Could the NHRA’s recent TV ratings surge be a game-changer for drag racing? This past weekend, the officials of the National Hot Rod Association (NHRA) had a reason to celebrate, marking a significant moment in their history with an unprecedented spike in viewership. However, before the NHRA leadership gets too carried away with excitement, it’s essential to delve into the intricacies of this development.
Drag racing executives truly have something to be proud of. Surpassing the audience numbers of NASCAR is a monumental achievement for them, something that hasn’t occurred in many years. This type of accomplishment harks back to an era when NASCAR was just beginning its journey from its roots in moonshine running to gaining recognition on major advertising platforms. Icons like Chris Economaki and the famous ABC’s Wide World of Sports alongside promoter Bill Doner played crucial roles in bringing drag racing into the limelight beyond its Southern California beginnings.
The NHRA Texas Fall Nationals, part of the larger "Stampede of Speed" event held at Texas Motorplex on Sunday, October 12, drew a staggering 2.065 million viewers on FOX. This marked the largest television audience in the NHRA’s impressive 74-year history. The sanctioning body reported an overall viewership of 3.631 million for the entire event, making it the first single NHRA broadcast to surpass the two million viewer mark.
Initial analyses revealed that the NHRA broadcast experienced a significant viewership boost thanks to a robust lead-in from an NFL game—specifically, the matchup between the Dallas Cowboys and the Carolina Panthers, which attracted 7.2 million viewers. With this foundation, the NHRA managed to attain 1.872 million viewers, surpassing NASCAR’s 1.717 million viewers for their South Point 400 race in Las Vegas, aired on the USA Network. This surge in viewership follows the NHRA’s record-breaking live telecast of the US Nationals in early September, which featured an impressive audience of 1.036 million—the highest non-NFL audience on FOX for such an event since 2017.
Former NASCAR competitor and current media personality Kenny Wallace expressed his surprise about this uptick. "It shocked everybody," he remarked, adding that it led to many questioning, "What the [expletive]?!" Even long-time NHRA supporters expressed a similar astonishment. However, Wallace, a fan of NHRA racing himself, candidly noted, "NHRA got a little lucky, and we all know it. Let’s be honest"—referencing the NFL game preceding the NHRA broadcast, which aired during prime time.
While Wallace raises a valid argument about the role of luck in this outcome, it must be acknowledged that drag racing enthusiasts may not necessarily be concerned about how this achievement came to be. For years, they have often felt overshadowed by traditional stick-and-ball sports that dominate the programming landscape. The NHRA has frequently been relegated to less desirable broadcast time slots, making this triumph particularly sweet for its supporters.
Assuming Wallace's viewpoint holds merit—that the NHRA indeed experienced some good fortune—then congratulations are certainly in order for them. Particularly for those reveling in the idea that the NHRA’s spotlight came at the possible expense of NASCAR, journalist Chris Deeley shared insightful commentary on this topic in the publication GP Fans.
Deeley pointed out that the ongoing decline in viewership for the NASCAR Cup Series underscores the complexity of its $7.7 billion television deal, which has divided race broadcasts across four networks, with TruTV covering many of the practice and qualifying sessions. This fragmentation has made it challenging for the casual fan to identify where to tune in for specific NASCAR races.
In the ’90s, the NHRA faced a similar dilemma but took proactive measures to streamline its broadcast strategy. However, during the Texas Fall Nationals, veteran Top Fuel racer Doug Foley articulated a critical viewpoint regarding NASCAR’s scattered approach. He expressed a belief that today’s audiences crave instant gratification, which he believes aligns perfectly with the NHRA's format. Still, he also pointed out, “On social media, they can find out before it airs who won the race.”
Foley continued his critique by labeling NASCAR's recent broadcasting strategy as possibly their most misguided decision. He emphasized, "They just scattered that TV program to 12 channels that Doug Foley couldn’t find if he wanted to."
Regarding NASCAR’s approach, he lamented, “I’m sure I’m an Amazon Prime member, based on the fact that I know the guy who comes to my house every day, but overall, I’m not watching Prime. I don’t care. Put it on Fox or ABC. They should auction it off to the best bidder. All they did was mess up their TV time, which makes it difficult for team owners like myself to justify lower TV numbers to potential sponsors.”
As a team owner, Foley’s perspective on the upcoming television package negotiations feels deeply personal. He reflected, “I don’t know what the NHRA is negotiating for next year. Independent teams are rarely in the loop. They tend not to share that information with us, which is a mistake. The problem, though, is the lack of cars, a direct result of insufficient funding. If we had robust sponsorship, we’d see a surge in cars. But currently, it’s challenging for us to validate everything happening. Sponsors are looking for viewership numbers, impressions, and all the data that comes with it.”
Foley stated, “For a $5 million investment from a sponsor, obtaining accurate Joyce Julius numbers to justify that spending is daunting.” His encouragement was clear: teams need to unite and work together. While there is great support for the current broadcasting of NHRA events, Foley emphasized that analyzing the numbers is crucial.
The burning question remains: Are the viewer numbers from last weekend’s NHRA events sustainable? Perhaps so. One thing is certain—this increase in viewership has sparked joy within the drag racing community.
With nearly 30 seasons of experience covering motorsports, Susan Wade has become a prominent voice in drag racing journalism. A Seattle resident for four decades but an Indiana native, she is recognized for focusing on the human-interest aspects of the sport. Her esteemed career includes receiving the prestigious Russ Catlin Award—making her the first recipient from outside NASCAR. She has reported on drag racing for notable outlets including the Chicago Tribune, Newark Star-Ledger, and Seattle Times, while contributing as a freelance writer for Autoweek since 2016.
