On the National Association for Stock Car Auto Racing (NASCAR) circuit, life is nothing but a series of left turns. And, for decades, the oval track has exerted a powerful pull on Americans, especially in the Southeast.
But the competition among sports has become as fast as the Daytona 500. “We are facing the challenge of fragmentation and how fans consume the sport,” admits Norris Scott, NASCAR’s vice president/analytics and insights.
Among TV viewers aged 18 and older, he told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference,...