NASCAR TV Ratings: Clash with NFL and NCAA Impacts Viewership

Recent NASCAR television viewership figures present a complex picture, particularly as the sport contends with the immense popularity of the National Football League and NCAA football. The opening weekend of the NFL season saw record-breaking viewership, with CBS and FOX attracting tens of millions of viewers, posing a significant challenge for other sports broadcasts. This intense competition directly impacted the NASCAR Cup Series race at World Wide Technology Raceway, leading to a notable decline in its ratings.
The NASCAR Cup Series event held at World Wide Technology Raceway registered a 0.82 rating and drew 1.525 million viewers on USA Network. This figure represents a considerable decrease compared to the 1.8 million viewers who tuned in for last year's playoff race at Watkins Glen. The concurrent NFL broadcasts, which achieved 23.9 million viewers on CBS and 17.9 million on FOX, established new viewership highs for both networks, making it difficult for NASCAR to capture a larger audience share.
In contrast, the NASCAR Xfinity Series race, also held at 'Gateway' and broadcast on the CW Network, demonstrated a positive trend in its season-long viewership. Despite facing competition from college football, which likely served as a lead-in and lead-out for the race, the Xfinity Series attracted 989,000 viewers. This marks only the second race of the season not impacted by weather conditions that failed to surpass the one-million-viewer mark, indicating a generally robust performance throughout the year. Last week's race in Portland, which took place late at night on the west coast and also competed with college football, drew 733,000 viewers.
Further analysis provided by a network executive highlighted positive audience trends for NASCAR despite the stiff competition. Compared to the same weekend race in Atlanta last year, the audience was up by 23%. Additionally, viewership saw a 9% increase when compared to the 26th race of the previous year from Bristol. The broadcast of the World Wide Technology Raceway race reached its peak viewership between 9:45 PM and 10:00 PM ET, with 1,160,000 viewers tuning in during that fifteen-minute window.
These figures underscore the dynamic landscape of sports broadcasting, where concurrent major events can significantly influence audience distribution. While the NASCAR Cup Series experienced a dip in viewership when directly competing with football giants, the Xfinity Series' consistent performance suggests a dedicated audience base and effective scheduling strategies.