Busch Light Clash draw massive TV rating for Sunday’s exhibition race in the LA Coliseum

NASCAR’s plan worked. They’ve revitalized the Busch Light Clash. The TV ratings are in and they’re good. Sunday’s exhibition race that was held at the Los Angeles Memorial Coliseum drew a 2.32 rating which equates out to 4.283-million. By comparison, Fox Sports 1 saw 1.577 million viewers for the 2021 race which was a .93 rating. That was down almost 1 million people as 2.455 million tuned into the 2020 Busch Clash.

Granted, the 2020 race was on a Sunday afternoon on the oval compared to 2021 on a weeknight on the road course.

Still, this year’s race outdrew last year’s by almost 3 million people and nearly doubled the last one held on a Sunday afternoon on the Daytona oval.

Also, the season finale at Phoenix last year drew a 1.95 rating with 3.214 million viewership. So the Clash out drew the championship deciding race by a million people as well.

On top of that, the estimated attendance was north of 50k and some reports of 60k+. Daytona was lucky to draw 10k over the last few years, so they saw 5x the crowd and over double the viewership.

Mission accomplished.

“I don’t think you can screw it up at this point,” Harvick said on Saturday after practice. “The event is here. The race track didn’t fly up. Practice went good. The cars all made the corners. People were passing each other and as our good friend Jim Hunter would say, ‘You have to have cars that pass, Kevin’ to make a good race. When you look at everything that has happened, the amount of tickets and media passes and all the things — you can’t screw it up at this point. That is my opinion.

“The race doesn’t even matter.”

The Busch “Crash” has found its rightful identity again.

The guts that it took for NASCAR to take the leap and try an event like this and then seeing how practice went and how smooth everything has gone. The doors that are open have been blown wide open now.”

The original concept for the Busch Clash was for a Sunday afternoon show a week before the Daytona 500 and to fit it all in during a half an hour TV window on CBS. Well, the race had become 55 laps longer than the inaugural event in 1979, in recent year, was as boring as ever until a crap show at the end.

It became as what Denny Hamlin called, “diluted.”

“Back then you had to, I think, you had to get a pole,” Hamlin said of the initial Clash. “I mean, that was the only way you get in and over time, if enough teams complain that they’re not a part of it, the rules get changed to make it to where more people can be included. 

“Well, anytime you do that you dilute it. It’s not as special.”

He’s not wrong. He’s not wrong at all in fact. The Clash was diluted and was a tough sell to fans, team, drivers and most importantly, sponsors.

“I think we all were probably kind of getting to the point with the Clash in Daytona like we need to do something,” said Larson. “That race was kind of just going on, I feel like, to go on. It added a week of being in Daytona and I feel like it was kind of becoming all for what.”

The first segments were full of cars running in tow with one another. The second segment was run with cars trying to save fuel until the end, then having manufacturers pit together.

From there, it was the usual crash fest in the end.

With a race that was becoming a hard sell and lacking luster, spicing it up to unprecedented proportions was needed.

You can’t go back to the original Clash format because sponsors didn’t want to put millions in for a 20 lap shootout. The teams struggled to field throw away cars for a boring 75 lap race where 95% of it was a high speed parade.

So, what do you do?

NASCAR decided to spend the money instead. They put in over $1-million to move this race to a makeshift track in a football stadium. They changed the entire complexity of this event making it just that – an event.

“Well, typically the Clash in general is a hard race to sell sponsorship for just in general it’s a very short race,” Hamlin continued. “But certainly, this one, as much build up as it has enables you to put it on the schedule as a legit race that you know, you can, you could sell for what you would sell for a normal event.

“This format is certainly where you have to get in on your own merit. There’s only one provisional there’s no inclusion for someone that’s got high in this for that. It’s back to being, in my opinion, it’s gonna be the best 23 cars on the racetrack or the best 20 cars this weekend anyway, so certainly in my mind, it makes it more prestigious than just getting in on one of the 10 things that you can get in on.”

It gives the spark to the event back again and this weekend absolutely showed it.

“This is probably going to be the most highly rated Clash of all-time I bet,” Logano continued last week. There’s more people talking about the Clash this year than ever. Probably because we’re doing something different.”

Harvick said that this is the type of event that you need to blow it out of the water at the start of the season to get the eyeballs and the people and you guys to all show up because it is different.

“That is the world that we live in,” he continued. “We live in different and trying new things and having the guts to do it is sometimes hard to do but the rewards are pretty big on the other side when it works.”

That’s how we feel. But how does NASCAR?

“I think an incredible day for the sport,” said NASCAR senior vice president of strategic innovation, Ben Kennedy. “Really proud of NASCAR, the industry, everyone coming together. Patrick Rogers, the entire team did an incredible job, Derek Muldowney and the rest of the folks, building a track. Really proud of the group.

“Teams and drivers coming together, rallying around this. FOX has just been tremendous with us, six hours on FOX today. I think this will be great as we look to kick off our season in two weeks for the Daytona 500.

“Really good day, proud of the sport today.”

Huge bump in attendance, huge bump in ratings and a race no one can stop talking about. I’d say that’s a big win in my book.

LOS ANGELES, CALIFORNIA – FEBRUARY 06: Kyle Busch, driver of the #18 M&M’s Toyota, leads Tyler Reddick, driver of the #8 Guaranteed Rate Chevrolet, during the NASCAR Cup Series Busch Light Clash at the Los Angeles Memorial Coliseum on February 06, 2022 in Los Angeles, California. (Photo by Jared C. Tilton/Getty Images)

Is This A Glimpse Into NASCAR’s Future?

It seemed absurd when not just the Clash being moved to LA was announced, but it sounded gimmicky when the format was unveiled too. Heat races? Last Chance Qualifiers? A DJ spinning songs during cautions? A halftime break with a concert?

Well, all were big hits and makes me wonder, if this a look into NASCAR’s future?

“I think we’ll go back to that, then really think about what the future might look like both for being here at the L.A. Coliseum and the type of venue in general, too,” Ben Kennedy said. “I think there were a lot of questions coming in as to what the racing product might look like on track. I think between the format that we had with the heat races, last chance race, all the way through the main, at least from a fan perspective, a lot of energy in the bowl, hopefully those tuning in on TV enjoyed it as well.”

See, we’d see things like this tried out in the All-Star race that ended up being placed in points paying races. From things like stages, to choose cone rules, to number placements, etc. You try it out there first and if it works, revisit it later and if it doesn’t (underbody glow), you scrap and never speak of again.

Well, how much of Sunday’s Clash give us a glimpse of future races?

Halftime shows could work. Maybe not every race and maybe not overboard with concerts, but surely for big events you could do so. I mean we already slow for stages, maybe figure out a way to incorporate a halftime break with a concert.

I liked the way to set the field like they did too. It was reminiscent of your local Saturday night shows with heat races all the way up to the main event. Surely you can find a way to do this some during the season too.

70% of the fans in attendance on Sunday had never been to a NASCAR race before. They seemed to like what they saw. The thing is, what’s the perception of NASCAR moving forward? Will they trek to Fontana later this month but be confused to see a different format?

That’s a big key now. How do you get these fans to come back to a NASCAR race and like what they see moving forward?

What’s The Next Big Move?

From the Charlotte ROVAL, to moving the Brickyard to the road course, to adding dirt to Bristol to now racing in a football stadium, what’s NASCAR’s next major move? Is it a street course race? I mean, we didn’t really see other than Indy, any of those moves being made so maybe the next move isn’t on our minds yet.

Still, NASCAR has proven under this regime that they’re not afraid to take the necessarily risks to propel this sport to higher and higher depths. They’ll have another move. The question is, what is the next surprise hit?

LOS ANGELES, CALIFORNIA – FEBRUARY 06: Joey Logano, driver of the #22 Shell Pennzoil Ford, celebrates in victory lane after winning the NASCAR Cup Series Busch Light Clash at the Los Angeles Memorial Coliseum on February 06, 2022 in Los Angeles, California. (Photo by Chris Graythen/Getty Images)

Future Of The Clash Moving Forward?

So what would the future of the Clash now look like? NBC Sports is reporting that NASCAR agreed to a 3-year deal with the Coliseum and USC. The final 2 years (2023, 2024) are option years that NASCAR has until early May to make the decision on coming back the following year or not.

The thing is, do you come back to LA again next year or make this an event that roams not only the country, but dare I say internationally too?

“It’s something that I think we’ll certainly look at,” Kennedy said. “Los Angeles, as we’ve mentioned from the start, is really an important market for us. It’s important for us to get here in a big way, too. It’s been two years since we’ve competed in Southern California. To be able to get back here to downtown Los Angeles at the L.A. Coliseum, come back a few weeks later at Fontana, I think it was really important to us.

“The Coliseum, USC, have been tremendous partners. That will be certainly an important part as we think about this. But to your point, too, if we can prove this out, a proof of concept, it does open the door to other locations in the future.”

Corey LaJoie says that if this truly is a success and they can do this anywhere, his vote is to go to the AT&T Stadium (the home of the Cowboys).

“It all depends on the footprint,” he notes. “If this model works then it can open a lot of doors for the future.”

Harvick agreed. He says that you can even do this in the middle of the year for an All-Star race too and rotate it around.

“For me, I look at the NFL and what they do in London and I look at the things that they do,” he said. “I think in order to really open doors, I think Wembley Stadium would be fun. I think everyone wants to do something but the weather has to be different. But this is something that you could put in the middle of the year and I think the All-Star race is definitely something that could learn something from this just because of the fact that it needs to be more like this instead of just at a 1.5-mile track that we go to all the time.

“It needs to have that intrigue and fun and atmosphere that goes along with an event that is different. I am of the opinion that I would never do this twice, but I know that I will probably get overruled after this happens. It is kind of like the Roval, the intrigue isn’t as much the second year. I would move it all over the place. If this goes like everyone thinks it will, it will just blow the doors open to opportunities and I would take them.”

Kennedy, agreed with that.

“I think as far as venues go, I talked to Kevin in the elevator yesterday, he was talking about that,” he said. “I think it does open the opportunity and door to do that. I think it’s going to be really important as we think about those venues, the size of it. I think the Coliseum was a perfect footprint as you think about the size of the field itself.

“I don’t know that we’d want to make the radiuses of the corners that much tighter. I think you probably play with the straightaway length a little bit. I think it will be an important factor. If we are going to take this to other locations, I want to make sure that the racing product is good for our fans.”

O’Donnell, didn’t put those rumors to bed. In fact, he heightened them.

“I think everything is open. To Ben’s point, you look at the footprint, one of the unique things about this stadium is the Olympics and the track that they had around a football field doesn’t really exist anymore in the purpose-built football stadiums. It’s a lot tougher to look at that footprint of what might have the room for us.

“Certainly if you looked, and I’m not advocating that we’re taking the Clash overseas, I don’t want anyone to take that away, but it does open up the opportunity for us if we wanted to showcase NASCAR, we’ve always talked about, Ben and I, you have to go to a road course, they have to build a track somewhere if you’re in Europe. Not anymore. We’ve proven out you can go to a cool stadium with a track around it, we know what to do, we can go in and out, some opportunities there.

“Ben, if he hasn’t already, is already studying the footprints of a lot of different stadiums in the U.S., what works, what may not work, but also pretty happy here.”

The thing is, I do think you give the Coliseum another shot next year again. The racing can be even better now that the teams have a full race on this type of track under their belts. Plus, NASCAR can evaluate things and make some tweaks to make it are I say, even better?

Plus, there were a lot of new fans that you’d want to come back. If you go somewhere new, does this just become a one-year fad for them? I mean you have to realize that with the uniqueness of this race, everything visually from this track is going to now be from videos or photos.

Race tracks you can always go visit and see whether the venue is open or not. These massive structures are always around to see with your own eyes. The Coliseum though is converting back to a football stadium. The track in the next month will be gone. No asphalt. No walls. No fences. Nothing.

You almost have to come back to give fans another taste. I’d almost ride this contract out before making this a revolving event that travels the country.

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