TV ratings are down for the Cup Series, but NASCAR says other factors suggest growth

HOMESTEAD, Fla. (AP) – While acknowledging sagging television ratings for the Cup Series, NASCAR is trying to "create as many avenues as possible" to attract new fans.

What happened

NASCAR CEO Steve O'Donnell, speaking two days before the season finale at Homestead-Miami Speedway, remarked the sanctioning body is turning to YouTube and social media influencers in hopes of growing the series beyond its southern roots and moving further into international markets.

If you're in New York or you're in Seattle, and you don't have a race, what is that entry point?, O'Donnell remarked Friday. It may be a YouTube clip that you see that you say, 'Hey, this is pretty cool. What is this? I'm going to tune into that race. OK, I discovered it. I want to then go to a race.'

"So there's a lot of avenues that we've obtained to focus on, all kinds of things that we can look at to grow. We know we're building off a solid foundation, but we've secured to grow those."

The bottom line

Taken together, the developments around TV ratings are down for the Cup Series, but NASCAR says other point to a situation that is still moving, and the coming days should bring more clarity.