In only the second full year of managing its digital rights in-house, NASCAR has experienced significant growth, exceeding one billion aggregate page views across NASCAR.com®, NASCAR mobile web and the NASCAR Mobile™ app in 2014. The billion page view milestone marks a 45-percent year-over-year increase in engagement on the platform, according to data from Adobe Omniture SiteCatalyst.
This year, NASCAR.com, the ultimate online destination for NASCAR news, content and live race-day experiences, also saw a 36 percent year-over-year increase in average unique visitors, according to data from ComScore My Metrix Multiplatform Data (Feb. – Nov.). This includes a 90 percent year-over-year increase during the month of November, which included the last three races of the brand-new Chase for the NASCAR Sprint Cup™ playoff format and the crowning of a first-time NASCAR Sprint Cup Series™ champion. Aggregate on-platform video views were also up 84 percent year-over-year in 2014, according to data from Adobe Omniture SiteCatalyst.
“In 2014, we focused on fine-tuning and expanding our digital offerings for fans,” said Colin Smith, vice president of NASCAR Digital Media. “We improved the overall site layout and usability, published more exclusive content to fans, refined our mobile app features and increased our live content availability. These enhancements, along with some fantastic on-track drama during the new Chase, have helped strengthen our presence, and as a result, fan engagement has never been higher.”
Also in 2014, NASCAR added two new products to its gaming portfolio – Perfect Chase Grid™ Challenge and The Chase Grid™ Battle Game – giving fans the chance to play along with the highly anticipated revamped playoffs. As a result of these additions and a centralized online Chase experience, cross-platform unique visitors were up more than 50 percent year-over-year during the 10 Chase races in 2014 (Sept. – Nov.), according to data from ComScore. This surge in usage also validated heightened interest in the sport’s new postseason format. Additionally, average page views across NASCAR’s fantasy platform – Fantasy Live and Streak to the Finish™ – were up 83 percent as compared to 2013 according to data from Adobe Omniture SiteCatalyst.
“Fans can expect to see new site experiences, a richer gaming platform, educational tools to learn more about the sport, and more detailed stats and live analysis around the racing action in 2015,” said Smith. “We are looking forward to building on this momentum in 2015.”