Denny Hamlin NASCAR TV ratings have come under intense scrutiny as Denny Hamlin, a prominent driver for Joe Gibbs Racing and co-owner of 23XI Racing with Michael Jordan, raised alarms about the sport’s shrinking television audience. Speaking candidly on his podcast, the driver expressed his deep concern over the noticeable drop in ratings, which is putting NASCAR’s future in jeopardy.
This warning coincides with NASCAR being locked into its current multi-tier broadcast agreement, which will not expire until 2031, making it difficult for the organization to adapt quickly. Hamlin openly commented,
“(The ratings are) just not good.”
– Denny Hamlin, Driver. He further pointed out the long-term nature of their media deals, emphasizing,
“We signed the deal that we signed,”
– Denny Hamlin, Driver. This deal resulted in fewer races being aired on major networks, prioritizing financial returns but possibly at the cost of wider availability to households and fans.
Fragmented Broadcasting Leaves Fans Chasing Races
The landscape for viewers has grown more complicated, with races now airing not only on traditional networks like FOX Sports and NBC Sports, but also on streaming platforms such as Peacock and Prime Video, in addition to The CW for Xfinity Series events. Hamlin addressed the challenges this poses for reaching the largest possible audience, stating,
“It’s not been about what’s going to put us on in the most households,”
– Denny Hamlin, Driver. As a result, fans must keep track of various channels and services, leading to frustration and disengagement.
NASCAR has faced comparable issues in the past, particularly since 2001, when multiple network agreements made it hard for fans to locate their favorite events. The return of a complicated broadcast arrangement has made it increasingly difficult for audiences and viewers to stay connected, recalling similar challenges from previous decades.
The NFL Emerges as NASCAR’s Dominant Rival for Viewership
In addition to these internal hurdles, Hamlin identified the NFL as a significant external challenge. He made clear his perspective on the competitive media market, stating,
“I’m very steadfast that there’s only so many sports eyeballs,”
– Denny Hamlin, Driver. With the NFL consistently capturing massive television audiences from September through the Super Bowl, it has become more challenging for NASCAR to carve out a significant share of the viewing audience.
Hamlin was frank about the uphill battle NASCAR faces, admitting,
“Going head-to-head, it’s just going to be a tough road,”
– Denny Hamlin, Driver. The dominance of NFL games often leaves little opportunity for other sporting events like NASCAR to capture attention. Reflecting the general sentiment among both fans and industry insiders, Hamlin revealed,
“If football is on, I’m watching it,”
– Denny Hamlin, Driver.
Proposals for Change and NASCAR’s Reluctance to Modify the Status Quo
In an effort to address the problem, Hamlin has suggested moving races to Friday evenings or scheduling mid-week events during prime time—ideas inspired by the NFL’s success with Monday and Thursday night games. However, there has been historical resistance from NASCAR and its broadcasting partners to make such changes. Hamlin commented on the current season’s length, expressing,
“If you built a series from scratch right now, you would not be racing 38 weeks a year.”
– Denny Hamlin, Driver.
An excessive number of races may be causing fans to lose interest, oversaturating the sport and making it difficult for audiences to remain consistently engaged. Despite these concerns, NASCAR appears unlikely to reduce its schedule, as each race contributes to the approximately $8 billion the organization stands to earn from its existing TV contract.
NASCAR Faces a Crossroads Amid Fierce Competition and Internal Challenges
According to Hamlin, NASCAR now finds itself in a difficult position—locked into a complex, multi-platform broadcast deal and unable to easily reduce the busy season or centralize its coverage across fewer channels. Fans continue to be drawn away by popular sports like the NFL, college football, basketball, and international racing such as Formula One, with household viewing habits shifting even further.
As Hamlin sounds the alarm, the risk looms that NASCAR could fail to adapt in time and become overshadowed in the competitive landscape of America’s sports scene. The outcome will depend on whether the sport’s decision-makers are willing or able to make bold, strategic changes to restore its place in the hearts of viewers and fans.
