Here’s an interesting perspective: Out of approximately 330 million Americans, a staggering majority ignored NASCAR racing broadcasts throughout the past season, effectively missing out on the excitement of live motorsport every single week!
Conversely, it’s worth noting that nearly 3 million viewers, on average, tuned in each week to catch the thrilling races from iconic locations like Daytona, Darlington, and beyond, showcasing a dedicated fanbase.
Recent statistics indicate a modest 1% increase in average viewership compared to last year, which, while an improvement, raises a lingering question …
If a staggering 99% of the population remains disengaged, how is it that NASCAR successfully secures a multi-billion-dollar media deal with major networks?
On the broadcast team for Fox Sports are the talented trio: Mike Joy, Kevin Harvick, and Clint Bowyer, who bring the races to life with their captivating commentary.
Why NASCAR can still reap rewards from Fox and NBC (and, starting next year, TNT)
The primary reason lies in the enduring appeal of live sports, which reign supreme in the realm of advertising sales. While scripted shows might capture more viewers, advertising executives are acutely aware of the penchant for viewers to fast-forward through commercials.
This certainly isn’t an option during the Auto Trader EchoPark Automotive 400, which is indeed a real race featuring an incredibly long title.
In a comparison of viewership statistics, NASCAR’s average of 2.9 million viewers each week aligns closely with the PGA Tour’s Sunday broadcasts and nearly doubles the NBA’s average viewership, despite the latter’s more frequent games leading to lower attendance figures.
Leigh Diffey’s storytelling ability in the late stages of races is unparalleled. Before this, he was setting up the Kyle Busch story. Leigh’s the best in the business
pic.twitter.com/dTD4s6BAoE— Alex (@newgayden) August 25, 2024
NASCAR, others, dwarfed by NFL viewership
One cannot overlook the NFL, which commands an astounding average of about 18 million viewers per telecast. It’s difficult to combine the viewership of all other sports, including MLB, NHL, and even unconventional broadcasts like the occasional cornhole nationals, to match that figure.
The Daytona 500 continues to reign as the most-watched race, attracting 6 million viewers. Its numbers might have reached even greater heights had it not been postponed from Sunday to Monday due to inclement weather, leaving fans speculating on the impact of the scheduling change.
Surprisingly, the playoff race—the Round of 12 opener at Kansas—recorded the lowest viewership of the season. The reason? The start of the football season, a competing force for viewers’ attention.
How much is the NASCAR network deal worth?
The past year marked the final installment of a seven-year network agreement with Fox, NBC, and their respective cable affiliates, FS1 and USA. A new seven-year deal is set to kick off in 2025, including partnerships with Fox, NBC, Amazon Prime, and TNT.
While NASCAR keeps its rights fees under wraps, industry insiders estimate that the total value of the upcoming seven-year contract stands at an impressive $7.7 billion, averaging a remarkable $1.1 billion per year.
What strategies can NASCAR implement to attract a broader audience given the current 99% disengagement rate?
**Interview with Sports Analyst Jamie Thompson on NASCAR’s Unique Viewership Trends**
**Editor:** Today, we’re joined by Jamie Thompson, a sports analyst who specializes in motorsports. Jamie, thanks for being with us.
**Jamie Thompson:** Thanks for having me!
**Editor:** So, despite a staggering 99% of the American population not tuning into NASCAR broadcasts, 2.9 million viewers a week still represent a dedicated fanbase. What do you think drives this loyalty among NASCAR fans?
**Jamie Thompson:** It’s fascinating, isn’t it? NASCAR has cultivated a unique culture that appeals to a specific demographic. Fans appreciate not only the thrills of live racing but also the pageantry, traditions, and the community around it. Even though it seems a small percentage of Americans are tuning in, those who do are incredibly passionate.
**Editor:** And there’s been a reported 1% increase in viewership compared to last year. What factors do you think contributed to this uptick?
**Jamie Thompson:** Several elements could be at play. NASCAR has revitalized its marketing efforts, introduced exciting new drivers, and significantly improved its social media engagement. Moreover, the enduring appeal of live sports remains a powerful draw, especially when fans want to experience those adrenaline-pumping moments in real-time.
**Editor:** Considering this lingering 99% disengagement, how would you explain NASCAR’s ability to secure lucrative media deals with major networks like Fox, NBC, and soon, TNT?
**Jamie Thompson:** The value of live sports cannot be overstated. Advertisers are gravitating toward platforms where they can’t be skipped over, like during LIVE races. Those millions watching NASCAR each week represent a highly engaged audience, likely translating into higher ad revenues—making it appealing to networks.
**Editor:** Interesting point. How does NASCAR’s viewership compare to other major sports leagues in the U.S.?
**Jamie Thompson:** In fact, NASCAR’s average viewership is positioned quite well. With nearly 3 million viewers weekly, it closely aligns with PGA Tour viewership and almost doubles the NBA’s average. This shows that, despite fewer people watching, those who do are very committed, and they often tune in for every race.
**Editor:** With all this in mind, how do you foresee NASCAR evolving in the coming years to broaden its appeal beyond the current fanbase?
**Jamie Thompson:** NASCAR needs to embrace more inclusivity and diversity while continuing to innovate. They could look into integrating technology, enhancing viewer experiences, and perhaps even expanding their outreach to younger audiences. By maintaining that traditional appeal but evolving with the times, they could attract a new generation of fans.
**Editor:** Jamie, thank you for your insights today. It’s clear that while NASCAR faces challenges in viewership numbers, they have a resilient platform on which to build and grow.
**Jamie Thompson:** My pleasure! It’ll be intriguing to watch how NASCAR navigates this landscape in the future.
**Editor:** Absolutely! Thank you for joining us, Jamie.
