Although NASCAR has long been the most prominent and venerated level of automobile racing in professional sports, it has been met with a challenger over the last decade in the growth of Formula 1 Racing. Owned by Liberty Media Corporation – which is set to bifurcate the Atlanta Braves into its own distinct entity – the two racing properties have competed for shares of viewership and revenue. As time has progressed, the contest has become more of a dead heat than a runaway, in part because of the premiere of the Netflix series, Formula 1: Drive to Survive. Last year, Formula 1 viewership in the United States averaged 1.21 million viewers across viewership platforms, while NASCAR saw a viewership gain to the tune of 3.7 million people. Yet when comparing the numbers globally, Formula 1 attracts over 70 million viewers per race and is continuously augmenting.
Formula 1 drivers such as Lewis Hamilton, Max Verstappen and Sergio Perez have become celebrities themselves and established a markedly different culture than NASCAR. Perhaps no radio host discusses automobile racing more than Ken Carman on 92.3 The Fan in Cleveland, Ohio, especially since he used to cover it. When NASCAR boomed in the ‘90s, Carman attended several races and recalled a story where he forgot to bring a pair of pants to Michigan International Speedway. Because of this, he had to make a trip to a local Walmart and bought the cheapest pair of jeans since he was not allowed in the garage area without them.
“I was walking around very uncomfortably,” Carman recalled. “….There’s only one way in and one way out of that place – one road; that’s it, that is it.”
Carman’s co-host, Anthony Lima, remembered covering an IndyCar race in Cleveland and how the presentation of the race on television made it look as if it was a spectacle. Formula 1 racing fans and the league itself continues to gain traction, attracting prominent figures from sports and entertainment to its races – especially in Miami, Fla. Part of the changes in viewing metrics can, perhaps, be attributed to changing lifestyles of American consumers.
“You take a look at what the roadways are,” Carman said. “The American icon car is not necessarily the icon as what it used to be…. Most cars are compact SUVs, not necessarily cars anymore.”
NASCAR’s popularity has taken a hit in concurrence with the growth of Formula 1, and it is not a topic that is frequently discussed on standard sports talk shows, whether that be on radio or television. Lima believes Carman is unique in that he bothers to mention the property, despite recognizing that by September, it will be far out of the conversation – presumably because of the start of football season.
“You’ve cornered the market on NASCAR because there aren’t a lot of big voices talking [about] NASCAR,” Lima said. “It’s you and Marty Smith – that’s it – and you are talking NASCAR.”
Despite covering both racing properties, Lima believes Carman has a preference for NASCAR and has conveyed a sense of envy towards Formula 1. While on the air on Friday morning, he made his viewpoint apparent and forced Carman to listen to his perspective.
“Ken, just sit this one out for two seconds,” Lima said. “Ken’s a little jealous of the Formula 1 popularity, and so he’s going against the grave there.”
Carman vehemently denied that assertion and stated that he enjoys watching both properties. Nonetheless, Lima and show producer Owen Lademann both presented evidence of Carman portraying himself in that light. Shortly thereafter, Carman conjectured what the image of NASCAR has become over the years and pointed out how it is unique.
“NASCAR needs to be more down home and connecting with the fans. Well, actually – maybe I’m wrong about that,” he equivocated. “Maybe there needs to be more of an F1 type of thing.”
