Worrying NASCAR Statistic Reveals Key Shortfall Amid Meteoric F1 Rise in America

Ever since the new owners of Formula One made the push into the American Market, there has been a steady rise in public interest in the global racing event. However, that has resulted in a direct battle with NASCAR and its audience share. Recently, a journalist pointed out the stark differences in growth statistics between NASCAR and Formula One after both sports seasons came to a close.

Journalist Adam Stern reported, “@NASCAR finished its 2022 Cup Series season up 4% in viewership from 2021 to an average of 3.04 million. An increase was expected with an advantageous Daytona 500 comparison this year after last year’s race was delayed.“

The four percent increase might sound great, but hearing what Stern revealed about Formula One’s growth in the 2022 season, it easily triumphs that of NASCAR’s season growth. Stern tweeted, “@ESPN finished the 2022 @F1 season with a 28% increase in viewership from 2021 to 1.21 million viewers, another all-time high in the U.S. after it broke the previous record last year.“

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This is apparently a concern to NASCAR. They have been actively trying to promote its races to a younger audience for some time now. However, Formula One is in an expansionist stage in the American market. The 2023 season would see Formula One expand to a third race in the country, with the addition of the Las Vegas Grand Prix. They will hold the event on a street circuit along the Vegas main strip. That is sure to attract a new generation of people. This expansionism might pose a threat to the growth and longevity of NASCAR, which for an extended duration has been America’s favorite motorsport event.

NASCAR not attracting younger demographics

Despite NASCAR’s marketing efforts, it hasn’t been able to break into the Gen-Z demographic. Contrarily, F1 has hit the nail on the head. One of the best examples of this was when F1 hosted the Miami Grand Prix at the same time as the NASCAR Darlington race. This set up a tantalizing head-on clash between taking the stock car racing series and F1.

Motorsports journalist, Adam Stern stated, “1) NASCAR Cup Series at Darlington (FS1): 1.45 rating, 2.614 million viewers. 18-49 demographic: 517,000 viewers 2) Formula 1 at Miami (ABC): 1.08 rating, 2.066 million viewers. 18-49 demographic: 735,000 viewers“

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The viewership numbers were close, but NASCAR edged out F1 in terms of overall viewership. However, the concerning factor was the 18-49 demographic numbers. NASCAR only attracted around half a million, whereas Formula One garnered around a quarter of a million more. NASCAR sure should be concerned about these numbers, since it reflects that they are going wrong somewhere. The organization needs to polish its product better. And then invest in a viable marketing campaign to make sure they stay relevant in the future.