Tuesday, September 19, 2017

Solid summer ratings for IndyCar on NBCSN

The 2017 Verizon IndyCar Series saw its viewership growing throughout the season. The viewership was down early in the season and the ratings were down for ABC's free-to-air telecasts, yet solid ratings throughout the summer boosted the viewership on NBC's cable channels over the previous years' averages.

The table below shows the viewership in thousands for NBC's cable telecasts.

Click to enlarge

Total Audience Delivery for NBC's telecasts in 2017: 507,000.
  • Up three percent on 2016 (492,000; excludes the rain-delayed Texas and Pocono races)
  • Down one percent on 2015 (510,000)
Overall average viewership for ABC, NBCSN, and CNBC in 2017: 1.14 million (17 races)
  • Down 11 percent on 2016 (1.28 million; 15 races)
  • Down 1.7 percent on 2015 (1.16 million; 16 races)

Early 2017 did not look positive for the Verizon IndyCar Series' TV ratings. The ratings for the free-to-air telecasts on ABC were down, as well as the ratings for Long Beach and Phoenix on NBCSN was down. The Honda Indy Grand Prix of Alabama at Barber Motorsports Park was an exception, showing growth of over 60 percent in audience, though it was aided by a NASCAR race having a rain delay.

The Rainguard Water Sealers 600 at Texas Motor Speedway was the first race back on NBCSN after ABC's coverage from Indianapolis and Detroit. The Texas race started a strong streak for IndyCar's TV ratings for the rest of the season; eight of the last nine races had over 500 thousand viewers.

The Honda Indy 200 at Mid-Ohio was the most-viewed IndyCar race on cable in 2017; the live telecast on CNBC had 200 thousand viewers and the tape delayed NBCSN telecast had 576 thousand viewers following a NASCAR race. The most-viewed live telecast was the ABC Supply 500 at Pocono with 618 thousand viewers.

None of the 2017 races could match the most viewed races of the previous two seasons; in 2016 Mid-Ohio had 1.0 million viewers, thanks to the rain delay at a NASCAR race. In 2015 Sonoma had 841 thousand viewers, though the 2015 race took place three years earlier when the football season had not started and there was no NASCAR Cup race that weekend.

Although IndyCar could not achieve its previous top ratings on cable in 2017, the solid ratings since June improved the average audience compared to previous years. The Bommarito Automotive Group 500 at Gateway Motorsports Park was the only race since June with less than 500 thousand viewers as it took place in the same night as the Mayweather-McGregor fight.

Attracting younger generations IndyCar's challenge


While the average audience for the Verizon IndyCar Series on NBC's cable channels grew by eight percent from 2016, the average for those aged between 18 and 49 went down by four percent. Over the full season on ABC and NBC's channels, the 18-49 age group's viewership was down 10 percent. The 18-49 age group made up 22 percent of the IndyCar audience both on NBC's cable channels and on ABC.

The percentage of viewers aged 18-49 is slightly lower for IndyCar than it is for the NASCAR Cup Series or NHRA, for both of which it is around 25 percent. However, IndyCar's open-wheel rival Formula One has over 30 percent of its American viewers aged between 18 and 49. While IndyCar has a slightly higher average audience, F1 has more viewers in the 18-49 age group.

An obvious explanation for the growth of the viewership in the older generations may be that there are fans of Indy car racing that were lost in the split. INDYCAR's aim was to make those lost fans interested in the series again, and the audience growth implies it has succeeded in it. However, there is a younger generation of fans who grew up during the split and were never into Indy car racing. Gaining new fans from the younger generations is the next challenge for INDYCAR.

Gaining young fans is crucial for the long-term future of the series. A series with a good future outlook is also more attractive for sponsors, which in turn will help the series to grow. IndyCar already gets overshadowed by NASCAR in American media; if it can't attract young fans, it will be overshadowed by F1 as well. Then again, if IndyCar could attract young fans like F1 does, it could outnumber NASCAR's Trucks and possibly the Xfinity Series in the 18-49 audience.

Numbers via Awful AnnouncingShowbuzz DailySports Media Watch, NBC Sports Pressbox, and Adam Stern on Twitter.

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