On May 4, stock car fans will be tuning in to watch the race at Talladega Superspeedway, Nascar’s biggest and fastest track. Too bad there probably won’t be enough of them. It’s no secret that Nascar racing has had plenty of trouble recently holding on to its audience on a weekly basis. The series suffers from both an aging fan base and the lasting effects of a deep economic recession.
Television ratings are unequivocally down in the last decade—not surprisingly, major media partners including ESPN and TNT won’t be airing races next year. Stadium operators have even come to the realization that fans aren’t coming back, spending hundreds of millions of dollars to reduce seating capacity at the tracks.