(Photo: David J. Griffin / Icon Sportswire via Getty Images). That exposure now comes not just from TV, but through streaming platforms, attendance, and even social media. Published by Statista Research Department , Dec 8, 2022. Every single playoff stretch since the 2014 season has seen a decrease in viewership. The addition of retired driver and fan favorite Dale Earnhardt Jr. beefed up NBCs product in 2018, but four people in the broadcast booth are too many voices. But it is similar to the dilemma that you correctly called out in 2013. Statista. The season ended with two flat tires. ET start time, and was probably two points off the season average based on where we expected that to be. I think youll continue to see a premium on those network windows from the team side. 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. This marks the second straight week that NASCAR has been up in viewership. 1979-2004 numbers from Sports Business Daily 2.16.2005. 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. Last year, Indys start time was 1 p.m. And then, we run almost all the way through November with only one off weekend in 2022. Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million. So to the extent that its us and NFL in the same company from a stability perspective, I think thats something that we can be proud of. There is only up to go from here and that is a good thing. 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. However, the 2022 season represented very notable numbers. 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. 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 year's Daytona 500 was watched by 8.17 million total viewers, or an eight percent decrease from the year before. 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. How critical is it for NASCAR to have a good 2022 in terms of viewership as you look ahead to negotiating the next TV contract? NASCAR will for sure be even better next year. Without this postponement, NASCAR's average viewership is up 3% in 2020. You have to look at the penetration levels and the trajectory of those platforms at the time that we do our rights deal. (Jasen Vinlove / USA Today), NBCSN is shutting down at the end of 2021. So from 2018 to 2021, and Im projecting lets say what was a projected flat number for Phoenix, will be around a decline of 7 percent. I would say its trying to capture more viewers and trying to capture more fans. Due to varying update cycles, statistics can display more up-to-date I think probably too early to tell. Just based on how competitive it is for time, attention, eyeballs, cord-cutting and just the macro changes that are happening in media broadly. These numbers were slightly lower compared to the 2019 Daytona 500, where they recorded a viewership of 9.17 million. NASCAR has proven to be a sport with a huge audience in terms of viewership. Both Fox and NBC have shown that they will bring the stars of yesterday into the booth today and they will invest where they need to invest to have the star power of our sport. 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. (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 definitely think that was the right call at the time. It was the most-watched event of the weekend, but down from last years which had 4.75 million viewers. Last year's fifth race, which took place in Phoenix six days earlier . And based on what we see today, NASCAR seems to be on an upward trajectory and shows no signs of slowing down. Subscribe to The Athletic for in-depth coverage of your favorite players, teams, leagues and clubs. It is now the first race that has been up when it is a direct comparison with no other factors affecting it, such as a change from Saturday night to Sunday afternoon. The NASCAR Cup Series race at Talladega averaged 4.554 million average viewers on FOX last weekend. In, Website (racingnews.co), und SportsBusiness Daily, und Sports Media Watch. 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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. Then you can access your favorite statistics via the star in the header. (Photo by ISC Images & [+] Archives via Getty Images). Now, in large numbers, races and games are being watched on cell phones, computers and other mobile devices. Jordan Bianchi is a motorsports reporter for The Athletic. 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. I think that you will see us take a hard look at race lengths over the course of the next two or three years. This includes the total viewership, the percentage being up or down compared to last year, and extra information that can range from unfortunate circumstances for television coverage to the household share. (Photo by Chris Graythen/Getty Images). Thursday's opening round of the NFL Draft averaged a combined 11.29 million viewers across ESPN (5.62M), ABC (4.11M) and NFL Network (1.56M), up 13% from last year (10.03M). document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Your email address will not be published. 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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. But because were such a large property, such a scalable property and were delivering these 3 million viewers, if we didnt have later start times we would be down viewership almost every single week. 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. 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 statistic is not included in your account. Because that race is so large from a viewership perspective, youre talking about nine million viewers. Over the past 10 years, NASCAR has lost nearly 7 million viewers in the sport's most popular race, the Daytona 500.While the 2019 NASCAR TV ratings still appear to be in a slight decline, there is a silver lining; a majority of races increased in TV viewership from . You only have access to basic statistics. Our share of those TVs that are tuned in is up 18%. 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. NBC reported Monday that its broadcast of the NASCAR Cup championship race from Homestead-Miami Speedway in Florida drew an average of 3.759 million viewers, its best audience for its half of the season. NBC Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, . 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.. They are now just one part of a bigger picture: one pixel of a screenshot. The sport has seen two major boosts for the 2022 season. We have 36 races after Phoenix to model out our network numbers before they start to plan for the 2023 (negotiating) rights cycle. Most valuable sport event brands worldwide 2019, Racing teams of NASCAR ranked by team value 2019, Average U.S. TV audience of NASCAR races 2019, Daytona 500 TV viewers in the U.S. 2000-2022, To download this statistic in XLS format you need a Statista Account, To download this statistic in PNG format you need a Statista Account, To download this statistic in PDF format you need a Statista Account. So were performing across the three different buckets that are really meaningful to monetize sports rights: broadcast, cable and OTT. 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. Website (racingnews.co), & SportsBusiness Daily, & Sports Media Watch. There are also financial tradeoffs to that as well. The NASCAR Cup Series race at Las Vegas is down slightly from late February race in 2021. 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. 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. They did not find their way into the 2022 schedule. Fans might be tired of the novelty of the playoffs. They hate all of the commercials. The only way to get out of the NFL season would be to do one of two things. According to the source, the NASCAR Cup Series season in 2022 averaged 3.7 million viewers. NASCAR ranked as the first- or second-most viewed sport of the weekend 17 times. Coliseum and then well run the Daytona 500 the week after the Super Bowl. Website (racingnews.co), SportsBusiness Daily, Sports Media Watch. Fair to say midweek races are probably an idea thats come and gone? When we turned around that viewership narrative, I would say in 2019 and 2020, we started to see new brands come back to the sport. For nearly every major sports league, television rights fees are its biggest revenue generators and the lifeblood needed to keep teams in the black. 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. Thats the first time that has happened since 2009 where well have more network races than cable races. With four consecutive racing weekends down the line, analysis shows the four events have been the most-watched sporting events across the United States. These numbers were slightly lower compared to the 2019 Daytona 500, where they. 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. (Photo by Jonathan Ferrey/Getty Images). You can contact him here or on the Sports Media Watch Twitter page. Along with that came an all-important metric: the Nielsen ratings. To use individual functions (e.g., mark statistics as favourites, set There can be more done to increase these playoff numbers too. 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. The back-to-back increases coincide with the return of Chase Elliott from injury (though it should be noted that the first of those gains at Martinsville last week can be attributed to a shift from Saturday night a year ago to Sunday afternoon). Profit from the additional features of your individual account. There is a push and pull between the media experience sitting back on your couch versus the at-track experience. I also think it's healthy just in terms of the interest. - Xfinity Series Toby Christie - April 26, 2023 If people want to watch a race, they will tune in to see the action. They have their favorites in terms of who they like or who they do not like in the booth. Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. 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. 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. Interestingly, it has been said that NASCAR has been getting younger (the drivers) and older (the fans) at the same time. NBC was up from an advertising perspective; it has been years since that has been the case. This will flip essentially in 2022; 19 races will be on a network and 17 races will be on cable. What is the sweet spot for how long a race should be from a television perspective? 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. It could be just Mike Joy and Jeff Gordon up in the booth, which would sound like a library compared to NBC.). 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. The NFL is going to have a game exclusively on Amazon; IndyCar is going to have a race exclusively on Peacock. Brad Paisley joined the NBC Sports crew during NASCARs visit to Nashville Superspeedway. 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. We couldnt come on any earlier, frankly, so well run the Clash the weekend before the Super Bowl at the L.A. FedEx might not like, but at least you could fill that big booth on ur podcast. So more people are tuned into Amazon prime or Netflix Daytona 500 TV audience has declined roughly 47% from 2013-2022. Herbst said NASCAR expected more viewers to watch the resumed race than actually did. The Sporting News is tracking live updates from Monday's race at Dover. You may opt-out by. That's the first time in a decade that that has happened, Hebrst said. As a Premium user you get access to the detailed source references and background information about this statistic. I think were really well-positioned both today and going into the rights discussion in 2023. Please do not hesitate to contact me. 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. Herbst, and NASCAR, are well aware that fans, and some media, still look to the ratings. Chart. So I think thats probably unlikely. 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. NASCARs TV ratings began to fall; the once all-mighty numbers began to show not an increase, but a decline. In 2013, the sport averaged 16.65 million viewers in the Daytona 500 which is now halfway through something that is not pleasing. And a lot of that will be dictated by the penetration levels that are there at the time of the year. The race was down 11.9% compared to the first Sunday race on FS1 last season, Share up 9%, largest for Race #2 since 2017, Share up 2%, largest for Daytona 500 since 2016, Second most-watched non-points race since 2016. This years Auto Club 500 averaged 4.32 million in that post-Daytona slot. When we go up against the NFL on a cable race, were usually in a 1.3 to 1.4-1.5 range. 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. Overall, NASCAR brought in 114.231 million average viewers throughout the entire 2022 season which marks its best since the 2018 season (120.454 million average viewers). That NASCAR was doomed, soon to become nothing more than a memory. Digital and social consumption is as important now, as it's ever been; probably more important now than it's ever been, he said. ", Website (racingnews.co) & SportsBusiness Daily & Sports Media Watch, Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers) Statista, https://www.statista.com/statistics/812557/average-us-tv-audience-nascar-cup-series/ (last visited May 01, 2023), Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers) [Graph], Website (racingnews.co), & SportsBusiness Daily, & Sports Media Watch, June 16, 2022. 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%. The only potential exception to that at the end of their season will be the NFL. This might be why some other totals are different. Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. Whats been the reaction from teams as you walk them through this? 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 truth was of course far from that. NASCAR ranked as the first- or second-most viewed sport of the weekend 17 times. I probably would have been in a different position if the rights deal came up in 2018. 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 Buzz Daily every week. Racing, like basketball and other sports, has seen year-to-year ratings decline. Herbst adds that small swings in the numbers show the steadiness of viewership week to week, and thats a very good thing. Motor Speedway. For the weekend, Talladega placed second among sporting events behind the competing Kings-Warriors NBA playoff game on ABC (7.52M). The last TV deal NASCAR negotiated in 2013 was a record television deal for NASCAR. Plus, the hype leading from the Clash helped the start of the year. As soon as this statistic is updated, you will immediately be notified via e-mail. According to FOX TV, during the recently concluded event in Phoenix, the channel received a rating of 2.33 and a total viewership of 3.9 million. Flat is better than down, but. The statistic depicts the average national TV viewership in the U.S. for selected motor . 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. This is the first time the sport has seen an average of over three million average viewers per race since the 2018 season too. Upon further review, however, the country's most popular racing series has a reason to be concerned. 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. Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers) [Graph]. The Chicago Street Course and North Wilkesboro Speedways return should really give even more attention to the sport. Opinions expressed by Forbes Contributors are their own. 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. Every FOX race that can be compared to last year has posted an increase in ratings and viewership; the lone race on FS1 (Martinsville) declined. 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). This year's race at . NASCARs popularity is down and the ratings reflect it. 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. We are one of the properties that are really, really working for them. 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. The other scenario that we could do is run midweek races, which we were forced to do in 2020. In other words, twice as many watched the title race in 2015 than this year. Show publisher information We could shorten the season in terms of the number of races, which would have an impact on industry sponsorship, economics, the number of dates the tracks get, and certainly the size of our TV deal. 3 min read. Please create an employee account to be able to mark statistics as favorites. (Nielsen estimates from ShowBuzz Daily 4.25). This year's race peaked at 10.57 million viewers during the final laps from 6:30 p.m. to 6:45.

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