NASCAR Viewer Struggles: NASCAR is grappling with a persistent issue of declining TV viewership, marking a concerning trend over the past several years. Despite various efforts to reverse this trend, the 2023 Cup Series season witnessed a new low, with an average viewership of 2.86 million, a 5% decline from the previous season’s 3.03 million. This downturn set an unwanted record as the least-watched Cup Series season in the sport’s history, with a significant drop of 15% post the Bristol Dirt race in April.
Notably, the Bristol night race, held on a Saturday instead of a Sunday, aimed to capitalize on increased viewership opportunities. However, it turned out to be the least-watched race of the entire season, garnering only 1.56 million viewers, a 12% decline compared to the previous year. NASCAR journalist Jeff Gluck highlighted these statistics on Twitter, lamenting the dwindling popularity of Saturday night races.
Former Cup Series driver Dale Earnhardt Jr., known for his optimistic outlook, expressed bewilderment at the low viewership numbers. Despite the decline in TV ratings, Junior perceived a positive shift in the on-site atmosphere, with more fans attending races and increased excitement around the events. He shared his personal enjoyment of races, emphasizing the disparity between on-track experiences and TV viewership metrics.
Responding to a fan’s comment about dissatisfaction with specific race outcomes, Junior disagreed, expressing his personal entertainment from such moments. However, the overall trend in viewership poses challenges for NASCAR, with only nine races in 2023 experiencing an increase in viewership compared to the previous year. The Daytona 500, the most-watched race, also saw an 8% decline.
The first Richmond race faced the most significant drop, plummeting by 42% from the previous season. While Sonoma and the initial Martinsville race showed positive numbers with increases of 30% and 18%, respectively, the playoffs proved disastrous. Only Texas saw a rise in viewership, while the championship race in Phoenix witnessed a 9% decline.
With these challenges, NASCAR might be pinning hopes on platforms like Netflix, akin to the success of Formula One’s “Drive to Survive,” to revive the sport’s viewership. Whether this strategy will succeed remains uncertain, leaving NASCAR at a crucial juncture in its efforts to engage and captivate a broader audience.
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