Just based on how competitive it is for time, attention, eyeballs, cord-cutting and just the macro changes that are happening in media broadly. ET; it will have a start time of 3 p.m. next year. 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. Herbst is tasked with putting the puzzle pieces together made all the more challenging because NASCARs current contracts with Fox Sports and NBC Sports expire at the end of the 2024 season, setting up pivotal rights negotiations that will begin in the spring of 2023, shaping NASCARs direction in both the short and long term. Many fans, especially those who might want to disparage the sport, dont understand that just because the TV numbers are down or not at the sky-high levels they once were, doesnt mean NASCAR is facing any sort of loss of popularity. Our share of those TVs that are tuned in is up 18%. Too many breaks in the race for me to keep watching. I probably would have been in a different position if the rights deal came up in 2018. And the last one was Talladega (in October). (The 2023 Martinsville audience was larger, but that was entirely due to last year's race being on a Saturday.) 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. It has slowly grown, winning the hearts of many and keeping them glued to the screen until the action is done. data than referenced in the text. 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. How NASCAR is presented on television by its partners is a hot-button topic, including among some of the industry. According to the source, the NASCAR Cup Series season in 2022 averaged 3.7 million viewers. The only way to get out of the NFL season would be to do one of two things. You only have access to basic statistics. I feel like the season running from February to November is probably the right length of season for us, but its probably too early to tell if there could be any other changes going into the next rights cycle. The NFL is going to have a game exclusively on Amazon; IndyCar is going to have a race exclusively on Peacock. NBC was up from an advertising perspective; it has been years since that has been the case. I can save this sport . 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). The statistic depicts the average national TV viewership in the U.S. for selected motor . Sunday's race in Atlanta, the fifth of the Cup Series schedule, attracted 4.003 million viewers. NASCAR ranked as the first- or second-most viewed sport of the weekend 17 times. 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. The network windows and broadcast windows have never been more important than they are in 2021. This years Auto Club 500 averaged 4.32 million in that post-Daytona slot. 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 NASCAR Cup Series race at Las Vegas is down slightly from late February race in 2021. 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. The 2013 Daytona 500 that was because of Danica Patrick. Brian Herbst is the senior vice president for media and productions for NASCAR. Use Ask Statista Research Service. Along with that came an all-important metric: the Nielsen ratings. I would say its trying to capture more viewers and trying to capture more fans. 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. 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. Are 36 points races plus two exhibition races a right number for television or is that something that you could see tweaked? 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.. This marks the second straight week that NASCAR has been up in viewership. NASCAR sits on an upward trajectory for the first time in a while. In an era of falling TV ratings across nearly every sport, NASCAR has continuously been used as the archetype of this decline. Its certainly healthy in terms of eyeballs, Hebrst said. 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. June 16, 2022. 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. What does that present for NASCAR in terms of going out and trying to capture an audience? Gone are the days when a fan would tune in to a broadcast or cable channel to see their favorite sporting event or teams, as many leagues around the globe have signed rights fees with streaming platforms like ESPN+, Amazon, Peacock, Paramount+ and a plethora of others. 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). There are a number of soccer properties out there that are shifting to direct consumer; we will not have an all-out shift to direct consumer. 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. 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. Related: NASCAR intends to continue the charter system beyond 2024. He swept both stage wins and ultimately took the checkered flag an impressive 4.8-seconds ahead of the field to claim his first career NASCAR [] Are you interested in testing our business solutions? You may opt-out by. 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. or Disney plus; there's more competition for those eyeballs then there's ever been. As soon as this statistic is updated, you will immediately be notified via e-mail. Is that fair to say? With all the different metrics used to measure a sport these days however, it can be complicated. working with us to tweak the distribution as needed. Prior to 2019 ratings are also across NBC and NBCSN. The NASCAR ratings for the 2022 season are the best they have been in four years. Three of the four drivers in the championship race were also in the 2018 race, and three of the four drivers were in Toyotas. The next evolution in viewing habits is streaming. Flat is better than down, but. NBC Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, . You mentioned evolution. Related: Phoenix race results from March 13, 2022 (NASCAR Cup . The most important key figures provide you with a compact summary of the topic of "NASCAR" and take you straight to the corresponding statistics. 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. Please logout and login again. That exposure now comes not just from TV, but through streaming platforms, attendance, and even social media. Now, NASCAR might say, Well, 3.759 million for a race in November, even if it is half as much as four years ago, is more than 0.000 viewers for no race. And ratings are slightly better overall when you include the Fox half, which is better than another plunge, as in 2018. NASCAR Daytona 500 ratings and viewership dating back to 1979, the first year the race was televised in full. And Id say our perception as a property has been turned on its head over the last two to three years. They did not find their way into the 2022 schedule. The fact that were as bullish as we are about our positioning in 2022 going into 2023, that is real. Thats the first time that has happened since 2009 where well have more network races than cable races. As a Premium user you get access to background information and details about the release of this statistic. 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. 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. 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. 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. 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. 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). Clicking on the following button will update the content below. 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. (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.) Do your television partners, NBC and Fox, have the same viewpoint in regards to your television ratings? Try a week on us. Published by Statista Research Department , Dec 8, 2022. Please do not hesitate to contact me. So if you look at where we were in 2021 from a viewership perspective, where were going to net out versus 2019, were actually flat from a viewership perspective if you take out the Daytona 500. So to the extent that you have a really good working relationship with your broadcast partners, which we do, its a balancing act between viewership and economics and making sure we dont compromise the model that Fox and NBC have to work with, especially on the cable side. We feel pretty good about where were trending for those discussions with Fox, NBC and anybody else. Overall, this season was a very successful one for the sport and its partners. For NASCAR it meant fewer butts in seats at tracks, and fewer sponsors willing to part with what little revenue they were earning. And thats with a rain-impacted Daytona 500 in 2021. Our intent is to make our content as broadly available to our fans who are watching NASCAR as they are consuming content. Herbst, and NASCAR, are well aware that fans, and some media, still look to the ratings. Now, in large numbers, races and games are being watched on cell phones, computers and other mobile devices. Chart. Opinions expressed by Forbes Contributors are their own. 3 min read. Kyle Busch, NASCARs black hat, won his second title. Every single playoff stretch since the 2014 season has seen a decrease in viewership. 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 These numbers were slightly lower compared to the 2019 Daytona 500, where they. Delaware is in its third year with just one . So that's household using televisions. In, Website (racingnews.co), und SportsBusiness Daily, und Sports Media Watch. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Your email address will not be published. Theres been some thought that maybe getting out of the NFLs way a little sooner could boost ratings. For us, we are a linear TV property today. 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. NASCAR intends to continue the charter system beyond 2024, NASCAR could possibly race internationally as early as 2024. 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). 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. Lets take a deeper look at the data from the last five years. Not only in the business world, but in all sports as well. liability for the information given being complete or correct. To say that 2022 is important would be an understatement because its our audition year for the rights deal in 2023. 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). Reflecting on seven years back, it's clear that NASCAR Cup Series is slowly losing viewership in its circle but gaining more popularity than other sports. 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. 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. Subscribe to The Athletic for in-depth coverage of your favorite players, teams, leagues and clubs. 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. 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. Your new brackets are just what NASCAR needswait #11what if Ross passed you every week? I dont think that commentary on a broadcast booth or a studio show is something that is unique to NASCAR. It was a successful. Compared to 2019s finale from Homestead, ratings were down 13 percent (from a 2.2 rating) and viewership down 14 percent (from 3.74 million). Lets dive into the NASCAR ratings over the course of the 2022 season compared to years past. NFLX Looking at the change of viewership from a 1 oclock start time to a 3 oclock start, it seems almost silly not to cater to that audience where you have a bigger opportunity for growth. Please create an employee account to be able to mark statistics as favorites. The ESPN and ABC broadcasts increased 26% and 8% respectively . When we lay out a schedule that includes new markets in Nashville, when we lay out a schedule change that has a Bristol Dirt format change that Fox is incredibly excited about, those are essentially new tentpole events on the schedule. 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. 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. And then, we run almost all the way through November with only one off weekend in 2022. You may opt-out by. Is that directly because of television and trying to capture more viewers? Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. And based on what we see today, NASCAR seems to be on an upward trajectory and shows no signs of slowing down. But it is similar to the dilemma that you correctly called out in 2013. 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. Fans might be tired of the novelty of the playoffs. They hate all of the commercials. 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. The Coca-Cola 600 is a test of man versus machine and that is one I would not see changing anytime soon. Weve been partners with Fox for 20-plus years. Im pleasantly surprised about the stability of our viewership number over the course of the last three or four years. Business Solutions including all features. 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. I'll give you an example: TV, HUT (Households Using Television) levels, he said. 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. Bookmark this page for NASCAR ratings as another year of racing is officially underway! 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. Upon further review, however, the country's most popular racing series has a reason to be concerned. The Wednesday night race at Martinsville Speedway in June averaged 1.71 million viewers, and one at Charlotte Motor. You will find all of your NASCAR ratings coverage at Sportsnaut. They are included along with social media engagement, streaming, and the like. The news sort of heads downhill from there. This year's Daytona 500 was watched by 8.17 million total viewers, or an eight percent decrease from the year before. Whats written in a contract isnt necessarily how the deal plays out over the course of those eight to 10 years. 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. 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. So too did Denny Hamlin. 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 Iowa vs Purdue college basketball games was the second most watched event with 3,585,000. Certainly, theres not a lot of sports properties that are on our scale that can tell that story. Despite the downward trend in household viewing, Nascar has managed to accumulate over 40 sponsors for 2021 and the series' diversity drive has been positively received, with Latinx musician. Nielsen slowly began to develop ways to measure who was watching what, and how. It also ranks as the most-watched NASCAR race of the season outside of the Daytona 500, a distinction usually held by the first post-Daytona race. And, obviously, the network window is increasing as well. The advent of streaming services has further changed how sports are presented to viewers. Nielsen is still a big part of the media landscape. (Photo by ISC Images & [+] Archives via Getty Images). 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. 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). For instance, on the TV side, there are fewer advertising pods that you can pack into that type of race length. 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). The sport mishandled the on-track racing by introducing the 550 horsepower package which caused the fanbase to lose trust. It was a successful year as the sport averaged over three million average viewers per race. The Camping World Truck Series averaged 594,000 viewers, up 16% from '20 and 13% from '19. Does it make it more complicated that NASCAR is a sponsor-driven sport where its imperative to get those sponsors in front of people? In some ways the Recession came at a most inopportune time for sports TV. 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.
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