NASCAR Xfinity Series Cole Custer Sep 20, 2024; Bristol, Tennessee, USA; NASCAR Xfinity Series driver Cole Custer (00) celebrates after winning the Food City 300 at Bristol Motor Speedway. Mandatory Credit: Randy Sartin-Imagn Images

The CW’s first venture into NASCAR broadcasting last Friday night brought big numbers for the sport’s new partner.

The network reported that the Xfinity Series race broadcast from Bristol Motor Speedway drew 906,000 viewers. That’s the highest rating for any show on The CW in eight months.


According to the network, those ratings are the best for an Xfinity Series race since July 20, when the race peaked at more than 1 million viewers.

The CW is paying $115 million annually to be the exclusive home of the Xfinity Series beginning in 2025. That deal runs through 2031. That includes 33 races per season, along with practice and qualifying events.

The Xfinity Series will finish out the final seven races of this season on The CW. Next up is the playoff opener on Sept. 28 at Kansas Speedway.

While The CW has traditionally been better known for popular series such as Supernatural, The Flash and Gossip Girl, it’s been building its sports portfolio, adding shows such as Inside the NFL, LIV Golf tournaments and college football and basketball games.

About Arthur Weinstein

Arthur spends his free time traveling around the U.S. to sporting events, state and national parks, and in search of great restaurants off the beaten path.