NASCAR ratings down, but not optimism for RIR race

Fox Sports maintains a healthy optimism about tonight's race and its TV potential. Just don't mention the R-word.

Rain is the enemy at the network, which expects more than 7 million people to tune in for a portion of the Crown Royal Presents Russell Friedman 400. A postponed race could cut that number by as much as half.

RIR is a popular stop for the network, one it badly needs right now. According to Sports Business Journal, the last nine races have suffered double-digit drops from their 2008 ratings. That's not uncommon -- ratings for most shows are down across the board, and attendance is also down at tracks.

Bill Wanger, who is the senior VP of programming and research at Fox Sports, attributes that to increased competition from cable channels, but notes that NASCAR is still a major player. Last weekend it beat the NFL Draft and all NBA playoff games.

"It's still a dominating presence," he said. "The numbers a race get are on par with popular shows like 'The Office' or 'Law and Order.'"

Earlier this year, Charlotte track owner Bruton Smith caused a stir by advocating local blackouts of races where the venues are not sold out. His plea went ignored by NASCAR and other track owners, who want to keep broadcasts on for fans who don't have the means to buy tickets.

"That's not something we would even consider," RIR public relations director Aimee Turner said. "NASCAR is opposed to that."

Wanger was more blunt, saying simply "That won't happen."

This year's race is not yet sold out, a rarity at RIR but a condition that is becoming increasingly common as NASCAR's rapid growth from earlier in the decade begins to slow down.

One of the ways TV executives are counteracting that is scheduling night races, which are lucrative to advertisers.

"It gives us an opportunity to attract even more viewers," Wanger said. "Of the 14 night races Fox has broadcast, all 14 have been the top-viewed program of the night."

The downside of that is the rain factor. Last year's Chevy Rock & Roll 400 was delayed twice by rain, pulling in just 4 million viewers when it finally got off the starting line. That's a low for RIR, where races are traditionally big draws.

"The drivers really speak for themselves when they say they love Richmond," Turner said. "It's one of the favorites for everybody."

And as ratings and attendance start to go down, everybody is looking to the track to deliver a rain-free classic tonight to build some midseason momentum for NASCAR.

Contact Michael Phillips at (804) 649-6546 or .