As NASCAR has wrapped up its season with awards this past week, NBC Sports Group's corporate team reflects on how well the Sport's digital platforms have performed over the season just ended. In considering the key metrics of impressions, page-views and unique users, whether you look at the digital performance of drivers' social platforms, that of NBC's NASCAR page or the digital coverage of Kyle Busch's NASCAR Sprint Cup Victory, the story is one of significantly improved digital performance compared to years past.
In addition, NASCAR Talk broke its record for site visits and page-views in November.
I'm sharing this story because it's an example of a company that has struggled with its digital strategy for a long time, and lost several millennial customers as a result. The fact that the sport seems to have finally come up with digital solutions that seem to be working is both encouraging for the future, but also an interesting case-study to the role that digital plays in the coverage of professional sports. It remains to be seen whether or not this revamped approach will turn the sport around, and if it does, the role of a sound digital strategy in all major sports will be brought to the forefront of the discourse in the sports world.
Link to article:
http://www.broadwayworld.com/bwwtv/article/-NASCAR-Sprint-Cup-Championship-Coverage-Breaks-NBC-Sports-Digital-Records-20151203#
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