They did not find their way into the 2022 schedule. When combined, it shows that NASCAR is in a pretty good place. Related: NASCAR ratings on big rise compared to recent years in 2022. to incorporate the statistic into your presentation at any time. At the start of the 21st Century NASCAR TV ratings meant everything. This will flip essentially in 2022; 19 races will be on a network and 17 races will be on cable. I think were really well-positioned both today and going into the rights discussion in 2023. Statista assumes no NASCARs ratings have been a topic of conversation for countless seasons as the viewership is not like it was during the sports golden age. The news sort of heads downhill from there. TV ratings are no longer the end all be all for NASCAR. Part of it is just because of the changes in the media environment, those network windows are more important. I think that the relationship between our network partners and NASCAR has changed for the better. Kyle Buschs win, which peaked with 5.85 million viewers, was the second-straight NASCAR race to increase year-over-year after the first eight declined. Is that fair to say? According to SMW, the Cup Series finale from Phoenix averaged a 1.95 rating/3.21 million viewers on NBC, up 4 percent in ratings and 5 percent in viewership from last year (1.9, 3.06 million), when it became the championship race for the first time. Are you interested in testing our business solutions? Flat is better than down, but 2018 was also the year the once-mighty U.S.S. In fact, Talladega proves that it is not simply a TV problem. This years Daytona 500, which was won by Austin Cindric, NASCAR averaged a total viewership of 8.9 million. That NASCAR was doomed, soon to become nothing more than a memory. And frankly, OTT platforms offer access to a younger demographic than we have on cable TV today. And, obviously, the network window is increasing as well. Though Nielsen had been king of all things TV for generations, the truth was they were having trouble keeping up as people began to shift their viewing habits. 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. Related: NASCAR intends to continue the charter system beyond 2024. There is a lot of tradition in these race lengths. And I feel like were peaking at the right time, for sure. Id say in particular, in the short term, those network windows are really, really important. This seasons playoffs increased for the first time and now sits as the best viewership since the 2019 season. 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. Published by Statista Research Department , Dec 8, 2022. By the measurements used today, NASCAR then is in a very good place. Then you can access your favorite statistics via the star in the header. And a lot of that will be dictated by the penetration levels that are there at the time of the year. 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. 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. I have been around and covered NASCAR for over two decades. NASCAR viewership numbers are out; outscores all other sports but itself. You need at least a Starter Account to use this feature. And like most entities in sports and entertainment, NASCAR is enjoying pent-up demand among fans who couldn't attend as many races during the pandemic. (Keep in mind last years audience was originally reported as 4.68 million, but NASCAR said Tuesday that the year-ago figure was later revised downward.). If you look at average viewership for a network race for NASCAR right now it is 3.7 million viewers, the average viewership for cable races is 2.3 million viewers. Comparing those championship viewer numbers with NASCAR's biggest race of the year and it's even more troubling. 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. Saturday's NASCAR Xfinity Series race was shown via FS1. Get in touch with us. The media landscape has evolved over the course of the last eight years. Viewership of the NASCAR Cup Series increased by six percent since last year, from an average of 3.48 million to 3.7 million viewers. Are you interested in testing our business solutions? So even if were competing versus the NFL, we hold up pretty well. Three of the four drivers in the championship race were also in the 2018 race, and three of the four drivers were in Toyotas. So if you can say that it's you and the NFL in terms of stability of your audience. In viewership and the key adult demographics, NASCAR dominated the FOX Sunday night line-up of animated series none of which averaged even one million viewers. Your email address will not be published. NBC was up from an advertising perspective; it has been years since that has been the case. NASCAR sits on an upward trajectory for the first time in a while. Certain segments of fans, and media, began to cry that sky was falling. Show publisher information working with us to tweak the distribution as needed. 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 past week, he pitched the idea of a single-elimination tournament, played out within the confines of five Cup Series races on five consecutive weekends. Lets take a deeper look at the data from the last five years. Viewership for the 2019 Phoenix race was 22% lower than in 2018. Please logout and login again. Surprisingly, NASCAR has also outshined other sports. Weve been partners with Fox for 20-plus years. NASCAR Daytona 500 ratings and viewership dating back to 1979, the first year the race was televised in full. NASCAR had its best season of overall viewership (114.231 million average viewers) since the 2018 season (120.454 million average viewers), according to the exact numbers released by Show. Meaning that in todays world even the smallest increase in a TV rating is a really big deal when considering how overall viewership is measured. This might be why some other totals are different. With fewer fans at the track, you might think TV ratings would continue to rise and maybe even increase as those fans turned on the TV instead of spending money to go to the track. There can be more done to increase these playoff numbers too. One of them is the overall viewership across the entire season while the other remains the final 10 events when each of them matters even more. Due to varying update cycles, statistics can display more up-to-date (Christopher Hanewinckel / USA Today), Fox Sports has increasingly brought in current drivers, like Erik Jones (right) to its broadcast booth and drivers-only broadcasts. What is NASCARs perspective on this criticism? Fair to say midweek races are probably an idea thats come and gone? What we try to do is boil it down to more simple sound bites that are A: true and B: accurate, Hebrst said. Viewership has been down for each and every one of NASCAR's events prior to Sunday's race and over the last five races, those numbers have been significantly lower with each of them 12% or. The Great Recession that swept across the landscape starting in 2008 changed everything. 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. Be the first one to comment on this story. The network windows and broadcast windows have never been more important than they are in 2021. This year's Daytona 500, which was won by Austin Cindric, NASCAR averaged a total viewership of 8.9 million. 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. You will find all of your NASCAR ratings coverage at Sportsnaut. At a designated cut-off . This text provides general information. NASCAR has been down for the eighth . For nearly every major sports league, television rights fees are its biggest revenue generators and the lifeblood needed to keep teams in the black. 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. With that, here's what you need to know about this year's Cup Series race at Dover, including start time and broadcast information. 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. 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. The fact is, NBC could bring Ken Squier and Gentleman Ned Jarrett back into the booth and call back the late, great Chris Economaki from Heaven to report from pit road, and it would still face the same big hurdle: selling a sport that is losing popularity and has three months of overlap with football. 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. We are a national sport; we will deliver 3 million viewers in a typical NASCAR Cup Series race. The 2016 race from Homestead had 6.1 million viewers, the 2015 race had 7.643 million. Herbst spoke with The Athletic before the Cup Series championship finale at Phoenix Raceway about a number of topics: ratings, NASCARs relationship with Fox Sports and NBC Sports, future negotiations, whether a Cup Series race could exclusively be aired on a streaming platform, why NASCAR feels it is one of the most stable sports leagues on television and why its well-positioned to see a growth in viewership in 2022. 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. Related: Phoenix race results from March 13, 2022 (NASCAR Cup . Of all the places for Ryan Truex to absolutely turn in a career day, the 31-year-old led a dominating 124 of the 200 laps at his hometown Dover (Del.) In some ways the Recession came at a most inopportune time for sports TV. Lets dive into the NASCAR ratings over the course of the 2022 season compared to years past. UPDATE: Sunday's NASCAR Cup Series at Phoenix scored a 2.8 rating and 4.6 million viewers on FOX, down 15% in ratings and viewership from last year (3.3, 5.4M), down 30% and 31% respectively from . Whats written in a contract isnt necessarily how the deal plays out over the course of those eight to 10 years. This year's Daytona 500 was watched by 8.17 million total viewers, or an eight percent decrease from the year before. They are included along with social media engagement, streaming, and the like. I think youll continue to see a premium on those network windows from the team side. Your email address will not be published. (Busch would have still won.). Show sources information To use individual functions (e.g., mark statistics as favourites, set NFLX The most important key figures provide you with a compact summary of the topic of "NASCAR" and take you straight to the corresponding statistics. The same race last year attracted 4.154 million viewers, and the 2017 race drew 4.662 million both of which had established respective viewership lows for the 36th and final race of the too-dang-long Cup season. These numbers were slightly lower compared to the 2019 Daytona 500, where they. That was a concession NASCAR made for the big contract. "Average Viewership of The Nascar Cup Series in The United States from 2014 to 2022 (in Million Viewers). Coliseum and then well run the Daytona 500 the week after the Super Bowl. 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. For instance, on the TV side, there are fewer advertising pods that you can pack into that type of race length. NASCAR ranked as the first- or second-most viewed sport of the weekend 17 times. . I think that the momentum is good. ET Please do not hesitate to contact me. Racing, like basketball and other sports, has seen year-to-year ratings decline. So 16% drop in terms of total TV consumption of those TVs that are actually tuned in over the last two years, NASCAR shares up 18%. 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. Not only in the business world, but in all sports as well. Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022. Those numbers of course, dont tell the entire story. Opinions expressed by Forbes Contributors are their own. Looking back, knowing that its probably best for NASCAR to be on a network channel as opposed to cable, is that a concession NASCAR would have made? Now, in large numbers, races and games are being watched on cell phones, computers and other mobile devices. Does it make it more complicated that NASCAR is a sponsor-driven sport where its imperative to get those sponsors in front of people? 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. This years Auto Club 500 averaged 4.32 million in that post-Daytona slot. HOMESTEAD, FLORIDA - NOVEMBER 17: Kyle Busch, driver of the #18 M&M's Toyota, celebrates after [+] 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. Or NASCAR could pretty much keep things the way they are and hope to hold on to whoever watches through 2024, when the massive TV contract expires. Herbst, and NASCAR, are well aware that fans, and some media, still look to the ratings. Sunday's NASCAR race was the most watched sporting event of the weekend. Just based on how competitive it is for time, attention, eyeballs, cord-cutting and just the macro changes that are happening in media broadly. Accessed May 01, 2023. https://www.statista.com/statistics/812557/average-us-tv-audience-nascar-cup-series/. Herbst said NASCAR expected more viewers to watch the resumed race than actually did. I think that both Fox and NBC have done a great job in surrounding their booth with the right talent, the right expertise. NASCAR still attempts to do the best it can when it comes to getting the word out. It was a successful year as the sport averaged over three million average viewers per race. NASCAR is no exception. The NASCAR Cup Series rolls into the Mid-Atlantic to take on the Monster Mile on Sunday. Looking ahead to 2022 and your continued efforts to try and find that growth and obtain more viewers, later start times are related to this. Every sport has a very passionate fan base. The NASCAR Cup Series race at Talladega averaged 4.554 million average viewers on FOX last weekend. NASCAR TV ratings were once the darlings of the sport. Interestingly, it has been said that NASCAR has been getting younger (the drivers) and older (the fans) at the same time. I dont think that commentary on a broadcast booth or a studio show is something that is unique to NASCAR. 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. Too many breaks in the race for me to keep watching. They have their favorites in terms of who they like or who they do not like in the booth. NASCAR ratings have been on the decline over the last decade as they have taken a significant drop. Last year's fifth race, which took place in Phoenix six days earlier . Daytona 500 TV audience has declined roughly 47% from 2013-2022. 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). Nielsen slowly began to develop ways to measure who was watching what, and how. Chase Elliott, for example, recently voiced his opinion on the matter. Do your television partners, NBC and Fox, have the same viewpoint in regards to your television ratings? These numbers were slightly lower compared to the 2019 Daytona 500, where they recorded a viewership of 9.17 million. 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. Year-over-year viewership this season has been down every step of the way. But excluding the Daytona 500, which was impacted by an hours-long rain delay, viewership (2.866 million average excluding Daytona) is on par with 2020 (2.91 million average) and 2019 (2.871 million average). When we go up against the NFL on a cable race, were usually in a 1.3 to 1.4-1.5 range. The lead-in ARCA race drew a 0.34 and 522,000, down slightly year-over-year (0.35, 532K). As recently as 2013, when Danica Patrick competed in the race for the first time, the 500 had a 9.9 and 16.7 million. Our intent is to make our content as broadly available to our fans who are watching NASCAR as they are consuming content. The truth was of course far from that. 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. NASCAR scraped bottom. 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. We are one of the properties that are really, really working for them. Most TV consumption, really all TV consumption of TV of tier one sports properties is down simply because TV consumption just broadly is down. Required fields are marked *. The event was down 41.8 percent from last year, with 3.958 million average viewers on FOX, but up 11.9 percent from the first Sunday FS1 race (May 10) in 2022. NASCAR Cup Series races have averaged 4.76 million viewers on Fox Sports so far this season, up 17% from the first eight races last year (4.09M). The 2013 Daytona 500 that was because of Danica Patrick. Last year, Indys start time was 1 p.m. The Sporting News is tracking live updates from Monday's race at Dover. Prior to 2019 ratings are also across NBC and NBCSN. Lets take a look at the data more closely. In todays world TV ratings arent the big deal they once were nor the only thing that matters. 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. 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. 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 Daytona 500 ratings and viewership dating back to 1979, the first year the race was televised in full. It could be just Mike Joy and Jeff Gordon up in the booth, which would sound like a library compared to NBC.). Friday's NASCAR Truck Series race was also broadcast via FS1. 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. 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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. That exposure now comes not just from TV, but through streaming platforms, attendance, and even social media. How NASCAR is presented on television by its partners is a hot-button topic, including among some of the industry. I think probably too early to tell. Up until the middle of the 21 st century the. FILE - Chase Elliott (9) looks on prior to a NASCAR Cup Series auto race at Charlotte Motor Speedway, Sunday, Oct. 9, 2022, in Concord, N.C. That metric is down 16% over the last 24 months. Plus, the hype leading from the Clash helped the start of the year. 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. You only have access to basic statistics. If we go back to 2013, there was a hot market for sports cable channels and NASCAR was the beneficiary of that hot market. 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). And then, we run almost all the way through November with only one off weekend in 2022. Compared to all other sports, the curve is in on the uptrend, but on its own graph, the curve is on the downtrend. 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. For us, we are a linear TV property today. With all the different metrics used to measure a sport these days however, it can be complicated. He is a veteran sports reporter, having covered the NBA, NFL, Major League Baseball, college basketball, college football, NASCAR, IndyCar and sports business for several outlets. Profit from the additional features of your individual account. 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. There is only up to go from here and that is a good thing. or Disney plus; there's more competition for those eyeballs then there's ever been. (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 sport has seen two major boosts for the 2022 season. This year's race peaked at 10.57 million viewers during the final laps from 6:30 p.m. to 6:45. This is a BETA experience. And because of the changes weve made as an industry that allows for the scheduling innovation that weve had over the last two or three years, our case to the networks for those network windows is a little bit more palatable. Im pleasantly surprised about the stability of our viewership number over the course of the last three or four years. NASCAR rose to prominence in the 1980s and 90s as TV became more and more involved. So were performing across the three different buckets that are really meaningful to monetize sports rights: broadcast, cable and OTT. 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. So there is a direct correlation between our viewership trends and the advertising revenue that is attributed to our property. 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.
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