SOCIAL MEDIA
2021 MEDIA KIT
WHY NASCAR DIGITAL MEDIA? 2/3 of all racing page views online
#1 SITE FOR DIGITAL CONSUMPTION 22% % VS. ALL MAJOR SPORTS LEAGUES 14% 23
41% % AT TRACK COVERAGE 45 71% OF ONLINE RACING AUDIENCE AT TRACK COVERAGE Use a second device AT TRACK COVERAGE Geographic Distribution to follow NASCAR on race day
AT TRACK COVERAGE MOBILE AUDIENCE 75% WEEKEND PREVIEW
CUSTOMIZED AND SCALABLE % % k SPONSORSHIP PACKAGES POWER69 RANKINGS 31 1/3 $69 RECAPPINGMale THE WEEKENDFemale HH with Children Avg. HHI
5.1M 3.4M 1.4M Page Likes Followers Followers Source: ComScore Media Metrix Demographic Profile, Multi-Platform, U.S. only, 18+, May CONFIDENTIAL 2020 – Nov. 2020 FOR NASCAR USE ONLY 3 Adobe Analytics, Feb.– Nov. 2020 THE #1 DESTINATION FOR NASCAR FANS
NASCAR DIGITAL MAKES UP OVER 2/3 OF ALL NASCAR RACING VIEWS ONLINE
71% 10% NASCAR Digital Media MSN Sports NASCAR
5% ESPN NASCAR 2% Autoweek Racing 4% MOTORSPORT.COM 1% USAToday NASCAR 2% FOX Sports NASCAR 1% BleacherReport.com NASCAR 2% Yahoo Sports NASCAR 1% NBC Sports Motorsports 1% 4 CONFIDENTIAL—FOR NASCAR USE ONLY Autosport NASCAR SOURCE: ComScore Media Metrix, multiplatform, U.S. only, 18+, February-November 2020 4 NASCAR DIGITAL IS A PREMIUM SITE
99.73% .81% 81.56% Brand Safe Content1 Invalid Traffic, Exceeds Moat In-View Display Rate Meets Industry Benchmark (5%)2 or Exceeds Moat Industry Benchmark (57.5%)3
1Grapeshot [Moat], (as of 12/2/20) 2Moat (MRC GIVT & SIVT Accredited, as of 12/2/20) 3Moat (as of 12/2/20)
5 CONFIDENTIAL—FOR NASCAR USE ONLY NDM ADVERTISING OPPORTUNITIES
SOCIAL MEDIA PREMIUM LIVE EVENT VIDEO & EDITORIAL SPONSORSHIPS
RACE ENTITLEMENT AMPLIFICATION WIN, ROS, & RICH MEDIA 6 CONFIDENTIAL—FOR NASCAR USE ONLY CUSTOM CONTENT & INTEGRATIONS Race Center is the #1 RACE CENTER destination on race day on NASCAR.com! The Race Center package includes a live leaderboard with real-time data on race day and spans all three series NCS, NXS & NGTS.
• Over 14MM visits during the 2020 season!
• Sold as a monthly 50% SOV package across NASCAR.com desktop, tablet and mobile web
• Content includes: • Best Lap Averages • Lap Times • Lap by Lap Moments • Driver Comparison • Live Standings • Free radio broadcast integration
• Assets needed: • Banner ads: 728 x 90, 300 x 250 • Mobile: 320 x 50 • Desktop Skin 2000 x 1100 LIVE in-car cameras for NASCAR DRIVE NASCAR Cup Series races and select Xfinity Series races
Get behind the wheel with your favorite driver!
• In 2020, users spent an average of 1hr 29 mins on desktop
• Weekly sponsorship package includes NASCAR.com desktop, mobile web and the NASCAR Mobile App Desktop Live Player Video Hub • 100% SOV includes: • Branded live player module with desktop skin • Synced custom header • Pre-roll & 300x250 companion banner • “Presented by” logo on homepage branded module • ROS display inventory
• Assets needed: • :15 Pre-roll and synced 300x250 • Mobile 320x50 • Desktop Skin Live Race Day Homepage Module with • Brand logo presented by attribution Laptop Live Player Video Hub with pre roll. Source: Adobe Analytics Feb - November 2019 Note: Mid-roll inventory is not included in package Maximize brand awareness HOMEPAGE ROADBLOCK and messaging exposure to fans on key season dates with a high impact homepage roadblock
Ownership across NASCAR.com desktop and mobile that includes: • Pinned desktop background skin • 4x Mobile Web Adhesion Unit • Sister site section fronts such as Series Landing, Schedule, Standings, etc. • Extensions to NDM Owned & Operated properties Jayski, Racing Reference, etc.
• Pricing varies based on day
• Assets needed: • Banner ads: 728x90, 300x250, 160x600 • Mobile: 320x50 • Desktop Skin (Custom 2000x1100) NASCAR FANTASY LIVE Fantasy Live allows your brand to reach NASCAR’s SOCIAL MEDIA most avid fan base! Fantasy players spend more time and consume more content than non-players.
Back in 2020! 40% of players take advantage of the “Garage Pick” that allows users to make real-time, in-race adjustments to their roster
• Sponsorship Opportunities include: • Presented by sponsorship of overall game • 25% of fantasy game ad inventory • Weekly social extension OR gallery franchise • Newsletter inclusion • Sponsor of garage pick or bonus pick
• Assets needed: • Desktop 728x90, 300x250 • Mobile 320x50 • Page Skin • Brand logo VIDEO SERIES SPONSORSHIPS
FINAL LAPS RACE REWIND POST RACE REACTIONS
VICTORY LANE GLASS CASE OF EMOTION BACKSEAT DRIVERS
11 CONFIDENTIAL—FOR NASCAR USE ONLY Paint Scheme Preview is the PAINT SCHEME PREVIEW #1 ranked editorial franchise on NASCAR.com
Posted each Wednesday, Paint Scheme Preview gives fans a chance to check out their favorite cars before they hit the track!
• Sold as a package across NASCAR.com desktop and mobile web • Optional social extensions (restrictions may apply)
• Selection of car as hero image for desktop and social amplification
• Presented by logo
• Custom co-branded promotion on NASCAR Digital Channels
• Assets needed: • Banner ads: 728 x 90, 300 x 250 • Mobile: 320 x 50 • Brand logo NASCAR YOUTUBE
594K SUBSCRIBERS 6.1M AVG MONTHLY VIDEO VIEWS
Available ad type(s): Video and Display • In-stream video ads – pre-roll, midroll or post-roll in skippable, non-skippable and 6-second bumper ad formats • In-video ads – text/banner overlay on video player • Display – companion ad alongside player • Targeting: Video/playlist, age range, gender, device, language preference
Audience Demographics: • Gender: 85% male / 15% female • Age: 13-24=28%, 25-44=41%, 45+=31% • 70% of watched minutes are US-based
13 CONFIDENTIAL—FOR NASCAR USE ONLY STACKING PENNIES NEW IN 2021! A weekly podcast on NASCAR.com with the driver of the #7 Spire Chevy, Corey Lajoie
Corey Lajoie brings you a unique look at the sport of NASCAR from behind the visor of one of the league’s rising stars
Each Wednesday Corey will talk to guests and industry insiders to offer fans an honest and lighthearted look into life on the NASCAR Cup Series circuit
Advertising opportunities include: • Pre-roll (:30 max) • Mid-roll (:60 max) • Post-roll (:60 max) • Customized segment pending further discussions Investing in a social bucket NASCAR SOCIAL BUCKET can create organic messaging exposure on NASCAR’s social platforms on an ad-hoc basis
Twitter 3.4MM followers Opportunity to amplify race highlights or custom content through Twitter Amplify
Facebook 5.1MM page likes Opportunity to boost posts to target specific audiences
Instagram 1.4M followers +200k Followers in 2020
Examples of how to utilize a social bucket: • Paint Scheme hype videos • Twitter banter • Win or Congratulation posts • Video extensions of custom segments in sponsored video franchises IG BRANDED STORY New in 2021! NDM is providing opportunities for added brand integration through IG Stories
Instagram: 1.4M followers • NASCAR’s IG following has increased +200K followers in 2020
First to market opportunity: • A branded social media integration applied to NASCAR’s Instagram Story • More than a standard tagged post • Sold weekly, monthly or season long One-Race Package – 10 Frames (at least 5 branded) – 2 Custom Templates and Brand Tag Monthly – 4 Races – 1 Frame per race, 1 Custom Template, and Brand Tag. Season Long – Custom option ROS/RON MEDIA ROS/RON Ads increase brand awareness and provide exposure throughout the depth of the NASCAR digital platform
ROS/RON Ads run across multiple platforms including desktop, mobile web, and the NASCAR mobile app
• Ability to add targeting overlays to focus ads against brands target audience
• Available Ad Units: • 728x90 • 300x250 • 300x250 flex unit (select pages) • 320x50 mobile • :15 pre-roll (longer lengths accepted on desktop only)
• Standard rates do not include targeting by geo, viewability, or multiple creatives. These may increase rates. CONTACT US