mirror when they see small crowds, few sponsors and poor TV ratings.
If they don't want a series full of foreign drivers who, in their defense, are WELL TRAINED to drive aero-dependent formula cars... the IRL should change the specs.
The IRL was all about bringing in American drivers, but when they had a chance to start with a clean sheet of paper, what did they do? They glued the cars to the track - especially in comparison to the "other series" at the time. Where's the sense in that?
Like I've said, take some downforce out and make throttle and tire management a factor yet again. Then you'll see drivers hired from series in which drivers graduate with good throttle & tire management skills.... because the owners will hire the guy who gives them the best chance at winning, RIGHT NOW.
Your argument makes no sense. What you are saying is that the cars are so aero-dependent, any fool could drive them......so Rahal took Vitor Meira instead of Jay Drake?
And you drag out this long deceased equine yet again. Class, what do we say to Mr. 'Wrench?The IRL was all about bringing in American drivers
"THE IRL WAS CREATED TO PROVIDE OPPORTUNITIES, NOT GUARANTEED RIDES. DRIVERS LIKE STEWART, YELEY, BOAT AND KITE WOULD NEVER HAVE EVEN SEE THE TRACK IF CART WERE STILL HERE!!!"
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