As NASCAR embarked on its ambitious partnership with The CW Network, the promise was clear: to revolutionize the Xfinity Series by bringing it to millions of viewers on free-to-air television. Dennis Miller, president of The CW, hailed the deal as a “Landing the NASCAR Xfinity Series is a game changer for The CW and our CW Sports division and represents another important building block in our programming strategy.” Well, the new deal will see NASCAR bag roughly $115 million per year and this was seen as a step in the right direction.
Remember, CW stepped in to broadcast the final eight races of the 2024 season after NBC backed out? It was seen as a sign of a goodwill gesture, setting the tone for positive changes that might follow in 2025. The initial signs were promising, with the Phoenix Raceway event drawing 1.2 million viewers, a 13% increase from the previous year.
Yet, the excitement was short-lived as major blunders began to surface. In one notable instance, a thrilling Xfinity Series race was abruptly cut short by a promotional ad for a Major League Baseball game, leaving viewers in the dark about the race’s conclusion. This was not an isolated incident; other races were tape-delayed, further exacerbating fan discontent.
While CW has put out a statement acknowledging the fan’s fury on social media, there seems to be a genuine problem that’s plaguing the Xfinity Serie broadcast. And the scary thing is that the solution to this problem isn’t entirely in NASCAR’s control.
Broadcast Blunders Spark Fan Fury
The controversy hit its peak during the Phoenix Raceway event when Peachtree TV, the CW affiliate in Atlanta, cut away from the race just as the white flag was waving. Viewers expecting a dramatic finish between Alex Bowman and Aric Almirola instead saw a commercial for an upcoming MLB game. Almirola’s last-lap door-banging move on Bowman for a 0.045-second victory, one of the closest in track history, was completely missed by Atlanta fans, sparking immediate backlash. Even worse, the broadcast never returned to the race, leaving many viewers in the dark.
This wasn’t an isolated incident. In multiple markets, CW affiliates either failed to air the race live or replaced it with other programming. In Detroit, the Motor City and a hub of NASCAR fandom, local CW stations aired the race on tape delay, making fans wait until 9:30 PM, long after the results had already circulated online.
At the core of the issue lies The CW’s affiliate system. Unlike networks such as NBC or Fox, which have more control over their programming, The CW’s local affiliates can make independent scheduling decisions. This has led to clashes, like the Atlanta affiliate’s decision to prioritize a baseball game promo over the race’s final moments. In some cases, affiliates have completely bumped NASCAR races for other content. In Detroit, fans were left in shock when the CW channel aired the race on a tape delay at 9:30 PM instead of broadcasting it live. Adding to the frustration, The CW has no clear alternative for affected viewers.
Unlike other networks that allow live streaming through their respective apps, The CW’s parent company, Nexstar Media Group, remains firm on its traditional TV model. Despite fans asking for races to be available on The CW app, the network has not made provisions for simulcasting live events online. Instead, it has encouraged fans to ensure they are tuned in to the correct local channel, another source of frustration given the inconsistencies in coverage.
Peachtree TV, Atlanta’s CW, went to a sudden commercial when the white flag came out in Saturday’s NASCAR Xfinity Series race. pic.twitter.com/LtqtWOsth5
— Awful Announcing (@awfulannouncing) March 9, 2025
Fans Outraged, Demand Fixes
The CW’s apology and assurance following the Phoenix Raceway incident underscore the network’s commitment to maintaining viewer trust and ensuring comprehensive coverage of the NASCAR Xfinity Series. The incident involved the Atlanta affiliate prematurely cutting to a commercial during the final lap of the race, missing the thrilling finish. This error not only disappointed fans in one of the largest U.S. media markets but also highlighted the importance of reliable broadcasting in live sports events.
“We will continue to work closely with our affiliates to ensure that the entire NASCAR Xfinity Series continues to be available in every market,” The CW demonstrates an understanding of the critical role consistent broadcasting plays in maintaining audience satisfaction. This approach aligns with lessons learned from past broadcasting failures, where inconsistent coverage across regions has led to viewer dissatisfaction. By acknowledging the error and promising to improve.
The skepticism among NASCAR fans towards The CW’s apology and their continued frustration with the network’s broadcasting blunders are both emotionally and factually justified. Fans’ dissatisfaction is not unique to The CW; other networks like FOX have also faced criticism for their coverage. FOX coverage of the race in COTA made a huge blunder when the couldn’t capture Christopher Bell’s race-winning move on Kyle Busch. Despite multiple camera angles all the viewers could see was a grandstand for a straight 5 seconds and the two drivers come out side by side on the next corner. So it’s good at least CW acknowledged the issue, at least according to this fan, “At least they came out and made a statement. Meanwhile, FOX just continues to troll us.”
The emotional toll of these blunders is compounded by the sense that NASCAR’s series deserve better treatment. Fans express frustration when they miss crucial moments due to broadcasting errors, as seen in comments like, “NASCAR needs to rethink this deal. If I can’t count on seeing the races live, what’s the point?” The CW’s inability to ensure consistent live coverage, combined with historical issues from other networks like FOX, underscores the need for NASCAR to reassess its media partnerships to meet fan expectations. The recent COTA controversy serves as a reminder that broadcasting challenges are not isolated to The CW, but rather a broader issue within NASCAR’s media landscape.
Despite these broadcast blunders, The CW has managed to boost viewership for the Xfinity Series. The season opener at Daytona International Speedway attracted 1.8 million total viewers, which made it the most viewed Xfinity race since Talladega in April 2022. The network’s production quality and commentary team featuring Adam Alexander, Parker Kligerman, and Jamie McMurray have been praised by many fans.
However, high ratings don’t guarantee long-term success if viewers continue to face coverage issues. NASCAR’s passionate fanbase expects consistent, reliable broadcasts, and The CW’s affiliate-based programming structure has proven problematic. If The CW and Nexstar fail to address these issues, NASCAR may need to rethink its media strategy to ensure that its races are accessible to all fans before frustration turns into disinterest.
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