After years of stagnation, NASCAR is back on track—literally and figuratively—dominating the motorsport landscape in 2024. With a massive $7.7 billion media rights deal, an upcoming Netflix documentary delving into the personal lives of its drivers, and an international points-paying race on the horizon, the iconic American racing series is now gaining ground against its biggest rivals: Formula 1 and IndyCar.
TV ratings, the gold standard for measuring the sport’s health, tell the story of a spectacular turnaround. The introduction of the controversial Next-Gen car initially caused a slump, but as 2024 draws to a close, NASCAR is proving its doubters wrong.
“TV Ratings: NASCAR’s Winning Formula”
Since the modern era of NASCAR began in 1972, TV ratings have been the sport’s barometer. From the iconic 1979 Daytona 500 that drew 16 million viewers to Jimmie Johnson’s 2006 Daytona triumph, which peaked at an 11.3 Nielsen rating, NASCAR’s viewership was once the envy of motorsport. However, Ricky Stenhouse Jr.’s win in the 2023 Daytona 500 marked a historic low of 4.4. This decline extended across the season, sparking alarm among NASCAR executives.
But 2024 has painted a different picture. The Circuit of The Americas race in March averaged 3.31 million viewers, marking a 6% year-over-year increase and the fifth consecutive race to post gains. By October, the Kansas race averaged 2.352 million viewers on FS1, up slightly from last year’s 2.337 million. Overall, FOX’s NASCAR coverage saw a 0.7% rise in viewership, attracting 53.92 million viewers across 16 races.
This resurgence was highlighted by a map shared by the racing blog BrakeHard, showcasing NASCAR as the most popular racing series in the majority of U.S. states, including key markets like New York and Florida—states previously dominated by Formula 1.
“Outpacing Formula 1 in America”
While Formula 1 had gained traction in the U.S., NASCAR’s rebound has turned the tide. At the end of 2023, F1 held sway in nine states, but by late 2024, that number dropped to five. NASCAR’s resurgence has made it clear that the American racing staple isn’t just surviving—it’s thriving.
NASCAR’s success is rooted in its ability to connect with fans across generations. The series has leaned into nostalgia while embracing modernity, introducing innovative outreach initiatives, and leveraging its fan-favorite format of close, competitive racing.
“Merchandising and the Race for Young Fans”
In an era of globalization, NASCAR is adopting Formula 1’s playbook to attract younger fans. Toys and merchandise have become a battleground for fostering new fanbases. F1, which has surged in popularity in the U.S., launched LEGO sets for all 10 teams ahead of the Las Vegas Grand Prix. NASCAR, not to be outdone, has partnered with LEGO to release its own themed sets, aiming to inspire a love of speed and engineering among young fans.
Julia Goldin, LEGO’s Chief Product & Marketing Officer, highlighted the collaborative vision:
“Our goal is to bring families together to build, explore, and share their passion for the sport, offering something truly special for everyone.”
Additionally, Hendrick Motorsports teamed up with Carrera to offer exclusive slot car sets, making it easier for fans to bring the thrill of NASCAR racing into their homes.
“The Road Ahead: Global Expansion and Innovation”
NASCAR isn’t stopping with its domestic revival. The series is poised for its first international points-paying race in decades, with Mexico City hosting a Cup Series event in June 2025 at the Autódromo Hermanos Rodríguez. Ben Kennedy, the architect of NASCAR’s globalization strategy, called it “the first step of really taking the Cup Series internationally.”
With international expansion, a $7.7 billion media rights deal, and plans to mimic Formula 1’s Netflix-driven popularity surge through its NASCAR: Full Speed documentary, the stock car giant is laying the groundwork for a brighter future.
“NASCAR’s Comeback: A New Era of Racing Dominance”
From plummeting TV ratings to a resurgent 2024 season, NASCAR is proving that it has the tools to adapt and thrive in a rapidly evolving motorsport landscape. With a renewed focus on fan engagement, strategic global expansion, and innovative partnerships, NASCAR is well-positioned to reclaim its place as the premier motorsport in America—and perhaps the world.
