Asked about the NBA’s slumping ratings in 2005, then-Fox Sports chief Ed Goren noted that NASCAR had become “a network sport” while the NBA moved “from a predominantly network sport to a predominantly cable sport.” The numbers, he said, “speak for themselves.” Ten years later, he could say the same about NASCAR.
NASCAR Sprint Cup racing from Martinsville drew a 2.0 final rating and 3.3 million viewers on NBCSN Sunday afternoon, down 20% in ratings and 18% in viewership from last year (2.5, 4.1M) and down 26% and 22%, respectively, from 2013 (2.7, 4.3M), both on ESPN. Ratings and viewership were the lowest for the fall Martinsville race since at least 2000, falling below the previous lows of 2.4 (twice) and 3.6 million (2012).
As recently as 2005, it had a 4.7 and 7.1 million on the NBC broadcast network.
The race completed an inauspicious debut for NASCAR’s new cable partners NBCSN and Fox Sports 1, as all 19 Sprint Cup races on cable this season hit either a record-low or the lowest marks in over a decade. That does not include the recent Charlotte race, which moved from NBC to NBCSN due to rain.
The multi-year lows are no surprise considering both NBCSN and FS1 were in fewer than 85 million homes as of July. Previous cable partners ESPN and TNT were north of 90 million, even after having shed subscribers. Further, the numbers are no surprise given the overall downward trend for NASCAR over the past decade, which has also extended to the races on the broadcast networks.
Based on the numbers, one might conclude that NASCAR’s new television deal has been unsuccessful. In fact, it has worked out quite well for the parties involved. NBCSN and FS1 have generated some of their largest audiences ever, and NASCAR managed to substantially increase its rights fees — even though incumbents Turner Sports and ESPN declined to submit a bid. This year’s historically low numbers also have a silver lining, setting the bar low enough that next season’s races could hold steady or even increase.
Ratings/Viewership For NASCAR on Cable This Year
*: Inaugural year of race
≤: Data was not available prior to the listed year
| Race | Net | Rtg. | Lowest Since | Vwrs. | Lowest Since |
|---|---|---|---|---|---|
| Martinsville | FS1 | 2.4 | ≤ 1998 | 4.06M | ≤ 2001 |
| Kansas | FS1 | 1.6 | 2011* | 2.48M | 2011* |
| Dover | FS1 | 2.5 | ≤ 1998 | 3.94M | ≤ 2001 |
| Pocono | FS1 | 2.3 | ≤ 2000 | 3.61M | ≤ 2001 |
| Michigan | FS1 | 2.2 | ≤ 1996 | 3.52M | ≤ 2000 |
| Sonoma | FS1 | 2.3 | ≤ 1998 | 3.72M | ≤ 2002 |
| Kentucky | NBCSN | 2.0 | 2011* | 3.22M | 2011* |
| New Hampshire | NBCSN | 2.4 | ≤ 1998 | 3.67M | ≤ 2000 |
| Indianapolis | NBCSN | 3.0 | 1994* | 4.70M | 1994* |
| Pocono II | NBCSN | 2.6 | ≤ 1998 | 4.26M | ≤ 2000 |
| Watkins Glen | NBCSN | 2.5 | ≤ 1999 | 3.98M | ≤ 2001 |
| Michigan II | NBCSN | 2.6 | ≤ 1998 | 4.29M | ≤ 2000 |
| Bristol II | NBCSN | 2.1 | ≤ 1998 | 3.61M | ≤ 2000 |
| Richmond | NBCSN | 1.8 | ≤ 2001 | 3.06M | ≤ 2001 |
| Chicago | NBCSN | 1.9 | 2001* | 3.22M | 2001* |
| New Hampshire II | NBCSN | 1.8 | ≤ 2000 | 2.94M | ≤ 2001 |
| Dover | NBCSN | 1.9 | ≤ 2000 | 3.24M | ≤ 2001 |
| Talladega | NBCSN | 2.6 | ≤ 2000 | 4.24M | ≤ 2001 |
| Martinsville | NBCSN | 2.0 | ≤ 2000 | 3.36M | ≤ 2000 |
(Sun. numbers from NBC Sports)
