In a world where perception is everything, ratings and attendance have become big topics of discussion among NASCAR fans and insiders. Ratings in particular have been of interest to those in control of the sport. But the picture on that front is less than clear. With fluctuating numbers and ratings looking better from the top-down who knows what’s going on in NASCAR’s national series.
As has been talked about this week and last, the ratings for the last two Cup races have been down – way down. According to Nielsen, ratings at New Hampshire were down 28 percent and at Dover 22 percent year-over-year. It’s the apocalypse, right? Well maybe not.
Something no one has really been talking about is that the races in previous years were on ABC (a network channel where one would assume there is a larger audience), not ESPN. TC talked with our friend John Daly over at the Daly Planet and he thinks this isn’t an issue – he thinks the product is the problem. To some extent I think he’s probably right. It’s hard to reconcile though why ratings have suddenly been down quite so much in the Cup Series.
Consider this: before New Hampshire there were slight declines for the races at Richmond (on ABC this year and last) and Atlanta (on ESPN this year and last). At Bristol though the race was shown on ABC this year, a change from ESPN in years prior. The race actually saw a ratings increase year-over-year. Is that because it was on network TV instead of cable? I tend to think that’s possible, if not likely.
Even though these last two weeks look to me like anomalies, it is true ratings as a whole have been down again this season in the Cup Series. Why exactly that is, is hard to say. This isn’t the case across the board though.
With fan discontent churning, you’d expect to see declines everywhere. It’s not happening though. The ratings in the Nationwide Series have been flat year-over-year – this despite it being a series dominated by Cup regulars.
Even more interesting though is the case of the Truck Series which has actually seen an overall ratings increase over the summer after taking hits early on because of rain delays. This is occurring despite the fact there are only five to 10 competitive trucks on a weekly basis.
Now obviously there are overall audience disparities between the three series, but I still have to wonder why the two lower series are growing, or at the very least maintaining their audiences when their larger counterpart is not. Is it the politics? Is it the personalities? Are races too long? Has the Cup Series just become overexposed? Is there an increasing number of ‘avid fans’ looking for more racing? Is the racing better? Is the coverage better? I unfortunately have far more questions than answers.
Even with the pre-race show, watching a Truck race on Speed really has the feel of Cup Series broadcast 15+ years ago. It’s simple, refreshing, and light hearted – plus the races are usually done in a couple of hours. Even the Nationwide Series broadcasts aren’t quite as overdone as the Cup races. I have no idea if this explains the ratings though.
I’ve been watching this top-down trend for a while and I find it fascinating, but don’t have any idea why it’s happening. Maybe you all do?
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When you watch a race on TV, or see one in person, certain people get the spotlight. The drivers of course, are at the top of this list. Everyone knows them. Team personnel are next, with crew chiefs and a few select crew members getting most of the notoriety. You will also probably notice the presence of the NASCAR officials, whether you know their names or not. There are a few groups however, that get little if any air time, and frankly, go on busting their butts anyway.
In order to have a race that goes longer then about 75 miles, two important supplies are necessary: fuel and tires.
At every race, Goodyear Racing brings an army of guys who’s sole job is to do nothing but handle every race tire used. Truck loads of tires are brought in, along with the teams’ wheels, and these guys work their tails off all weekend mounting and dismounting tires. Each tire must be unloaded, scanned into their system, paired with a wheel, mounted, balanced, and organized. Once it has served it’s purpose, a tire must be rescanned, drilled (to avoid any future use), dismounted, and loaded back up to be recycled.
Goodyear does all this through their small network of regional tire distributors and the aid of Champion Tire and Wheel. Champion’s trucks haul all of the used tires, plus they handle all of the teams’ wheels (with their own small army).
During the race weekend, while workers are handling all the tires, Goodyear also has a team of engineers that work very closely with the teams to ensure proper usage and to monitor any problems.
Besides tires, no race would get very far without race fuel. Sunoco, being the official fuel of NASCAR, is tasked with providing the teams with enough race gas to practice, qualify, and race. While their team of people is much smaller than that of Goodyear, their function is no less important. On the busiest of weekends, enough fuel must be brought in to supply upwards of 150 race teams.
Besides being on hand to fill up the tanks during practice sessions and qualifying, Sunoco has a team of guys that fill every gas can during the race. Once a pit stop ends, fuel runners for each team will take any emptied cans by cart to the Sunoco pumps. There, Sunoco’s guys refill the cans so they can be used during the next stop. Once the race is over, teams then must return any unneeded fuel to Sunoco to be reclaimed.
There are two other groups that I also wanted to point out that serve very important functions.
First, two companies handle the majority of at track radio communications for NASCAR and the teams. Racing Radios and Racing Electronics have people on hand at every race to help support the teams. Their teams can supply and repair any of the radios or components needed by race teams so they can be in constant communication during the practices and the race. While the races are going on, both companies have techs that do nothing but wander up and down pit road, ready to fix any problems.
The last group I wanted to recognize are the TV production folks. In order for NASCAR to appear on FOX, ESPN, TNT, and SPEED, a large corps of producers, audio techs, camera people, production assistants, editors, and more must be at every race. Besides the networks themselves, companies like Game Creek Video, NEP Broadcasting, Broadcast Sports, and others have people and equipment that aid in bringing racing into your home. During the races, we are shoulder to shoulder with camera people, the assistants, and the pit road reporters who bring you all the latest information.
The next time you get to attend a race in person, on any level, be sure to take a moment to look around. There are more then just race teams at work bringing you the show.
There was an interesting post by our friend John Daly today over at The Daly Planet regarding Showtime’s weekly NASCAR show, Inside NASCAR (see it here). Apparently since it’s inception, many fans have been angry that such a great NASCAR show is only available on a premium channel; especially since SPEED canceled their weekly show, This Week In NASCAR, in the off season. Fans have expressed their feelings about the show on a few different posts by Daly, and many have used Inside NASCAR’s Facebook page as a place to voice their displeasure.
We had some discussion with a few folks today on Twitter about the situation, and between that and reading all of the fan responses, I thought a post with my two cents was in order.
Inside NASCAR is one of the few racing related shows I do have the opportunity to watch on a regular basis. Since I have Showtime, I often check it out. The show is taped in the NASCAR Media Group’s studios, which are a part of the complex that will house the NASCAR Hall of Fame in Charlotte. The show has much of that Media Group flair we’ve gushed about in the past. Inside NASCAR is hosted by Chris Myers, Brad Dougherty, Randy Pemberton, and Michael Waltrip, and features a race recap, interviews, analysis, and features. In my own opinion, it’s a solid show that has a lot to offer, even if it does have a few quirks and issues.
With the demise of SPEED’s TWIN, it appears much of the anger from fans revolves around the fact that the only way to see Inside NASCAR is to subscribe to Showtime. And that’s a problem because Showtime is a premium movie channel that often adds a significant charge to monthly cable or satellite bills.
My response to those folks who won’t subscribe to Showtime, but still demand to be able to see the show?
Tough.
Showtime is a television network that makes it’s revenue from subscriber fees. When you watch the channel, there is no advertising. And as such, it’s the job of Showtime’s management to create and bring content to the channel that is compelling and will make people want to pay extra for access to the channel. Besides movies, their own series, and other sports programming, Showtime, in conjunction with the NASCAR Media Group, developed Inside NASCAR to add to their inventory. The network also carries the similarly formatted “Inside The NFL” series.
The most common solution offered by angered fans is for NASCAR and Showtime to put episodes of Inside NASCAR online where they can be downloaded for free. But by doing so, Showtime relinquishes the value the show provides. If a viewer can just download the episodes for free, then they won’t need to subscribe to Showtime. And by not having to subscribe to Showtime, the network ends up engaging in a losing proposition by producing the show. So my question to these fans, is what does Showtime owe you, and why should they allow you to consume their content for free?
I understand that many of you miss having a weekly program dedicated to breaking down the previous weekend. But NASCAR, SPEED, Showtime, or any other network are under no obligation to offer you NASCAR programming for free just because you are a NASCAR fan. This whole thing is after all, a business. If having a weekly NASCAR show is a money making endeavor, then you’ll have what you want - if it isn’t, like in the case of SPEED and TWIN, then it goes away. Don’t forget too that both SPEED and ESPN are premium pay channels as well. They may not be as expensive as Showtime, but their business models are very similar.
Something else that bothers me about some of the fan comments, are those people that say this is just another way for NASCAR to squeeze more money out of the fans. This couldn’t be further from the truth. Many folks almost make it sound like there was some back door, shady meeting where SPEED, Showtime, and NASCAR all got together to move TWIN to Showtime, give it a new name, and charge a gazillion dollars for it. Unfortunately for them, this just isn’t true. Showtime does pay rights fees to NASCAR for the show, but so does ESPN/ABC, FOX, and SPEED for their respective programming. The difference is that Showtime is 100% supported by their subscriber revenue, while the other networks rely more on advertising. The reason NASCAR charges those rights fees, is because they own the racing. Just like Showtime, NASCAR creates content/entertainment (i.e. the racing), and they charge for the access to watch. You may not always have to pay a direct cost to consume that content, but an exchange is occurring.
I’m probably going to get blasted by some of you about the opinions I’ve shared here, but that’s fine. I understand the passion, and I understand that you want as much NASCAR as you can get. I don’t blame you for either, in fact I’m grateful to you for it because it keeps me and many others employed. Don’t forget though that the entertainment NASCAR provides is a product that has a cost, not a right that you are entitled to.
The last two seasons have been rough for this sport. Sponsors have left, fields have shrank and teams have folded. Mergers became the new name of the game for many fledgling organizations and layoffs plagued the industry. What NASCAR was faced with was a forced correction thanks to a bad economy. As a result the strong just got stronger and the weak generally got a lot weaker.
On top of a weakened economy NASCAR alienated a lot of fans with the introduction of the COT in 2007. The car, with it’s boxy appearance and rear wing, didn’t sit well with a lot of people. Some have argued that it’s hurt the competition. Whether that’s the case or not is open to argument – I know NASCAR would disagree.
To be sure, the last 10 years can be summed up in one word – change. Over the last two seasons though we have seen a sanctioning body more willing to listen and embrace changes everyone can get behind. We saw NASCAR institute double-file restarts, more attempts at G-W-C finishes and the return to the spoiler.
Their recognition that the sport isn’t perfect has benefited everyone. What I’ve seen over the first few weeks of this season is a sport that is more tough, more rough and more exciting.
While we’re far from where we once were, things are starting to look up. The ratings for this season’s races haven’t been all bad – they were up at Phoenix and Atlanta and they performed pretty well against the backdrop of a compelling USA v. Canada hockey game. The rain delay didn’t help at Martinsville, but overall Fox is down around 4%. While down is certainly not good, 4% is better than the 11.5% they were down this time last year. More than growth, NASCAR needs these numbers to stabilize. Hopefully they’re starting to do that.
On the competition side we’ve seen a competitive Earnhardt Ganassi team and an almost renewed Penske Racing team. In seven races we’ve had five different winners from five different teams. Sure Jimmie Johnson has won three races, but maybe he’s peaking early? All I know is, is I’ve seen some great finishes this season.
Like a recession in the economy, it’s going to take time for recovery to take hold and for the effects to be seen. I’m hopeful after a couple of tough seasons we’re starting to see the signs of recovery in NASCAR.
What do you think of the season so far? Have you been enjoying the season? Do you like the changes NASCAR has made? Has the competition been better?
A Happy Belated Birthday!
I’m disappointed TNI readers. It was our birthday on April 7th and no one remembered – me and TC included. Oops.
As we enter our third year on this project I just wanted to say thank you to everyone who comes to the site, reads the posts, and contributes to the conversation. TC and I have enjoyed our time working on this and look forward to the year ahead.
As always if you have any questions, comments and/or concerns please don’t hesitate to get into contact with us. We’re pretty good about emailing people back.
Thanks again to everybody who comes by. We know your time is valuable and we appreciate you make us a part of your day!
It’s a busy NASCAR week, as the Charlotte Motor Speedway Media Tour means a ton of news and announcements. And the Media Tour means we inch ever closer to Daytona. And as we do, it’s Wednesday again, and that means more of your questions and our answers. If you don’t know what this post is, we answer any and all reader questions every Wednesday, right here. So if you’ve got one, click on the ”Ask the Insiders” tab at the top of the page and send one to us. On to the questions…
1. From Ric:
Have heard that sometimes they adjust tire pressure on the inner tire to make a difference in the outer tire pressure. Is this common practice?
Yes, at the tracks where inner liners are used (they aren’t at places like Martinsville) the pressure of the liner affects handling characteristics and it is adjusted. Somebody who knows more about tires could tell you why, but you don’t want the pressures to be equal. When this happens, you’ll hear the TV guys say the tire has “equalized.” – T.C.
2. From Connie:
I saw something on TV about Jimmie Johnson doing some show on/at Daytona before the new season starts ?
Jimmie is doing HBO’s 24/7 series. It’ll be four episodes and is being billed as a behind the scenes look at Jimmie Johnson and the #48 team. It starts next Tuesday (the 26th) at 10 p.m. and airs the next three Tuesdays at the same time. More info here. You might also want to check out Speed’s show on Joe Gibbs Racing’s push to Daytona. It too is four episodes and starts Sunday at 6 p.m. – Journo
3. From Ella:
NASCAR is considering changing to a spoiler on the COT. If that happens this season, will that change how the cars run? Will it negate the test data collected on the cars so far? Will it be a big impact or a small glitch for the crew chiefs, drivers and crews?
Yes, the handling of the cars will be different with a spoiler. Teams will pretty much be starting over with data, because a spoiler will affect a car differently than the wing. There will definitely be an adjustment period for the teams and the drivers, but just how big of a deal it will be remains to be seen. I think we won’t know for sure until the teams get some track time with the new configuration. – T.C.
4. From Kevin:
Hey guys, I read something last week about RCR and their troubles last year. They referenced a very specific part of their cars that was the root of their problems. They didn’t say exactly what it was, but it was clear they all knew what it was, and after they realized what it was and started changing it on all their cars they got it turned around. It appears it worked and they did run better in the Chase. Do you guys know the part of the car they were referring to?
Let me put it this way. If I don’t work for RCR, I probably don’t know what it is, as they aren’t saying. If I do work for RCR, I can’t say because I don’t want other teams to know what we figured out. So either way, I can’t say. – T.C.
5. From Patrick:
With the rear wing on its way out will we see more rear deck lid ads?
Every car that I know of (except maybe Penske) still utilizes the decklid for sponsor space. It will certainly be more visible, but it won’t change from what they do now. – Journo
6. From BB:
Just wondering why Michael Waltrip is running the 51 as opposed to the 55 this year, and if you have any news on why SPEED cancelled TWIN?
From Michael Waltrip’s Twitter: “i needed a change from the 55. we won Daytona in the 15. 51 is a variation of that. sorta in memory of.” And as far as TWIN goes, Speed President Hunter Nickell told Sports Business Journal, “the news and analysis format, hosted by Steve Byrnes, Michael Waltrip and a variety of other guests, “just wasn’t connecting with the fans anymore.” So TWIN will not be returning. Speed is adding several new shows though. Check out the article here (SBJ subscription required). – Journo
And that brings yet another “Ask The Insiders Wednesday” to a close. Thanks to everyone who sent in questions. And remember, if you’d like to be a part of next week, click on the ”Ask the Insiders” tab at the top of the page and send your question in!
I’m coming to this party a little late, but after what I read earlier today, I have to say something.
On Saturday, during the pre-race show for the Truck Series race on SPEED, the broadcast crew which includes Rick Allen, Phil Parsons, Michael Waltrip, Adam Alexander, Ray Dunlap, and Krista Voda, all dressed up for Halloween. The crew were all dressed as characters from “Batman.” Being as how it was Halloween, I thought it was a neat idea. If you might remember, this crew did the same thing last year before Halloween at the Texas race, choosing to all dress up as characters from the “Wizard of Oz.” Dunlap as Dorothy and Alexander as Glenda the Good Witch were priceless.
Apparently though, not everyone thought it was so fun.
I first came across this little situation while trolling some racing forums today. I then clicked over to the story about the situation at The Daly Planet (Mr. Daly has a picture of the crew, plus there are a ton of comments on his post).
After the race, Matt McLaughlin from Frontstretch.com and Michael Knight from SpinDoctor500blog both chimed in about their dislike of the costumed broadcasters.
First, I’ll give you McLaughlin’s take from his piece on Frontstretch.com:
There have been some badly ill-considered moments in NASCAR broadcasting history. Few of them were as badly conceived, darkly disturbing, or clearly hallucinogenic-ally inspired as the Batman themed pre-race showprior to Saturday’s truck series race. If only that sort of effort, talent and pre-production had been devoted to something useful, SPEEDmight really have been onto something other than ensuring Krista Voda can never show her face in public without shame again. Two words Ms. Voda, “Thigh-master.”
And here are Knight’s thoughts from his blog:
Those who appeared on-air in costume last weekend lost credibility and gave away the honored title of journalist. I now consider them to be actors who dress-up and play a part. They should now be disqualified from membership in any professional journalists’ organization.
After seeing both of those reactions, I was completely blown away. Are these guys serious?
Before I get into the meat of what I have to say, let me first preface this. I read McLaughlin’s columns once in a while, and I have enjoyed some of Mr. Knight’s commentary in the past. I don’t know either man personally, nor do I have anything against them.
Now, it’s one thing to dislike something that happens and write about it, it’s another entirely to go about it as these two have.
There is so much negativity being pushed by the NASCAR media right now, that it’s almost to the point where any commentary is unreadable. But to throw out such nasty, mean spirited comments and to attack someone personally is absolutely unacceptable. Krista Voda is a consummate professional and did nothing to deserve McLaughlin’s rath.
Also, before we start removing “journalist” from anyone’s title, lets remember that this crew is covering NASCAR, not the war in Iraq. If Christiane Amanpour shows up on CNN reporting from a battlefield in Afghanistan wearing a Hannah Montana costume, then I could understand Knight’s problem. Until then, lets try and remember that NASCAR is entertainment, and meant to be fun. If the NASCAR on SPEED crew wants to have a little fun with the pre-race show, have at it!
I also think it’s interesting that in a time when TV ratings are down for NASCAR and that so many are complaining about coverage that these two chose to attack the one broadcast who’s ratings continue to climb. The Truck Series has seen double digit ratings increases for quite a few of their races this season shown on SPEED. So instead of attacking this group, maybe we should be lauding them and using them as an example for the other networks. They are obviously doing something right.
So gentlemen, in the future when you decide to throw your opinions around about how badly you dislike something, I’d suggest using a little more tact. Your methods not only make you look bad, they also hurt your credibility.
I can’t speak for anyone else, but because of this incident you’ve lost any future audience you may have had with me. I won’t waste my time on writers who so obviously can’t stand the sport they write about regularly.