Barrett-Jackson and the Fox television networks have announced a new contract that expands coverage of the 43rd annual Scottsdale classic and collector car auction in January. Coverage will include not only the various Fox cable channels, but Fox’s primary broadcast channel and the National Geographic channel, a joint venture between Fox and National Geographic Society.
“Again, we’re setting a new and higher bar,” said Craig Jackson, chairman and chief executive of the auction company that bears his family’s name.
“I’ve always had two dreams,” he added. “Broadcast television and world distribution. Those are the pinnacles.”
Jackson said that in addition to the national over-the-air broadcast of the auction on the main Fox Broadcasting Co. channel, the various Fox Sports cable channels, including Speed International, will provide coverage of the auction in Canada and in the Caribbean.
In recent years, Barrett-Jackson auctions have been televised by Speed, an automotive-oriented cable network that was enfolded into Fox Sports in the United States.
“It was bittersweet having Speed go,” Jackson said, “but one opportunity closes and another presents itself.”
A significant opportunity in Jackson’s eyes will be two hours of Barrett-Jackson coverage and commentary Jan. 14-16 and three hours on Jan. 17 on the Fox Business Network.
“The ability to talk to the financial community, and with National Geographic coverage on Saturday, means millions more people will be able to watch Barrett-Jackson,” he said.
Fox Sports 1 and Fox Sports 2 will be part of the daily coverage mix. Fox Broadcast will cover the auction from 1-3 p.m. Eastern time on Saturday, Jan 18, with National Geographic live from 3-10 p.m.
To accommodate all the coverage on Saturday, Barrett-Jackson will split its Salon selection cars into two groups, Jackson said.
“When we’re on Fox Broadcast it is going to be iconic Americana,” Jackson said, adding that the honor guard from U.S. Marine Corps Base Camp Pendleton will open the show, which will start with a major sale to benefit charity. The two-hour segment will end with the auction of the Snake and Mongoose drag racing funny cars and car haulers.
The National Geographic part of the program will include European sports cars and classics from the Salon grouping as well as other vehicles.
“We’ve supersized Saturday,” Jackson said. “Saturday’s prime time will start earlier and will continue until we end the Salon sales.”
In addition to 36 hours of auction coverage, Fox will show a five-hour Best of Scottsdale 2013 program on Fox Sports 2 from 5-10 p.m. Christmas Day and will air a one-hour Scottsdale 2014 Preview show on Fox Sports 1 from 8-9 Eastern Dec. 19, and from 2-3 p.m. Dec. 26 and on Fox Sports 2 from 10-11 p.m. Dec. 15.
Barrett-Jackson and Fox believe the new schedule will produce the largest television audience in collector car auction history, providing, according to the press release announcing the schedule, “an opportunity to both reach the already dedicated automotive enthusiast and to introduce its high-energy presentation and collector car lifestyle to a broad new audience.”