Note: This interview has been edited for clarity. NASCAR average TV audience in the US 2019 | Statista This year's Daytona 500, which was won by Austin Cindric, NASCAR averaged a total viewership of 8.9 million. 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. We will be a linear TV property, traditional TV property, through 2024. Is NASCAR Bailing on Budweiser Over the Recent Bud Light Controversy? For us, we are a linear TV property today. 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. NASCAR Daytona 500 ratings and viewership dating back to 1979, the first year the race was televised in full. NFL Draft viewership bounced back from last year, led by a double-digit jump for the primary ESPN broadcast. Required fields are marked *. Plus, if NASCAR carries this momentum into the 2023 season, everything will be up again. Fans can also watch NASCAR races for free by signing up for a trial of fuboTV. 3 min read. I wouldnt trade anything that happened with Bubba Wallace winning at Talladega for the world, but that race ran on Monday afternoon on NBCSN versus on NBC on Sunday, which is always one of our higher-performing races. The Sporting News is tracking live updates from Monday's race at Dover. 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. In 2013, the sport averaged 16.65 million viewers in the Daytona 500 which is now halfway through something that is not pleasing. They did not find their way into the 2022 schedule. In other NASCAR action, Saturdays Xfinity Series race at Talladega averaged a 0.8 and 1.31 million on FS1, down from last years race on FOX (1.3, 2.06M). (The 2023 Martinsville audience was larger, but that was entirely due to last year's race being on a Saturday.) Overall, this season was a very successful one for the sport and its partners. NASCAR still attempts to do the best it can when it comes to getting the word out. (Photo by Jonathan Ferrey/Getty Images), 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. The Iowa vs Purdue college basketball games was the second most watched event with 3,585,000. 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. But even with that decline, if you look at any other Tier 1 sports property any property essentially thats over 100,000 viewers or so on an average minute basis, and those are the properties that tend to have really lucrative rights deals for any property that has completed their regular season, we performed better than any one of those other properties from 2018 to 2021. As were putting our schedule together, we are ensuring that for these new tentpole events or races in new markets, that we have a network window home for those new events. Viewership for the 2019 Phoenix race was 22% lower than in 2018. Im spending a lot of time right now meeting with teams individually to walk them through this kind of tradeoff between total viewership and giving us the best chance for success from a consumption perspective, both in 2025 and whenever the next TV deal runs through. NASCARs popularity is down and the ratings reflect it. You can contact him here or on the Sports Media Watch Twitter page. 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. It could be just Mike Joy and Jeff Gordon up in the booth, which would sound like a library compared to NBC.). Fair to say midweek races are probably an idea thats come and gone? For instance, on the TV side, there are fewer advertising pods that you can pack into that type of race length. Upon further review, however, the country's most popular racing series has a reason to be concerned. But part of that record television deal was the fact that there were going to be more races on cable, with FS1 coming in and NBC Sports pushing NBCSN. Dr. Jon Lewis (aka Paulsen) has been covering the sports media industry on a daily basis since 2006 as the founder and main writer of Sports Media Watch. Lets take a look at the data more closely. By then, hardly anyone will have a standard TV, anyway, because every event will be streamed, and ratings wont matter. The six-race consecutive increase in viewership prior to Talladega is something that everyone can understand and helps reinforce just how healthy NASCAR is. Is shortening the schedule back a little bit something to consider? NBC, we performed exceptionally well for them on the broadcast side, on the cable side; our OTT product, TrackPass, has doubled our expectations in 2020, tripled some expectations in 2021. While Nielsen was undergoing its transformation other smaller agencies stepped into fill the void. 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. Bristol Dirt, another tentpole event that we expected big things from in 2021 and expect big things in 2022, was also rain-impacted and pushed to Monday afternoon for a 4 p.m. Opinions expressed by Forbes Contributors are their own. Hopefully, this represents the start of a turnaround for NASCAR after a rough start. 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). Obviously, NASCAR would like to see growth, but looking at the numbers, is NASCAR pleased with where its at right now? So if we were going to have a partnership with a company the likes of the Fox Corporation or NBC Universal, there needed to be a significant allocation of our races that went to cable to have a network partner as powerful and blue chip in nature as each one of those. However, based on the total viewership above, the 2022 season appears to be showing signs of NASCAR going in the right direction. NASCAR TV Ratings Stabilize Amid Pandemic, Progressive Changes - Forbes Coming off the 2021 season, how would you assess where NASCAR is at in the television landscape, the ratings NASCAR has earned and the direction NASCAR is headed regarding its next contract? 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In the past NASCAR has tried to educate fans who might look at ratings and think the sport is in trouble and help them understand that things arent as bad as they seem. Too many breaks in the race for me to keep watching. It is possible that another playoff system to sustain interest in TV programming for nine months could be introduced with a radically revamped schedule in 2021 and it is possible that NASCAR could go back to the old way and determine a champ on points over an entire season. As usual, it ranked much further down in the young adult demographics, placing eighth in 18-49 behind Kings-Warriors and six additional NBA playoff games. And frankly, OTT platforms offer access to a younger demographic than we have on cable TV today. We are happy to help. Surprisingly, NASCAR has also outshined other sports. I have been around and covered NASCAR for over two decades. And a lot of that will be dictated by the penetration levels that are there at the time of the year. I would say its trying to capture more viewers and trying to capture more fans. NASCARs ratings have been a topic of conversation for countless seasons as the viewership is not like it was during the sports golden age. There is a push and pull between the media experience sitting back on your couch versus the at-track experience. Now, in large numbers, races and games are being watched on cell phones, computers and other mobile devices. So there is a direct correlation between our viewership trends and the advertising revenue that is attributed to our property. Additionally, FOX announced that the 2022 NASCAR Cup Season was the second most-streamed season all-time with an average minute audience of 35,714. The event was up 5% compared to last year at 4.336 million average viewers on FOX. So that's a positive viewership increase of 2%. (Photo: David J. Griffin / Icon Sportswire via Getty Images). Warfield, NASCAR managing director, social and digital content, Brad Keselowski, driver of the #2 Team Penske Ford Fusion, Jill Gregory, NASCAR senior vice president and chief marketing officer and Laura Froelich, Twitter global head of sports partnerships, pose for a photo after NASCAR announces plans to live-stream in-car cameras on Twitter for the 2018 season on March 14, 2018 in Los Angeles, California. That metric is down 16% over the last 24 months. 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. 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). Your new brackets are just what NASCAR needswait #11what if Ross passed you every week? 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The belief is that maybe NASCARs partners dont always present the sport in the best light or maybe educate their viewers compared to some other motorsports forums. 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. They have their favorites in terms of who they like or who they do not like in the booth. Prior to 2019 ratings are also across NBC and NBCSN. Then you can access your favorite statistics via the star in the header. NASCAR TV Ratings: March 2022 (Phoenix Raceway) - Racing News So to the extent that you can be flat or even up a couple of points it says a lot just about fan interest in the sport.. Show sources information Overall, NASCAR's viewership as an individual motorsport has been in decline. In an era of falling TV ratings across nearly every sport, NASCAR has continuously been used as the archetype of this decline. Its a great viewership opportunity. (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.) The good news for us is we have all the data from how midweek races performed versus how we perform on a Sunday against the NFL. This years Daytona 500, which was won by Austin Cindric, NASCAR averaged a total viewership of 8.9 million. If the sport starts rotating the tracks within the playoffs, including the championship event, it would be surprising to not see a boost in numbers. If you are an admin, please authenticate by logging in again. I ask this question because two of the last three races (prior to Phoenix), at Texas, at Martinsville, were 3 hours, 42 minutes and thats in the fall against heavy competition. I also think it's healthy just in terms of the interest. Last year, Indys start time was 1 p.m. So we are spending a lot of time right now talking to and gathering feedback from our industry, the teams, the tracks and others so that we are as prepared as possible for that discussion in 2023. So if you can say that it's you and the NFL in terms of stability of your audience. Herbst said NASCAR expected more viewers to watch the resumed race than actually did. * Asterisk indicates race was postponed to Monday. 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. 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. NBC did the best with what it was given, really, but there were few compelling storylines. You need at least a Starter Account to use this feature. What is the sweet spot for how long a race should be from a television perspective? Cup Series racing finished with its third consecutive year of share growth, up 14 percent since 2018 and up 8 percent over the 2020 season. NFLX NASCAR has proven to be a sport with a huge audience in terms of viewership. Your email address will not be published. Are you interested in testing our business solutions? Our intent is to make our content as broadly available to our fans who are watching NASCAR as they are consuming content. . Brian Herbst is the senior vice president for media and productions for NASCAR. This was 9% less than last years race in Las Vegas, which attracted a total viewership of 4.396 million. This year's race at . Despite the drop in their record, the Phoenix race was the talk of the town that weekend as well as the most viewed event in the United States. (Photo by ISC Images & [+] Archives via Getty Images). 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). Find your information in our database containing over 20,000 reports. Try a week on us. With all the different metrics used to measure a sport these days however, it can be complicated. The only potential exception to that at the end of their season will be the NFL. Business Solutions including all features. I think that you will see us take a hard look at race lengths over the course of the next two or three years. NASCAR sees positive trends in attendance numbers - Sports Business Journal So if were looking at 3 million viewers, thats about 300,000 people that would not be able to see our content simply because its early on and trying to bring in the West Coast viewer. The 2013 Daytona 500 that was because of Danica Patrick. 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). There were slight improvements from last years, however, which had a viewership of 4.24 million and a rating of 2.5. As a Premium user you get access to background information and details about the release of this statistic. The NFL is going to have a game exclusively on Amazon; IndyCar is going to have a race exclusively on Peacock. NASCAR averaged 2.93 viewers across Fox and NBC Sports in 2021, down 4 percent from last year (3.06 million) and 6 percent from 2019 (3.11 million), according to Sports Media Watch. Show publisher information (Jasen Vinlove / USA Today), NBCSN is shutting down at the end of 2021. NASCAR power rankings during the 2023 season, NASCAR odds: Betting lines for each race and championship futures, NASCAR ratings on big rise compared to recent years in 2022, NASCAR standings: Cup, Xfinity, and Truck points during the 2023 season, Reported number of 4.682 million was adjusted to 4.336 million for 2022, 2022 on Saturday night, 2023 on Sunday afternoon, 2022 on FOX, 2023 on FS1. You mentioned evolution. Please do not hesitate to contact me. But experts say the reasons are multitude. Website (racingnews.co), & SportsBusiness Daily, & Sports Media Watch. 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. NBC was up from an advertising perspective; it has been years since that has been the case. 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). In, Website (racingnews.co), und SportsBusiness Daily, und Sports Media Watch. NASCAR 2018 TV Ratings - ESPN 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. Published by Statista Research Department , Dec 8, 2022. There can be more done to increase these playoff numbers too. Motor Speedway. When the TV ratings came in, NASCAR looked to have lapped the field. (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. 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. Date: Sunday, April 30 Time: 1 p.m. In some ways the Recession came at a most inopportune time for sports TV. So were performing across the three different buckets that are really meaningful to monetize sports rights: broadcast, cable and OTT. Theres been some thought that maybe getting out of the NFLs way a little sooner could boost ratings. NBC Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, . Nascar Cup and Xfinity Series Deliver Viewership Gains Across Nbc Digital and social consumption is as important now, as it's ever been; probably more important now than it's ever been, he said. Weve been partners with Fox for 20-plus years. I do think its fair to think about a race length that was typically 500 miles and are we holding the attention span of a younger demo before a 500-mile race. It was the most-watched event of the weekend, but down from last years which had 4.75 million viewers. That's the first time in a decade that that has happened, Hebrst said. 1979-2004 numbers from Sports Business Daily 2.16.2005. LOS ANGELES, CA - MARCH 14: (L-R) Brian Herbst, NASCAR managing director, broadcasting, Scott [+] Warfield, NASCAR managing director, social and digital content, Brad Keselowski, driver of the #2 Team Penske Ford Fusion, Jill Gregory, NASCAR senior vice president and chief marketing officer and Laura Froelich, Twitter global head of sports partnerships, pose for a photo after NASCAR announces plans to live-stream in-car cameras on Twitter for the 2018 season on March 14, 2018 in Los Angeles, California. 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. These Are The Reasons Why NASCAR Is Losing Fans - HotCars I think thats some pretty solid footing.. There is only up to go from here and that is a good thing. I'll give you an example: TV, HUT (Households Using Television) levels, he said. Whats written in a contract isnt necessarily how the deal plays out over the course of those eight to 10 years. Social impressions, social following, a positive buzz of our sport, which is measured by third parties, like at YouGov is up 2.5 X over the course of the last two to three years.. Kyle Busch, NASCARs black hat, won his second title. The 2020 and 2021 Daytona 500 were rescheduled due to inconducive weather and they happened on Mondays. Its certainly healthy in terms of eyeballs, Hebrst said. The Great Recession that swept across the landscape starting in 2008 changed everything. Professional sports adapted as well, understanding, and learning, how to measure viewership and show that value to their stakeholders. Racing, like basketball and other sports, has seen year-to-year ratings decline. Worrying statistics about first 8 NASCAR race viewership - Sportskeeda Follow Jordan on Twitter @jordan_bianchi. Get the best reports to understand your industry. The motorsports category overall in 2022 enjoys a viewership numbering just north of 9 million, but that pales in comparison to the 114+ million people who regularly watch the National Football League (NFL) or the nearly 69 million who watch Major League Baseball. Nascar's Daytona 500 ratings fall 35% YoY to all-time race low
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