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The National Association for Stock Car Auto Racing (NASCAR) Cup Series race at Kansas Speedway on Sunday commanded an audience of 2.926 million viewers tuning into over-the-air FOX, as reported by Nielsen’s Big Data + Panel metric. While this figure represents a significant draw for motorsports programming, a direct year-over-year comparison to the previous Kansas event is nuanced, as last year’s race was broadcast on the cable channel FS1. NASCAR itself highlighted a 26 percent increase from the 2023 Kansas race, though this comparison is impacted by the broadcast platform. For context, comparable April Cup Series races in recent years have consistently surpassed the 3 million viewer mark.
This year’s strategic placement of the Kansas Speedway event on the more widely accessible FOX network was not merely for the sake of viewership numbers in isolation. The broadcast served as a crucial promotional lead-in for the NTT IndyCar Series, in which FOX holds a minority ownership stake, ahead of the Grand Prix of Long Beach. This integrated programming strategy appears to have yielded substantial dividends for the network, as the Long Beach event subsequently attracted 1.27 million viewers.
This 1.27 million figure represents a remarkable 130 percent surge in viewership compared to last year’s Long Beach race, which garnered 552,000 viewers on FOX. IndyCar officials have confirmed this as the most-watched running of the Long Beach Grand Prix since the significant merger of the Champ Car World Series and the Indy Racing League in 2008. It is pertinent to note that last year’s Long Beach race faced direct competition from the final round of the Masters Tournament, a premier event in professional golf, which may have impacted its viewership. The absence of such a major competing sporting event this year, coupled with the strong NASCAR lead-in, likely contributed to the amplified audience for the IndyCar series.
Beyond the headline IndyCar event, FOX’s broadcast strategy also benefited other racing series. The O’Reilly Auto Parts Series, a developmental series, also saw positive viewership outcomes, continuing to generate business for The CW network. The Kansas Lottery 300, a NASCAR Xfinity Series race held in conjunction with the Cup Series event, drew an audience of 1.18 million viewers. This represents the highest viewership for a Kansas-based Xfinity Series race since 2023, which aired on NBC. The figure also marks a 12 percent increase from the same weekend last year, though that race was held at Rockingham Speedway, introducing another variable into direct comparisons.
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Despite these variations in broadcast platforms and track locations, the broader trend for NASCAR on The CW is noteworthy. Since partnering at the commencement of the 2025 racing season, the network has consistently averaged over one million viewers per race. This sustained performance indicates a growing audience for the Xfinity Series on The CW, further validating the network’s investment and programming choices.
The success of this cross-promotional strategy underscores a broader trend in sports broadcasting: the leveraging of established fan bases to cultivate interest in complementary disciplines. By strategically placing a highly anticipated NASCAR Cup Series race on a prominent over-the-air network, FOX was able to introduce a significant portion of that audience to the IndyCar Series, a property in which it has a vested interest. The substantial increase in viewership for the Long Beach Grand Prix suggests that this approach is effective in expanding the reach of motorsports beyond their traditional silos.
The Kansas Speedway, a venue with a long history of hosting major NASCAR events, provided a familiar and high-profile stage for the Cup Series race. The track, located near Kansas City, Kansas, has been a staple on the NASCAR calendar since its opening in 2001. Its challenging 1.5-mile tri-oval configuration often leads to competitive racing, drawing in a dedicated segment of the NASCAR fanbase. The race itself featured a competitive field, with drivers vying for crucial points as the season progresses.
The NTT IndyCar Series, meanwhile, is known for its diverse calendar of races, including street circuits, road courses, and ovals. The Grand Prix of Long Beach, held on the historic street circuit in Southern California, is a crown jewel event, celebrated for its challenging layout and vibrant atmosphere. The race typically attracts a large contingent of local fans and has a rich history dating back to the 1970s. The increased viewership this year suggests a growing appreciation for the series’ unique blend of speed, technical skill, and close-quarters racing.
The partnership between FOX and the IndyCar Series is a multi-faceted arrangement that extends beyond broadcast rights. FOX Sports holds a minority stake in the series, aligning its financial interests with the growth and success of IndyCar. This strategic investment allows FOX to influence programming decisions and marketing efforts, aiming to maximize the sport’s exposure and appeal. The decision to use NASCAR as a lead-in for IndyCar is a direct manifestation of this integrated strategy.
The sustained performance of the NASCAR Xfinity Series on The CW also warrants attention. The series, often considered a proving ground for future Cup Series stars, features a mix of established veterans and rising talent. The CW’s commitment to broadcasting these races has provided a consistent platform for fans to follow the developing careers of many popular drivers. The average viewership of over one million per race indicates that The CW has successfully tapped into an audience that values this level of competition and driver development.
Looking ahead, the success of this promotional model could influence future broadcast strategies for both NASCAR and IndyCar. As the sports landscape continues to evolve, with increasing competition for audience attention, innovative approaches to programming and cross-promotion will be essential for sustained growth. The Kansas-to-Long Beach pipeline, orchestrated by FOX, serves as a compelling case study in how established fan bases can be leveraged to introduce and grow audiences for related motorsports disciplines. The long-term impact of this strategy will be closely watched by industry observers and stakeholders alike, as it has the potential to reshape how racing series are marketed and consumed in the coming years. The data from Sunday’s broadcast and the subsequent IndyCar event provide a strong foundation for optimism regarding the future of motorsports viewership on FOX and its associated networks.
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