Final Dale Earnhardt Jr. Talladega race provides rare NASCAR ratings upswing
By Nick Tylwalk
Kind of makes you wonder what the TV numbers would be like if Junior had actually made the playoff field …
Dale Earnhardt Jr. made his last visit as a Cup Series driver (we think) to the track where he’s had the most success over his NASCAR career. He also was on the pole to start the race and one of just a handful of cars running for the win toward the end of a crazy, wreck-filled final 20 or so laps.
He didn’t manage to pull off what would have been a ridiculously popular victory, but fans still tuned in.
According to NBC PR (via Jayski), the TV numbers for the Alabama 500 were way up from the previous year, something we’ve rarely been able to type for most of this decade.
Sunday's @NASCARonNBC Cup Series race from Talladega delivered a 2.75 overnight rating, +35% from the same race last year on NBCSN (2.04).
— NBC Sports PR (@NBCSportsPR) October 16, 2017
The 2.75 overnight rtg. for Sunday's @NASCAR race on @NBCSports is the highest rating for the fall Talladega race since 2012 (ESPN/2.97).
— NBC Sports PR (@NBCSportsPR) October 16, 2017
Many commenters on those two tweets noted two things. First, Sunday’s race was on NBC, and not NBCSN like most of the playoff races have been. That matters, even in 2017.
The other thing was the obvious one, which was that there was a real sense that Earnhardt Jr. would recapture some of the magic that he’s shown so often at Talladega Superspeedway, home to more than 20 percent of his career NASCAR Cup Series victories. He nearly did it, though he did get caught up just a bit in “The Big One” and suffered just enough damage that it probably kept him from making a late charge for the win.
If there’s a downside, though, it’s whether or not NASCAR is going to suffer even more of a ratings hit in 2018 than originally suspected when Earnhardt Jr. retires. Everyone knows that’s going to happen, it’s just a question of degree. If Junior can swing the ratings this much in a positive direction, it’s quite possible the opposite effect might take place next year, especially since the NASCAR playoffs are up against the NFL at this time of year.
Next: Should NASCAR change its schedule to avoid the NFL?
That’s a story for another day, though. For now, everyone involved with the Alabama 500 will take the increased interest and viewership, however it came about. And hopefully, Earnhardt has one more great qualifying run and race in him before the season wraps up at Homestead.