IndyCar on FOX: A Year-Round Creative Triumph
FOX Sports recently launched its promotional campaign for the 2026 NTT IndyCar Series, showcasing the first of four creative videos titled “Perfect Neighbor.” This promotional piece aired during the NFL Divisional Playoff game featuring the San Francisco 49ers and the Seattle Seahawks. The video highlighted two-time Indianapolis 500 champion, Josef Newgarden, who drives for Team Penske.
IndyCar Promotional Campaign Overview
This marks the second consecutive year that FOX Sports has produced imaginative promotional content for IndyCar. The 2025 campaign featured notable drivers such as Alex Palou from Chip Ganassi Racing, Pato O’Ward of Arrow McLaren, and Newgarden. In the upcoming campaign, they will be joined by Will Power, a two-time IndyCar Series champion and 2018 Indy 500 winner with Andretti Global.
Significant Rating Improvements
The 2025 season achieved remarkable viewership growth, largely attributed to FOX’s aggressive marketing strategies. According to data provided by FOX Sports, the average viewership on FOX and FS1 during the season was 1.36 million, reflecting a 27% increase from 2024. This growth marks the most significant rise since the unification of Champ Car and the Indy Racing League in 2008. Notably, the age demographic of 18-34 witnessed an increase of 81%, while the 18-49 demographic grew by 51%.
- Average viewers: 1.36 million
- 2025 viewership growth: 27% increase
- Demographic boost (ages 18-34): 81% increase
- Demographic boost (ages 18-49): 51% increase
- Growth among women viewers (ages 18-34): 72% increase
Continuing the Momentum into 2026
FOX is focused on maintaining this momentum into 2026, continuing to harness the gains in viewership across various demographics. The creative drive behind the campaign comes from FOX Sports President of Marketing, Robert Gottlieb, and his dedicated team.
Insights from FOX Sports Production Team
Pam Miller, the IndyCar producer at FOX Sports, emphasized the team’s proactive preparations for the upcoming season. She noted that the learning curve from the previous season has equipped the team to enhance various aspects of the production. “It never stops,” Miller stated, reflecting on the continuous efforts to improve data collection and camera placements for better viewer engagement.
FOX Sports’ Partnership with IndyCar
In a significant move, FOX Corporation acquired a one-third ownership stake in IndyCar in 2025. This partnership fosters collaboration on critical elements such as race start times and scheduling. Miller highlighted the importance of working together to maximize viewer impact and attract new fans to the sport. “There’s a lot of visionary people at the table,” she mentioned, reinforcing the credibility of the collaborative efforts.
Future Features and Creativity
Continuing the creative push, FOX Sports Feature Producer Katie Weigel has been preparing features like the Borg-Warner Trophy showcase. “Everything we did last season was so cool,” Weigel expressed, indicating excitement for the upcoming season’s projects. The team’s dedication to creativity ensures that IndyCar remains prominent, even amidst other major sports events.
With these initiatives, IndyCar on FOX is poised for a promising 2026 season, highlighting a year-round commitment to innovation and audience engagement.
