NBC Sports is set to experiment with a new format for its NASCAR coverage, featuring side-by-side commercial breaks during three upcoming Cup Series races. The initiative, branded “NASCAR Nonstop,” seeks to minimize interruptions and enhance viewer engagement by allowing viewers to catch commercial breaks without missing on-track action.
This concept is reminiscent of TNT's "Wide-Open Coverage" of Daytona International Speedway from 2007 to 2013, where commercials were overlaid on the bottom of the screen during green flag racing. ESPN also experimented with a similar concept in 2011, branded "NASCAR Nonstop".
NBC is implementing the format for races at Daytona International Speedway, Atlanta Motor Speedway, and Talladega Superspeedway, which are known for longer green flag runs and potential for crashes. These tracks often feature pack racing, which can lead to multi-car crashes, sometimes occurring during commercial breaks.
In the past, broadcasters would interrupt commercials to show crashes. However, the current broadcast partners, NBC and Fox, have faced criticism for excessive tinkering with coverage and an increased ad load. The "NASCAR Nonstop" experiment has been met with applause on social media, viewed as a step in the right direction as viewers have increasingly more options, such as F1.
NASCAR ratings have declined since their peak in the mid-2000s, with the league transitioning from two to four broadcast rights partners in 2025. The league is also looking to adapt to changing viewer preferences and a more competitive media landscape.
NBC has also refreshed its broadcast booth following the 2024 Summer Olympic hiatus, with Leigh Diffey taking over play-by-play duties from Rick Allen. Allen will continue to cover the NASCAR Xfinity series and appear on select races broadcast on the CW later this season.