Time Warner Cable, Speed Share Digital Pit At Coca-Cola 600
Operator Promoting Speed2 Service This Weekend At Charlotte NASCAR Event
by MCN Staff -- Multichannel News, 5/27/2011 9:09:51 AM
Time Warner Cable and Speed are sharing space in a Digital Pit this weekend at the Coca-Cola 600 auto race at Charlotte Motor Speedway in North Carolina this weekend, promoting the Speed2 online programming service.
Speed has a major footprint at all NASCAR Sprint Cup Series events with multiple stages and marketing elements, and on Saturday, May 28, 8:30 a.m.-2:30 p.m. and Sunday, May 29, from 10 a.m.-6 p.m., local cable operator TWC is inviting local race fans to hit the Time Warner Cable and Speed2 Digital Pit. 
Speed's setup at Charlotte's All Star Weekend on May 21. Photo by Brian Gomsak for Speed.
The Speed staging (seen at right) is set up outside the Speedway and is free and open to the public. Goodies given away will include hats and t-shirts, and drivers often stop by.
TWC offers the Speed2 service in the Charlotte market to digital-TV subscribers who buy the Sports Pass tier. It was the first launch of the authenticated broadband service, which TWC now offers nationwide.
Speed has reported ratings growth for Sprint Cup events this year, notably the All-Star Race last Saturday in Charlotte (the Fox Sports Media Group outlet's hometown).
The NASCAR Sprint All-Star Race scored an average household rating of 3.32 according to Nielsen Media Research, up 1% from last year's 3.30, the network said. The race peaked at a 4.08 and averaged 3,993,000 viewers.
During the race, Speed was the highest-rated basic cable network in households, men 35-54, and men 55 and older, the network said, and was the No. 2-rated basic cable network among men 18-34 and men 18-49.
Among men ages 18-34, coverage area ratings were up 58% (1.26 vs. 0.80) from 2010 and the highest for the event in three years, Speed said.
Fox's NASCAR Sprint Cup racing this season, meanwhile, has witnessed increased ratings in all key male demographics, including a 19% improvement in men 18-34 (1.9 vs. 1.6).
(This article was amended on May 31.)
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