If we were to run a typical race at 1 p.m., were going to get about 10 percent fewer viewers at 1 p.m. than we would at 3 p.m. Upon further review, however, the country's most popular racing series has a reason to be concerned. What is the sweet spot for how long a race should be from a television perspective? So too did Denny Hamlin. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Industry-specific and extensively researched technical data (partially from exclusive partnerships). They do. NBC Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, . Bookmark this page for NASCAR ratings as another year of racing is officially underway! Hendrick may consider changes after Elliott, Bowman injuries Rain impacting the Daytona 500 cost us about 5 percent of our season average (this years race, delayed by nearly six hours, earned an average of 4.83 million viewers). Team sponsors are paying attention to that discrepancy as well, to the extent that those network windows continue to be as meaningful in terms of our viewership number. NASCAR still attempts to do the best it can when it comes to getting the word out. Comparing those championship viewer numbers with NASCAR's biggest race of the year and it's even more troubling. Kyle Busch, NASCARs black hat, won his second title. HOMESTEAD, FLORIDA - NOVEMBER 17: Kyle Busch, driver of the #18 M&M's Toyota along with his wife [+] Samantha and son Brexton pose with the trophy after winning the Monster Energy NASCAR Cup Series Championship at Homestead Speedway on November 17, 2019 in Homestead, Florida. NASCAR ranked as the first- or second-most viewed sport of the weekend 17 times. NASCAR Cup and Xfinity Series Deliver Viewership Gains Across NBC Website (racingnews.co), SportsBusiness Daily, Sports Media Watch. But it is definitely important for us as a sport to be heads-down and doing everything we can in 2022 to make the biggest impact and position us well for 2023. When added to metrics from an agency known as Joyce Julius & Associates, which specializes in measurement and analysis of media promotions that showed just how much TV exposure a sponsor was getting, NASCAR teams were able to justify the high cost of the sponsorships they were charging. Thats the first time that has happened since 2009 where well have more network races than cable races. Opinions expressed by Forbes Contributors are their own. In todays world TV ratings arent the big deal they once were nor the only thing that matters. The original 4.68m from last year seems reasonable, dropping it down to 4.34m and saying the 2023 race increased by +200,000 just isnt realistic at all. (2022). With that, here's what you need to know about this year's Cup Series race at Dover, including start time and broadcast information. NASCAR at Dover: Free live stream, TV, start time for postponed race Digital and social consumption is as important now, as it's ever been; probably more important now than it's ever been, he said. Because that race is so large from a viewership perspective, youre talking about nine million viewers. Herbst said NASCAR expected more viewers to watch the resumed race than actually did. I would say its trying to capture more viewers and trying to capture more fans. Feel free to sort the table by column, or if you'd like to compare races at a certain track, television network or any other metric against other races with that same metric, simply type it in the search bar above the chart and your chart will be limited to just those races. NBC said its season viewership averages of 18 Cup races in 2019 (except for weather-affected races at Daytona and Darlington) was 2.57 million, the same as in 2018. Friday's NASCAR Truck Series race was also broadcast via FS1. This seasons playoffs increased for the first time and now sits as the best viewership since the 2019 season. And based on what we see today, NASCAR seems to be on an upward trajectory and shows no signs of slowing down. The sport has seen two major boosts for the 2022 season. NASCAR average TV audience in the US 2019 | Statista Lets take a look at the data more closely. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Your email address will not be published. The Wednesday night race at Martinsville Speedway in June averaged 1.71 million viewers, and one at Charlotte Motor. NBC was slightly ahead of last years pace before the Nov. 10 race at Phoenix, but it drew 2.567 million, the least-watched Cup race on broadcast television since 2001 (not counting rainouts). The NASCAR playoffs have been a controversial idea ever since its inception for the 2014 season and that has been shown over the years with the overall viewership during the final 10-race stretch. NASCAR viewership numbers are out; outscores all other - Sportskeeda Nielsen slowly began to develop ways to measure who was watching what, and how. Its certainly healthy in terms of eyeballs, Hebrst said. Be the first one to comment on this story. So if you think about where we were in 2018, when we started to make a number of the systemic and seismic changes to the industry between bringing NASCAR and ISC together and SMI going private, I think if you think about where we were in 2018 following a wave of driver retirements Jeff Gordon, Tony Stewart, Dale Jr. that certainly had an impact on viewership. After a marked decline in the middle of the previous decade, NASCAR's television numbers have been on the rebound over the past five years. This is the first time the sport has seen an average of over three million average viewers per race since the 2018 season too. But experts say the reasons are multitude. The rain-delayed 2021 Daytona 500 had a 2.8 rating and 4.83 million viewers, marking the lowest rated and least-watched edition of the race. For us, we are a linear TV property today. NASCAR rose to prominence in the 1980s and 90s as TV became more and more involved. There were slight improvements from last years, however, which had a viewership of 4.24 million and a rating of 2.5. So if you can say that it's you and the NFL in terms of stability of your audience. Nick Bromberg updated the viewership of the past several years, tweeting: The Wise Power 400 at Auto Club Speedway in Fontana averaged a rating of 2.61 and a viewership of 4.570 million. So in a world that is more competitive than ever, where Netflix, Amazon Prime and Disney+ and HBO Max and Peacock are all grabbing more eyeballs and more attention, for us to continue to increase from a share perspective of those eyeballs on linear TV, so thats traditional TV, and then to remain essentially flat in viewership over the course of the last three years, theres not a lot of sports properties that can tell that same story. In terms of tier one sports properties, he said. Fans might be tired of the novelty of the playoffs. They hate all of the commercials. So what Steve is referring to, the opportunity that we have in 2022 if the weather cooperates, is one that were pretty excited about. With all the different metrics used to measure a sport these days however, it can be complicated. Nascar's Daytona 500 ratings fall 35% YoY to all-time race low The ESPN and ABC broadcasts increased 26% and 8% respectively . Herbst adds that small swings in the numbers show the steadiness of viewership week to week, and thats a very good thing. Surprisingly, NASCAR has also outshined other sports. So were performing across the three different buckets that are really meaningful to monetize sports rights: broadcast, cable and OTT. Certainly, theres not a lot of sports properties that are on our scale that can tell that story. Is NASCAR comfortable having a Cup Series race exclusively on a streaming platform, which is great in some respects, but will also limit the viewership possibilities compared to a race on a broadcast network? (Photo by ISC Images & [+] Archives via Getty Images). NASCAR has officially returned to pre-COVID-19 pandemic numbers and no matter how it is spun, this is a fantastic situation for the sport. (Photo by Robert Laberge/Getty Images), Nascar's TV Future May Or May Not Include Streaming Its Top Tier Races, Head Updates Key Gravity And Radical Rackets, Shoes In Early 2023, Daescu Dominates In Doubles At The Association Of Pickleball Professionals Sacramento Open, Mike Tyson Wants WWE Match With Logan Paul, Talks UFC-WWE And Launch Of Tyson Pro, Several Lengthy Playoff Runs Raised The Bar Very High For Tampa Bay Lightning, Chicago White Sox Are Plunging Toward Their Worst-Case Scenario, Ten Teams That Should Consider Signing Former World Series MVP Madison Bumgarner, With Induction Weekend Coming, Baseball Hall Of Fames Official Tour Operator Opens Doors For Travelers, Here Are The Sixers Options At Center Against The Celtics Until Joel Embiid Returns. Pennzoil 400 at Las Vegas Speedway was also the most-watched event of the weekend on March 6 with a viewership of 4.544 million and a rating of 2.71 million. This. Phoenix was not the only race to record a drop, with the 2022 Daytona 500 also under-performing in terms of viewership despite the hype and ticket being sold out. Up until the middle of the 21 st century the. A paid subscription is required for full access. The media landscape has evolved over the course of the last eight years. Chase Elliott, for example, recently voiced his opinion on the matter. I dont think were ever content with where we are, but I think in the environment that were in, were really pleased with the stability of those numbers. Is that fair to say? Statistics for NASCAR indicate that 63% are male, 20% are minorities and 47% are between the ages of 18 and 44, with the majority of this age bracket being in the older end, the number of which is also dropping yearly. Part of it is just because of the changes in the media environment, those network windows are more important. Another change for 2022 is that there are going to be more races on network TV, and on the NBC side races on cable are shifting from NBCSN to USA Network, which is in more homes than NBCSN (NBCSN is shutting down at the end of 2021). I think that you will see us take a hard look at race lengths over the course of the next two or three years. The aggregate effect of those four races was probably somewhere in the eight to nine points range, and then you have another network window next year as well that will help the season average as well. NASCAR season viewership rebounded after Daytona, but still down a touch Along with that came an all-important metric: the Nielsen ratings. The NASCAR Trucks Series averaged 627,000 viewers for 23 races across FOX and FS1 in 2022, +5% from 599,000 viewers for 22 races in 2021 TV Ratings - Martinsville November 1, 2022 Adam Stern from Sports Business Journal reports that NBC earned a 1.52 rating with 2.541 million viewers for Sunday's Championship 4 cutoff race at Martinsville Speedway I love the sport and breaks my heart to watch it spiral downward .. The sport mishandled the on-track racing by introducing the 550 horsepower package which caused the fanbase to lose trust. The fact that were as bullish as we are about our positioning in 2022 going into 2023, that is real. winning the Monster Energy NASCAR Cup Series Ford EcoBoost 400 and the Monster Energy NASCAR Cup Series Championship at Homestead Speedway on November 17, 2019 in Homestead, Florida. Average U.S. TV audience of NASCAR races 2019. Are you interested in testing our business solutions? 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Sundays NASCAR Cup Series race from Talladega averaged a 2.6 rating and 4.55 million viewers on FOX, flat in ratings and up 5% in viewership from last year (2.6, 4.34M). The future of NASCAR is bright and will likely run through FOX and NBC moving forward, as stated during the State of the Sport address last week. The drops: 10% in one year, 19% in two years, 38% in three years, and, good golly Miss Molly, 51% since 2015, when NBC picked up the second half of the season in a giant 10-year contract, with Fox doing the first half. NASCAR has proven to be a sport with a huge audience in terms of viewership. Fortunately, for the first time in NASCAR history, that narrative has changed due to the 2022 season. No longer tied to a box atop the TV or a diary that viewers filled out, the company started to figure out how to report who was watching on TV, on cable, and on streaming platforms. Learn more about how Statista can support your business. The ideal entry-level account for individual users. And what both Fox and NBC have done a really good job doing with us is evolving their product and evolving the distribution mix to make it current digital products, streaming in-car cameras on platforms like YouTube or Twitter or Fox having watch parties or alternate broadcasts on their various Fox Sports platforms. But because were delivering 3 million viewers on a typical Sunday, and youre probably getting 50,000 to 60,000 people in the stands, the way we look at that is were simply trying to deliver our content and our product to the most amount of eyeballs possible. The Coca-Cola 600 is a test of man versus machine and that is one I would not see changing anytime soon. So there is a direct correlation between our viewership trends and the advertising revenue that is attributed to our property. NASCAR at Dover live updates, highlights from 2023 race I think race lengths is one of those topics that we do discuss internally and well take a hard look at that just like we do everything. Required fields are marked *. But just like the 2022 race at Dover Motor Speedway, weather could . Viewership for the 2019 Phoenix race was 22% lower than in 2018. A shot that shows the overall value sponsors receive. Figuring out how that all comes together, in an uncertain time for broadcast rights, is the responsibility of NASCAR executive Brian Herbst, senior vice president of media and productions. Any change that we would make would be done just like anything else, with a lot of input and feedback from the industry, teams, tracks, and we have fan council research we rely on a lot, and nothing that we would make would be sudden in nature. Fox reported a modest 2% increase in viewership of comparable Cup race from 2018 to 2019, but it needs to be noted that Foxs part of the schedule does not collide with NFL and college football, which NASCAR fans also enjoy watching. There is only up to go from here and that is a good thing. Related: NASCAR ratings on big rise compared to recent years in 2022. Coliseum and then well run the Daytona 500 the week after the Super Bowl. This comes after the first complete season of the NextGen car with many notable events, such as the Busch Light Clash and the new event at World Wide Technology Raceway. Is shortening the schedule back a little bit something to consider? It is and it will be a balancing act for us in the industry in 2023 to get that distribution mix right because were not going to have all of our races on broadcast, were not going to have all of our races on over the top platforms, we will be somewhere in between. Too many breaks in the race for me to keep watching. (Just in case you were wondering, Fox is unlikely to name a replacement for Darrell Waltrip if he is replaced, that is though we should find out more next month. I also think it's healthy just in terms of the interest. While NASCAR consistently ranks at or near the top of weekend viewership for all sporting events, the decline in raw numbers comes at an inopportune time. Opinions expressed by Forbes Contributors are their own. There may well be a Chase Elliott effect in NASCAR as the sport delivered its second-straight increase in viewership since his return from injury. NASCARs TV ratings began to fall; the once all-mighty numbers began to show not an increase, but a decline. At a designated cut-off . NASCAR sits on an upward trajectory for the first time in a while. Not just from a financial perspective, but from what is the distribution sweet spot that makes the most sense for our industry and our fan base. This is no different with sponsor-centric NASCAR, whose teams, in part, use television air time as a selling point to potential partners whose brand could be seen by millions of viewers. The most important key figures provide you with a compact summary of the topic of "NASCAR" and take you straight to the corresponding statistics. NASCAR scraped bottom. Theres been some thought that maybe getting out of the NFLs way a little sooner could boost ratings. And frankly, OTT platforms offer access to a younger demographic than we have on cable TV today. Ryan Truex ran away from the rest of the field and easily won Saturday's NASCAR Xfinity Series race at Dover Motor Speedway. Just based on how competitive it is for time, attention, eyeballs, cord-cutting and just the macro changes that are happening in media broadly. Weve been partners with Fox for 20-plus years. To use individual functions (e.g., mark statistics as favourites, set Due to varying update cycles, statistics can display more up-to-date (Nielsen estimates from ShowBuzz Daily 4.25). The NASCAR race today is set for a noon EST start time and will air on TV via FOX Sports 1. I think to the extent that if we were a smaller, more niche property that was more dependent on either an at-track revenue model or track attendance, then that narrative would probably be a little bit different. You can contact him here or on the Sports Media Watch Twitter page. Related: Phoenix race results from March 13, 2022 (NASCAR Cup . Is NASCAR the Most Watched Sport in America? | Sports Home Motorsports NASCAR NASCAR scores increase at Talladega, LONG POND, PA - JULY 28: A general view of the NASCAR logo on the wall during the Monster Energy NASCAR Cup Series Gander Outdoors 400 on July 28, 2019 at Pocono Raceway in Long Pond, Pa. (Photo by Rich Graessle/Icon Sportswire). Where ESPN+ or Peacock are today from a subs perspective versus where they will be in two years, it may change that calculus. NASCAR saw season-long viewership increases for its Xfinity Series, which got an average of 1.04 million viewers and was up 9% from '20 and '19. They are now just one part of a bigger picture: one pixel of a screenshot. It was the most-watched event of the weekend, but down from last years which had 4.75 million viewers. This statistic is not included in your account. Along with that came an all-important metric: the Nielsen ratings. There's a lot of people that are looking around and understand that the economics of our sport probably are in a better place now than they've been in a long time.. Veteran NASCAR Broadcaster Sounds Alarm Bells on 'Troubling Decline' in By the measurements used today, NASCAR then is in a very good place. The NASCAR Cup Series race at Talladega averaged 4.554 million average viewers on FOX last weekend. It has been a challenge for the sport to consistently grab the attention of its audience; however, there are reasons for optimism as the 2022 season represented a step in the right direction. Brian Herbst is the senior vice president for media and productions for NASCAR. Ratings predictions: NBA and NHL Game 7s, plus XFL v. USFL, News: Phoenix rights deal, CFP schedule and more, NFL Draft viewership rebounds from last year, Two-game night results in big numbers for Cup playoffs. You have to look at the penetration levels and the trajectory of those platforms at the time that we do our rights deal. Viewership of live sports in the U.S. 2021-2025 Viewership of live sports in the U.S. 2021-2025 Number and share of live sports viewers in the United States from 2021 to 2025 Digital live. Please create an employee account to be able to mark statistics as favorites. (Keep in mind last year's audience was originally reported as 4.68 million, but NASCAR said Tuesday that the year-ago figure was later revised downward.) From an ad sales perspective: Ad Sales for Fox completely sold out every single ad unit on big Fox or FS1 throughout all of 2021. The trajectory is good. Do your television partners, NBC and Fox, have the same viewpoint in regards to your television ratings? Obviously, NASCAR would like to see growth, but looking at the numbers, is NASCAR pleased with where its at right now? From the Aug. 22 Michigan race to Sept. 26s Las Vegas playoff race, Cup Series races saw six consecutive weeks of year-over-year viewership increases, the longest streak since 2011. You only have access to basic statistics. (Photo by Robert Laberge/Getty Images), But it's an uphill fight for us and a lot of other sports properties. So more people are tuned into Amazon prime or Netflix Steve Phelps, NASCARs president, had an interesting comment when he spoke to reporters, saying that NASCAR is the most stable sports property on television since 2018. On Twitter, Adam Stern highlighted the viewership of the event, posting: What has caught the attention of many, however, is how they have managed to outshine other sports in numbers of viewership but have not been able to beat its last years record of viewership. And thats with a rain-impacted Daytona 500 in 2021. NASCAR rose to prominence in the 1980s and 90s as TV became more and more involved. Motor Speedway. I can save this sport . Nascar Cup and Xfinity Series Deliver Viewership Gains Across Nbc This year's race at . (Busch would have still won.). The network windows and broadcast windows have never been more important than they are in 2021. Where Did All The NASCAR Fans Go? - Forbes He said its important to look at the bigger picture, a bigger picture that shows how media is consumed. That was a concession NASCAR made for the big contract. NASCAR TV Ratings Stabilize Amid Pandemic, Progressive Changes - Forbes Overview and forecasts on trending topics, Industry and market insights and forecasts, Key figures and rankings about companies and products, Consumer and brand insights and preferences in various industries, Detailed information about political and social topics, All key figures about countries and regions, Market forecast and expert KPIs for 600+ segments in 150+ countries, Insights on consumer attitudes and behavior worldwide, Business information on 70m+ public and private companies, Detailed information for 35,000+ online stores and marketplaces.

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