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Velocity Network Drifting TV Reality Show



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Property Summary
Airing now on Sundays at 1:30PM EDT on Discovery's Velocity Network

Audience composition highlights include:
• 53% have household incomes of $75,000+ (versus cable average of only 35%)
• 84% are homeowners (versus cable average of only 71%)
• 53% are video game owners (versus cable average of 49%)

General Information:
For the millions of its fans, "drifting" is where race drivers powerslide a race car sideways through turns at high speed with control, skill and style. "Drifting With The AllStars" is great for sponsors who want to reach out and market its brands to these young, excited drifting fans.

On the new drifting reality TV show, which began airing April 1st on Discovery's Velocity Network, all-star international drifting pros from the US and Japan train average Joes how to drift and compete to become the top drifter in each show episode.

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As you can see, the reality TV show helps answer the commonly asked question, "How's that done?" Simply by watching and listening to the instruction of the Pros to the contestants, anyone can understand how to drift.

And as with other reality shows that spark new talent, "Drifting With The AllStars" has the potential to spark the next drifting champ. And your brands can be a part of it.

While drifting began in Japan, its fan base has spread worldwide to include the United States. Drifting has been the subject of blockbuster movies, including "The Fast & Furious: Tokyo Drift," which brought in over $24 million on its opening weekend and total worldwide receipts of $158 million.

Filming Location:
The 13 episodes of season 1 were shot at Grange Motor Circuit in northern Apple Valley. The race circuit was the filming location of a GoDaddy commercial featuring Danica Patrick. It has also been the film location for episodes of "America’s Next Top Model," a MTV special on motorcycle racer Nicky Hayden, as well as the 2005 movie "Supercross."

Velocity Network TV Show Audience & Demographics:
"What is cool? Who are our heroes? What is the love for cars all about?" This was the message of the launch spot that introduced the essence of Discovery's Velocity Network.

As one of cable’s fastest growing brands for men, Velocity ranks #1 in year-over-year subscriber growth among ad-supported cable networks, adding nearly 11 million homes over 1Q13. The network offers audiences captivating storytelling and huge personalities as seen through the lens of the automotive world to nearly 60 million homes nationwide.

Velocity focuses on auto racing, expensive cars, sports related shows, and other programming targeted at men ages 25-54. There are an estimated 2.5 viewers per household.

Audience Composition:
Despite the Velocity Network only reaching a total 14% of the drifting demographic (87% of drifting fans are between the ages of 18 and 34), the chart above shows the more important benefits of advertising in the "Drifting With The AllStars" show.

The Velocity Network outperforms the cable TV average in many categories. Of the Velocity Network audience composition:
    • 53% have household incomes of $75,000+ (versus cable average of only 35%)
    • 84% are homeowners (versus cable average of only 71%)
    • 53% are video game owners (versus cable average of 49%)

According to AdWeek, by the end of the first year, Velocity had picked up 44 new advertisers, 23 of which were new to Discovery. "Several of the network’s newcomers are heavyweights — Kraft, Volkswagen, at least one major beverage company— but many are endemics," the article states.

"Bosch Spark Plugs, Mothers Car Polish and others were drawn in by Velocity’s eagerness to try out integrations and custom spots. Some of the new advertisers are new to television altogether." To make the point, the AdWeek article quotes Velocity ad sales Vice-President Daniel Hahn as saying, before coming to the Velocity Network, "Bosch didn’t even have a commercial or buy national television at all." (read the full article)

Show Viewership:
An estimated average of 660,000 viewers per episode

Additional Sponsorship Benefits
Our marketing department can assist you in developing an advertising program that will reach your targeted audience and help produce results.

There are many different ways to get your brands the exposure you seek, including but not limited to:

     Television Sponsor
    • Your 30-second commercial spots can air during show episodes
    • Bonus 30-second product spotlight can appear within the episodes your commercials air
    • Your product and brand can be mentioned by host during the show

    Brand Sponsor
    • Your small brand insignia can appear on show drifting cars
    • Large brand insignia/colors/graphics can appear on show drifting cars

    Driver Gear
    • Your brand insignia can appear on race jackets of all Pros and contestants
    • Your brand insignia can appear on caps

    Live Events
    • Your brands can be promoted at live events

Join Our Team

Show schedule:
Discovery's Velocity Network
    Sunday afternoons from 1:30 to 2:00 PM EDT
    Tuesday evenings from 5:30 to 6:00 PM EDT

Bill Montgomery
Phone: (951) 545-6842 or (951) 371-7550

J.L. Allyn
Phone: (310) 907-6636
E-mail: sponsorships@jallynconsulting.com


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