Imagine the thrill of drag racing finally stealing the spotlight from NASCAR—it's a moment that's got fans buzzing and tempers flaring in the motorsports world! Last weekend's TV ratings victory for the NHRA has everyone talking, but before we dive into the excitement, let's unpack what this means for the future of these high-speed sports.
The folks running the National Hot Rod Association (NHRA), the governing body for professional drag racing, are riding high after a massive audience tuned in for their events. This isn't just any win; it's the biggest September viewership they've ever seen, thanks to the iconic US Nationals. However, the leadership should keep in mind the finer details behind this success to build on it wisely.
For drag racing officials, this is a rare feather in their cap. Beating out NASCAR's audience numbers is no small feat—it's something that hasn't happened in living memory, possibly not since the early days when NASCAR was still evolving from its bootlegging roots into a slick, national spectacle. Back then, legends like journalist Chris Economaki, along with ABC's Wide World of Sports and promoter Bill Doner, played a huge role in bringing the adrenaline-pumping world of straight-line racing to audiences far beyond the sunny drag strips of Southern California.
The highlight came at the NHRA Texas Fall Nationals, which wrapped up the exciting 'Stampede of Speed' series at Texas Motorplex on October 12. This event pulled in a whopping 2.065 million viewers on FOX, setting a new record as the most-watched single broadcast in the NHRA's 74-year history. Overall, the entire event attracted 3.631 million viewers, a true milestone for the organization. What's more, it was the first time any one NHRA show broke the two-million-viewer barrier, showing just how captivating drag racing can be when given the right platform.
Early numbers revealed how the NHRA benefited from a strong lead-in: the Dallas Cowboys versus Carolina Panthers NFL game drew 7.2 million eyes, boosting the drag racing coverage to 1.872 million viewers. In comparison, NASCAR's South Point 400 from Las Vegas Motor Speedway on USA Network only managed 1.717 million. This surge followed hot on the heels of the NHRA's most-viewed live US Nationals ever, the 71st running of the Labor Day tradition at Indianapolis, which snagged 1.036 million viewers—the largest non-NFL-tied audience on FOX since 2017. For newcomers to motorsports, think of these ratings as a measure of popularity; higher numbers mean more ad revenue, bigger sponsorships, and a healthier sport overall.
NASCAR's broadcast challenges.
'It caught everyone off guard,' shared Kenny Wallace, a former NASCAR driver turned media insider. 'It left folks wondering, 'What on earth just happened?!' Even those in the NHRA camp were surprised.' As a dedicated NHRA enthusiast himself, Wallace added a dose of realism: 'The NHRA caught a break here, and we can all admit that. Let's keep it real.' He pointed to the prime-time slot right after that blockbuster NFL game as a key factor.
Wallace raises a fair observation, though die-hard drag racing supporters might shrug it off—after all, they've spent years watching their favorite sport get bumped to inconvenient time slots, overshadowed by mainstream team sports like football or basketball. So, kudos to the NHRA for seizing this opportunity and shining bright.
If luck played a part, as Wallace suggests, then more power to the NHRA. And for those who take extra delight in seeing this boost come at NASCAR's expense—especially given how the NFL's packed schedule has long clashed with NASCAR events—they'll eat up insights from journalist Chris Deeley in GP Fans online.
Deeley pointed out that NASCAR's Cup Series viewership has been sliding this year, spotlighting issues with their massive $7.7 billion TV contract. This deal spreads races across four networks, with TruTV handling many practice and qualifying sessions. For beginners, this 'fragmentation' means fans have to juggle multiple channels and streaming services, making it tough to follow the action without constant checking. Deeley argues it's harder than ever for casual viewers to tune in reliably.
Tony Stewart in the Las Vegas spotlight.
But here's where it gets controversial... In the 1990s, the NHRA faced similar broadcasting headaches but smartly streamlined their package to one main network, which helped stabilize their audience. That's a strategy NHRA Top Fuel veteran and team owner Doug Foley echoed during the Texas Fall Nationals near Dallas—before the final ratings even dropped and started rubbing NASCAR the wrong way.
'People crave quick results these days,' Foley explained. Drag racing delivers that instant thrill with races over in seconds, which aligns perfectly with modern attention spans. Yet, he noted a downside: 'Social media spoils it all—fans learn the winners before the broadcast even starts.'
Turning to NASCAR's choices, Foley didn't hold back: 'They made what I see as their biggest blunder yet, spreading the TV coverage across 12 different channels that even I couldn't track down if I tried.' He shared a personal anecdote to illustrate: 'I'm an Amazon Prime member because the delivery guy shows up at my door daily, but that doesn't mean I'm glued to Prime Video for races. Who cares? Stick it on FOX or ABC, or let the highest bidder take it. All this scattering has wrecked their prime viewing times, and as a team owner, I have to explain to sponsors why our exposure numbers are dipping.'
For Foley, the stakes are high with the next TV deal on the horizon, as it directly impacts his ability to attract corporate partners for shared marketing wins. 'I have no clue what the NHRA is hashing out for next year,' he said. 'Us independent teams are kept in the dark, which is a real oversight on their part. The root issue is funding shortages leading to fewer cars on the track. If sponsors poured in, we'd see teams everywhere. But justifying the investment is tough without solid TV metrics. They demand impressions and visibility, which is doable, but it might mean every team juggling five or six sponsors to stay afloat.'
Foley drove the point home: 'If a company drops $5 million, you need hard data from services like Joyce Julius to prove its worth—things like equivalent ad value or brand exposure. We all need to collaborate: FOX is stepping up, everyone's putting in the effort, and the NHRA is delivering quality racing. Still, the numbers must add up logically.' To expand on this for those new to the scene, Joyce Julius reports are like detailed scorecards that translate on-track action into dollar signs for sponsors, helping them see if their investment translates to real fan engagement.
And this is the part most people miss: Were these eye-popping NHRA numbers from last weekend just a flash in the pan, or can they build something lasting? It's possible, and one thing's for sure—they've put smiles on every face in the drag racing community.
Susan Wade, originally from Indianapolis but a Seattle resident for four decades, has motorsports woven into her very being. As a pioneering drag racing journalist with almost 30 years trackside, she excels at capturing the personal stories behind the roar of engines. She's the first non-NASCAR honoree of the esteemed Russ Catlin Award and has penned coverage for outlets like the Chicago Tribune, Newark Star-Ledger, and Seattle Times. Since 2016, she's been freelancing for Autoweek, bringing her unique perspective to the sport.
Now, what do you think—did the NHRA truly earn this win through smart strategy, or was it mostly luck from that NFL boost? And is NASCAR's scattered TV approach dooming them, or could it open doors to new fans? Share your takes in the comments; I'd love to hear if you're team drag racing, NASCAR loyalist, or somewhere in between. Let's spark some lively debate!
