In mid-January, I mentioned how the 2020 season would be the most critical to NASCAR’s success. So far, it has all been about positivity.
Entering the 2020 NASCAR season, I and many other fans were expecting the same kind of season we saw in 2019 and 2018: low ratings, not a lot of racing action and the same guys dominating week to week.
But the exact opposite is happening so far in 2020. Ratings are going up, there has been a ton of close, intense action with a fair amount of green flag lead changes, and new drivers such as Matt DiBenedetto and Alex Bowman are showing their might and competing with the current behemoths of the sport. Even Jimmie Johnson once again looks like a man possessed in his last full-time season.
So how did all of this happen? Are there any factors outside of the head office’s control? Can it continue?
First of all, and I hate to bring this up again, but Ryan Newman’s wreck is bringing eyes to the sport again in droves, like it or not. The aspects of danger and speed are starting to appeal to casual viewers again.
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I mentioned earlier that ratings were up in the three races that have been contested so far this season. Here are some numbers and facts, courtesy of Sports Business Journal’s Adam Stern on Twitter.
Daytona 500 at Daytona International Speedway: The first 20 laps on Sunday garnered 10.935 million viewers, and the remainder of the race on Monday garnered 7 million, which is still higher than every Indianapolis 500 since 2008.
Tuesday after the Daytona 500: NASCAR Race Hub was up 147% from its average on Tuesdays in February last year.
Pennzoil 400 presented by Jiffy Lube at Las Vegas Motor Speedway: This race garnered 5.5 million viewers, up 8% from last year’s second race at Atlanta Motor Speedway and up 7% from last year’s March race at Las Vegas Motor Speedway.
Auto Club 400 at Auto Club Speedway: This race garnered 4.8 million viewers, down 6% from last year’s third race at Las Vegas Motor Speedway but up 14% from last year’s race at Auto Club Speedway. This past Sunday’s race was also the most watched sporting event on United States television.
Don’t these numbers make you feel rejuvenated and positive in the direction the sport is going?
Speaking of positivity, NASCAR has now invested in electronic billboards in “priority markets” of Atlanta, Nashville and Dallas. These billboards promote a new #IAmNASCAR campaign.
Think back; when was the last time you saw a NASCAR billboard? NASCAR is spending money and investing in electronic billboards to try to attract more casual viewers. I’m curious to see how these advertisements are working out so far and if they play a key role in raising viewership in those markets.
Speaking of investments, NASCAR has been investing time in the fans again. Multiple executives such as Ben Kennedy and Eric Nyquist were greeting fans at the Daytona 500 on Monday, thanking them for coming back after the race was suspended due to rain.
Other than the positive PR, this does show that the people at the top want to right past wrongs, fix what they broke and get NASCAR back to where it once was. The only way they can do that is by talking to the fans and listening to their comments.
NASCAR also has its eyes on the future with not only the Generation Seven race car debuting in 2021 but in marketing. On Wednesday, NASCAR announced that the 2021 Busch Clash will run at night and on the Daytona International Speedway road course that is used for the Rolex 24. It had been held during the day on the track’s oval.
This could be the boldest move NASCAR has ever made, period. The sport actually broke away from a long-standing tradition to see if something else that sounds exciting works. I’m now more excited for 2021 than before.
These decisions have very real potential to turn NASCAR around. I do believe NASCAR fans don’t need to be afraid anymore. Brian France is not here anymore. The sport is in good hands. I firmly believe we can trust Steve Phelps, Jim France and Steve O’Donnell to take it to its glory days once again. We just need patience and positivity. Is that too much to ask for?