The Toyota/Save Mart 350 NASCAR Cup Series race at Sonoma Raceway drew an average of 1.81 million viewers across TNT and truTV on June 9, 2024. The broadcast utilized the Nielsen “Big Data + Panel” methodology to track viewership for the road course event, which saw Kyle Larson claim victory.
NASCAR Sonoma Viewership Breakdown
The 2024 Sonoma race marked a significant transition in NASCAR’s media landscape. According to data reported by Sports Media Watch, the race reached a total of 1.81 million viewers. The broadcast was split between TNT and truTV, a strategy that aligns with NASCAR’s efforts to distribute content across various platforms within the Warner Bros. Discovery portfolio.
This figure represents a specific look at how the Cup Series performs on non-traditional broadcast networks. While the race was a cable-exclusive event, it maintained a consistent audience base for the road course circuit, which has become a staple of the NASCAR schedule.
How the 2024 Sonoma Race Compares
The viewership numbers for the 2024 Sonoma event provide context for the series’ broader reach during the 2024 season.
| Metric | Details |
|---|---|
| Event | Toyota/Save Mart 350 |
| Date | June 9, 2024 |
| Average Viewership | 1.81 Million |
| Networks | TNT and truTV |
When compared to other road course events on the calendar, the Sonoma race remains a mid-tier performer in terms of total reach. Industry analysts often note that road course racing typically attracts a different segment of the fanbase than traditional oval tracks, which can lead to fluctuations in Nielsen data depending on the time of day and competing sporting events.
Why Viewership Data Matters for NASCAR
Broadcasters and stakeholders monitor these Nielsen figures to determine the effectiveness of the current media rights deals. The use of the “Big Data + Panel” methodology is intended to provide a more comprehensive view of viewership by combining traditional household panel data with set-top box return path data.
According to Nielsen, this approach aims to capture a more accurate representation of modern viewing habits, where audiences are increasingly fragmented across different channels and streaming services. For NASCAR, maintaining an average viewership near the 2-million mark during cable-only broadcasts is a key benchmark for evaluating the success of their mid-season schedule.
Future Outlook for Cup Series Broadcasts
As NASCAR moves toward its next media rights cycle, the performance of races on networks like TNT and truTV serves as a pilot for future programming strategies. The 2024 season has seen a deliberate effort to experiment with broadcast partners to expand the sport’s footprint.
The success of the Sonoma broadcast suggests that viewers are willing to follow the series across multiple channels if the racing product remains competitive. With Kyle Larson’s win at Sonoma serving as a highlight of the 2024 season, the sport continues to leverage high-stakes road racing to maintain momentum heading into the summer months.