Messages on video screens carrying races

By Kathy Prentice

Churchill Downs, Belmont Park, Pimlico and the Golden Gate Fields are links in a network of racetracks and other betting venues that use on-site video screens to broadcast live races, their odds and winners. Now the screens are available to display advertising messages between events. Starting this month, ads are delivered via the closed-circuit system that gaming venues from coast to coast use to circulate their simulcast programming. To find out how to get your client’s message on screens where gamblers gather, read on. This is one in a Media Life series on buying the new out-of-home venues.

Fast Facts

What
Ads placed on closed-circuit monitors at thoroughbred racetracks and other gambling venues.

Who
Thoroughbred TeleVision Network (TTVN), headquartered in Tampa.

How it works
Broadcast and billboard ads are aired between races over closed-circuit television fed to racetracks, casinos and other gaming sites.“The closed-circuit television network already exists,” says CEO Vic Piano. “What we came up with is to loop the tracks together with casinos and other outlets.”There are generally 10 races a day per track, with 20 minutes between each race. “For example, you can go to a racetrack that runs 10 or 12 races a day and view live races televised from tracks around the country. Win, place or show?” Piano says. “ While the odds for the next race are up, that’s where we insert ads.” Screens vary in size from standard 25-inch TV sets up to small movie screens. Monitors are strategically placed near pay windows, in restaurants and other locations. All tracks have screens and they can number up to 3,000 per track. Betting odds and scratches for upcoming races appear on the right-hand one-third of the screen while advertisements, alternating with race coverage, appear on the remainder of the screen. Creative is provided by advertisers when available. TTVN can also create commercials in broadcast or billboard form. “We have the ability to run broadcast commercials with full audio or billboards with or without audio,” Piano says. Commercials run 30 or 60 seconds. Creative can be changed during a flight.” Ads are placed between racing events. “Everyone is glued to the monitors to see what happens, Placement can be clustered or evenly spaced, Piano says. “If advertisers want to run a spot between every race at every track or one a week, we’ll do it.”Advertisers can display their product as part of their campaign. “We have the ability to do product placement in the sense we can give away product at venues or display it,” Piano says. “We can put a brand-new Ford Thunderbird on the infield at a race track.” Tracks also show races from other venues. Only national advertisers use the network. “A lot of tracks already sell local media,” Piano says. “They’ll go to the local bottler and sell time between races.” Some exclusivity is available, he says. “We offer protection to advertisers in terms of product placement. We won’t run a commercial for Ford and then Chevy.” Product exclusivity can be negotiated with the purchase of large blocks of time.

Numbers
Currently there are 120 horse tracks in the U.S. The number of TTVN venues is 6,000, including thoroughbred horse tracks, casinos, sports bars, dog tracks, fairgrounds and other locations that broadcast races. The amount spent annually betting on live races is $2,610,860,832. The figure rises to $10,544,955,385 when simulcasts, inter-track, off-track and telephone betting are added in, according to a 2002 study by the Lexington, Ky.-based Association of Racing Commissioners.

How measured?
Only racetrack figures are used for verification because unlike other venues in which the network appears, track figures are tabulated and verified by track officials, Piano says. “We’ve taken attendance figures at 50 different racetracks, which range from 3,500 to 20,000 a day, and pegged them at 5,400 per day, per track, for 50 racetracks for a total audience estimate. That doesn’t include the audience in casinos and off-track betting parlors.” How does an advertiser know the monitors are being watched? “Monitors are the only means of communication for race results and other race information like odds and line-ups, so we know there is a captive audience watching,” Piano says. Affidavits of performance are provided.

Research
Daily attendance at horse tracks averaged 5,442 in 2000, according to a 2002 study by the Association of Racing Commissioners. When multiplied by 5,059 racing days, annual on-track attendance comes out in the range of 27.5 million.

What product categories do well?
Point of purchase items like beverages do well. “The same products you’d advertise at an NFL game will fit here,” Piano says. “It’s all broadcast over closed circuit so doesn’t come under the same stringent rules as broadcast with respect to ability to promote a product,” Piano says. “We’re also primarily seen by adults.”

Demographics
The index figures in this 2002 Simmons Market Research Bureau study are based on an average figure of 100 and reflect adults by age attending live horse races.
Total Adults Index

18-34 -- 94
18-49 -- 105
25-54 -- 120
35-49 -- 118
50+ -- 90
College graduates -- 179
Professional/managerial -- 147
Household income
$40,000+ -- 135
$50,000+ -- 146
$60,000+ -- 148
$75,000+ -- 148
Own Home -- 112
$100,000+ value -- 148

Making the buy
Lead-time is ideally a week, but can be as little as three days. Factors that affect pricing include length and number of spots. Every minute is prime time. The CPM is under 75 cents. Ads are sold on a 30-day rotation. There’s no minimum buy.