Kyle Parrish

Audience Insights @NASCAR, 20+ years in media measurement

[Kyle Parrish @skyleparrish]

@NateDog_51 @A_S12 @TheCW @SBJ @GettyImages Longest streak to start a NXS season with 1M+ since 2014

[Kyle Parrish @skyleparrish]

@dabfordale @A_S12 @FS1 @goodyear @SBJ @GettyImages Up +15% over 2024 Martinsville on FS1 (which aired as Race 8 on 4/7/2024, and averaged 2.2M viewers on FS1)

[Kyle Parrish @skyleparrish]

@jeffrichman3 @danielmcfadin You are welcome! Apologies…”household”

[Kyle Parrish @skyleparrish]

@jeffrichman3 @danielmcfadin Not a perfect system. But it’s pretty good. There is an old survey joke that if you don’t believe in sampling (random sampling), the next time you are at the doctor, ask them to just take all of your blood.

[Kyle Parrish @skyleparrish]

@jeffrichman3 @danielmcfadin (1/2) If watched via DVR by 3am; it is counted in the Live + Same Day dataset. If you watch w/in a week, counts in Live +7. If your home is installed in the Nielsen sample, you would directly contribute to the numbers. (You would know, they recruit, come out, hook up equipment)

[Kyle Parrish @skyleparrish]

@reallynascar @NE_Mod_Fan @A_S12 @USANetwork @SBJ @GettyImages The 1.41 HH rating was the 3rd highest rated sports program of the week (out of hundreds of telecasts Nielsen labeled as "sports events").

In terms of viewers, it was the most-viewed NCS Richmond2 race since 2016 and was up +16% over the '23 USA average. Strong results.

[Kyle Parrish @skyleparrish]

@Zonozi @amanouch110 @Zoomph @CroninTilt Congrats to one of the good guys. Well deserved, my friend.

[Kyle Parrish @skyleparrish]

@mulvihill79

[Kyle Parrish @skyleparrish]

@WhitesTrash @A_S12 @FOXTV @GEICO @TALLADEGA @nielsen @SBJ @GettyImages Confirmed! Yes, Nielsen counts vMVPDs (virtual Multichannel Video Programming Distributors, such as YTTV, Hulu Live, Sling, etc.) in universe estimate counts, and, if a sample household is watching on a set, yes, it counts towards the currency number.

[Kyle Parrish @skyleparrish]

@David_Nance57 @CR48_84JJisBack @A_S12 @FOXTV @GEICO @TALLADEGA @nielsen @SBJ @GettyImages While the headlines are frequent week-to-week, the utility in this data is more about year-long record-keeping of how a property performs.

But for this race, for this year:
NCS @ Talladega (FOX), Avg. Viewers Per Minute:
2022: 4.336M
2023: 4.554M (+5.0%)

(3/x)

[Kyle Parrish @skyleparrish]

@David_Nance57 @CR48_84JJisBack @A_S12 @FOXTV @GEICO @TALLADEGA @nielsen @SBJ @GettyImages All clients were informed that they needed to reprocess all data for Sunday 4/24/2022. (This is rare)

The reprocessed number (the lower number, the actual number that represents viewership for that event, Source: Nielsen) was included in subsequent YTD averages

(2/x)

[Kyle Parrish @skyleparrish]

@David_Nance57 @CR48_84JJisBack @A_S12 @FOXTV @GEICO @TALLADEGA @nielsen @SBJ @GettyImages It wouldn't impact the '23 to '21 comp (systems are set up for YoY looks).

Comparing '22 to '21, that YoY %chg was -8.7%. It's common for some sports to be up YoY, and some to be down. Viewership is dynamic based on a lot of factors. Thank you!

[Kyle Parrish @skyleparrish]

@elliott9kev @A_S12 @FOXTV @GEICO @TALLADEGA @nielsen @SBJ @GettyImages 3.190M households watched
4.554M people watched
(on average, 1.43 people watched in each viewing household)

This includes all measurable viewing. https://t.co/lPYxK3bjXU

[Kyle Parrish @skyleparrish]

@CR48_84JJisBack @A_S12 @FOXTV @GEICO @TALLADEGA @nielsen @SBJ @GettyImages 4.336M people watched Talladega on FOX last year. This is the number that clients see if they pull '22 data.

[Kyle Parrish @skyleparrish]

@mulvihill79 Raise your hand if you're happy about the methodology change with vMVPD's only counting towards bcast & cable (and not being included/double'd in the streaming bucket).

🙋‍♂️

[Kyle Parrish @skyleparrish]

@cd_davis93 @Jenloves2311 @A_S12 @FOXTV @espn @nbc @GettyImages @IndyCar @nielsen Great question. Thank you. No - this data represents domestic viewing to the linear TV networks that carried the race.

[Kyle Parrish @skyleparrish]

@Jenloves2311 @A_S12 @FOXTV @espn @nbc @GettyImages @IndyCar Yes - @Nielsen data (in both years here) includes providers like Hulu Live and YouTube TV. FOX Sports app also accounted for.

NASCAR was the #1 sport of the weekend (3 of 3 points events now in '23), ahead of Lakers/Warriors, golf, Duke/UNC, etc.

[Kyle Parrish @skyleparrish]

@Boogity4113 @A_S12 @FOXTV @SBJ @GettyImages 2023 NCS Auto Club share (8.44) was +9% YoY and was the largest Race 2 share since 2017.

-12% fewer households were watching linear TV (any linear programming) during the 2023 NCS race as compared to the 2022 race.