Entering its final race of the season, FOX is looking at another decrease in ratings for NASCAR.
Excluding rained out races, NASCAR Sprint Cup telecasts are averaging a 4.9/10 rating on FOX, down 4% from last year (5.1/11). This would be the second straight year — and the fourth time in five years — that ratings have decreased for NASCAR on FOX.
As recently as 2005, FOX averaged a record 6.0 rating for NASCAR coverage.
Already this season, FOX tied its second-lowest NASCAR rating ever on three separate occasions — with the Subway Fresh Fit 600, Heath Calhoun 400 and Autism Speaks 400 each drawing a 3.7 rating.
The Daytona 500, the crown jewel of the NASCAR season, hit a 19-year low with a 7.7 rating. That race was marred by delays due to problems with the track.
Of the 10 regularly scheduled races this season, seven have had decreases in ratings compared to last year, six have had decreases in viewership, and all races have been down in both ratings and viewership compared to 2008.
Ratings are down 29% among men 18-34, a cause for concern for FOX Sports CEO David Hill. Hill: “The biggest problem facing NASCAR is that the young males have left the sport. … I?m just hoping to see a NASCAR initiative very soon which is going to reclaim that lost (young male) audience.”
Ratings/Viewership For NASCAR Races in 2010
| Date | Race | Net | Rating | vs. ’09 | vs. ’08 | Viewers | vs. ’09 | vs. ’08 |
|---|---|---|---|---|---|---|---|---|
| Sun., 2/14/10 | Daytona 500 | FOX |
7.7
|
-16%
|
-25%
|
13,294
|
-17%
|
-25%
|
| Sun., 2/21/10 | Auto Club 500 | FOX |
5.6
|
-7%
|
-10%
|
9,151
|
-10%
|
-16%
|
| Sun., 2/28/10 | Shelby American | FOX |
4.4
|
-32%
|
-38%
|
7,154
|
-36%
|
-41%
|
| Sun., 3/7/10 | Kobalt Tools 500 | FOX |
5.3
|
-4%
|
-17%
|
8,510
|
-4%
|
-19%
|
| Sun., 3/21/10 | Food City 500 | FOX |
4.4
|
-2%
|
-20%
|
7,357
|
even
|
-17%
|
| Mon., 3/29/10 | Goody’s Fast Pain Relief 500 | FOX |
2.0
|
—
|
—
|
2,891
|
—
|
—
|
| Sat., 4/11/10 | Subway Fresh Fit 600 | FOX |
3.7
|
3%
|
-16%
|
5,977
|
even
|
-17%
|
| Mon., 4/19/10 | Samsung Mobile 500 | FOX |
2.1
|
—
|
—
|
2,907
|
—
|
—
|
| Sun., 4/25/10 | Aaron’s 499 | FOX |
5.2
|
4%
|
-9%
|
8,452
|
4%
|
-6%
|
| Sat., 5/1/10 | Heath Calhoun 400 | FOX |
3.7
|
-8%
|
-18%
|
6,194
|
-7%
|
-15%
|
| Sat., 5/8/10 | Southern 500 | FOX |
4.2
|
5%
|
-13%
|
6,969
|
4%
|
-11%
|
| Sun., 5/16/10 | Autism Speaks 400 | FOX |
3.7
|
-8%
|
-18%
|
5,756
|
-5%
|
-19%
|
