IndyCar's XPEL Grand Prix at Road America Scores a Major Ratings Win on FOX
IndyCar racing is on a roll when it comes to television viewership, and the latest proof came in the form of a standout performance at Road America. The XPEL Grand Prix at Road America drew nearly one million more TV viewers compared to the same race held at the same track the previous year. This milestone is not an isolated spike — it is part of a broader, sustained upward trend in IndyCar's television ratings since the series made its move to FOX as its primary broadcast partner. For the sport, its fans, and its commercial partners, the numbers tell a story of momentum that is hard to ignore.
What the Numbers Actually Mean for IndyCar
A jump of nearly one million viewers in a single year at the same venue is a significant achievement in today's fragmented media landscape. Broadcast television audiences have been declining across the board for years, with streaming and on-demand content pulling eyeballs away from live sports. Against that backdrop, IndyCar's ability to post year-over-year gains of this magnitude is a genuine accomplishment.
Road America, located in Elkhart Lake, Wisconsin, is one of the most beloved permanent road courses in North American motorsport. Its 4.048-mile layout winds through the natural terrain of the Wisconsin countryside, and its long straightaways and sweeping corners make for compelling racing. The track has a devoted fanbase and a rich history, which means it tends to draw consistent on-site attendance. But translating that regional enthusiasm into national television audiences has historically been a challenge for open-wheel racing outside of the Indianapolis 500. The XPEL Grand Prix's ratings jump suggests that challenge is increasingly being met.
IndyCar and FOX: A Partnership Delivering Results
When IndyCar announced its landmark deal with FOX Sports, the expectation was that the partnership would bring greater mainstream visibility to the series. FOX's massive broadcast reach, combined with its experience promoting major live sports properties, was seen as a potential game-changer for a series that had long battled for wider recognition in a crowded American sports market.
The early returns are backing up that optimism. Race after race in the 2024 season has shown upward movement in ratings, and the Road America result is among the most eye-catching data points yet. FOX has invested heavily in its IndyCar coverage, deploying experienced production crews, in-depth pre-race analysis, and on-air talent capable of explaining the nuances of open-wheel racing to casual viewers who may be tuning in for the first time.
This kind of broadcast investment matters enormously. Sports audiences do not just show up because a race is on — they show up because a broadcast makes them feel like the event is worth watching. FOX has worked to create that sense of occasion around IndyCar, and the viewership numbers suggest those efforts are resonating.
Why Road America Is a Marquee Showcase for the Series
Not every race on the IndyCar calendar is equally suited to attracting new viewers. Street circuits can be exciting but are often processional. Oval tracks deliver speed but require context to fully appreciate. Road America, by contrast, is a track that looks spectacular on television. The combination of elevation changes, fast corners, and the lush Wisconsin scenery creates a visual product that holds up well on a broadcast.
The XPEL Grand Prix specifically benefits from strong title sponsorship that signals the race's commercial viability. XPEL, a company best known for its paint protection film and automotive care products, has become increasingly visible in motorsport sponsorship, and its association with this event underscores the growing commercial confidence brands have in IndyCar's audience reach.
The Broader Trend: IndyCar's Ratings Resurgence
The Road America ratings are part of a broader trend worth examining. IndyCar has been quietly building toward this kind of viewership growth for several seasons, driven by several factors working in combination.
- A competitive field: IndyCar's grid features a genuinely diverse and international lineup of drivers, with compelling storylines across multiple teams and nationalities. That competitive depth creates appointment television for fans who want to see their favorite drivers contend for wins.
- Growing driver personalities: Stars like Josef Newgarden, Scott Dixon, Colton Herta, and Pato O'Ward have developed real public profiles, giving casual fans someone to root for and follow across a season.
- Strategic broadcast scheduling: FOX's ability to place IndyCar races on its main network channel rather than burying them on cable-only outlets has dramatically widened the potential audience for each event.
- Social media engagement: IndyCar has embraced platforms like Instagram, TikTok, and YouTube to build awareness among younger demographics, feeding interest that eventually converts into broadcast viewership.
What This Means for the Future of IndyCar on Television
Sustained ratings growth has compounding benefits for a motorsport series. Higher viewership makes the product more attractive to current and prospective sponsors, which in turn generates revenue that can be reinvested into the broadcast, the teams, and the overall fan experience. It also gives FOX stronger justification to continue prioritizing IndyCar in its scheduling decisions, potentially opening doors to even more prominent broadcast windows in future seasons.
For IndyCar as an organization, these numbers represent validation of a strategic pivot toward mainstream broadcast television. The series is not simply hoping to retain its existing fanbase — it is actively growing a new one, and the XPEL Grand Prix at Road America is a clear data point that the strategy is working.
Conclusion: A Ratings Moment Worth Celebrating
Nearly one million additional viewers at Road America in a single year is not a fluke — it is evidence of a series finding its footing on a major national stage. IndyCar and FOX have built something that is producing measurable results, and if the upward trajectory continues through the remainder of the season, the conversation around IndyCar's place in American sports broadcasting could shift considerably. For fans of open-wheel racing, that is an exciting development. For the sport itself, it is a foundation worth building on.