The NASCAR Cup Series ratings decline has reached a breaking point, with new data showing a significant drop in TV viewership during the playoffs and sparking frustration among dedicated fans. Despite a sold-out crowd at New Hampshire Motor Speedway this postseason, the national TV audience has shrunk, raising pressing questions about the future visibility of the sport.
Sharp Downturn in NASCAR Cup Series Television Audience
NASCAR is confronting a persistent problem: its TV ratings have been eroding throughout the season, and the 2025 Cup Series playoffs have shown the steepest declines to date. According to updated numbers, the viewership for Cup Series races has dropped by more than 13 percent from the previous year. Playoff events, which traditionally boost overall interest, have suffered an even sharper fall, declining nearly 17 percent compared to last year.
The case of New Hampshire is particularly telling. Although the event packed the grandstands, reflecting unwavering local support, this enthusiasm was not mirrored nationally. Last fall’s playoff races generated mid-range TV numbers, sustaining the reputation of NASCAR as a staple of American motorsport viewed by millions. However, concerns about declining visibility intensified heading into this autumn, considering notable shifts in broadcast outlets and competition with major sporting events like NFL football.
Particularly, some races have transitioned away from traditional broadcast to outlets such as cable and even streaming platforms like Amazon Prime. The latest ratings report revealed the extent of the decline for the recent Cup Series event at New Hampshire Motor Speedway.
“@USANetwork got a 0.70 rating and 1.29 million viewers for Sunday’s NASCAR Cup Series race @NHMS, down from a 1.0 rating and 1.88 million viewers for last year’s race at the same track and from a 0.96 rating and 1.79 million for last year’s fourth playoff race at Kansas.”
— Adam Stern, Sports Business Journal reporter
Comparing Sunday’s race at New Hampshire to last year’s corresponding event, NASCAR lost nearly 600,000 viewers—a significant setback. This 0.70 rating stands among the weakest for a playoff race in recent years, despite a sellout at the track in Loudon. The drop has unleashed concern across the NASCAR community as the postseason typically draws in larger audiences.
Fan Reaction Highlights Growing Frustration
The fallout from the declining NASCAR Cup Series ratings was immediate and widespread across social media channels like Twitter and Reddit. Fans bluntly criticized the numbers, labeling them as deeply concerning and debating if the broadcasting model was in fact driving casual viewers elsewhere. Several pointed directly at the NFL, whose games overlap with NASCAR’s prime time slots, while others cited frequent confusion about the channel or streaming service displaying each week’s race.
The reporting of Adam Stern played a central role in bringing the data to public attention, stoking discussion across platforms. The volume of responses pointed to a brewing crisis in the relationship between NASCAR’s broadcast choices and its fanbase. Many users who once tuned in regularly now question their ability or desire to keep up with the changes, amplifying the emotional charge surrounding the series’ national relevance.
Dissecting the Factors Behind NASCAR’s Decline
The steep viewership drop, as highlighted in fan discussions, raised alarms about the Cup Series losing its traditional audience base faster than can be attributed to mere seasonal dips. A veteran fan summarized the gravity of the slide:
“30% drop in viewership is one year is…….. no bueno.”
— Unnamed fan
This sentiment underscores a wider realization among NASCAR supporters that the playoffs—intended to be the season’s ratings peak—are instead marking new lows. As the numbers fell, discussions on shifting sports viewing habits became prevalent. The exodus from traditional cable television struck a chord, especially since the NASCAR Cup Series leans so heavily on partners like USA Network and FS1 for live broadcasts.
A particularly salient observation surfaced among younger fans and those seeking digital options:
“I keep saying it but anyone under the age of 49 isn’t paying for traditional cable anymore. Everyone is streaming or just straight up not watching.”
— Unnamed fan
With a broad segment of the audience moving to streaming and cord-cutting accelerating, NASCAR’s reliance on cable has placed it at odds with fans’ evolving expectations. The emergence of streaming as a standard for live sports and entertainment means broadcast-only races risk losing touch with potential new viewers. Some fans think that media partners like NBC should ensure that races are also available on platforms such as Peacock rather than limiting them to linear TV channels.
One fan articulated the challenge and practical solution:
“Cable TV as a concept is dying. Every NBC-affiliated race needs to be on Peacock.”
— Unnamed fan
The fact that NASCAR has attempted to pursue a younger demographic amplifies the urgency—it must adapt its distribution strategy or risk alienating the very fans it hopes to attract for the long term.
The Impact of NFL Competition and Viewer Splintering
The role of direct competition from the NFL highlighted another layer in NASCAR’s audience erosion. Sundays in autumn are historically dominated by professional football in the United States, making it difficult for any other sporting property to maintain national attention, let alone expand it.
A candid expression from a fan summed up the pain of losing out to the “juggernaut” that is football:
“Holy shit that’s brutal. I know the NFL is a juggernaut you’ll never win against but I wonder what is really driving the sharp decline.”
— Unnamed fan
There is consensus that while the NFL’s strength explains some of the lost viewers, NASCAR’s issues extend to deeper structural and distribution flaws. The fragmented, sometimes confusing, broadcast calendar complicates loyal viewing habits, increasing the potential for fans to disengage altogether. The complexity is especially pronounced for those who cannot or do not wish to follow races across multiple platforms, from cable to streaming services.
Some fans, however, addressed the decline with blunt honesty, without offering explanations but reinforcing the emotional resonance of the numbers:
“Oof. That’s really bad, no way around it.”
— Unnamed fan
Attendance Paradox: Full Stands, Empty Screens
While the ratings have fallen, race-day attendance in some venues like New Hampshire Motor Speedway remains robust. This created a paradox: the sight of a packed crowd at the track contrasted sharply with a weak television audience. One fan encapsulated this irony by admitting their own role in the shifting landscape:
“Sorry for not doing my part, I decided to go in person.”
— Unnamed fan
This highlights an emerging reality for NASCAR. The shift in how support is registered—from at-home, counted viewership to in-person attendance—complicates the ability to draw direct links between popularity and reach. While local engagement and fandom may be thriving, the disconnect with national TV numbers raises alarm bells within the organization and among supporters alike.
A Community Searching for Solutions
The dialogue among NASCAR followers reveals a multi-faceted debate. Some fans focus on the technological evolution—such as the decline of cable and the sharp rise of streaming. Others focus on the importance of scheduling and programming, especially in the face of the NFL’s overriding popularity and the obligations created by deals with networks like USA Network and NBC.
Amid these discussions, the optics of a 30 percent year-over-year decline in audience are especially damaging. The avid fanbase is left struggling to reconcile strong track-side enthusiasm with the reality of shrinking television reach. Social media platforms magnify this tension, with negative headlines and perceptions overshadowing any uptick in live attendance or regional passion. The challenge for NASCAR executives is to reclaim narrative control and demonstrate viability not just on-site but nationwide.
What’s Next for NASCAR Cup Series and Its Fans?
The ongoing NASCAR Cup Series ratings decline has become a defining issue for the sport in 2025. The recent experience at New Hampshire Motor Speedway embodies both the intensity of local fandom and the fragility of national attention. With key figures such as Adam Stern, NBC, USA Network, and numerous media partners under scrutiny, decisive action appears necessary.
If the Cup Series is to reverse its ratings course, it may require a radical rethinking of how races are delivered to fans—especially younger, tech-savvy viewers and those unwilling to subscribe to standard cable. The push for expanded streaming coverage, along with efforts to avoid direct NFL competition and clarify race broadcast schedules, could prove pivotal. Failing to address these concerns risks leaving NASCAR increasingly marginalized in the crowded American sports landscape.
For now, robust track attendance cannot offset the larger, turbulent trend of audience fragmentation. NASCAR’s leadership, broadcast partners, and the wider motorsport community must collectively confront both technical and cultural barriers, if the Cup Series is to recapture the prominence and fan engagement that once defined it.
.@USANetwork got a 0.70 rating and 1.29 million viewers for Sunday's NASCAR Cup Series race @NHMS, down from a 1.0 rating and 1.88 million viewers for last year's race at the same track and from a 0.96 rating and 1.79 million for last year's fourth playoff race at Kansas. pic.twitter.com/amruIzIg0Z
— Adam Stern (@A_S12) September 24, 2025
Pitiful TV numbers for New Hampshire Cup race
byu/ncraiderfan17 inNASCAR
