For the second straight year, NASCAR ratings hit a record low on FOX.
FOX averaged a 4.8/10 rating and 7.9 million viewers for 11 regularly scheduled NASCAR races this season, down 6% in ratings and 11% in viewership from last year (5.1/11, 8.5 mil) and down 16% and 9%, respectively, from 2008 (5.7/12, 9.3 mil).
This marks the lowest rated NASCAR season ever on FOX, and the first to average less than a 5.0 rating.
Seven of the 11 telecasts had declines in ratings compared to last year, and every single telecast was down from 2008.
The pothole-marred Daytona 500 hit a 19-year-low in television ratings, and three other races (the Shelby American, Food City 500 and Coca-Cola 600) hit ten-year lows.
Of the three races to see increases this season, one drew the second-lowest rating in its history (Phoenix), another was the second-lowest rated in 12 years (Talladega) and the third was tied as the second-lowest since ’01 (Darlington).
NASCAR on FOX topped 10 million viewers just once during the 2010 season, down from three times last year and four times in 2008.
Despite the lower numbers, NASCAR on FOX still did well relative to other sporting events. The 4.8 average for races on FOX tops the regular season averages for the NBA on ABC (2.3 in 2009-10) and Major League Baseball on FOX (1.8 in 2009), as well as the NBA Playoffs on ABC (3.4, not including the NBA Finals). Additionally, the 7.9 million viewers tops the average for the 2009-10 college football bowl season (6.6 mil).
Keep in mind that NASCAR Sprint Cup races air just once a week, while other sports can have multiple nationally televised games in a given day — giving NASCAR a more concentrated audience than its competition.
Ratings For NASCAR on FOX Since 2008
* 2009 Coca-Cola 600 was postponed due to rain.
* 2010 Goody’s Fast Pain Relief 500 and Samsung Mobile 500 were postponed due to rain.
(Sports Business Daily, Jayski)
