Rolex 24 Sets Attendance and Viewership Records as IMSA Opens 2026 Season

Overview

• Daytona International Speedway reported an all-time four-day Rolex 24 attendance of more than 180,000 spectators.
• NBC’s network coverage averaged about 1.1 million viewers with the Sunday window the second-highest on record, while Peacock logged roughly 784,000 unique viewers and the 18–34 TV demographic rose 52 percent year over year.
• IMSA’s international YouTube stream drew about 3.8 million live views with 63 percent of viewers aged 18–34, as the channel reached 1.5 million subscribers and the series’ total social footprint grew to roughly 3.7 million followers.
• Race week featured a Rolex title-sponsor extension, the launch of IMSA Labs, the new IMSA Michelin Sustainability in Racing Award, and a NASA Space Act Agreement, with Sentronics and BDO added as technology and digital transformation partners.
• Surprise Roar Before the 24 test-session streams attracted about 250,000 views Saturday night and 160,000 Sunday morning, on-site merchandise sales climbed sharply, and the next stop is the Twelve Hours of Sebring on March 18–21.