In the twilight of a chaotic 2025 NASCAR season, widespread broadcasting blunders have left a bitter taste in viewers’ mouths. The most recent incident saw countless spectators in Atlanta deprived of the thrilling climax to a race, as the local CW network opted to run commercials instead of airing the heart-stopping finish line duel between Aric Almirola and Alex Bowman.
This debacle is part of a troubling pattern of broadcasting gaffes that have marred previous races. Last weekend, FOX’s coverage of the Circuit of the Americas fell flat when crucial race moments were obscured by the grandstands, leaving viewers in the dark about the unfolding drama between Christopher Bell and Kyle Busch. These mishaps appear to be a recurring issue, with last year’s Daytona 500 and Martinsville race also plagued by similar issues. The problem is not confined to the premier events either, as it is beginning to seep into the lower series as well.
NASCAR’s $7.7 billion media rights deal for the Cup Series has brought CW onboard to replace NBC Sports for covering Xfinity Series races. The deal, which reportedly brings in an annual $115 million and runs through 2031, was supposed to herald a new era in NASCAR broadcasting. However, the change in broadcaster did little to alleviate the long-standing issues, as fans watching the GOVX 200 live on CW were met with the same old specter of ill-timed commercial breaks interrupting peak race drama.
The Phoenix Xfinity race, featuring a nail-biting overtime finish, saw top contenders Justin Allgaier, Aric Almirola, Brandon Jones, and Alex Bowman vying for supremacy. Almirola ultimately took the crown after a photo finish, but the excitement was lost on many viewers due to CW’s poorly timed commercial break.
The discontent among fans was palpable following the race, with many taking to social media to voice their frustration at the new NASCAR media partner’s failure. The backlash was particularly severe in Michigan, where local CW affiliates chose not to air the race at all, opting instead for reruns and soccer games. Even in Atlanta, where the race was broadcast, the network cut away to commercials and basketball coverage at the most crucial moments, depriving fans of the thrilling collision between Almirola and Bowman at the finish line.
The crux of the issue lies in the CW’s affiliate-based structure, which gives local stations significant control over their programming choices. Despite NASCAR’s promise that all 33 Xfinity Series races will be available on free, over-the-air broadcast television, the reality has proven to be far from this ideal. The CW’s coverage has been plagued by issues ranging from poor camera work to technical glitches, making for a disappointing viewing experience.
The twist of the tale is that NASCAR’s billion-dollar media rights deal, which was supposed to expand the sport’s reach through partnerships with The CW, Amazon’s Prime Video, and TNT Sports, may be inadvertently limiting viewership due to inconsistent execution. It remains to be seen whether these are mere teething troubles of a new partnership or symptoms of deeper issues with NASCAR’s broadcasting strategy.
