And frankly, OTT platforms offer access to a younger demographic than we have on cable TV today. This will flip essentially in 2022; 19 races will be on a network and 17 races will be on cable. It was the most-watched event of the weekend, but down from last years which had 4.75 million viewers. ET; it will have a start time of 3 p.m. next year. From an ad sales perspective: Ad Sales for Fox completely sold out every single ad unit on big Fox or FS1 throughout all of 2021. 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. Profit from the additional features of your individual account. 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. There is only up to go from here and that is a good thing. Required fields are marked *. Are you interested in testing our business solutions? * Asterisk indicates race was postponed to Monday. You will find all of your NASCAR ratings coverage at Sportsnaut. 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. Im pleasantly surprised about the stability of our viewership number over the course of the last three or four years. 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. Veteran NASCAR Broadcaster Sounds Alarm Bells on 'Troubling Decline' in (Jasen Vinlove / USA Today), NBCSN is shutting down at the end of 2021. 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. NASCAR 2018 TV Ratings - ESPN The next evolution in viewing habits is streaming. The only thing on Elliott's mind this weekend is winning as he returns to racing at Martinsville Speedway after missing six races with a broken left leg sustained during a snowboarding accident. Read more NBC did the best with what it was given, really, but there were few compelling storylines. What does that present for NASCAR in terms of going out and trying to capture an audience? working with us to tweak the distribution as needed. The only way to get out of the NFL season would be to do one of two things. 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). The fan base that is paying attention to our sport now than probably two or three years agopart of that is the economic model of our sport is a little bit more sounder, on solid footing; the introduction to the Next Gen car, it brings on new owners like Justin Marks and Michael Jordan, Pitbull et cetera. 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. 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. Opinions expressed by Forbes Contributors are their own. This years Daytona 500, which was won by Austin Cindric, NASCAR averaged a total viewership of 8.9 million. Whats been the reaction from teams as you walk them through this? Average U.S. TV audience of NASCAR races 2019. 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. For NASCAR it meant fewer butts in seats at tracks, and fewer sponsors willing to part with what little revenue they were earning. Fans can also watch NASCAR races for free by signing up for a trial of fuboTV. You can contact him here or on the Sports Media Watch Twitter page. NASCAR has suffered with declining attendance for years from its heyday in the early 2000s, when it was routinely drawing crowds well over 50,000 to 100,000 essentially for every Cup Series race. Professional sports adapted as well, understanding, and learning, how to measure viewership and show that value to their stakeholders. A shot that shows the overall value sponsors receive. - Xfinity Series Toby Christie - April 26, 2023 NASCARs TV ratings began to fall; the once all-mighty numbers began to show not an increase, but a decline. 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. Note: This interview has been edited for clarity. (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.) Are you interested in testing our business solutions? This is a BETA experience. 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. Brian Herbst is the senior vice president for media and productions for NASCAR. 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. Just based on how competitive it is for time, attention, eyeballs, cord-cutting and just the macro changes that are happening in media broadly. NASCAR sees positive trends in attendance numbers - Sports Business Journal When the TV ratings came in, NASCAR looked to have lapped the field. I probably would have been in a different position if the rights deal came up in 2018. That exposure now comes not just from TV, but through streaming platforms, attendance, and even social media. Daytona 500 Ratings History (1979-present) - Sports Media Watch Related: Phoenix race results from March 13, 2022 (NASCAR Cup . Is that fair to say? Last year, nearly 70 million unique viewers tuned. In fact, the sport will have tremendous momentum going into next season after its playoff numbers did pretty well compared to previous years. It's also down from March 2019 numbers. Worrying statistics about first 8 NASCAR race viewership - Sportskeeda As soon as this statistic is updated, you will immediately be notified via e-mail. 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). Related: NASCAR intends to continue the charter system beyond 2024. NASCAR at Dover spring 2023: Start time, TV, streaming, lineup for However, NASCAR has been taking major strides as the on-track product is improving, the schedule is being changed, bold decisions are being made, and communication between each party is better. Along with that came an all-important metric: the Nielsen ratings. We have a really good relationship with both Fox and NBC. Jordan Bianchi is a motorsports reporter for The Athletic. Lets dive into the NASCAR ratings over the course of the 2022 season compared to years past. Can you elaborate on why NASCAR believes that to be the case? Herbst adds that small swings in the numbers show the steadiness of viewership week to week, and thats a very good thing. Find your information in our database containing over 20,000 reports. Your email address will not be published. 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. Prior to 2019 ratings are also across NBC and NBCSN. At the start of the 21st Century NASCAR TV ratings meant everything. Top NASCAR drivers head to Monster Mile; what about Jimmie Johnson? 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 NASCAR playoffs have been a controversial idea ever since its inception for the 2014 season and that has been shown over the years with the overall viewership during the final 10-race stretch. NASCAR ratings have been on the decline over the last decade as they have taken a significant drop. April 29, 2023 at 3:55 PM. Because that race is so large from a viewership perspective, youre talking about nine million viewers. Get the best reports to understand your industry. 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. Surprisingly, NASCAR has also outshined other sports. 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. Nielsen slowly began to develop ways to measure who was watching what, and how. The event was up 5% compared to last year at 4.336 million average viewers on FOX. The network windows and broadcast windows have never been more important than they are in 2021. In todays world TV ratings arent the big deal they once were nor the only thing that matters. NASCAR coming to terms with new reality - Washington Times 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. 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. (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.). It has been a challenge for the sport to consistently grab the attention of its audience; however, there are reasons for optimism as the 2022 season represented a step in the right direction. Website (racingnews.co), and SportsBusiness Daily, and Sports Media Watch. With four consecutive racing weekends down the line, analysis shows the four events have been the most-watched sporting events across the United States. 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. By the measurements used today, NASCAR then is in a very good place. NASCARs popularity is down and the ratings reflect it. Not just from a financial perspective, but from what is the distribution sweet spot that makes the most sense for our industry and our fan base. Viewership for the 2019 Phoenix race was 22% lower than in 2018. I can save this sport . 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 Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, according to Nielsen and digital data from Adobe Analytics,. NASCAR viewership numbers are out; outscores all other - Sportskeeda
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