Key Takeaways:
– NASCAR’s TV ratings continue to surge, outperforming Formula 1 and INDYCAR combined.
– NASCAR’s Daytona 500 and Pennzoil 400 at Las Vegas Motor Speedway were the most watched sporting events in America.
– The NASCAR: Full Speed series is topping the charts on Netflix, solidifying NASCAR’s off-track content strategy.
– NASCAR is focusing on a more fan-oriented approach, concentrating on driver brands and social media engagement to gain new audiences.
American sports viewers are turning more towards NASCAR with its viewership surpassing ratings of Formula 1 (F1) and INDYCAR combined. With a new $7.7 billion television deal drawing in a range of viewing alternatives, NASCAR’s TV ratings are experiencing a noticeable upswing, even as those of F1 and INDYCAR struggle to maintain their hold.
NASCAR’s Growing Popularity
After a period of decline in ratings, NASCAR is witnessing a revival among American viewers. Six million viewers caught the Daytona 500, a staggering figure despite the event being postponed to a Monday night due to rain. Not far behind, Pennzoil 400 hosted at the Las Vegas Motor Speedway, pulled in 4.36 million viewers, making it the most watched American sporting event of that weekend. The recent Shriners Children’s 500 event held at Phoenix Raceway yielded over 4 million viewers, a commendable 19% increase compared to the previous year’s championship race.
NASCAR Takes the Lead
While NASCAR exhibits a significant boost in viewership, the figures for INDYCAR, shown on NBC, and F1, broadcasted via ESPN, are not as encouraging. INDYCAR’s season opener in St. Petersburg attracted a mere 1 million viewers while the F1 race in Saudi Arabia registered approximately 900,000 viewers.
Navigating the Digital World
Alongside its rising TV ratings, NASCAR is charting its course off-track. The racing giant is harnessing the power of social media and digital platforms to widen its fan base and boost its appeal in pop culture. The Netflix series, NASCAR: Full Speed, offers an excellent example of such an endeavor.
Crafted under the watchful eye of executive producer Dale Earnhardt Jr., the series has ranked among the top 5 most watched list on Netflix in the US and Canada and has been well received globally. A study by Parrot Analytics found ‘NASCAR: Full Speed’ to be in the top 8.6% of all shows in the past month.
Targeting Casual Fans, Boosting Engagement
As per NASCAR racer, Denny Hamlin, operations like Full Speed contribute to an increase in “casual fans” and social media engagement that in turn are instrumental in gathering new viewers for the races. NASCAR’s ongoing strategy primarily revolves around nurturing driver brands and promoting fan loyalty.
NASCAR’s VP of Fan Engagement, David Zane, emphasizes this commitment by explaining that fans are more drawn to the sport when they have a driver to support. Therefore, fans can expect more content centered around the drivers, especially the younger ones – a move that aligns perfectly with NASCAR’s mission to reach beyond its long-standing fan base and continue growing its television spectators.
In conclusion, the numbers confirm NASCAR’s growing dominance in the American racing scene. With an efficient blend of traditional TV broadcasting, digital content marketing, and solid social media strategies, NASCAR continues to accelerate at full speed, leaving F1 and INDYCAR behind on the track.