The Loneliest Number: NASCAR Hits New Low

Richmond posts 1.0 rating, lowest for Cup Series since at least '00

NASCAR ratings hit a new low last weekend.

Last Saturday’s NASCAR Cup Series playoff race at Richmond (Va.) earned a 1.0 rating and 1.77 million viewers on NBCSN, down 17% in ratings and viewership from last year (1.2, 2.14M) and down 38% and 34% respectively from 2016 (1.6, 2.71M).

Kyle Busch‘s win ranks as the lowest rated and least-watched NASCAR Cup Series race since at least 2000. The previous lows were a 1.2 (multiple races) and 1.99 million (New Hampshire last year). Six of the ten lowest rated and least-watched races have taken place this season alone.

More races have had less than a 1.5 rating this season than in the previous 17 seasons combined.

As recently as 2014 — the last year of NASCAR’s previous television deal — not a single Cup Series race had less than a 2.3 rating or 3.6 million viewers. Fewer than half of this season’s races have managed to match or surpass those marks.

Of the 24 Cup Series races that can be compared to last year, Richmond was the 21st to post double-digit declines in ratings and viewership. Each of those 21 has hit a multi-year low, with 20 falling to all-time or decade-plus lows.

Notably, Saturday’s race had a lower rating among adults 18-34 (0.15) than a 3 AM ET edition of NFL Matchup on ESPN (0.17).

Lowest NASCAR Ratings, Viewership (2001-Present)

This year’s races highlighted

Lowest Rated					Least-Watched
#	YEAR	GAME	RTG	NET	#	YEAR	GAME	VWRS	NET
1	2018	Richmond (Sept.)	1.0	NBCSN	1	2018	Richmond (Sept.)	1.774M	NBCSN
2	2018	Kansas	1.2	FS1	2	2017	NH (Sept.)	1.992M	NBCSN
2	2017	Richmond (Sept.)	1.2	NBCSN	3	2018	Kansas	2.038M	FS1
4	2018	Las Vegas (Sept.)	1.3	NBCSN	4	2017	Dover (Oct.)	2.046M	NBCSN
	2018	Kentucky	1.3	NBCSN	5	2017	Richmond (Sept.)	2.135M	NBCSN
	2017	Dover (Oct.)	1.3	NBCSN	6	2018	Las Vegas (Sept.)	2.138M	NBCSN
	2017	NH (Sept.)	1.3	NBCSN	7	2018	Kentucky	2.264M	NBCSN
8	2018	Bristol (Aug.)	1.4	NBCSN	8	2017	Chicagoland	2.311M	NBCSN
	2018	Sonoma	1.4	FS1	9	2018	Bristol (Aug.)	2.326M	NBCSN
	2017	Chicagoland	1.4	NBCSN	10	2018	Sonoma	2.334M	FS1

[Numbers from Nielsen via ShowBuzz Daily 9.25 a, b]

Ratings: NFL on CBS, MLB, UEFA

Jon Lewis

Jon Lewis has been covering the sports media industry on a daily basis since 2006 as the founder and main writer of Sports Media Watch. You can contact him here or on the social media websites X (Twitter) or Bluesky.

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Comments 27

Jeff Rodrigues says:

8 years ago

An OVERLOAD of network-promoted sponsor plugs in a NASCAR race TV broadcast (separate from commercial breaks and drivers mentioning sponsors) was ultimately what turned me away from NASCAR a few years ago. I have no intention to watch a 3+ hour infomercial with racing in-between. None at all.
- christine benson says:
  
  8 years ago
  
  the real reason? Earnhardt Gordon and Bill Elliot are not coming back on the track!
Jon Anderson says:

8 years ago

WTBS; TNN; ESPN; ESPN2; and others. Na$car has always been on, and regularly switched from, network to network. If something called the Adult Swim Network (cable) had twice as many viewers this past Saturday night, which they did, people will find popular shows, cable or network.

Different sponsor each week with a different color scheme (can’t find your favorite cars); cost of going to a race for a family outrageous as they gouged fan$ a decade ago …. $350 for a $69 motel room and a 3-night minimum, etc., priced our family out of Na$car.

Stage racing; points system; playoffs; 16-car playoffs; phantom cautions; the biggest crybabies calling themselves ‘drivers’; cars which have NOTHING to do with ‘stock’ cars; 3 owners running all cars; drivers (crybabies) hating their fan$; silliness like a “Putledge” and so forth … it’s just one big clown show.

From states away, used to travel to 3 or 4 races a year. Used to VHS tape every practice, every qualifying, every everything. I can now get through a ‘race’ (if that’s what you call it) in under 20 minutes on the DVR.

Sorry Na$car! You made your bed; you despised your fan base; you preached down to u$; and now you’re paying the price. Was fun while it lasted, but you have nobody to blame but yourselves.
Charles Hall says:

8 years ago

The whole aspect of NASCAR is following down the path of the Indy racing league and formula 1.Millions and millions of dollars needed to run multi car teams,no racing action and trying to protect certain groups.Where are the Jr.Johnsons,Bud MooreThe early Wood brothers? The last of such great people was Robert Yates and even he admitted the human element of NASCAR was dying.RIP Robert.
DC says:

8 years ago

Put it back on regular Network television. One you can get with rabbit ears. A lot of people can’t afford the high cost of cable. And yes there are ways to get it off of the internet from what I hear? But a lot of people that aren’t internet-savvy aren’t going to waste their time to find out how. I several people that used to watch it when it was on regular Network television. For the last several years they don’t have a clue what’s going on in NASCAR and don’t care!
Rick says:

8 years ago

Angela described my feelings perfectly. I’m 49 years old…..I have money…..I don’t go to the track anymore.
Pamela says:

8 years ago

They lost me at stage racing. And I got really tired of hearing about Chase Elliot’s abilities despite his inability to actually win the race. I do think Dale Jr. adds great commentary this year when I am watching, I just don’t watch from start to finish like I used to.
Robert Stirk Jr says:

8 years ago

Of course it hit all time low. What is a Rutledge….any way. I can’t stand seeing him on TV. I turn it off once he starts talking. No one ever goes through the whole field and says the driver’s sponsor. I wouldn’t sponsor a car with coverage like that. All the networks do it. So sad how the ship has crashed burned and is sinking.
Carol vincequerra says:

8 years ago

Been s NASCAR FAN since late 70’s & for me this stage racing has ruined it for me as well Since when do 43 cars start a RACE but start/stop at least 3 times to pick up points then continue on. If a race is advertised as 400 miles then just run 400 miles & whoever comes out on top wins-now that’s a nobraober. I’ll continue to go to races but the enthusiasm just isn’t the same!!
- J Caldwell says:
  
  8 years ago
  
  That’s not the reason why ratings are down. The way the cars get strung out these days you need to have built in cautions to make the racing interesting. Watching the leader just drive around the track with a 10 second lead is not entertaining.
- Lizza says:
  
  8 years ago
  
  This “stage racing” makes me think what nascar should have a Heat1 Heat2 an LCQ and then a main event!
Marianne Pindar says:

8 years ago

Try using regular networks for coverage…many people had to give up extraneous expenses like cable because they live check to check….these are the same people who buy your gear and memorabilia, you know us….. The common fans not corporate big wigs who attend races for free.
There’s still time to save your sport….HEAR US!!!
Ray mullen says:

8 years ago

Nascar needs to get back to basics. Winn on Sunday sell on Monday. Stock car racing should be stock car racing, not custom one of a kind specialty built cars. More manufacturer need to be involved. How about race real trucks or not at all.
Hugh Gray says:

8 years ago

All these are on NON-Broadcast Networks. Not Surprised when not broadcast on major network.
SSLS3415 says:

8 years ago

The end result of these declines is loss of sponsorship. Without sponsorship, Nascar “as we know it” will no longer exist. Some will say loss of sponsors is nothing new and that even the top teams have been “patching together” sponsors for years? The difference now is many sponsors in the past have simply moved to other teams, or cut back on # of races and overall reduced the spend? Now they are departing completely. With attendance and ratings continuing downward and Nascar itself having no answers of how to at very least stabilize the declines, it no longer makes any sense for corporate sponsors.
- Zonoz says:
  
  8 years ago
  
  Yea, when the reigning championship team and current contender to repeat can’t find sponsorship there’s definitely something wrong.
  
  Maybe with the drunken ex-leader gone and a different bloodline leading the way things will start changing for the better.
  
  Like getting back to racing STOCK CARS. I’d love to watch V8 Challengers, Camaros, Mustangs, and whatever foreign V8/RWD entries might want to show up. Most manufacturers have a V8 around 5 liters; Toyota doesn’t have a car that fits the bill right now but Lexus does, same with Nissan/Infinity, Mercedes, BMW, Hyundai to name a few. Xfinity could run V6 power and then there are 5 brands of V8 powered trucks readily available.
  
  Of course there’d have to be some kind of handicapping done, or would there? And let manufacturers run what they build in normally aspirated engines or forced induction which most seem to have both of. Just have your basic engine size limit of 5.7 or 6.0 liters which is where most are at already. Just allow limited suspension mods for handling and mechanical mods for longevity and whatever need be done for safety while leaving the cars looking like they came off the showroom floor.
  
  No blocked off grill openings or streamlined floor pans; just frame strengthening as needed, driver protection, and general safety like fuel cells, batteries mounted in back, etc.
joe byrd says:

8 years ago

1. There are just no stars…just a pack of crybabies 2. NASCAR has ruined racing with its “equality” in cars engines set ups etc. 3. NASCAR has priced it just way to high for the fans who are the ones who built racing. 4. NASCAR further has ruined racing with its “protect the crybabies” by interfering with bumping and on tract punishments. This has created a pool of cry baby pretty boys and girls who are not man enough to protect themselves. And finally 5. I don’t know about this point system racing at the end. I am one of those who no longer watches much nascar racing. (a final note…the silly broadcasters who are tying to make this stuff sound so magical just simply are an annoyance to a real nascar fan. yep, I mean all the dumb commentary by Earnhardt, and the girls and that silly burton idiot.
At least Waltrip was a REAL racer who actually knows what he is talking about .. although he is getting more goofy as time passes on……Ah how the fan base misses the Intimidator…a real racer and a real man. He was NASCAR)
- Rusty says:
  
  8 years ago
  
  no stars you crazy. Larson baleny Elliott Eric jones. all stars they all upcoming its early they are just starting out. Everything goes into cycles they will be back.
Edward Lusch says:

8 years ago

Go back to your roots. N. Wilkesboro , The Rock . Stop trying to be F – 1 . It’s STOCK CAR racing go back to it. Win on Sunday but on Monday. We know it’s a dangerous sport , so do the drivers. But you’ve changed it way to much. It will never be SAFE so quit trying. Go back to your highest rating level , keep those rules for 5 years and see what happens ! Including prices !
Dan Johnson says:

8 years ago

If they don’t do something [end stage race, and the playoffs ] plus have some personality in the drivers , they won’t have anything to do something with. Not knocking the kid but William Bryon the new Jeff Gordon. Come on, he is to “Goody two shoes ” . Chase Elliot has a chance but he needs some more victories and he needs to get “mean ” on the racetrack. I really think Liberty Bible College misses the point after the opening prayer on race day.
Jordan says:

8 years ago

Last one left turn out the lights!
Samuel says:

8 years ago

For me, it’s one thing and one thing only. The stupidity of the “playoff” nonsense has completely ruined NASCAR for me. The stages and “playoff points” has absolutely turned this into a joke. There’s no such thing as “playoffs” in auto racing. It’s 40 individual drivers trying to win a race. You can’t make an individual competition into a team sport. And in what world do teams participate in the playoffs even if you didn’t get in? The whole thing has turned into a mess and is completely unwatchable.
- Paulsen says:
  
  8 years ago
  
  I tend to agree that you can trace a lot of this back to the formation of the Chase. Though it is also true that NASCAR peaked ratings-wise in the first 3 years of the Chase.
  - Bruce says:
    
    8 years ago
    
    The 3 years prior to the Chase (2001-2003) had a higher average rating than the first 3 years of the Chase: 5.18 vs 5.16 respectively. It’s an insignificant 2/100th of a point but still higher.
    
    The averaged ratings were increasing since the 36-race schedule (2001) but after the Matt Kenseth Rule, they’ve consistently dwindled downward from the 5’s to 4’s to 3’s and now the 2’s.