Dover TV Rating The overnight TV rating for the Dover NASCAR Sprint Cup race Sunday on FOX was a 3.8, up 5.6% from last year's 3.6 overnight, also on Fox.
Heading into yesterday's Sprint Cup Series FedEx 400, Fox' ratings were "up 19 percent among males 18-34 from this point last year, helping the network's overall ratings increase 2 percent in the same period."
Fox Sports Exec VP/Research & Programming Bill Wanger: "To us, it's a very important step and a great sign for the sport that those young guys are starting to come back in a much greater degree than some of the other demographics." However, Long reported as much as the 18-34 male audience has increased, its number "remains lower than in 2009, showing that NASCAR has more work to do."
Viewership among males 18-34 "averages 641,300, down about 100,000" from '09. The 18-34 audience is "one of three key groups NASCAR targets." NASCAR CMO Steve Phelps said that the others are "those younger than 18 and a multicultural audience."
NASCAR "has tried to reach those groups with an updated fantasy game that debuted this season and a video game that was released in March." Phelps said that "other programs will be introduced over time." He said, "We need to make sure that we continue to be relevant to this group. We need to make sure we are doing a better job in digital and social media, which we've done, but we need to work even harder at it. We will need to make sure we are using technology both at track and off the track to create a great experience for this young male demo"
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