Talladega Superspeedway part of 'Amazing Race'
Brand integration is nothing new for CBS' Emmy Award-winning Amazing Race. For instance, this past season on the Amazing Race: Family Edition, 10 families of four sprinted across the country in GMC Yukons and logged on to America Online to receive clues from host Phil Keoghan. In previous seasons, teams have toted Travelocity gnomes as part of the competition. So it comes as no surprise that a visit to Talladega Superspeedway and the International Motorsports Hall of Fame afforded the track and its sponsors some valuable prime-time exposure.
Talladega Superspeedway earned the largest share of airtime from the October 18, 2005, broadcast, combining 39 seconds of exposure with 10 mentions to net $625,500 in comparable value. The International Motorsports Hall of Fame also fared well, earning $328,500 through three seconds of on-air time and seven verbal references as the teams searched the museum for a clue.
Some of the track sponsors profiting from the Amazing Race's visit to Talladega were Aaron's ($67,500), Carraway ($54,000), UAW-Ford ($49,500), Nextel ($36,000) and Pepsi ($27,000). Retaining walls were responsible for most of the exposure, visible as the teams pedaled multi-seater "party bikes" for a lap around the track. http://msn.foxsports.com/nascar/story/5191582?CMP=OTC-K9B140813162&ATT=167