Matt Lemear, Seriously Fast Media
Image Credit: Meg Oliphant/Getty Images
NASCAR’s recent ratings decline cannot be attributed to a single factor. Instead, it reflects a combination of challenges that the sport has yet to address effectively.
One issue lies in the shift toward streaming. While many sports fans have adapted to streaming platforms, a portion of NASCAR’s audience has not. Some fans struggle with the technology, others are unwilling to pay for another service, and as a result, certain viewers simply stop watching when races are streamed rather than broadcast on traditional television.
Compounding the issue is NASCAR’s complex broadcast structure. Across a season, events from its three national series air on seven different networks (FOX, FS1, NBC, USA, TNT, Prime, The CW). The Cup Series alone appears on six of those. Adding to the frustration, practice, qualifying, and the race itself are often shown on separate channels. For fans seeking simplicity, this fragmented approach is confusing and discouraging.
Another significant concern is the quality of the broadcasts themselves. Fans will be the first to point this out. Particularly those produced by Fox during the first half of the season. Many fans describe Fox’s presentation as lackluster, lacking both energy and polish. For example, longtime announcer Mike Joy has been criticized for a monotone delivery, and on the other hand, Clint Bowyer’s commentary is often seen as unfocused and disruptive. Although Kevin Harvick has added some value to the booth, the overall product remains uninspiring. As a result, viewer interest frequently wanes throughout the season.
When the schedule transitions to Prime Video and TNT, viewership faces additional hurdles. While Prime’s presentation has been well received, the continuation of the same broadcast team on TNT has led to widespread disappointment. By the time NASCAR reaches its NBC portion of the season—where the broadcast team is generally praised—the damage has already been done. Viewership has declined, NASCAR is approaching a playoff format that fans are increasingly frustrated with, and the sport is forced to compete directly with the NFL, an unwinnable ratings battle.
Scheduling further complicates matters. NASCAR could benefit from reconsidering race start times, particularly during football season. Starting races earlier in the day—around 12:30 or 1:00 p.m.—would give the sport a chance to capture audiences before NFL games begin. Similarly, experimenting with prime-time or weeknight events could open new opportunities for fan engagement.
Ultimately, the crash of NASCAR’s ratings is the result of several interconnected issues: fragmented broadcasting, inconsistent scheduling, subpar presentation, and an incredibly unpopular playoff system. The worst part of all of this comes at a time when on-track competition is stronger than ever, with parity among teams and drivers at an all-time high. And while attendance at tracks has been encouraging, television viewership has not kept pace.
For NASCAR to reverse its ratings decline, it must simplify access to broadcasts, elevate production quality, and rethink scheduling in a way that maximizes visibility. The product on the track is thriving; the way it is delivered to fans is not.
