Daytona 500 ads hit insane prices as Fox Sports achieves a historic milestone, selling out their advertising slots months before the race. This rare feat shows the growing power of the Daytona 500, with major brands willing to pay big for a chance to be seen by millions. While the price tags soar, there’s more behind this record-breaking sellout than meets the eye. Could this be a turning point for NASCAR’s commercial future?
Key Highlights
- Fox Sports sold Daytona 500 advertising slots at the fastest pace in network history, achieving a sell-out by December.
- Advertisers paid between $400,000 and $500,000 for a 30-second commercial during the Daytona 500 broadcast.
- New advertisers like Chipotle and Meta join returning ones such as Toyota and Chevy for the Daytona 500.
- Fox increased double-box ads, allowing race coverage visibility during commercial breaks to enhance viewer experience.
- NASCAR’s media rights cycle expanded to four networks, increasing viewership and diversifying broadcast opportunities.
Fox Sports Sells Out Daytona 500 Ads at Record Pace
Fox Sports achieved a milestone by selling out its advertising slots for the Daytona 500 at an unprecedented rate. This accomplishment was facilitated by leveraging the heightened market interest and the momentum generated by their Super Bowl LIV broadcast.
Sources indicate that the network secured multiple advertisers willing to spend over $500,000 for a 30-second spot. In contrast, the majority of the advertisers paid between $400,000 and $450,000, a far cry from the $8 million for a similar spot during Super Bowl LIX.
The early sell-out, completed by December, marked the earliest in the network’s history, emphasizing the commercial momentum surrounding the event.
Brian Herbst, NASCAR’s Executive Vice President and Chief Media & Revenue Officer, highlighted the significance of this achievement as a robust indicator of the sport’s growing appeal.
The congruence of advertisers appearing in both the Daytona 500 and Super Bowl further exemplified tactical synergy in reaching diverse audiences.
New Advertisers and Returning Brands for Daytona 500
A diverse array of new advertisers is entering the Daytona 500 this year, showcasing the event’s widening appeal. Remarkable entrants include Chipotle, Airbnb, and Meta, marking a broadening of interest beyond traditional automotive sponsors.
This diversification indicates a tactical shift as brands seek to capitalize on the race’s expansive viewership. Toyota is set to reveal its “Big 3” spot, highlighting its involvement with 23XI Racing, Joe Gibbs Racing, and Legacy Motor Club, and is planned as the inaugural advertisement in a series of nine racing-focused promotions throughout the 2025 NASCAR season.
Returning advertisers like Toyota, Chevy, and Chili’s reinforce the event’s enduring appeal among established brands. The automotive and pharmaceutical sectors continue to perform well for Fox, demonstrating stability within these advertising categories.
Meanwhile, Wendy’s maintains its presence in the quick-service restaurant (QSR) sector, a consistently dependable category for NASCAR broadcasters, reflecting the race’s ongoing commercial significance.
Fox Increases Double-Box Ads for NASCAR Fans
As the Daytona 500 attracts both new and returning advertisers, there is a noteworthy shift in advertising approach that boosts viewer experience.
Fox has implemented a tactical increase in double-box ads, a format that NASCAR fans find remarkably more favorable compared to traditional full-screen ads. This approach allows the race to remain visible to viewers while commercials are concurrently displayed. By more than tripling the number of double-box ads, Fox aims to improve viewer engagement during the race.
This creative advertising method addresses the fans’ preference for uninterrupted race coverage while still accommodating commercial needs. Additionally, Fox plans to synchronize ad breaks with natural pauses in the race, thereby minimizing disruptions.
This approach reflects a keen understanding of audience desires, promoting a seamless viewing experience. Fox’s commitment to integrating advertising with race coverage emphasizes their responsiveness to fan feedback and dedication to improving broadcast quality.
NASCAR’s New Media Rights Cycle and The CW’s NASCAR Debut
With NASCAR entering a new media rights cycle, notable changes are taking place in the broadcast landscape for the Cup Series races. The sanctioning body has expanded the networks airing Cup Series races from two to four.
This shift has led to a reduction in Fox’s inventory, decreasing from 16 points races to 12 from 2025 through 2031. Consequently, Fox’s broadcast channel will televise only five races this year, with FS1 covering seven. This reduction has influenced the scatter market, facilitating increased sales activity.
Simultaneously, The CW has commenced its involvement with NASCAR by broadcasting the full season of the Xfinity Series. The network has successfully secured advertisers for its race coverage, including prominent brands such as Progressive Insurance, Golden Corral, Xfinity, and Credit One Bank.
The inclusion of The CW in NASCAR’s media rights cycle represents a notable development, offering expanded viewership opportunities and diversifying the broadcast landscape for the sport.
News in Brief: Daytona 500 Ads Hit Insane Prices
Fox Sports successfully sold out its advertising slots for the Daytona 500 months ahead of the event, highlighting strong demand and tactical planning. The network’s introduction of more double-box ads caters to NASCAR fans by enhancing viewing experiences.
This development occurs as NASCAR enters a new media rights cycle, with The CW set to make its debut in broadcasting the sport. These changes reflect a dynamic advertising landscape and evolving partnerships within the motorsport industry.
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