NASCAR Sprint Cup Viewership Base Down 23.7% Since '06 Season

By Austin Karp, Assistant Managing Editor

The NASCAR Sprint Cup Series averaged a 3.6 U.S. rating and 5.992 million viewers over 34 races across ABC, ESPN, TNT and Fox, down 10% and 7%, respectively, from a 4.0 rating and 6.440 million viewers last season. Each broadcast partner saw ratings and viewership decline this season compared to '09, as TV ratings were down for 26 of 34 Cup races (two Monday races were not included). Fox' ratings were down 6% year-over-year, TNT down 9% and ABC/ESPN down 14%. Dating back to the '06 season, when NASCAR signed a $4.48B deal with Fox, ABC/ESPN and TNT, the governing body's top series has lost nearly a quarter (23.7%) of its TV viewership base (the Sprint Cup averaged 7.855 million viewers in '06 across Fox, FX, TNT and NBC). Even as the Chase for the Sprint Cup came down to the final race this season, ratings for the Ford 400 finale at Homestead-Miami Speedway were down 8% compared to last year. Viewership for the race was flat. NASCAR Sprint Cup telecasts have also lost many young male viewers in that time frame. This past season, Fox saw a 29% decline in the 18-34 male demo, while ESPN/ABC saw an 18% decline. Despite the drop, the Sprint Cup remains the No. 2 sport in all key demographic groups, according to The Nielsen Co.

NOTES: Ratings do not include races rained out on the weekend and run on weekday.