Amazon Prime Video takes action to avoid FOX mistake on NASCAR debut

Amazon Prime Video is gearing up for its NASCAR debut this weekend in Charlotte for the Coca-Cola 600. The streaming giant has already learned from FOX Sports' mistakes and will only run commercials in a double-box format through NASCAR broadcasts.

NASCAR's more traditional broadcasters, FOX and NBC, have faced complaints over its coverage in recent years, and both have trialed the commercial format. However, Prime Video is committed to running commercials in a double-box format for all the stock car events on the platform.

Prime Video's advertisers include Coca-Cola, Mobil 1, and Logitech, who already hold strong positions in NASCAR. Alex Strand, senior coordinating producer of Prime Video, says the platform seeks ways to improve NASCAR fans' viewing experience.

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"We're fans first and foremost so it's something we wanted for a long time and know that networks have been working really hard – both NBC and Fox – to try to bring this to fans in recent years, so we know and we've done some research to confirm this, we know this is something that fans want, we want to avoid the frustration of being in a full commercial and having something on track happen and fans miss it," he said.

Prime Video will carry five Cup Series races, including NASCAR's trip to Mexico City. It will be NASCAR's first premier series points race outside of the U.S. since 1958. Prime Video, partnered with NASCAR, has arranged drone coverage for the event at Autodromo Hermanos Rodriguez.

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NASCAR President Steve Phelps expects Prime Video's debut to draw considerable numbers. Many may tune in to see Hendrick Motorsports star and current Cup Series leader Kyle Larson's attempt at "The Double."

"Streaming is important," said Phelps. "It's here to stay and we think that Amazon Prime is a terrific partner for us to be with, and you're kind of defined by the company you keep, right? The NFL, NBA, ourself – that's a good adjacency for us."

"I think they're going to bring a fresh approach which they certainly did with Thursday Night Football and I think it will drive a slightly younger audience for us, which that's not a bad thing either.

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"NASCAR fans find where the distribution is and go there, and so I don't know the exact percentage as of today but the number is significant in terms of the percentage of our race fans who are members of Amazon Prime so my expectation is they will find it and be entertained and will have high production value associated with it and promotion as well."

Brian Herbst, NASCAR's executive vice president and chief media and revenue officer, also stressed the importance of diversifying its viewership. “What you get from a streaming partner is promotion for your sport on big, over-the-top platforms that cater to a younger audience,” he said. “Frankly, it’s a way to speak to an audience that is a little bit less familiar with NASCAR.

“We have been an anchor property for cable and linear TV for a really, really long time, but as content creation consumption patterns started to change, we needed to make sure that we put our product in front of some of those new audiences.”