NASCAR TV ratings down, but younger viewership up

NASCAR’s
television ratings have continued to decline this year despite the promotional
push of ESPN and a news-filled four-plus months of racing, but network
executives are encouraged by gains in the younger demographics.

FOX
reported a 7 percent improvement (3.1 rating from 2.9) in the male 18-34 demo
on its Nextel Cup broadcasts, and ESPN2’s coverage of the Busch Series has
produced a 2 percent increase (182,827 viewers from 179,446) for that group on
cable.

David
Hill, CEO of FOX Sports, said this is the first year Nielsen is incorporating
out-of-home viewing in its numbers, and he thinks viewership from college
dormitories accounts for some of the gain.

“This
is the first accurate snapshot of what college kids are watching,” Hill
said. “And they’re watching NASCAR. The households might be down a tad,
but what you’re looking for is what’s happening with the younger audience. The
good news is, unbelievably, that we’re looking at more future growth for this
sport. Show me another sport that’s growing like that among younger
viewers.”

Nascar.com