Why Nascar Ratings are Down

Originally Posted on May 12, 2007 on foxsports.com

The 2007 Nascar's  Nielson Media Research Ratings for the first nine events (Daytona 500 through Talladega) are down.  Only two events have registered a larger share in 2007 than in 2006, but both races are still lower viewership than in 2005.   

The question isn't "Why are the ratings down?" It's:

WHAT CHANNEL IS IT ON?  With three networks covering the season, and another couple covering the Busch and Truck series,  it takes effort to find where to watch the race.  Ardent fans will make the effort, a casual fan will not.  To make matters worse, when there is a rain delay (whether hours long or a day delay) the coverage may "jump" from one channel to another.  This all adds up to "Not Viewer Friendly" behavior.

WHAT TIME IS IT ON?  Races can start anytime between 11 a.m. C.S.T. to 8 p.m. C.S.T. Saturday Cup races usually start over dinnertime and end after many people's bedtime at 11 p.m.  If you are a parent, who wants their five year old up at 10, with a checkered flag not in sight for another hour?  Better to not start watching it to avoid the argument.  Sunday races would seem to be easier to predict, but the range there is also a several hour start-time window.  Sometimes you'd have to leave church early; sometime you have time to grocery shop, go to the mall, and host a dinner before the race starts.   Throw in college football games and NFL games, and there is big competition for those same time slots.  A casual fan isn't going to tear themselves away from a conference rivalry to figure out if the race is on Now or in 2 hours.

IT LASTS HOW LONG?  Cup races are too long.  The shortest one out there is still about 3.5 hours.  That's significantly longer than most sporting events.  The Olympics are only run every other year, and their nightly coverage is only slightly longer than the average Cup race.  I mean, can't we really live without that extra 100 miles at Pocono?  Don't even get me started with the  Wreckfest that was 7 hours of my life at Charlotte for 600 miles...

HOW MANY RACES ARE THERE?  In addition to too long races, the whole season is too long.   Another professional sport who has this problem is the NBA.  And their fans/viewership isn't doing well either.  The season shouldn't last beyond 30 weeks - including non-points races.  Yes, I realize this means eliminating around 10 events, but a rotating schedule would allow tracks to have some years with two events, and some years with one.  Why do Charlotte and Daytona need three events each?

WHY ISN'T ANYONE AT THE RACE?  Attendance at some tracks appears to be significantly down.  I know that California Speedway THINKS that it is sold out, despite at least two or three empty grandstands.  Apparently the lines were REALLY long at the restrooms.  And food stands.  And shopping areas.  So long, I guess, that the three fans couldn't get back to their seats.  California isn't the only one with a problem, by the looks of it on TV.  The possible down turn in attendance is due in part to the costs associated with attending.  Hotels, rental cars, and airlines price gouge during racing events.  The added costs limit the number of races people can afford to attend.  Ticket prices at the gate aren't great either.  Throw in parking, food, and beverages, and it gets really expensive.  If it doesn't look like its fun to attend the race (because the stands are empty), then do you think it will convince people to watch it on TV?

I'D WATCH BUT I'M BOYCOTTING FOR SOME REASON.  Progress is good.  But it seems like Nascar is intent on driving out all its old fans.  First, they started shutting down the old school tracks, like North Wilkesboror, Rockingham, and Riverside.  Then they shut down a Labor Day tradition at Darlington with the Southern 500.  The media (and Nascar) have tried to paint old school fans as the ones who lobbed beer cans at Talladega.  The problem is, MANY of the old school fans left years ago (and for the record,  the beer bash seems to be a NEW tradition, less then 3 or 4 years old).  For some the Southern 500 was the last straw; others have left because Dale Sr. is not around.   Some don't want Toyota, others hate the looks of the COT.  Add those who dislike the Chase, the rule changes on qualifying or whatever, and the old school contingent is shrinking.  Fast.  And it doesn't appear the new fans are replacing them in the numbers necessary to grow the sport.

WHY DO THEY KEEP TALKING ABOUT THE SAME GUYS? Watch any race coverage and you'll hear a lot about Jeff Gordon, Jimmie Johnson, Dale Earnhardt Jr, Kasey Kahne and Tony Stewart.  Matt Kenseth and Mark Martin are the next likely to be mentioned.  In fairness, these are the most popular drivers, but there are 43 drivers on the track.  If you are a fan of JJ Yeley, Kyle Petty, Reed Sorenson, or Joe Nemechek, don't hold your breath until they're shown on TV.  And good luck finding out where they finished, because even if they're in the top five, it won't be discussed.  Why watch if  you'll never see your driver's car or find out how he did?

DEEP DOWN, DON'T WE THINK TONY STEWART WAS RIGHT?  Stewart critized Nascar for throwing so many debris cautions, saying that it was only to bunch up the field for a good finish.  Stewart later retracted his comments.  However, many times the debris is not visible from the stands, never appears to be picked up off the track, and isn't shown on the TV.  And don't they fall at the most convenient times?  Conspiracy theorists think that they benefit certain teams (Hendrick is a favorite, so they say).  But I seem to remember Casey Mears getting upset at Homestead in 2005 when there was a questionable debris caution that prevented Stewart from going a lap down.  The caution led to Mears losing his seconds large lead and eventually the race.  But Stewart kept on the lead lap and won the Championship.

IT'S THE VANILLIZATION OF DRIVERS?  The moment drivers are interviewed, they spew out the names of at least five to ten sponsors.  They occasionally say something that may be "catty" about another driver or a team. The comments feel scripted and rehearsed (and they probably are).  It is the rare exception that says something that is geniune or passionate.   The result is that the fan thinks that no one really cares if they win or not, no one cares about the rule change, or the questionable call by Nascar.  The drivers become interchangeable and robotic. 

DOESN'T THE CHASE LESSEN THE IMPORTANCE OF NON-CHASE RACES?  With the title determined in the last ten races, who needs to watch the first 25 races?  Watch the 2nd Richmond race, and the Chase, and you'll know what is going on.  Who cares who wins at Indy?  Or Pocono?  Or the first race at Martinsville?  Why worry about the road courses?

 

These questions add up to some of the reasons why people haven't stuck with watching Nascar on TV.  And if they're not watching, they probably won't call themselves nascar fans either.