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Last Sunday, the third NASCAR on FOX
season came to an end at Infineon Raceway. The twisty road course
through the wine country of Napa Valley provides perhaps the perfect
contrast to the ovals and tri-ovals that typify tracks in the
southeast, and in a way demonstrates just how national NASCAR has
become.
Despite having three races negatively impacted by America diverting
its attention to Operation Iraqi Freedom and having a major race
(Coca Cola 600) cut in half due to rain, NASCAR on FOX posted a
remarkable 5.8 household rating and 14 share, placing it even with
last year and 2001 (5.8). Of all the sports directly impacted by the
war in Iraq, NASCAR is the only one that didn’t show a ratings
decline for the year. While NASCAR’s regular-season average is flat,
the NCAA Tournament dropped -23% on CBS, the NHL regular season was
down -21% and the NBA regular season was down -10% on ABC, and PGA
golf is down -6% to date. This season’s rating is based on a fast
national for Sunday’s race provided by Nielsen Media Research.
“NASCAR continues to be an amazing television phenomenon,” said FOX
Sports president Ed Goren. “It’s clearly the strongest, most
consistent televised sport in both ratings and demographics from
February through June. NASCAR’s ability to withstand obstacles that
clearly siphoned viewers from many spring sports events is an
outstanding accomplishment.”
Ratings for NASCAR Winston Cup racing on FOX have also grown 16%
compared to the first half of 2000, the year before NASCAR came to
the network. That year, Winston Cup races broadcast nationally on
network television in the season’s first half averaged a 5.0 HH
rating. No other sport can boast the same growth, and only the NFL
boasts better national regular-season ratings.
To demonstrate the war’s impact on viewership, note that all four
regular-season races televised prior to the outbreak of war
(Rockingham, Las Vegas, Atlanta & Darlington) posted year-to-year
increases, as did the network’s final three races in June (Pocono,
Michigan & Sears Point). The 4.8 HH rating garnered by Sunday’s race
from Sears Point was the event’s best rating ever (compared to a 4.5
posted in ’01 & ’02). Races most impacted by the war were Bristol,
Texas and Talladega.
Additional NASCAR on FOX ratings highlights:
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In 1995, NBA regular season ratings led
NASCAR’s by 4% (5.1 vs. 4.9). This year, the NASCAR beat the NBA by
123% (2.6 vs. 5.8), the biggest gap ever between the two sports.
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Three FOX NASCAR races this year outdrew
the 2003 NBA Finals' 6-game average of 6.5/12: Daytona (9.8/21), Las
Vegas (6.9/15), and Rockingham (6.7/16).
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NASCAR has developed from a regional
passion into a national phenomenon. According to Nielsen data
through the end of April (the most recent available for this
analysis), FOX’s NASCAR regular season beat the NBA regular season
in every region of the country. In addition to a huge +140% edge in
the South (7.2 vs. 3.0), NASCAR also beats the NBA by +92% in the
Northeast (4.8 vs. 2.5); an incredible +279% in the East Central
region (9.1 vs. 2.4); +235% in the West Central (5.7 vs. 1.7); and
+3% on the West Coast (3.5 vs. 3.4). Markets in the “East Central”
region include Cleveland, Detroit, and Pittsburgh. Markets in the
“West Central” region include Chicago, Minneapolis, and Milwaukee.
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NASCAR on FOX is by far the No. 1 late
winter/spring package in sports. Its 5.8 average rating beat not
only the NBA regular-season (2.6), but also topped broadcast
coverage of the NBA Playoffs (4.8), NCAA Tournament (5.0), PGA golf
(3.3/all networks), Arena Football League (1.1), NHL regular season
(1.1) and Stanley Cup Playoffs (1.3) and Finals (2.9).
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Compared to other sports in its ratings
neighborhood, NASCAR on FOX holds distinct advantages with regard to
key demographics. NASCAR on FOX in ’03 posted a 3.7 for Men 18-34,
+61% over the NBA (2.3) and +3% better than the first eight days of
the NCAA Tournament (3.6). Winston Cup racing on FOX recorded a 4.9
rating for Men 18-49, +123% better than the NBA regular season (2.2)
and 40% higher than the NCAA Tournament through the Elite 8 (3.5).
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NASCAR also continues to develop its
appeal among upscale viewers. Based on Nielsen data through April,
NASCAR’s average rating of 5.6 in homes earning $75,000+ is +124%
better than the NBA’s 2.5 rating in those homes. In Homes earning
$50,000+ that also have children under 18, NASCAR on FOX beats the
NBA on ABC by +110% (6.5 vs. 3.1).
--Fox news release--
The author can be contacted
nascar@autoracing1.com
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