FCC to Sponsor Nascar Driver for DTV Outreach | Adweek FCC to Sponsor Nascar Driver for DTV Outreach | Adweek
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FCC to Sponsor Nascar Driver for DTV Outreach

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The Federal Communications Commission is turning to a Nascar sponsorship as part of its digital television outreach. On Thursday, the FCC announced (Oct. 16) it will sponsor NASCAR No. 38 with driver David Gilliland for three remaining races in the Nascar Sprint Cup Series.

The FCC DTV sponsorship will debut at Martinsville Speedway on Oct. 19, followed by races at the Phoenix International Raceway on Nov. 9 and Homestead-Miami Speedway on Nov. 16.

"Nascar fans are known for their avid interest in this sport. Their awareness and responsiveness to Nascar sponsors is also exceptionally high. I believe this sponsorship is an extremely effective way for the FCC to raise DTV awareness among people of all ages and income levels across the United States who loyally follow one of the most popular sports in America," said Kevin Martin, chairman of the FCC.

Just four months out from the Feb. 17, 2009 transition, Nielsen found that 9.6 million households would be without TV reception if the DTV transition happened today. Another 12.6 million have at least one unready TV set.

Consumers have a number of choices to prepare for the DTV transition, including purchasing a converter box, signing up for cable or satellite, or buying a new DTV-ready TV set.