Kenny Wallace discusses how NASCAR's fan culture has shifted, highlighting increased TV viewership and reduced reliance on grandstand attendance.
Kenny Wallace discusses changing NASCAR fan culture and TV viewership after addressing criticism from a vocal segment of fans. In recent comments, Wallace highlighted the new realities for NASCAR as fan habits and the sport’s reliance on broadcast partnerships continue to evolve.
Kenny Wallace Challenges Traditional Critics Within NASCAR’s Fanbase
Longtime NASCAR driver and now commentator Kenny Wallace recently responded to those he says are the sport’s “old and miserable” fans, who continue to air grievances over NASCAR’s direction. While Wallace acknowledges some concerns exist, he believes the majority of supporters are content, estimating that
“75% of the fans are happy with the sport’s functioning, while the other 25% will never be happy.”
Wallace’s career has spanned from Rookie of the Year honors in the Busch Series, nine wins in 547 seriesstarts, and over 340 races in the Cup Series, lending weight to his perspective among both supporters and detractors.
The conversation began when Wallace publicly questioned, on social media platform X, when some fans would
quit talking about the old days
— Kenny Wallace, Commentator and Former NASCAR Driver. This led to pushback from a fan, who wrote,
“When will the brass stop ignoring what a large majority of fans want?”
— Unattributed. Wallace has often spoken out candidly on such issues, and his critical stance reflects ongoing tensions within the sport between tradition and ongoing change.
Shifting From Full Grandstands to Television Viewership
After retiring from professional racing in 2015, Wallace built a reputation as a passionate advocate for NASCAR on FOX Sports and through his broad presence online. Recently, Wallace brought attention to how NASCAR’s financial and cultural model has changed, emphasizing the growing importance of TV audiences over physical attendance at racetracks. He explained that large crowds are no longer essential for the sport’s success, as he put it,
Image of: Kenny Wallace
“NASCAR is not as big as it used to be. They have half the grandstands. But now what? Because now TV is paying more money, we don’t need you in the grandstands anymore. Because you’re staying home and you’re watching it on TV; that’s the new societal shift that I’m talking about,”
— Kenny Wallace, Commentator and Former NASCAR Driver.
Wallace attributed this change to NASCAR’s substantial $7.7 billion media rights deal with networks including FOX, NBC, TNT Sports, and digital newcomer Amazon. This deal has allowed more fans to engage from home and has played a key role in reducing the events broadcast solely by traditional outlets while increasing revenue derived from viewership.
He further underscored how the societal trend toward watching from home is now central to NASCAR’s operational strategy and that modern television deals mean that “half the grandstands” no longer represent a crisis. As Wallace bluntly stated, the sport is
not as big as it used to be
— Kenny Wallace, Commentator and Former NASCAR Driver, but the newer media model has offset this decline, making television revenue a lifeline for the organization.
The Changing Business of Racing and Its Fans
The remarks by Kenny Wallace indicate the ongoing transformation within NASCAR culture, as the sport adapts to shifting consumer behaviors and embraces partnerships with media giants such as FOX Sports, NBC, TNT Sports, and Amazon. Fans, drivers, and commentators like Wallace wrestle with the evolving definition of success for NASCAR—once measured by attendance, now often defined by TV ratings and multi-billion dollar broadcast agreements.
As NASCAR continues to adjust to this reality, influential voices like Wallace’s may shape how both fans and executives understand the balance between honoring tradition and pushing the sport into a more media-driven era. The conversation around fan expectations, financial sustainability, and the future of racing remains as heated and dynamic as ever, with Wallace positioning himself in the center of the debate.
