Rolex 24 Draws 180,000-Plus Spectators, Other Records

Photo: Mike Levitt/IMSA

IMSA opened its 2026 season with significant momentum at the 64th Rolex 24 at Daytona, posting gains across nearly every on‑ and off‑track metric. From TV viewership to digital engagement to record attendance at Daytona International Speedway, the event delivered several new milestones.

Daytona International Speedway reported its highest-ever Rolex 24 attendance, drawing more than 180,000 fans over four days. On television, NBC’s network coverage averaged over 1.1 million viewers.

“In all aspects, the 64th Rolex 24 at Daytona was an all-time event,” said IMSA President John Doonan.

“I’m humbled, honored and blown away by the incredible efforts of our staff, teams, manufacturers, drivers, partners, our teammates at Daytona International Speedway and most of all our fans, who contributed in so many ways to what was a record-setting WeatherTech Championship race at Daytona and start to our 2026 IMSA season.”

IMSA’s digital and social platforms also saw substantial growth.

The official Instagram account surpassed 1 million followers as part of a total social footprint that reached 3.7 million by the end of January.

IMSA’s YouTube channel—now at 1.5 million subscribers after crossing the 1 million mark last August—recorded its largest international audience ever, generating nearly 3.8 million live views for the Rolex 24.

“Over the past several years, we’ve followed a clear and intentional strategy to grow the IMSA brand, elevate the event experience and broaden how fans can engage with us — whether they’re at the track or watching through modern linear, streaming or social platforms,” said IMSA CEO Ed Bennett.

“To see every one of those areas trending upward is incredibly rewarding. I’m proud of our entire community for helping drive this remarkable renaissance period of growth in sports car racing.”

Record At-Track, Social/Digital and Viewership Numbers

Daytona International Speedway officials have confirmed a new all-time Rolex 24 attendance record, with four-day attendance of more than 180,000 taking in the action around the 3.56‑mile layout—braving everything from sunny skies to overnight fog and a picture‑perfect finish on Sunday.

The crowd contributed to increased merchandise sales as well, with trackside event branded merchandise up 42 percent and IMSA branded merchandise up 20 percent.

NBC network coverage averaged 1.1 million viewers, a 49 percent year-over-year increase (as reported by Nielsen and NBC Sports).

The Sunday NBC network window was the second-highest on record, trailing only 2021’s 1.2 million. The broadcast also saw a 52 percent year over year increase in the 18-34 demographic. Peacock added 784,000 unique viewers, a 102 percent increase.

Digital viewership surged as well. IMSA’s international YouTube broadcast of the Rolex 24 set new marks with 3.8 million live views, up 30 percent year over year. Notably, 63 percent of YouTube viewers were age 18–34.

IMSA’s YouTube channel grew to 1.5 million subscribers and added more than 229,000 subscribers in January alone.

Across social platforms, IMSA finished January with 3.7 million total followers after growing by more than 390,000 during the month. Instagram topped 1 million followers, while TikTok surpassed 400,000 and X exceeded 200,000.

Roar Before the Rolex 24: Strong Turnout, STEM, Surprise Streaming

The Rolex 24 race weekend followed a strong Roar Before the Rolex 24 test event, with several special surprises and a healthy crowd braving the colder weather.

Chief among them were two separate surprise live streams of WeatherTech Championship test sessions on YouTube, with the Saturday night session achieving more than 250,000 views and the Sunday morning session garnering more than 160,000 views.

That followed on from the start of the second season of IMSA’s STEM program, with support from Gainbridge and Konica Minolta, as high school students from the Daytona Beach-area visited the track on Friday of the Roar weekend, taking part in four specific stations that ladder up to the STEM curriculum, all led by IMSA and other industry leaders.

The at-track, as well as online learning program will continue throughout the season, which last year reached over 14,000 students across 425 different schools nationwide.

Race Week Brings Wave of New Announcements, Programs

Once race week hit, Wednesday set a further tone of positivity. IMSA conducted its annual full-field photo and drone video footage of the 60 cars set to compete in the WeatherTech Championship, joined by the first full-field helmet photo done concurrently in victory lane featuring more than 220 helmets from the drivers in the field.

No less than six announcements came through from IMSA, Daytona or key partners from Thursday afternoon of race weekend into Friday morning at the third annual IMSA Technology Symposium held at Embry-Riddle Aeronautical University.

IMSA and Michelin confirmed details of the new IMSA Michelin Sustainability in Racing Award, which rewards the GTP team achieving the “highest” sustainability covering tire use, energy use and finishing position.

Shortly thereafter, Rolex and Daytona confirmed a long-term extension for Rolex to remain as the Rolex 24 title sponsor and official timepiece of the Rolex 24.

Once the Technology Symposium hit Friday morning, a run of future-looking and technology-focused announcements came in quick succession.

First, IMSA Labs was announced; it’s a formalized platform for continued innovation and collaboration between the motorsports sanctioning body and its automotive and technology partners.

Next, IMSA and NASA (National Aeronautics and Space Administration) announced a groundbreaking Space Act Agreement to collaborate on cutting-edge research and technology exchange.

Additionally, Sentronics was announced as an IMSA proud technology partner and BDO was named the official digital transformation partner of IMSA Labs.

Next up for the WeatherTech Championship is the 74th Mobil 1 Twelve Hours of Sebring on March 18-21.

Source: Sports Car 365