NASCAR’s ratings momentum has stalled, with Talladega hitting new lows.
Sunday’s NASCAR Cup Series race from Talladega (Ala.) earned a 2.8 rating and 4.52 million viewers on FOX, down a tick in ratings and 5% in viewership from last year (2.9, 4.75M) and down 20% and 23% respectively from 2017 (3.5, 5.90M).
Chase Elliott‘s win ranks as the lowest rated rated edition of the race since at least 1997 and the least-watched since at least 2001.
Just three years ago, the race had a 4.0 and 6.66 million. Eight years ago, it had a 5.2 and 9.04 million. At its highest point, it had a 7.5 and 12.34 million in 2005.
After three straight races increased in March, the longest such stretch since 2016, NASCAR ratings have headed downward in the weeks since. Four of the last five races have hit historic lows. While one of those lows can be explained by a move from broadcast to cable (Bristol), there were no significant scheduling changes for the others.
Despite the lower numbers, Talladega ranked second among weekend sporting events behind only the competing Rockets-Warriors NBA playoff game on ABC (4.5, 7.26M). It edged Celtics-Bucks head-to-head (2.8, 4.20M), though it was no match for that game in adults 18-49 (0.7 to 1.4).
For the season, NASCAR is averaging 5.14 million viewers on the FOX broadcast network — up 1% from last year (5.09M). Averages across FOX and FS1 were not immediately available.
Birmingham led all markets Sunday with an 11.0 rating, followed by Greenville, N.C. (9.0) and Richmond, Va. (7.3). Greensboro, N.C. (7.0) and Charlotte (6.7) rounded out the top five.
[Numbers from Nielsen via ShowBuzz Daily 4.30, Fox Sports]
