In a first for Fox, the station split the screen during Sunday’s Dover race and ran advertisements in three quadrants of the screen—for Sprint, FedEx and Pizza Hut—while the NASCAR race continued airing in the fourth section. The practice is common with IndyCar broadcasts, but the only NASCAR race to utilize this format is the Daytona race on TNT in July.
In a statement Fox said the idea for simultaneously running ads and the race “resurfaced (this past week), and after some discussions, it was decided we would experiment with it if we could get enough advertisers to go along with it. At this point, the fan feedback we’ve seen via social media has been very positive.”
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