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Nascar Plans AP-like Service

In a move that some describe as “NFL envy,” Nascar is creating a division to generate its own content for newspapers, radio, TV, and cable networks, in order to help media cover Nascar better, AdAge reports. The media company is considering a wire service and perhaps a cable network. It has already experimented with podcasts. “You’re going to see us get into the content business, not to distribute live events, but similar to the NFL channel in that it is a 24/7 promotion channel,” Nascar CEO Brian France said.

But France’s plans to educate radio stations, TV affiliates, and large-market newspapers that lack staff schooled in motor sports may be scoffed at. “We produce our own material and we’ll continue to do that,â€? said Joe Sullivan, sports editor at The Boston Globe.

On the other hand, Nascar has a big draw, claiming 75 million fans (compared to NFL’s 165 million) and generating $528 million in ad spending in 2004, according to Nielsen Monitor-Plus (compared to the NFL’s $2.4 billion). Nascar also has a series almost twice as long as that of the NFL, running from February through November and featuring over 100 races, compared to NFL’s August through January, 16-game season.

In addition, NBC, TNT, and Fox share Nascar broadcast rights at $200 million a year each, and ESPN is dramatically increasing Nascar coverage, reportedly in the hopes of luring the sport to its network when Nascar’s broadcast contracts expire after the 2006 season. And last year, Sirius snagged satellite-radio rights starting in 2007, paying $107.5 million over five years.