NASCAR Ratings Once Again Struggle in Key Demographic

RICHMOND, VIRGINIA - JULY 30: Chris Buescher, driver of the #17 Fastenal Ford, celebrates with the checkered in victory lane after winning the NASCAR Cup Series Cook Out 400 at Richmond Raceway on July 30, 2023 in Richmond, Virginia. (Photo by Sean Gardner/Getty Images)

Joshua Lipowski

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What’s Happening?

The NASCAR TV ratings for Richmond are in, and they continue to show similar struggles. According to Adam Stern, the Richmond race got 2.430 million viewers, which was a 1.7% increase from the Richmond summer race one season ago. However, a deeper dive shows that the ratings are more complicated than meets the eye.

.@USANetwork got a 1.41 rating and 2.430 million viewers for Sunday's NASCAR race at Richmond, slightly down in rating and slightly up in viewership from a 1.45 rating + 2.390 million viewers from last year's comparable event, which was in mid August. pic.twitter.com/iZV3Ogtd4H
— Adam Stern (@A_S12) August 1, 2023

You Need to Know:

According to Jon Lewis of Sports Media Watch, Richmond was the third highest rated sports program of the weekend amongst both the 18-49 (0.32 Rating) and the 18-34 (0.18 Rating). Formula One topped those lists with a 0.38 rating amongst 18-49 and 0.28 amongst 18-34. Sunday Night Baseball on ESPN was second with a 0.36 rating amongst 18-49 and 0.28 amongst 18-34.
This follows a good weekend at Pocono for NASCAR and their younger demographic viewers. NASCAR topped last weekend in ages 18-49 viewers with the Cup Series Pocono race. That being said, this race did do better than the spring Richmond race which had 2.303 viewers.
Fans on social media are still happy to see the overall viewership numbers up slightly. That itself is something to take as a positive.

In the Stands

Kevin Nix wants Richmond to drop back down to only one date.

MK says the viewership increase is because NBC has a higher production quality.

Jason calls this a W.

The increase in viewership is good, but the loss in the key demographic is not so good. The move to The CW with the Xfinity Series is something that NASCAR is doing to try to win over that younger demographic. Could NASCAR make that necessary change happen?