NASCAR is firing on all cylinders for FX.
The first National Association for Stock Car Auto Racing Winston Cup race on
the general-entertainment service delivered the highest viewership of any
program in the network's seven-year history.
FX's coverage of the Pontiac Excitement 400 May 5 averaged a 4.0 household
rating from 8 p.m. to 11:25 p.m., reaching some 2.6 million homes and more than
4.5 million viewers, according to Nielsen Media Research data.
The Pontiac Excitement 400 peaked with a 5.2 household rating and more than 6
million viewers from 11 p.m. to 11:15 p.m., according to Nielsen data. The final
hour averaged a 4.4 rating.
The race was the third-highest-rated show on basic cable during the week of
April 30 through May 6, and it was the top-rated program among adults 25 through
54 and men 25 through 54.
Measured against ESPN's coverage of the Pontiac Excitement 400 last May, FX
generated gains in households, up 14 percent from a 3.5, and in such key demos
as adults 25 through 54 (31 percent), adults 18 through 49 (38 percent), adults
17 through 34 (56 percent), men 25 through 54 (22 percent), men 18 through 49
(29 percent) and men 18 through 34 (35 percent), even though it was in 12.7
million fewer homes than ESPN was at that time.
'The performance of our first Winston Cup race continues the momentum of FX,'
president Peter Liguori said in a prepared statement. 'As with our Busch races,
the ratings and demo delivery show our strategy is working. Promoting NASCAR on
Fox and FX can migrate the core fans while attracting new fans and continue to
grow the sport.'
