Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SUNDAY, February 10, 1991 TAG: 9102070150
SECTION: RACING PAGE: AR5 EDITION: METRO
SOURCE: JACK BOGACZYK TV/RADIO SPORTS COLUMNIST
DATELINE: LENGTH: Long
Now, it appears some rammin' and bammin' in NASCAR television is going to help the good ol' boys, too.
Winston Cup racing hasn't been a live telecast staple for very long. The Daytona 500 wasn't televised live until 1979, and stock-car racing, traveling at speeds slower than even a pace car under caution, has evolved on the tube only since then.
Only in the past two years has virtually every race been telecast live. This year, all but two Winston Cup events will be shown live, and cable's ESPN again will be the primary carrier with at least 16 events.
Until ESPN built the popularity of its Emmy-winning "SpeedWorld" series around NASCAR, Winston Cup racing had no vehicle for increased airtime. So, when the network showed up with contracts, most promoters gladly signed because TV money was new money.
Now, it appears NASCAR tracks are on the verge of new riches. The Nashville Network has joined the Winston Cup circuit's live carriers, and will increase its accompanying racing programming - "Winners," a feature series with former driver Neil Bonnett as host - as well starting in April. To track owners and race promoters, however, it will be TNN's new aggressive approach to event coverage that is most intriguing.
"I don't want to tip my hand about what we hope to do in the future," said David Hall, vice president of Opryland USA and general manager of cable's TNN. "Let's just say there are a lot of track operators out there that we think are interested in the type of marketing and promotion we can give stock-car racing.
"It can be good for a track and good for a race sponsor. With TNN in racing, it's more of an open window for them. Everybody knows what's out there.
"It's no secret, though, that the [TV] money for Winston Cup racing has not been big."
For Winston Cup racing, the drivers receive 25 percent of TV rights fees for each race, and NASCAR takes 10 percent. The remaining 65 percent goes to the track promoter. The drivers' share of TV rights is printed on the official NASCAR entry blank at each event.
According to figures compiled from 1990 entry blanks, networks paid $4.645 million for telecast rights to the 29 Winston Cup circuit races (not including the Busch Clash or The Winston). Remove the Daytona 500, for which CBS Sports paid $2.2 million, and the average race rights fee is $87,100.
By comparison, the rights fee for the average College Football Association telecast on ESPN last fall was $625,000.
So, how will TNN make a difference? Just by being there.
There is simply more competition for events. The result? North Carolina Motor Speedway signed a contract with TNN through 1995. The Nashville Network will pay the Rockingham track $400,000 for its two Winston Cup events in 1991. Rockingham was paid $120,000 for the same two races in '90.
TNN also has scheduled Winston Cup events from Phoenix, Ariz., and Dover, Del., where the network finds itself waiting for a Delaware Chancery Court ruling on the Dover Downs' NASCAR rights. Having two networks fighting over stock-car racing telecasts would have been unthinkable a decade ago.
The Dover track filed suit against ESPN in November, asking for a judgment that would declare there was no contractual agreement between Dover Downs and the cable network. Each side asked for a summary judgment, which was refused, and a Chancery Court hearing is scheduled early in March.
Dover Downs announced on Jan. 20 that it has signed a four-year contract with TNN, and the Winston Cup telecast schedule, released by NASCAR, shows TNN as the Dover telecaster. ESPN spokesman Mike Soltys said the network has "an existing agreement" with Dover from 1991-95. Dover Downs spokesman Al Robinson said the track does not have a signed contract with ESPN.
"Let me make it clear that Dover Downs did not select TNN over ESPN strictly on the basis of money, on the rights fees," Robinson said. "That would be incorrect. It's my understanding that in negotiations, the financial offers were quite comparable.
"Our decision was based on TNN's commitment to televise all of our events live, from flag-to-flag, during the duration of the contract. We have had live coverage from ESPN on our Winston Cup races, but it's important to us to have all of our events live, and TNN promised that."
Rockingham operator Frank Wilson said his speedway signed with TNN "because we felt like what we had was worth more than we were getting," but hastened to add that ESPN's switch of last October's AC Delco 500 to tape delay was a major part of the decision. That cable network's increasing schedule of sports programming has caused juggling on occasion.
"We want live telecasts," Wilson said. "It's important to racing fans and it's important to our sponsors. Let me say this: I think ESPN is going to come along and pay more [for NASCAR rights] now. You pay what you have to, and there's more interest now. I know ESPN is interested."
Race purses will not rise without an increase in rights fees. The Winston Cup's negotiating strength is weak, despite relatively good ratings. That's because each promoter works his own deal with a network, with less leverage, where major sports leagues and organizations deal with networks as a whole.
ESPN remains the racing telecast leader, with 16 or 18 events this season, depending on what happens with Dover in court. CBS has five, including The Winston for the first time, and TNN will air three or five depending on what Dover does. TBS has two each at Charlotte and Richmond. ABC has the Atlanta stop in March.
Only the Busch Clash (CBS) and the First Union 400 at North Wilkesboro - the same date as the NFL draft - will be aired on same-day tape delay. And the Winston Cup could reach $5 million in TV rights fees this year.
In 1985, that figure was only $3.09 million. Still, this successful speed sport would like its TV presence to travel in much faster circles.
Keywords:
AUTO RACING
by CNB