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nascar popularity graph

Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers) [Graph]. And then, in 1979, came flag-to-flag TV coverage of the Daytona 500 and other NASCAR Cup races. California sitting third from the bottom may raise a few eyebrows considering it hosts two Cup races and a number of drivers hail from the Golden State, including 7x champion Jimmie Johnson. The broadcasts really were over-saturated with ads enough to drive fans away. IndyCar is seeing huge success as an open-wheel Motorsport, just like Formula 1. Las Vegas Schedule. All Rights Reserved. Their headquarters are located in Daytona Beach, Florida. No longer tied to a box atop the TV or a diary that viewers filled out, the company started to figure out how to report who was watching on TV, on cable, and on streaming platforms. 46% of the average NBA team's fans are white . Registration issued by the Sports Wagering Committee of the Tennessee Education Lottery Corporation. Even before the recent political turmoil in the sport, NASCAR was hemorrhaging fans and supporters, with viewership numbers dropping every event. Advertising and sponsorship deals are the lifeblood of spectator sports, that is why the TV spots for the Superbowl are some of the most expensive in television. Having followed the sport in the time frame when it began, I can offer what I believe are the real reasons for the decline of NASCAR. You could say it was NASCARs New Coke, except Coca-Cola was smart enough to change the formula back in response to furious customer backlash. Please do not hesitate to contact me. There are not many. Founded by Bill France, Sr. in Daytona Beach, Florida, the company evolved into what the race-sanctioning institution that it is today over several decades. NASCAR 21: Ignition redefines the official video game of the world's most popular stock car racing series. Should there be concerns with the current trend of viewership? NASCAR Cup Series driver pages: Bios, statistics, race results videos, news, photo galleries, car, team, shop gear, date of birth, rookie year NASCAR popularity is plunging - primarily for two reasons - Norris McDonald Featured Story Motorsport NASCAR popularity is plunging - primarily for two reasons Written by Norris McDonald NASCAR was at Texas Motor Speedway this weekend and if I was NASCAR, I would be embarrassed. That would have a big effect on viewership overall. NASCAR possessed one of the greatest dynasties in the history of sports during Jimmies reign. We respect your privacy. (Photo by AaronP/Bauer-Griffin/GC Images). The league has been privately owned by the France family . But the sports most dedicated fans were (and are) still in the Southeast, and Southerners are loyal to the core to their heritage. HOMESTEAD, FLORIDA - NOVEMBER 17: Kyle Busch, driver of the #18 M&M's Toyota along with his wife [+] Samantha and son Brexton pose with the trophy after winning the Monster Energy NASCAR Cup Series Championship at Homestead Speedway on November 17, 2019 in Homestead, Florida. There's a lot of people that are looking around and understand that the economics of our sport probably are in a better place now than they've been in a long time.. With fewer fans at the track, you might think TV ratings would continue to rise and maybe even increase as those fans turned on the TV instead of spending money to go to the track. Chart. It makes a world of difference watching on TV. And while some ran their own cars, most were independent contractors who had their expenses paid by their car owner and then split the winnings (that division of money was usually 60-40) with said owner, who paid the bills. For NASCAR it meant fewer butts in seats at tracks, and fewer sponsors willing to part with what little revenue they were earning. In fact, the current car lends itself to some pretty good racing. Both ESPN and the Turner Broadcasting Co., longtime NASCAR networks, took a look at the down graphs and the down-scale demographics and didn't even bother to bid on the new TV contract. This isnt to say that the initial Car of Tomorrow wasnt a disasterit wasbut at the time, fans were plenty vocal about safety after the loss of the sports biggest icon. Most of the world is filled, first and foremost, with soccer fans. The sport no longer has Dale Earnhardt Jr. or Jimmie Johnson, so theres an opportunity for new fan favorites to emerge, formed by on-track performance rather than sentiment. Interestingly, it has been said that NASCAR has been getting younger (the drivers) and older (the fans) at the same time. wildlife ranger requirements; dark web ssn search; are christine lahti and allison janney related June 16, 2022. This is a BETA experience. Kyle Busch, NASCARs black hat, won his second title. Talladega Superspeedway spoke out Friday for the first time after NASCAR banned the Confederate flag from all race tracks and events. Get in touch with us. Our map reveals all! Mike Joy is an outstanding announcer, and it was never a big deal for a fan to mute Darrell Waltrips exponentially annoying boogity boogity boogity! at the green flag. Gordon World of Outlaws card was only available as part of a complete. To use individual functions (e.g., mark statistics as favourites, set Now, NASCAR might say, Well, 3.759 million for a race in November, even if it is half as much as four years ago, is more than 0.000 viewers for no race. And ratings are slightly better overall when you include the Fox half, which is better than another plunge, as in 2018. NASCAR is the second biggest motorsport in the world after Formula 1. Photo credit: royal_broil on Best Running / CC BY-SA Ratings were like Bible verses, an almighty Gospel preached to stakeholders on how much of NASCAR was reaching the masses. From their colorful beginnings to what is now a billion-dollar sporting event, NASCAR has continued to provide high octane entertainment for its millions of fans and supporters. Even more so than in baseball, the on-screen product is affected with the layout of a track. Answer (1 of 29): I was a NASCAR fan for years and can tell you from personal experience why I say WAS a fan. As a Premium user you get access to background information and details about the release of this statistic. It rewards winning, which rewards fighting for wins, which creates rivalries. NASCAR looks beyond declining attendance, TV ratings. nascar popularity graphnrl bulldogs news and rumours. The Williams are just one example. (Photo by Chris Graythen/Getty Images). And based on what we see today, NASCAR seems to be on an upward trajectory and shows no signs of slowing down. And the same is true for NASCAR. For example, a bar graph or chart is used to display numerical data that is independent of one another. how to check logs in fortigate firewall. Learn more about how Statista can support your business. NASCAR's oval. In a historic shift for the sport, beginning in 2020 NASCAR's premier series became known as the NASCAR Cup Series and featured four cornerstone brands as Premier Partners: Busch Beer, Coca-Cola, GEICO and Xfinity. The Williamses havent been to a NASCAR race since. NASCAR has lost interest in us.. Use Ask Statista Research Service. From F1, Rally, Le Mans, Drifting, or Touring Car championships that are broadcast on TV or via the internet, viewers now have even more access to alternative motorsports events that can offer the same level of adrenaline fueled excitement that NASCAR can provide. Access to this and all other statistics on 80,000 topics from, Show sources information And you hear more and more about this today. The graph below shows drivers' average 2022 finishes at intermediate tracks in yellow. NASCAR Cup Feb 27, 2023 . North Carolina is close behind. The Yankees were always good for baseball. By subscribing, you are agreeing to Instead of attending races, theyve taken trips to Montana, Colorado, Wyoming, Louisiana and South Dakota vacations, Jim said, where were not annoyed., The first year was tough, Lanette said. When added to metrics from an agency known as Joyce Julius & Associates, which specializes in measurement and analysis of media promotions that showed just how much TV exposure a sponsor was getting, NASCAR teams were able to justify the high cost of the sponsorships they were charging. Photo credit: Zach Catanzareti Photo on Best Running / CC BY Gordon wasnt the only driver who turned in a spectacular season-long performance only to have it nullified. Usually, ratings tend to drop through the first couple of events due to . Atlanta has had some classics, but that was partly by virtue of the venue hosting the championship race, such as Alan Kulwickis unforgettable title win in 1992. People love a winner, they love to hate a winner, and they love to see a dynasty get taken down. You need at least a Starter Account to use this feature. If you want to attribute the decline of NASCAR to arrogant leadership, look no further than that single act. This is all just ultimately my opinion, but its a carefully considered one. Yes, thats actually true; read it again if you need to. Its a simple fact that everyone understands. For instance: The non-stop promotion of Danica Patrick, as if she was the Second Coming (she wasnt), turned off a lot of fans. So if Im right, in a few years NASCAR may become Americas summer sport again. So here are three actual reasons for the decline of NASCAR. moving much higher in any Top 20 list. As a Premium user you get access to the detailed source references and background information about this statistic. Weve just lost interest in NASCAR. NASCAR was at Texas Motor Speedway this weekend and if I was NASCAR, I would be embarrassed. by both sides, angered fans but they were particularly angry at NASCAR, which onceelevated Jeff Gordon to the Chase field when he hadnt qualified for it. As one of motorsport's most popular race series, NASCAR has a long and colorful history that dates to the US prohibition erain the 1930s. This brought even more attention and money to the sport and school was soon out. But in a lot of respects this is not unique to Nascar. By then, hardly anyone will have a standard TV, anyway, because every event will be streamed, and ratings wont matter. For all the latest tips, predictions and special offers directly into your inbox once a week. NASCARs NextGen car shows promise and one huge issue, NASCARs Daytona 500 ratings indicate a worrisome trend. People have different views on why the motorsport has failed to join the upper echelons of American sports. The markets simply couldnt support them anymore. In todays media world they are now just a small part of what is used to measure the popularity of the sport. Lack of manufacturer identity may have been a reason some hardcore fans left the sport in the early 1990s, but that doesnt seem to me to be a valid reason for the sports popularity plunge since 2005. NASCAR moved away from tracks where drivers push and shove and fight both other racecars and the track, and moved to aero-dependent speedways where engineers in the garage determined winners. So more people are tuned into Amazon prime or Netflix They are now just one part of a bigger picture: one pixel of a screenshot. Then came the NASCAR popularity boom, the TV ratings and the $15 million per-car, per-season primary sponsorships. Jim, 65, and Lanette, 63, said they were disgusted by some of NASCARs decisions in a five-month period starting in September 2013. Young fans want to watch the action. NASCARs viewership continues to fall after the ratings for last weekends race at Auto Club Speedway were released on Tuesday morning. Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. Hes tasked with not only getting exposure for the sport but measuring that exposure and translating in a way that shows value to stakeholders. NASCAR Most & Least Popular States [MAP] We have analyzed the popularity of NASCAR by state to find out which states are the most and least interested in the sport. The franchise system has made NASCAR a closed shop. A fairly new challenge that spectator sports now have to contend with is the rise of the various streaming services that offer varied content that is available across a variety of platforms. 1) Just like all the other major racing series in the world, NASCAR has become a money deal. Its safe to say this is not ideal for the sport and there should be some concern on why ratings continue to fall. liability for the information given being complete or correct. Here is a full ranking of NASCARs popularity by state: West Virginia is the so-called NASCAR state with the most interest in the motorsport. [Online]. This graphic fits its nationwide appeal quite well. Every year, NASCAR acts as the patron of 1,500 races across North America. When NASCAR first started, you had a bunch of good ol boys who worked blue-collar jobs, usually in garages, and gottheir hands dirty and went racing at local speedways on the weekend and, if they were any good, developed a following. But there is a big difference between changing your own spark plugs and battling your way to the front at your local speedway in hopes of catching the attention of a NASCAR car owner and calling up that same NASCAR car owner on the phone and saying two words to him: How much?. James: Expect the unexpected on restrictor plate tracks. The NASCAR season is held over 9 months . Bowlesy thinks there needs to be an element of risk for racing to be exciting; I dont tune in to races to see a car potentially fly into a catch fence and injure spectators. . If that contributed to NASCARs decline, however, that is on NASCAR. Elliott is a great driver and a likable kid, and he doesnt take any craphe doesnt shy away from wrecking a driver like Denny Hamlin if the situation called for it. Photo credit: PDA.PHOTO on Best Running / CC BY-ND "On the Spongebob series that my grandsons loved so much," Fulton, 71, said. It may leave behind fans stuck in the past. The rise of social media as a tool, pastime, or source of information and entertainment has certainly affected most sports, NASCAR included. You couldnt entirely blame NASCAR for no longer holding events in places like North Wilkesboro or Rockingham or even Darlington, which lost a race on the schedule for several years. So overall if Iowa was in the top 5 in the country 20 years ago in Nascar popularity, it still is today, because the trends you are describing is happening everywhere, leaving Iowa still where it was. Photo credit: eliduke on Visualhunt.com / CC BY-SA Available: https://www.statista.com/statistics/812557/average-us-tv-audience-nascar-cup-series/, Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022, Available to download in PNG, PDF, XLS format, NASCAR average TV rating in the U.S. 2019, TV rating Daytona 500 in the U.S. 2000-2022, Average TV audience of NASCAR Cup Series finale 2019, Average TV audience of NASCAR Cup Series 2022, NASCAR fans in the U.S. 2017, by ethnicity, NASCAR fans in the U.S. 2017, by ethnicity and party, NASCAR fan opinions on who sports fans are in United States in 2017, NASCAR favorability in the U.S. 2018, by political party, Top NASCAR purchases by fans in the United States in 2017, Racing teams of NASCAR ranked by revenue 2017, Revenue of NASCAR's Hendrick Motorsport team 2006-2017, Revenue of NASCAR's Team Penske racing team 2006-2017, Revenue of NASCAR's Roush Fenway Racing team 2006-2017, Revenue of NASCAR's Front Row Motorsports team 2014-2017, Most active NASCAR sponsors on Twitter 2019, Value of NASCAR's Hendrick Motorsport team 2006-2020, Value of NASCAR's Joe Gibbs Racing team 2006-2018, Value of NASCAR's Stewart-Haas Racing team 2010-2018, Average U.S. TV audience for motor sports events 2011, U.S. TV viewership of selected motor sports events 2011, TV viewership in the U.S. selected National Hockey League games 2011, Age breakdown of Nascar TV audience in the U.S. during 2013 Sprint Cup Series, Fast food consumption among TV viewers 2011, ESPY Awards - number of viewers 1996-2022, Number of viewers F1 Grand Prix broadcasts in the Netherlands 2016, by race, NASCAR TV viewers in the U.S. 2017, by ethnicity, Revenue of NASCAR's Chip Ganassi Racing team 2009-2017, Value of NASCAR's Team Penske racing team 2006-2018, Revenue of NASCAR's Stewart-Haas Racing team 2009-2017, Value of NASCAR's Richard Childress Racing team 2006-2018, Value of NASCAR's Roush Fenway Racing team 2006-2018, Watching frequency of Thursday Night Football in the U.S. 2020, by ethnicity, Top 10 primetime TV programs in the U.S. 2018, Women's professional sports watching frequency in the U.S. 2021, Alec Baldwin impersonation of Donald Trump on SNL viewership in the U.S. 2017, Poll on the most frequently watched TV channels in Hungary 2020, Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers), Find your information in our database containing over 20,000 reports. The decline of NASCAR from dominance started circa 2005, and there wasnt any big change to car specs in that time period. That NASCAR was doomed, soon to become nothing more than a memory. or Disney plus; there's more competition for those eyeballs then there's ever been. Not only in the business world, but in all sports as well. Yes, you had to be able to prove that you knew what you were doing out there but if your car passed technical inspection and you could either qualify to race through time trials or qualifying races, you were in. number 94414163), granted a vendor registration number VR007603-20-001 by the Michigan Gaming Control Board, Top Ten motorsport stories: Abu Dhabi, Larson, COVID 2022 Land Rover Range Rover looks gorgeous, The government of Canada is harassing its citizens, William Davis: a Liberal in Conservative clothing, Trying to create a story where there is no story, Dubas will dump Tavares to make Rielly captain, Canadian racings crown jewel, Jukasa Motor (nee Cayuga) Speedway is closed down, I have my critics but Page, McReynolds top the list, What my grandchildren think Santa would drive (if he had a car), The markets shifting to EVs and that explains Fords flip-flop, Lets use public embarrassment as a way to curb drinking and driving. NASCAR Most & Least Popular States [MAP] There is no denying that NASCAR's popularity has waned over recent years. | 28 February - 07:19 | Reid Spencer, Production Alliance Group 300: No Matter What He Drives, Cole Custer Is a Threat at Fontana, NASCAR It took quite a few years of longtime fans bitching about that, but NASCAR did finally move the Labor Day Southern 500 back to Darlington. NBC did the best with what it was given, really, but there were few compelling storylines. Im not buying the its too safe bit as a cause for the decline of NASCAR. At the start of the 1990s, mention NASCAR to somebody in Europe, they wouldn't know much about it. Vendor Related: NASCARs Daytona 500 ratings indicate a worrisome trend. This is convenient if the city where a follower lives in has a track, but for those that live a long distance from NASCAR venues, the cost to go to watch them is gradually becoming more expensive due to the continually rising prices of fuel. After two DNFs in the first two Chase events resulting from simple bad luck, just like that his title hopes were gone. The IndyCar race at St. Petersberg averaged 1.405 million viewers on Sunday. unsubscribe link. And we wont get into the murdering of the English language that goes on week after week, ad nauseum. Most die-hard fans of NASCAR are those that have followed it the longest. However, like Johnsons dominance, I doubt that this would have been as much of a problem were it not for other factors that were far more damaging. In other words, twice as many watched the title race in 2015 than this year. 1988 World of Outlaws Jeff Gordon 54. (I started with 2017 because it's recent and covers . Formula 1 does not have a single commercial during their races on ESPN. The drops: 10% in one year, 19% in two years, 38% in three years, and, good golly Miss Molly, 51% since 2015, when NBC picked up the second half of the season in a giant 10-year contract, with Fox doing the first half. with the Indiana Gaming Commission (IGC) under certificate of registration number SWR-000148, approved by So no, Johnsons domination wasnt directly a factor in the decline of NASCAR but their failure to market it most definitely was. The season ended with two flat tires. The Daytona Road Course averaged 4.750 million viewers during the event. First, the cars are relatable as the stock cars come from models that people use every day (though heavily modified). (Photo by Jonathan Ferrey/Getty Images), Samantha and son Brexton pose with the trophy after winning the Monster Energy NASCAR Cup Series Championship at Homestead Speedway on November 17, 2019 in Homestead, Florida. Prior to 2019 ratings are also across NBC and NBCSN. In 2008 Kyle Busch smoked the field for the first 26 races, winning eight of them and setting the NASCAR world on fire with his brash and unapologetic racing style. Firstly, the NASCAR Hall of Fame is located in Charlotte. A paid subscription is required for full access. NBC was slightly ahead of last years pace before the Nov. 10 race at Phoenix, but it drew 2.567 million, the least-watched Cup race on broadcast television since 2001 (not counting rainouts). The one thing, though, that all those racing drivers had in common Petty, Pearson, Parsons, Bodine, Waltrip, Earnhardt, Wallace and the rest is that they all started racing on local tracks and created reputations for themselves as hard chargers who were winners. After 26 of 36 races, the top ten drivers would have their points reset, putting them all on a level playing field again for the last ten races. (Photo by ISC Images & [+] Archives via Getty Images). Warfield, NASCAR managing director, social and digital content, Brad Keselowski, driver of the #2 Team Penske Ford Fusion, Jill Gregory, NASCAR senior vice president and chief marketing officer and Laura Froelich, Twitter global head of sports partnerships, pose for a photo after NASCAR announces plans to live-stream in-car cameras on Twitter for the 2018 season on March 14, 2018 in Los Angeles, California. The playoff system eliminates 25 or more drivers from contention with nearly a third of the season still to go. This statistic is not included in your account. Yes, all of those factors might have contributed to the decline of interest in NASCAR, But, in the end, I think the franchise system and the ride-buying are what did NASCAR in. The Xfinity Series at Indianapolis had a rating of 0.67, with 1.249 million viewers, totaling more than F1 Pocono TV Ratings July 26, 2022 Herbst adds that small swings in the numbers show the steadiness of viewership week to week, and thats a very good thing. . If they hadnt, youd probably be reading articles today about the decline of Coca-Cola too. As Ive said, the sport is finally addressing its venue problem. The truth was of course far from that. Just another site. I dont need to tell anyone who was a fan in the 2000s this, but NASCARs broadcasts at the time may have been the worst in the history of sports. The 2019 Daytona 500 viewership was just 9 million. Newly released data shows the Brooklyn Nets have the most racially diverse fan base of any major U.S. sports team. Racing is still pretty danged dangerous. ^ Cited revenue was AUD$1.547B; exchange rate of 1 euro per AUD$1.61 for 2019 season used here. 1) America's weird taste in sports Reddit user droolingtortillas. TN), 1-855-2CALLGA (IL), 1-800-270-7117 (MI). winning the Monster Energy NASCAR Cup Series Ford EcoBoost 400 and the Monster Energy NASCAR Cup Series Championship at Homestead Speedway on November 17, 2019 in Homestead, Florida. Photo credit: Zach Catanzareti Photo on VisualHunt.com / CC BY-SA All that said, the unveiling of the Car of Tomorrow in 2007 certainly didnt help. Since earning a 7.7 rating and 13. Register in seconds and access exclusive features. Karlo watched a lot of Mcgyver back in the 90's and grew up trying to be a Mr. fixit/jack of all trades. Next years championship race will be held in Phoenix, and even though the 2020 race should draw a packed house of 42,000, or 7,000 more than the estimated crowd at Homestead, fans have said they dont like the racing at Phoenix as much. You may opt-out by. HOMESTEAD, FLORIDA - NOVEMBER 17: Kyle Busch, driver of the #18 M&M's Toyota, celebrates after [+] winning the Monster Energy NASCAR Cup Series Ford EcoBoost 400 and the Monster Energy NASCAR Cup Series Championship at Homestead Speedway on November 17, 2019 in Homestead, Florida. Roster Schedules & Results Scholarship Chart Depth Chart. NASCAR TV ratings were once the darlings of the sport. Thats exactly what NASCAR did when they took the Labor Day race out of Darlington and sent it to Auto Club Speedway in California. By anyones standards that is an alarming fall. The numbers are based on proportion of searches rather than total searches, so the population of each state is accounted for in the data. I have been around and covered NASCAR for over two decades. Petty, one of the last ties to the storied, and colorful history of NASCAR, announced Wednesday he was moving the bulk of his family business out of Level Cross, N.C., and to Mooresville, N.C. Statista assumes no We try to do is take the complex and boil it down to something that is more easily understood by the fanbase.. It could be just Mike Joy and Jeff Gordon up in the booth, which would sound like a library compared to NBC.). Along with that came an all-important metric: the Nielsen ratings. Follow along, because there will be a test later . Since this is a non-ideological blog, I wont get into the things that the NFL, NBA and MLB have recently done to drive away a significant portion of their fanbases. | 3 March - 11:35 | Greg Lea, Pennzoil 400: Kyle Busch Goes for Two Victories in a Row at His Home Track in Sin City, NASCAR Cup Series Championship Predictions, Picks, Betting Odds, NASCAR Futures Gaming Licensing and Investigations of the Virginia Lottery to operate in the State of Virginia, and a Related:15 Rules Every NASCAR Employee Has To Follow. The most important key figures provide you with a compact summary of the topic of "NASCAR" and take you straight to the corresponding statistics. Photo credit: sarahstierch on Visualhunt.com / CC BY receive our occasional offers and news, you may opt-out at any time. Unless you are a die-hard fan of the sport, people would rather watch condensed snippets of the race or read the highlights instead of actually spending time watching or subscribing to NASCAR real-time races. Take Control of Your Money Take Control of Your Life The NASCAR season is a long and winding road held on 23 racetracks across America. People do not want to watch numerous full-screen commercials while green-flag racing is taking place. In addition, the Charlotte Motor Speedway and the fact that the majority of NASCAR teams are based out of Charlotte, or nearby, makes North Carolina the unofficial home of NASCAR for many. Gordon scored the most points overall of any driver in 2004, 2007, and 2014. Editor's note: These rankings initially ran November 9, 2021. Meaning that in todays world even the smallest increase in a TV rating is a really big deal when considering how overall viewership is measured. Photo credit: Darryl W. Moran Photography on Visual Hunt / CC BY-ND Getty Chase Elliott receives the Most Popular Driver Award. NASCAR was plenty defiant resisting this idea at their peakbut these days, theyre not in a position to ignore displeased fans. NASCAR Cup Series star Denny Hamlin said he is watching more Formula One than ever because so many friends are talking about the F1 races (Gary A. Vasquez/USA TODAY Sports). most sites believe Iowa is in the top 5 in states for Nascar popularity. Along with that came an all-important metric: the Nielsen ratings. the market and the fact it is not a true "nascar" collectible may restrict it from. Not all, of course, but most. Im also someone who became a disenchanted former fan myself. Updated Nov 8, 2022 at 12:58pm. 2) When NASCAR established the franchise system in 2016, the league essentially became a closed shop. go to da moon copy and paste. That exposure now comes not just from TV, but through streaming platforms, attendance, and even social media. Instead of a midway with souvenir haulers, theres now one merchandise tent area. So that's household using televisions. interim Sports Wagering Supplier license, under license number SWS 066, issued by the West Virginia Lottery In todays world TV ratings arent the big deal they once were nor the only thing that matters.

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