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NASCAR Camping World Trucks Series
TRUCKS: Interesting Trend Continues on SPEED
Showcasing “old school” beating-and-banging and boasting seven former champions in the weekly lineup....
Megan Englehart  |  Posted July 15, 2008   Charlotte, N.C.
Trucks take the green flag for the O'Reilly 200 at Memphis Motorsports Park on June 28, 2008. (Photo Courtesy of Toyota Motorsports)

AMIDST DEEPEST POINTS RACE IN SERIES HISTORY, NASCAR CRAFTSMAN TRUCK SERIES CONTINUES YOUTHFUL TREND ON SPEED

SERIES ENJOYS 22-PERCENT RATINGS INCREASE IN 2008 WITH BOOST FROM YOUNGER AUDIENCES

With 12 races in the books in 2008 and heading into a stand-alone weekend in Kentucky, an interesting trend continues to develop in the NASCAR Craftsman Truck Series. Showcasing “old school” beating-and-banging and boasting seven former series champions in the weekly lineup, the television audience for the NCTS is increasingly younger this year.

At the beginning of the season, NASCAR executives shared their goal of reaching out to the core NASCAR fans and, to many, “core” implied older, more traditional race fans.

However, in the 10 Truck Series races broadcast on SPEED (FOX carried two races), the network has enjoyed a 13-percent ratings increase in men ages 18-49 (.63 vs. .53) over 2007 and a six percent increase (.35 vs. 33) in men ages 18-34. Additionally, ratings for the NASCAR Craftsman Truck Series races on SPEED are up 22 percent overall this season compared to last (.93 vs. .76), and ratings have increased in eight consecutive races year to year.

“I think the Truck Series appeals to the younger, male audience because they mirror the competitors, or at the very least, mirror the competitive nature of the series,” said Krista Voda, host of NCTS Setup on SPEED. “They are the guys out in everyday America making a living doing honest work. While our drivers race trucks on the weekends, these are the viewers who drive that same pickup Monday through Friday. They also relate to the drivers because they have the same work ethic. The Truck Series drivers don't receive the perks the Cup drivers do. The Truck Series is blue collar. There's something very everyday American about that!”

There’s also something to be said for promotion and word of mouth.

“I think SPEED has done a great job of promoting the NCTS in 2008,” said SPEED reporter Ray Dunlap. “Race fans are starting to hear that Truck races are the ‘best racing in NASCAR’ and once you watch the races, you get it. I think word of mouth among the younger male demographic has helped spread the word about this slam-bang series.”

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