Two races into Danica Patrick’s stock car career and, predictably, she has yet to make much of an impact on the racetrack. While a couple races will certainly never make or break a driver’s career, Patrick is effectively accomplishing one thing. My question is, ‘Is that the only thing she was brought into NASCAR to do?’
Early last decade, NASCAR experienced a ratings boon as it went from a primarily Southern pastime into something more familiar to the average sports fan. Since then, the ratings game has been like a roller coaster ,where marketing decisions have dictated the peaks and valleys of viewership.
In 2004, Nextel/Sprint overtook sponsorship from Winston/RJ Reynolds Tobacco. This “cleaning-up” of the sport took drivers who previously endorsed alcohol and tobacco and turned them into more wholesome characters and pitchmen for products ranging from Hamburger Helper to Home Depot.
In 2005, ESPN joined the television contract fold and their additional coverage on their family of networks only added more exposure. However, like any roller coaster ride, all the ups eventually lead to some downs. This sudden over-exposure started to rub traditional fans the wrong way. They believed NASCAR leadership was making moves that lessened its appeal and trampled on tradition. Long-time regional tracks were replaced by larger venues, in not-so-established markets, in the quest for money. The season-long championship format was replaced with a more gimmicky 10-race “playoff.” A new car style was introduced to level the playing field for all racing teams in hopes of keeping more owners involved and races more competitive. This car design focused on safety over performance and that detracted from the infamous “Rubbin’ is Racin’,” Days of Thunder chaos that appealed to so many fans. The final straw for many was the introduction of Toyota-owned cars into their All-American pastime.
NASCAR’s master plan of parity was foiled as races in the COT (Car-of-Tomorrow) became boring log-jams of in-line racing. They did get a Southerner to win four-straight championships … the problem is this guy was Jimmie Johnson and he was from Southern California and not South Carolina. Many fans are having a hard time accepting that he rates up with their all-time greats like: Dale Earnhardt, Richard Petty and Cale Yarbrough. Dale Earnhardt Jr. has shown that though he shares the same name with his famous father, he didn’t quite inherit his driving skill. There are plenty of young and talented drivers out there, but some guys, like Kyle Busch, are immature hot-heads whose popularity doesn’t sit well, with many old-school fans. There are few rivalries anymore. There are even fewer intriguing or outlandish characters.
So with 2009’s ratings down another 10% from the previous year, NASCAR again needed to try something to turn the tide. Enter, Danica Patrick. The name alone immediately garnered the expected buzz. Throw in the fact that she’s visually appealing and the Go Daddy Girl has become the Peyton Manning of NASCAR, who will pitch any product if it pays well. Patrick is that established household name and marketing commodity that many of the current NASCAR stars are not.
In her first race, TV ratings were up 60% over the same race the previous year. According to Sports Business Journal, Patrick’s second race drew a cable-TV record 4.27 million viewers and a large chunk of race coverage was dedicated to following her … and likely will remain that way. In that respect, the experiment is working. In her first Nationwide Series race, this past Saturday, she raced to mixed reviews. While expectations were realistic to start the race, finishing in the top 15-20, not too long into the 300-mile high-speed carousel it appeared pretty clear that it was only part of the marketing ploy to get viewers. Shortly into the race, the announcers conceded that Patrick’s crew chief had indicated that if she was uncomfortable racing in Daytona’s patented packs, that she would back off and drop back out of the commotion. While I have no problem with someone looking out of their own safety, and the safety of their fellow racers, it seems a bit of bait-and-switch to the fans who were expecting a full-throttle run on their full-price ticket purchase.
Patrick eventually got mixed-up in a crash and was knocked out of the race, but I guess it was a successful afternoon. Myself and 4.27 million others tuned in. Many will likely continue to keep an eye on her progress. As long as Patrick keeps her image clean, her mark on the racing world will likely keep her (and racing) near the lead of sportscasts and the media’s attention, even if her car is racing closer to the back of the pack … just as planned.
TAGS: Danica Patrick, media, NASCAR, raceday.
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