TNT crossed the finish line with its NASCAR Summer Series coverage with modest gains on television and major advances with its digital video presentation.
The "drama network" averaged a 3.1 U.S. rating, 3.62 million households and 5.13 million watchers for its six races, which concluded on July 17 with its presentation of theLenox Industrial Tools 301 from the New Hampshire Motor Speedway. That race saw its rating dip in the face of ESPN's coverage of the British Open and the 2011 Women's World Cup final to a 2.9 from a 3.0 last year.
Overall, TNT's Summer Series deliveries represented gains of 3% across the board from its 2010 schedule, which averaged a 3.0 rating, 3.49 million households and 4.99 million viewers, according to Nielsen data.
The Coke Zero 400 powered by Coca-Cola from Daytona International Speedway was TNT's best race and the highest-rated and most-watched cable program for the week of June 27-July 3, with a 3.4 mark, according to TNT officials.
Digitally, NASCAR.com's TNT RaceBuddy complemented the television coverage with an average of 886,000 weekly video streams during the Summer Series. All told, video streams on RaceBuddy grew 143% from last year, delivering 5.32 million in total over the six events. RaceBuddy had record-breaking viewership during TNT's first race of the 2011 Summer Series in Pocono with 1.15 million video streams, its second most with Daytona at 1.02 million and third-highest from Kentucky with 928,000 in its history during this year's Summer Series.
Moreover, RaceBuddy's total page views were up 21% versus last year's Summer Series, with the platform registering more than 17% growth in daily unique visits.