The Indianapolis 500 is suppose to be the “Greatest Spectacle in Racing.” Yet the ratings for the top open-wheel race hit an all-time record low.
The 2010 Indianapolis 500 drew a 3.6 fast-national rating and 5.8 million viewers on ABC, down 10 percent in ratings and nine percent in viewership from last year (4.0, 6.3 mil).
It is going to be hard for me, a guy in Indianapolis to understand why it is not drawing ratings out of Indiana. While at the race, it was packed as usual. A few low seats in the bleachers along the straight-away were empty. And the in-field was a complete mess!
I had a fantastic time at the race. I had a unique perspective with the ability to go wherever I want at the Speedway. I had unlimited access to the drivers for interviews or just to chat. The teams were very helpful and each had a unique story.
Although the track was pack, this race was the lowest rated, least-viewed Indianapolis 500 since the race began airing live in 1986, surpassing the previous record low set last year. And to make matters worse, this is the first time that the race has drawn fewer than four percent of U.S. television households.
So the question is, how do you boost the national interest in the Indy 500? Oh the billion dollar question…
Things went downhill since the merger a few years ago which really hurt the sport. The number of American drivers continues to drop off because the sport is dominated by Brazilians and Europeans. There also is no true interest story for the non-race fans. Danica Patrick is about the closest you will find to an outside story that brings interest to the sport. But there has to be more stories, many more.
Also the race was anti-climatic. Where was the drama? There were multiple crashes. However until the last one, each crash was a one-car crash meaning it was their fault and they slammed into the wall. The last crash involving Ryan Hunter-Reay and Mike Conway was horrific and they are both happy to be alive. Otherwise, there was no drama no fighting between drivers and teams—nothing that would spark the interest of a casual, mediocre fan.
IZOD’s sponsorship has been huge in its first year. They are getting their name out with the series and providing a quality backbone for IndyCar. This year the parties on race weekend were fantastic and much-improved.
There are no easy answers or quick fixes. It is going to take time. However with the rate ratings continue to drop, time is of the essence.