The Xfinity Series TV ratings increase has delivered dramatic results for CW Sports, as last weekend’s Watkins Glen International race became the most-viewed NASCAR Xfinity Series broadcast from that track since 2018, up 54% from last season’s comparable event. Early data reflects a strong viewer rebound following a rocky transition earlier this year when CW stepped in as the new home for the remaining NXS races after NBC Sports’ withdrawal.
CW Sports experienced a ratings surge for Saturday’s race at Watkins Glen, registering a 41% boost compared to last year’s event on the USA Network, and significantly outperforming the 23rd race from 2023 held at Darlington Raceway. This uptick marks one of the highest post-summer audiences for the Xfinity Series, highlighting renewed attention from motorsport fans and advertisers alike. Watkins Glen International, known for delivering competitive and unpredictable races, further fueled the weekend’s audience numbers.
Early Setbacks for Fans and Affiliates
When CW acquired the final eight races on short notice, stepping in for NBC Sports, transitioning to the new broadcast partner did not occur without complications. Several local affiliates, not entirely synchronized with the network’s direction, created confusion for viewers by interrupting race broadcasts, delaying telecasts until after the event’s conclusion, or, at times, opting out of coverage altogether in favor of alternative local programming. These disruptions led to frustration within the NASCAR community, as dedicated followers found it difficult to keep up with their favorite racers.
Recognizing the necessity for a cohesive national broadcast approach, CW tried to reassure the audience, stating,
“We will continue to work closely with our affiliates to ensure that the entire NASCAR Xfinity Series continues to be available in every market,”
—CW Sports, Statement. CW’s emphasis on resolving affiliate issues demonstrated awareness of the need for wide and reliable network access, a priority shaped by fan sentiment and the expectations of sponsor partners.
CW’s Bold Investment in NASCAR Xfinity Series
The transition to a single-network presentation distinguishes the NASCAR Xfinity Series from its Cup Series counterpart, whose events are divided among various networks and platforms. In late 2023, CW announced a substantial seven-year broadcast rights deal valued at $115 million, scheduled to begin in 2025. As a free over-the-air broadcaster under Nexstar Media Group, CW’s decision to exclusively carry all NXS races marked a groundbreaking step in motorsport television strategy.
When the network revealed its acquisition, Dennis Miller, President of CW, emphasized the transformative nature of the deal:
“Landing the NASCAR Xfinity Series is a game changer for The CW and our CW Sports division and represents another important building block in our programming strategy,”
—Dennis Miller, President of CW. The consolidation simplifies the viewing experience for fans and boosts appeal for advertisers, who benefit from predictable audience numbers and unified national reach. Industry observers credit the network’s streamlined communication with its affiliates as contributing to the improved ratings and restoring momentum for the Xfinity Series.
One-Network Coverage Boosts Viewer Loyalty
The NASCAR Cup Series, also known as NCS, continues to spread its events across multiple television outlets, with a complicated mixture of broadcasts on Fox TV, FS1, Amazon Prime, TNT Sports, USA Network, NBC TV, and even streaming services like HBO MAX. Fans frequently voice frustration about needing to track their sport across a shifting lineup of channels, which can involve both paid and free platforms.
This year, the Cup schedule split across five races on Fox, nine on FS1, five via Amazon Prime, and additional races on TNT Sports and USA Network, culminating with the season’s final four races on NBC TV. In contrast, the NASCAR Craftsman Truck Series has followed a consistent one-network model since 2013 on Fox Sports 1, with select events appearing on Fox TV. The CW’s decision to use a similar unified strategy appears to be resonating with audiences, as indicated by the Xfinity Series TV ratings increase seen at Watkins Glen.
This important turnaround in television viewership promises positive momentum for CW, NASCAR’s Xfinity Series, and the sport’s sponsors, with the new approach offering fans a straightforward, reliable way to follow all the racing action going forward. As this experiment unfolds, both fans and stakeholders will be watching closely to see if the unified coverage model can maintain its gains and further energize the sport’s national audience.
