Hookit’s Social Report | 2020, Part Three – How is Nascar performing on its return?

In a study of Nascar's 2020 season, Hookit, the BlackBook's official data partner, reveals who in the US stock car racing series has been winning on social.

June 30, 2020
Hookit

In this month's data deep dive, Hookit went under the hood of Nascar, its teams and drivers after the US stock car racing series returned to racing in mid-May.

Assessing how the races performed on social media before the shutdown to after the shutdown, the data also examines the difference in how mid-week races performed compared to weekend races. Drawing on data from the day prior through to the day following the race itself, the bitesize breakdown below looks at Nascar's social media performance.

Overall

The Daytona 500 saw the most social engagement of all the races, two and a half times more than the second ranked race – the Auto Club 400.
The Daytona 500 was also the race that drivers, teams and Nascar generated the most value for brand partners at US$1.4 million.
Nascar, teams, and drivers have generated US$9.7 million for brand partners so far this season over the course of the 12 races.
Nearly every other post has some type of brand promotion (47 per cent of all posts).
On an average raceday, drivers typically generate 30 per cent of the total value, teams 18 per cent, and 52 per cent comes from Nascar's official social accounts.

Pre v Post Covid-19 trends

Before coronavirus saw the Nascar season suspended, races were averaging US$960,000 in value generated for brands. After the restart, weekend races generated an average of US$850,000 and weekday races generated an average of US$520,000.
Since racing returned there has been a 16 per cent increase in the volume of social posts by drivers, teams and Nascar, but a decrease of 35 per cent in total social engagement on those posts.
Similar to engagement, races since the restart have seen 21 per cent more branded posts but a 23 per cent drop in value generated for brands.

Comparing weekday and weekend races post-return

Overall, races on weekdays and weekends have followed similar social engagement trends, with weekday races down three per cent compared to weekend races.
Weekday races see 21 per cent less promotion of brand partners compared to weekend races.
Weekday races see a significant drop – 39 per cent – in value for brand partners compared to weekend races.
The highest value weekday race for brands so far has been the Toyota 500.