With Virtual Racing, NASCAR Embraces Esports

Racers typically use simulators which have a steering wheel and pedals at home and in the offseason to keep their skills sharp Now with most Americans amp8212 including NASCAR teams amp8212 at home these simulators have a new life in creating an esports leagueAlong with the other pro sports leagues NASCAR paused its season in midMarch as the coronavirus pandemic took hold It took just two weeks to pull together the first virtual race The leagueamp8217s TV partners Fox and FS1 are televising races and the usual broadcast team is providing analysis For digital viewers the action is streaming on the Fox Sports appTo the uninitiated esports might sound like a passive experience and perhaps even a little dull In reality before COVID19 esports was already a fastgrowing area on TV and online Along with playing themselves gamers like to watch experts and celebrities take the controls and compete in tournaments Now during what are arguably the biggest sports months of the year there are no live sports on TV and esports is on a much bigger stageamp8220It is more than watching other people play video gamesamp8221 says Jessica Forrest group vice president at NielsenSports amp8220With eNASCAR itamp8217s the same drivers the same stars the fans are used to seeing the same broadcast team on the same tracks they compete at on the weekendsamp8221The first eNASCAR race on March 22 included Jimmie Johnson Denny Hamlin and the recently retired Dale Earnhardt Jr racing 100 laps at a virtual version of Homestead Miami Speedway amp8212 with Hamlin winning the race The telecast attracted 903000 viewers P2 on FS1 including 255000 viewers who had never watched a NASCAR race this season Nielsen Sports reported Fans tuned in for an average 5942 minutes which was more than half of the 112minute event The audience skewed more female and younger than typical NASCAR telecastsOn social media the March 22 race was the dayamp8217s mosttalkedabout TV program on Twitter producing 217300 interactions and 912500 video views Nielsen Sports saidThe momentum is building On March 29 the action moved to a virtual Texas Motor Speedway where Tommy Hill grabbed the checkered flag The telecast attracted 13 million viewers P2 on Fox and FS1 amp8212 an esports record and the secondhighest rated sports broadcast of the week behind WWE Smackdown on Fox Nielsen Sports reported The next digital competition is slated for April 5 at a virtual Bristol Motor SpeedwayWithout live sports TV networks have been scrambling for programming while sports leagues look to keep fans engaged Esports offers a cure NASCAR was the first to launch virtual action others quickly following suit Formula One is offering the F1 Esports Virtual Grand Prix series featuring current drivers And although football is technically offseason on March 29 the NFL hosted a Madden esports tournament that aired on Fox and FS1 and streamed on the Fox Sports appNot to be left out the NBA just revealed plans for its own esports tournament Sixteen pro stars including Kevin Durant and Demarcus Cousins will face off in an eightday NBA 2K20 tournament which will air on ESPN and ESPN2 The winner receives 100000 to donate to a coronavirus charity of their choosingWhile these events are not a direct replacement for March Madness or the Stanley Cup Finals theyamp8217re offering sports fans an entertaining option amp8220In times like this people look to sports for an escape and for a muchneeded distractionamp8221 Forrest says amp8220Esports is providing the competition and level of unpredictability that sports can offeramp8221Of course fans arenamp8217t the only ones missing live sports Advertisers are also scrambling to find new ways to reach consumers Typically the spring features a bounty of sports including the NCAA menamp8217s and womenamp8217s basketball tournaments NBA and NHL playoffs and the start of Major League Soccer Major League Baseball and NASCAR seasons offering brands an abundance of advertising choices While esports isnamp8217t an equal replacement it is at least an optionamp8220The sports landscape is not cluttered right nowamp8221 Forrest says amp8220This could be an impactful way for brands to connect with audiences particularly younger audiences than their traditional sports competitions typically reachamp8221Forrest expects that pro sports leagues and networks will add additional esports events in the coming weeks amp8220If there was ever a time for experimentation this is itamp8221 she says amp8220Everything is on the tableamp8221Photoamp160Twitter via Denny HamlinDon39t stop now Stay in the know on audience data with more from Nielsen Data InSitesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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With Virtual Racing, NASCAR Embraces Esports

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Alli Romano

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With Virtual Racing, NASCAR Embraces Esports

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