The motorsport world is abuzz with excitement as IndyCar prepares for its much-anticipated debut on FOX. The deal, a milestone in the sporting franchise’s history, was orchestrated by Roger Penske and his Penske Entertainment company, which acquired IndyCar and the Indianapolis Motor Speedway in 2020.
The teams that form the backbone of the sport are eagerly awaiting the impact of this new broadcast agreement. It’s projected to fuel growth across the series, and by the time the executives at FOX Sports rise next Monday, they’ll have the initial viewership numbers from Sunday’s Firestone Grand Prix of St. Petersburg to analyze. This will mark the end of a long offseason filled with speculation about how the new racing series will perform.
Under Penske, IndyCar’s previous deal with NBC drew an average Total Audience Delivery (TAD) of 1.30 million viewers for every race in 2024. This figure, which combines network, cable, and streaming audiences for each event, was slightly higher than the 1.32 million TAD recorded in 2023. Interestingly, this average doesn’t account for the two races aired on CNBC, which garnered less than 100,000 viewers each, or the two exclusively streamed on Peacock. The Indianapolis 500, with its impressive TAD of 5.3 million viewers, significantly boosted the season-long average. The 17 races were distributed across NBC, its USA Network, and CNBC cable properties, with two exclusively streamed on Peacock.
However, the new partnership with FOX is set to change the game. For the first time in generations, IndyCar races will be aired solely on the main network. Practice and qualifying sessions will feature on the FOX Sports 1 and FOX Sports 2 cable channels. Additionally, all on-track activity will be available for live streaming on the FOX Sports app for cable subscribers and a range of streaming services.
The teams are setting their sights on surpassing the 1.3 million TAD from NBC. In the NBC era, poor cable ratings were offset by solid network ratings, leading to what many viewed as compromised year-long results. This will no longer be the case with FOX’s all-network plan. The elimination of fluctuations between cable, network, and exclusive streaming should push the TAD average of 17 network races, plus streaming, higher.
An increase in TAD and wider exposure on FOX could lead to teams asking for more sponsor money, given that audience size often determines the value of sponsorship programs. When asked to predict the impact of the FOX deal on their operations, several team owners projected an increase in viewership by up to 30%.
However, it’s important to note that the tangible benefits of the predicted viewership increase may not be realized for 12 to 18 months. The focus is on growing the sport and attracting direct-to-consumer sponsors more often seen in NASCAR. If FOX can boost IndyCar’s average viewership over the two million mark, it will open up a whole new world of sponsorship opportunities for the teams.
Despite the excitement surrounding the broadcasting shift, questions remain about whether a larger viewer base will directly affect sponsorship valuations. With the rise of streaming, digital promotions, and business-to-business deals in the IndyCar paddock, a higher Nielsen rating number might not have the same impact as it did in the past. Nonetheless, any increase in awareness and viewership can only be a positive thing for the sport.
As the IndyCar teams prepare for their FOX debut, one thing is clear: the sport is gearing up for a new era of growth and exposure. Only time will tell if these expectations will be met, but the sense of optimism is palpable.