In line with a launch from the IMSA WeatherTech SportsCar Championship, together with a report 180,000+ attendees over the four-day occasion, NBC noticed a median of 1.1 million viewers, a 49 p.c year-over-year enhance (by way of Nielsen and NBC Sports activities).
It was second solely to the 2021 operating of the occasion, which noticed viewership peak at 1.2 million. The printed additionally noticed a 52 p.c year-over-year enhance within the essential 18-34 demographic.
The primary hour and the ultimate two hours of the 24-hour endurance racing traditional had been proven on community tv, whereas your entire occasion was accessible to stream on Peacock for US followers. Peacock added 784,000 distinctive viewers, which was a 102 p.c enhance.
IMSA’s YouTube channel, which streamed the occasion for worldwide viewers, generated round 3.8 million dwell views for the Rolex 24. These numbers had been up 30 p.c year-over-year, and a powerful 63 p.c of these viewers had been within the 18-34 demographic as properly. The channel additionally added 229,000 new subscribers within the month of January.
It is digital footprint throughout social media grew as properly, including 390,000 new followers in the course of the first month of the yr. IMSA’s Instagram web page topped 1 million followers for the primary time, whereas TikTok surpassed 400,000 and X (previously Twitter) exceeded the 200,000 mark.
“In all facets, the sixty fourth Rolex 24 At Daytona was an all-time occasion,” mentioned IMSA President John Doonan. “I’m humbled, honored and blown away by the unbelievable efforts of our employees, groups, producers, drivers, companions, our teammates at Daytona Worldwide Speedway and most of all our followers, who contributed in so some ways to what was a record-setting WeatherTech Championship race at Daytona and begin to our 2026 IMSA season.”
Added IMSA CEO Ed Bennett: “Over the previous a number of years, we’ve adopted a transparent and intentional technique to develop the IMSA model, elevate the occasion expertise and broaden how followers can interact with us — whether or not they’re on the monitor or watching by means of fashionable linear, streaming or social platforms. To see each a kind of areas trending upward is extremely rewarding. I’m pleased with our complete neighborhood for serving to drive this exceptional renaissance interval of progress in sports activities automotive racing.”
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