Live Report: NASCAR’s Meteoric Rise in 2024 – A Triumph Over Rivals
After years of ups and downs, NASCAR is hitting its stride. With a $7.7 billion media rights deal, a Netflix documentary exploring its drivers’ personal lives, and a groundbreaking international points-paying race, NASCAR is surging ahead of its competition. The sport, which faced a steep decline in TV ratings after the debut of the Next-Gen car, is now flipping the script and pulling ahead of rivals like IndyCar and Formula One (F1).
NASCAR’s Dominance in Key Metrics
Since the modern NASCAR era began in 1972, TV ratings have been the ultimate indicator of its health. Iconic races like the 1979 Daytona 500, featuring Richard Petty’s victory and the legendary fight between the Allison brothers and Cale Yarborough, drew a staggering 10.5 Nielsen rating with 16 million viewers. The peak came in 2006 when Jimmie Johnson’s Daytona 500 win garnered an 11.3 rating.
But by 2023, the numbers hit a historic low. Ricky Stenhouse Jr.’s Daytona 500 victory recorded just a 4.4 rating, and the slump echoed across the Cup Series. However, 2024 has told a different story. NASCAR’s resurgence has been confirmed with eye-catching statistics shared by BrakeHard, a popular racing blog, on X (formerly Twitter).
“Big gains for NASCAR as they flipped some key states including New York and Florida,” BrakeHard reported, alongside a graphic showing NASCAR as the dominant motorsport across the U.S. NASCAR’s reach has now expanded to 45 states, while F1’s presence has dwindled from 9 states in 2023 to just 5.
Viewership Numbers Paint a Clear Picture
NASCAR’s upward trajectory has been consistent throughout 2024. The Circuit of The Americas race in March drew an average of 3.31 million viewers, a 6% increase from 2023. This marked the fifth consecutive race to post a year-over-year (YoY) viewership increase.
By October, the trend had solidified further. The Kansas race on FS1 averaged 2.352 million viewers, a slight increase from 2023’s 2.337 million. Across the entire season, FOX’s NASCAR coverage saw a 0.7% rise, amassing 53.92 million viewers over 16 races.
These numbers underscore NASCAR’s growing appeal and its ability to compete with, and even surpass, rivals in key metrics.
The Battle for Global Presence
As NASCAR strengthens its domestic foothold, it’s also embracing global opportunities. Like F1, NASCAR is exploring creative ways to connect with younger fans, and LEGO has become a key player in this effort.
For NASCAR fans, diecast cars have long been a collector’s favorite. But LEGO’s introduction of NASCAR-themed sets is expanding this tradition, mirroring a similar approach by F1, which boasts LEGO sets for all 10 of its teams.
Ahead of the Las Vegas Grand Prix, LEGO debuted its 2025 Formula 1 sets during a high-profile event, reflecting its vision of blending engineering with motorsports. Julia Goldin, Chief Product & Marketing Officer of the LEGO Group, emphasized this goal:
“Together, we’re creating products that ignite curiosity and foster a love of engineering and speed in builders of all ages. Our goal is to bring families together to build, explore, and share their passion for the sport, offering something truly special for everyone.”
What’s Next?
While NASCAR and F1 align on marketing efforts like LEGO sets, their battle for TV ratings is anything but collaborative. NASCAR’s ability to flip key states and achieve consistent viewership growth has put it on a strong footing heading into 2025.
With international races and fresh marketing initiatives, NASCAR’s resurgence is undeniable. The question remains—can it sustain this momentum and continue to topple its rivals? One thing is certain: the competition between NASCAR and F1 is only heating up, and fans are in for an exhilarating ride.
