Following a 28 percent increase in television viewership for the debut of IMSA’s latest Grand Touring Prototype class in the 2023 Rolex 24 at Daytona, the ratings for the 2024 edition experienced a slight decline. However, this downturn in linear television ratings only tells part of the story.
Streaming viewers on Peacock witnessed a remarkable 108 percent surge compared to 2023, while international viewership on IMSA.tv saw a notable 42 percent increase from the previous year. The international linear television coverage reached an impressive 148 countries and 584 million households, indicating a growing interest in the WeatherTech SportsCar Championship.
IMSA President John Doonan expressed his enthusiasm for the continued momentum and excitement generated by the WeatherTech Championship. He attributed the success to the competitiveness of the hybrid-electrified GTP class, as well as the growing participation and competition in the LMP2 and GT classes. Last season witnessed numerous records being broken in terms of competition, event attendance, and fan engagement, and this year’s Rolex 24 at Daytona continued that trend. The number of fans streaming the race on Peacock saw a significant increase, reflecting a shift in viewership preferences.
When combining the streaming numbers with traditional over-the-air TV figures, nearly four million unique viewers tuned in to watch the race. Additionally, IMSA experienced substantial growth on its social media platforms in terms of reach and engagement, with over 31 million video views in January alone. The fans have made their desires clear through their actions, indicating a strong demand for more IMSA content, which the organization is eager to provide.
While live event viewing numbers are significant, IMSA’s social media reach plays a crucial role in keeping fans engaged between events. The “Win the Weekend” video series, supported by Michelin, has been instrumental in boosting IMSA’s social media reach, which has seen a remarkable 96 percent increase year-over-year. Short-form video content accounts for 50 percent of this social media reach.
Due to the tremendous growth in the GT categories, the “Win the Weekend” series has been renewed for a second season. In 2024, the focus will shift towards highlighting GTD PRO and GTD, with the first episode featuring the Rolex 24 at Daytona expected to be released shortly before the Mobil 1 Twelve Hours of Sebring next month.
According to the Source racer.com