The 2025 NASCAR Cup Series season has been marked by plummeting television ratings, with Denny Hamlin openly criticizing the new broadcast arrangements. The veteran driver’s concerns over the Denny Hamlin NASCAR TV ratings reflect the growing tension surrounding the multi-platform media strategy and its impact on dedicated fans.
Struggles for NASCAR Amid New Broadcast Era
This season’s dramatic fall in television viewership comes after NASCAR’s $1.1 billion per year agreement dispersed coverage across two cable channels and two streaming services. Despite previous years showing minor improvements, this shift led to a significant dip, with the Cup Series now drawing audiences similar to the Xfinity Series. NASCAR lost more than 1.15 million playoff viewers, marking one of the steepest declines in recent history.
While NASCAR ratings slid, the NFL reached new heights with an average of 17.5 million viewers per game. During a recent episode of the Actions Detrimental podcast, Joe Gibbs Racing’s Denny Hamlin frankly blamed the organization’s approach, suggesting they prioritized revenue over visibility for long-time fans.
“In each one of the TV deals that we’ve signed over the last few years or the past few agreements that we’ve had, we’ve always just taken the most amount of money… It’s not been about ‘What’s going to put us on in the most households’”
Denny Hamlin said via Actions Detrimental.
According to Hamlin, this recurring focus on the highest payouts rather than household reach has alienated core followers. The decision to broadcast races across four platforms fractured the viewer base, leaving long-time fans frustrated and leading to historic lows in overall viewer retention.
Fragmentation Leaves Fans Disoriented
The complex media arrangement has positioned NASCAR as a testbed for network experiments, with TV partners using races to boost fledgling channels. An example is the frequent shift of Cup races from main channels like Fox Sports to secondary outlets such as FS1. Fans, left trying to locate each week’s race on constantly changing networks, grapple with increased complexity and reduced accessibility.
“We were the guinea pigs to get Channel X off the ground, Channel Y off the ground. And you’re asking so much of your fans to just keep chasing you around all these different networks.”
Denny Hamlin added.
Hamlin’s remarks emphasize the challenges for racing fans, who now face the burden of tracking the sport across separate networks, often with additional subscription requirements. The resulting confusion and inconvenience contribute substantially to the ratings drop.
Calls for Change and Contrasting Solutions
On his podcast, Hamlin proposed a possible fix by suggesting NASCAR shift key races from Sundays to Saturdays. The aim would be to escape direct competition with NFL games, a dominant force in sports broadcasting that consistently outperforms other events in viewership.
“I’m just saying it’s not a school night. It definitely would be harder for those who travel, so you don’t want to just alienate them. I’m just brainstorming here.”
Denny Hamlin explained.
Hamlin acknowledged potential drawbacks, noting that Saturday races could pose challenges for traveling supporters. However, he highlighted the ongoing need for creative solutions as NASCAR searches for ways to reclaim lost audiences and improve the Denny Hamlin NASCAR TV ratings.
Industry Pushback on Saturday Scheduling
Not all industry figures agree with Hamlin’s ideas. Kevin Harvick, a respected driver and commentator, warned that moving events to Saturday nights has not historically boosted viewership. Harvick referenced past performance data, noting consistently low ratings for Saturday night races—even outside football season.
“Why do we ever race on a Saturday night? It makes no sense. Makes zero sense. Just look at the TV ratings when you get done. I know it’s football season, but the TV ratings are historically completely well known by everybody in the industry that it does not score ever, ever, ever, ever on a Saturday night.”
Kevin Harvick said few weeks ago on his podcast.
This industry divide highlights the difficulty of finding a solution that protects traditions while also responding to the modern viewership crisis. Harvick’s stance, echoing widely recognized industry ratings patterns, underscores the risk of switching from Sunday’s established time slot and possibly ceding viewers to other racing leagues like IndyCar or F1.
Complex Media Deals Complicate Reform Efforts
Experts and drivers, including both Hamlin and Harvick, agree on the need to address the tangible confusion caused by NASCAR’s fragmented broadcast approach. However, shifting away from the terms of the lucrative current media deal brings its own challenges. The TV partners have invested heavily and are likely to resist changes that would disrupt their ability to draw subscribers to emerging platforms.
Kyle Larson’s comments and recent team struggles have added further context to a tumultuous season, but the focus remains on resolving the widespread rating problems and restoring faith among NASCAR’s core fanbase. As the debate continues, the future of Cup Series scheduling and broadcast strategy remains uncertain, with high stakes for all involved.
With a divided industry and a fanbase losing patience, NASCAR’s leadership faces a tough task in reversing the drop in Denny Hamlin NASCAR TV ratings. The decision to prioritize accessibility and fan loyalty over short-term monetary gains may determine whether the sport can recover its momentum in the competitive broadcast landscape.
