NBCSN presented a replay of the 2001 Pepsi 400 at Daytona under the NASCAR Throwback moniker to much success. But can it be replicated for more races?
For fans of the old days of NASCAR racing, with racing back to the caution flag, fun paint schemes, and single-file restarts, NBCSN had you covered for that on Wednesday night. Following up on their race replays for their return to NASCAR in 2015, the network replayed the 2001 Pepsi 400 at Daytona under the “NASCAR Throwback” moniker. And it was a great success.
Let’s face it, weeknights during the summer months on many sports networks often prove challenging to provide interesting viewing. Some networks are relying on replays of events, while others are filling the time with studio shows and additional shoulder programs for their sports. But NBCSN found a way to engage fans while bringing them a replay, by integrating social media into the replay of the Pepsi 400. And the results couldn’t have been better for them.
Rising as high as the number one trending topic on Twitter, #NASCARThrowback also made the top five of Nielsen’s Twitter TV ratings. It also produced some very memorable tweets throughout the event:
I have the side to this 2001 winning car hung in my shop at home. Post race donuts provided by @mattkenseth #NASCARThrowback @NASCARonNBC
— Dale Earnhardt Jr. (@DaleJr) June 30, 2016
I have to admit.. I sat on my couch crying after this one.. #NASCARThrowback
— Rodney Childers (@RodneyChilders4) June 30, 2016
Hey there! I'm back. Let's go win this thing. #NASCARThrowback Just listen to the crowd. I can here them in my car.
— Michael Waltrip (@MW55) June 30, 2016
Way to go spoiler!! Lol https://t.co/eMY6Y4TUHs
— Ricky Stenhouse Jr. (@StenhouseJr) June 30, 2016
Some of the #NASCARThrowback crew celebrating @JeffBurton's birthday during the commercial break! pic.twitter.com/jXKm7CHirz
— NASCAR on NBC (@NASCARonNBC) June 30, 2016
Baby gap has a great selection. You would be surprised https://t.co/xbeKmP9JM3
— Parker Kligerman (@pkligerman) June 30, 2016
Of course, the question that was high on the minds of many turning to social media during the race replay was – when will they get to do this again?
RT if you think #NASCARThrowback should be a thing EVERY week on @NBCSN and @FS1.
— Denny Hamlin's Hair (@DennyHamlinHair) June 30, 2016
By the numbers, one would think that NASCAR Throwback should continue to be attempted, for even more races. NBC Sports reported an 86 percent increase in ratings for the race this year compared to the replay seen on that day in 2015. It also garnered close to 15,000 tweets per Nielsen reporting, topping the U.S. Swimming Olympic Trials on NBC and two MLB games on their own network.
On the other hand, some of these numbers can tell a different story. A 0.13 rating for a sports event is nothing to write home about, even if it is just a race replay. And one would not be surprised to see these numbers slip further if this became a weekly event on NBCSN and/or FS1. 177,000 viewers tuned in on NBCSN, which is even lower than many ESPN studio programs. Also the question of cost crawls into the picture, with FS1 being very public in their cost-cutting measures.
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Perhaps the best option for the future of NASCAR Throwback race replays is best left to the marquee events of the sport. Fans certainly would be excited and more tuned in to a replay of iconic races at Daytona, Talladega, Darlington, or even Homestead compared to a regular season event at Atlanta, New Hampshire, or Chicago. No matter what, though, fans will always find a way to get their fix of NASCAR racing, even if it means watching the race replays on YouTube.