IRL nearly invisible on Versus

IndyCar TV Ratings for 2010:

Brazil Versus 0.4
St. Pete ESPN2 0.6
Barber Versus (not listed)
Long Beach Versus 0.54
Kansas ABC 0.8
Indy ABC 3.6
Texas Versus 0.3
Iowa Versus 0.2
Watkins Glen ABC 0.9
Toronto ABC 1.0

Average Versus Rating: 0.36
Average ABC/ESPN Rating: 1.38
Meaning on average ABC delivered 1 million more viewers per race than Versus. How do you grow a series with ratings of 0.36. Answer – you don't.