IndyCar Versus Ratings Analysis

We have written that IndyCar Series ratings on Versus are a mixed bag. Now, let's attempt to put that statement in its proper context.

• The first eight (8) IndyCar events on Versus averaged 273,108 viewers

That isn't much of a national audience. However, it's no secret that Versus is a fledgling sports network. Perhaps we should compare the IndyCar numbers to those of other sports properties on Versus.

• Versus 2008 Prime Time average audience was 278,000


• IndyCar Prime Time events (3) averaged 293,333

IndyCar is competitive with other prime time programming on Versus. Unfortunately, this is due to the audience that tuned in for the race at Texas Motor Speedway. Both Richmond and Kentucky failed to match the network average in prime time. Texas more than made up the difference. IndyCar races at TMS have been very good since the track opened. It is apparent that the series has earned some brand equity at TMS.

• NHL games in 2008-09 averaged 326,000 viewers

Texas easily beat the NHL average, which was also topped by Long Beach. Again, TMS and the Toyota Grand Prix are established events that have achieved some brand recognition. Indy 500 Pole Day (385,000 viewers) and Bump Day (349,000) also beat the average NHL game. This is impressive; the NHL should have an advantage because most of its games are in prime time. Less impressive is the fact that Kansas and Kentucky combined to draw fewer viewers than Indy Pole Day.

• Tour de France 2008 live coverage (8:30-9am) averaged 267,722 viewers
• Tour de France 2009 live coverage averaged 529,926 viewers

These numbers lend significant insight. Let's hope that IRL management is paying attention. As a function of television viewership, the Tour de France with Lance Armstrong among the leaders is worth almost 98% more than the same event without Lance Armstrong

The bicycles and the race stages were largely unchanged. Most competitors and teams were similar year-to-year. It was Armstrong's comeback that increased the Tour de France product's competitiveness in the U.S. television market by 98%.

This is why the IRL must actively manage its product. In most firms, this is considered a core management activity. Unfortunately, it seems that the IRL is more interested in serving its suppliers of racing teams than serving its U.S. TV distribution customer.

Now that it knows what one American star can do for ratings, Versus should press IRL management to provide competitors that might do the same for IndyCar racing. Currently, management is moving in the opposite direction. New cars that are too costly will necessitate more drivers who are also financiers. Additional road and street races will attract more competitors that can't be sold to a U.S. television audience.

We're guessing that Versus will soon become the latest excuse for IndyCar racing's failure to perform in the marketplace. The league and its teams will talk about limited reach and explain that they need time to make the partnership work. The latter might be true, but there is little hope for the long term or any term if the product is not changed in any substantive way.

Do not believe for a moment that Versus is not capable of drawing a credible audience right now if it has a product that U.S. television viewers actually want to see.

The 2008 Oregon v. Oregon State football game on Versus averaged 1.6 million viewers

DirecTV contract negotiations notwithstanding, Versus has increased its reach since the 2008 Civil War football game. The IRL would have to increase its average audience 586% in order to match a rating that Versus has already achieved.

Therefore, we shall restate the obvious. If IndyCar fails to increase ratings on Versus, then it will be the fault of IRL management and its suppliers of IndyCar racing teams.

Roggespierre