NASCAR ads racing to the silver screen
The National Association for Stock Car Auto Racing (NASCAR) has inked a three-year deal with Screenvision, a company that delivers ads for movie screens across the U.S. According to Forbes, this is a first for NASCAR and it’s Screenvision’s “largest content deal to date.”
This strategy by NASCAR is part of a trend by advertisers to move away from the clutter of traditional advertising. As the recession grinds on, more people are flocking to movie theatres, and theatre advertising rose by 5.8% last year.
The deal will also allow some of NASCAR’s biggest sponsors, such as Ford and Visa, to share the spotlight when the ads appear on the big screens. Sponsors’ logos are plastered all over the drivers and their cars, which translates into hefty exposure.
I don’t know if this deal includes ads appearing on Canadian movie screens. High-energy, past-paced NASCAR commercials would be a welcome relief from the endless stream of movie trailers that we’re subjected to watching now.
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