This year's viewership will be the Daytona 500's worst since the start of data availability began in 1979, . Certain races you could name are more tradition-rich than others. In viewership and the key adult demographics, NASCAR dominated the FOX Sunday night line-up of animated series none of which averaged even one million viewers. He swept both stage wins and ultimately took the checkered flag an impressive 4.8-seconds ahead of the field to claim his first career NASCAR [] We are a national sport; we will deliver 3 million viewers in a typical NASCAR Cup Series race. Steve Phelps said, We are going to have our most successful year on TV, weather permitting, that weve had in a long, long time. Hes very bullish on 2022 and where he thinks the ratings are going to be. The only way to get out of the NFL season would be to do one of two things. Herbst spoke with The Athletic before the Cup Series championship finale at Phoenix Raceway about a number of topics: ratings, NASCARs relationship with Fox Sports and NBC Sports, future negotiations, whether a Cup Series race could exclusively be aired on a streaming platform, why NASCAR feels it is one of the most stable sports leagues on television and why its well-positioned to see a growth in viewership in 2022. Any change that we would make would be done just like anything else, with a lot of input and feedback from the industry, teams, tracks, and we have fan council research we rely on a lot, and nothing that we would make would be sudden in nature. As recently as 2013, when Danica Patrick competed in the race for the first time, the 500 had a 9.9 and 16.7 million. Though fewer fans were able to attend in person, with the improvements in internet bandwidth, and the rise of more and more cable channels, some were finding other ways to digest their favorite sports. Chase Elliott, for example, recently voiced his opinion on the matter. So if you think about where we were in 2018, when we started to make a number of the systemic and seismic changes to the industry between bringing NASCAR and ISC together and SMI going private, I think if you think about where we were in 2018 following a wave of driver retirements Jeff Gordon, Tony Stewart, Dale Jr. that certainly had an impact on viewership. It brought a household rating of 2.33 for FOX. So to the extent that you can be flat or even up a couple of points it says a lot just about fan interest in the sport.. It could be just Mike Joy and Jeff Gordon up in the booth, which would sound like a library compared to NBC.). And what both Fox and NBC have done a really good job doing with us is evolving their product and evolving the distribution mix to make it current digital products, streaming in-car cameras on platforms like YouTube or Twitter or Fox having watch parties or alternate broadcasts on their various Fox Sports platforms. The 2020 and 2021 Daytona 500 were rescheduled due to inconducive weather and they happened on Mondays. Steve Phelps, NASCARs president, had an interesting comment when he spoke to reporters, saying that NASCAR is the most stable sports property on television since 2018. Coliseum and then well run the Daytona 500 the week after the Super Bowl. (Keep in mind last years audience was originally reported as 4.68 million, but NASCAR said Tuesday that the year-ago figure was later revised downward.). Please have NASCAR contact me ..Im serious.. Most Super Bowl wins by NFL team 1967-2023, Average ticket price in the NFL by team 2021, FIFA World Ranking: top male soccer teams 2022, Athletic footwear global market share by company 2015, Health & Fitness Clubs - Statistics & Facts, Sporting goods industry in the U.S. - statistics & facts, Profit from additional features with an Employee Account. Do your television partners, NBC and Fox, have the same viewpoint in regards to your television ratings? The Great Recession that swept across the landscape starting in 2008 changed everything. I think theyve been really great partners. It would have been nice to have heard more during the championship race from Earnhardt. This Talladega tv rating doesnt add up FOX has been averaging -500,000 viewers for all of their races this year Theres no way the Talladega viewership couldve increased over 2022, when NASCAR was actually seeing slight increases. There is a push and pull between the media experience sitting back on your couch versus the at-track experience. 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. NASCAR is no exception. So if we were going to have a partnership with a company the likes of the Fox Corporation or NBC Universal, there needed to be a significant allocation of our races that went to cable to have a network partner as powerful and blue chip in nature as each one of those. Opinions expressed by Forbes Contributors are their own. Is NASCAR comfortable having a Cup Series race exclusively on a streaming platform, which is great in some respects, but will also limit the viewership possibilities compared to a race on a broadcast network? NASCARs popularity is down and the ratings reflect it. The rain-delayed 2021 Daytona 500 had a 2.8 rating and 4.83 million viewers, marking the lowest rated and least-watched edition of the race. Looking at the change of viewership from a 1 oclock start time to a 3 oclock start, it seems almost silly not to cater to that audience where you have a bigger opportunity for growth. And thats with a rain-impacted Daytona 500 in 2021. (Christopher Hanewinckel / USA Today), Fox Sports has increasingly brought in current drivers, like Erik Jones (right) to its broadcast booth and drivers-only broadcasts. Not just from a financial perspective, but from what is the distribution sweet spot that makes the most sense for our industry and our fan base. Viewership of live sports in the U.S. 2021-2025 Viewership of live sports in the U.S. 2021-2025 Number and share of live sports viewers in the United States from 2021 to 2025 Digital live. Business Solutions including all features. In, Website (racingnews.co), und SportsBusiness Daily, und Sports Media Watch. Which is any sports property, essentially professional sports league, that is about a million viewers or higher on a per event basis or the most stable property in terms of viewership over the course of the last two years, it's possible that we'll be able to be the most stable tier one sports property in terms of sports viewership over the course of those three years, (though) the NFL is off to a very good start. If the new NASCAR is losing fans, it's hard to tell for now. Herbst is tasked with putting the puzzle pieces together made all the more challenging because NASCARs current contracts with Fox Sports and NBC Sports expire at the end of the 2024 season, setting up pivotal rights negotiations that will begin in the spring of 2023, shaping NASCARs direction in both the short and long term. You can contact him here or on the Sports Media Watch Twitter page. Read more Follow below for live results and highlights from this year's Wurth 400. You need at least a Starter Account to use this feature. So too did Denny Hamlin. I think that the momentum is good. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Racing teams of NASCAR ranked by revenue 2017, Revenue of NASCAR's Team Penske racing team 2006-2017, Racing teams of NASCAR ranked by team value 2019, Average TV audience of NASCAR Cup Series 2022, Average U.S. TV audience of NASCAR races 2019, Average TV viewership of selected NASCAR events in the United States in 2019 (in million viewers), Average television viewership of NASCAR events in the United States in 2018 and 2019 (in millions), Total television viewership of NASCAR events in the United States in 2018 and 2019 (in millions), NASCAR average TV rating in the U.S. 2019, Average TV rating of NASCAR events in the United States in 2018 and 2019, TV rating Daytona 500 in the U.S. 2000-2022, TV ratings of Daytona 500 in the United States from 2000 to 2022, Daytona 500 TV viewers in the U.S. 2000-2022, Number of TV viewers of Daytona 500 in the United States from 2000 to 2022 (in million viewers), Average TV audience of NASCAR Cup Series finale 2019, Average viewership of the NASCAR Cup Series finale in the United States from 2015 to 2019 (in million viewers), Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers), Share of NASCAR fans in the United States in 2016, by gender, Average age of NASCAR TV viewers in the United States in 2006 and 2016 (in years), NASCAR fans in the U.S. 2017, by ethnicity, Share of NASCAR viewers in the United States in 2016-2017, by ethnicity, NASCAR fans in the U.S. 2017, by ethnicity and party, Share of NASCAR viewers in the United States in 2016-2017, by ethnicity and political affiliation, NASCAR fan opinions on who sports fans are in United States in 2017, Opinions of NASCAR fans on what makes someone a sports fan United States in 2017, NASCAR favorability in the U.S. 2018, by political party, Net favorability of NASCAR in the United States in 2018, by political affiliation, Top NASCAR purchases by fans in the United States in 2017, Leading NASCAR related purchases among NASCAR fans in the United States in 2017, Share of NASCAR fans in the United States in 2018, by city, NASCAR drivers with the most social media mentions during the playoffs in 2019, Most mentioned NASCAR drivers on social media during the playoffs in 2019, NASCAR racing teams ranked by revenue in 2017 (in million U.S. dollars), Revenue of NASCAR's Hendrick Motorsport team 2006-2017, Hendrick Motorsport team (NASCAR) revenue from 2006 to 2017 (in million U.S. dollars), Team Penske racing team (NASCAR) revenue from 2006 to 2017 (in million U.S. dollars), Revenue of NASCAR's Roush Fenway Racing team 2006-2017, Roush Fenway Racing team (NASCAR) revenue from 2006 to 2017 (in million U.S. dollars), Revenue of NASCAR's Front Row Motorsports team 2014-2017, Front Row Motorsports team (NASCAR) revenue from 2014 to 2017 (in million U.S. dollars), Most valuable sport event brands worldwide 2019, Most valuable sports events brands worldwide in 2019 (in million U.S. dollars), Brand value of the sports event Daytona 500 from 2012 to 2017 (in million U.S. dollars)*, Most active NASCAR sponsors on Twitter 2019, Most active NASCAR sponsors on Twitter during Daytona 500 in February 2019, by total activity*, NASCAR racing teams ranked by team value in 2019 (in million U.S. dollars), Value of NASCAR's Hendrick Motorsport team 2006-2020, Hendrick Motorsport team (NASCAR) team value* from 2006 to 2020 (in million U.S. dollars), Value of NASCAR's Joe Gibbs Racing team 2006-2018, Joe Gibbs Racing team (NASCAR) team value* from 2006 to 2018 (in million U.S. dollars), Value of NASCAR's Stewart-Haas Racing team 2010-2018, Stewart-Haas Racing team (NASCAR) team value* from 2010 to 2018 (in million U.S. dollars). Though Nielsen had been king of all things TV for generations, the truth was they were having trouble keeping up as people began to shift their viewing habits. The ESPN and ABC broadcasts increased 26% and 8% respectively . Viewership of the NASCAR Cup Series increased by six percent since last year, from an average of 3.48 million to 3.7 million viewers. 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. By then, hardly anyone will have a standard TV, anyway, because every event will be streamed, and ratings wont matter. It is possible that another playoff system to sustain interest in TV programming for nine months could be introduced with a radically revamped schedule in 2021 and it is possible that NASCAR could go back to the old way and determine a champ on points over an entire season. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Industry-specific and extensively researched technical data (partially from exclusive partnerships). From an ad sales perspective: Ad Sales for Fox completely sold out every single ad unit on big Fox or FS1 throughout all of 2021. (Photo by Robert Laberge/Getty Images), But it's an uphill fight for us and a lot of other sports properties. You may opt-out by. NASCAR averaged 2.93 viewers across Fox and NBC Sports in 2021, down 4 percent from last year (3.06 million) and 6 percent from 2019 (3.11 million), according to Sports Media Watch. Its a great viewership opportunity. This. Fans might be tired of the novelty of the playoffs. They hate all of the commercials. Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. This year's race at . liability for the information given being complete or correct. Below, we take a look at the NASCAR ratings over the course of the 2023 season with an up-to-date analysis of each event. Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. So to the extent that its us and NFL in the same company from a stability perspective, I think thats something that we can be proud of. Statista assumes no The NASCAR Cup Series rolls into the Mid-Atlantic to take on the Monster Mile on Sunday. I feel like the season running from February to November is probably the right length of season for us, but its probably too early to tell if there could be any other changes going into the next rights cycle. You only have access to basic statistics. - Xfinity Series Toby Christie - April 26, 2023 If you are an admin, please authenticate by logging in again. The only potential exception to that at the end of their season will be the NFL. (Photo by Chris Graythen/Getty Images). This seasons playoffs increased for the first time and now sits as the best viewership since the 2019 season. This year's race peaked at 10.57 million viewers during the final laps from 6:30 p.m. to 6:45. If we go back to 2013, there was a hot market for sports cable channels and NASCAR was the beneficiary of that hot market. Published by Statista Research Department , Dec 8, 2022. (Photo: David J. Griffin / Icon Sportswire via Getty Images). NBC was up from an advertising perspective; it has been years since that has been the case. Pennzoil 400 at Las Vegas Speedway was also the most-watched event of the weekend on March 6 with a viewership of 4.544 million and a rating of 2.71 million. As were putting our schedule together, we are ensuring that for these new tentpole events or races in new markets, that we have a network window home for those new events. Social impressions, social following, a positive buzz of our sport, which is measured by third parties, like at YouGov is up 2.5 X over the course of the last two to three years.. We couldnt come on any earlier, frankly, so well run the Clash the weekend before the Super Bowl at the L.A. According to SMW, the Cup Series finale from Phoenix averaged a 1.95 rating/3.21 million viewers on NBC, up 4 percent in ratings and 5 percent in viewership from last year (1.9, 3.06 million), when it became the championship race for the first time. Your new brackets are just what NASCAR needswait #11what if Ross passed you every week? We are one of the properties that are really, really working for them. Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million viewers) Fans NASCAR fans in the U.S. 2016, by gender NASCAR fans in the U.S. 2016, by. We try to do is take the complex and boil it down to something that is more easily understood by the fanbase.. Im pleasantly surprised about the stability of our viewership number over the course of the last three or four years. Sundays NASCAR Cup Series race from Talladega averaged a 2.6 rating and 4.55 million viewers on FOX, flat in ratings and up 5% in viewership from last year (2.6, 4.34M). And then, we run almost all the way through November with only one off weekend in 2022. Youve seen a lot of change in our industry over the course of the last two or three years. There can be more done to increase these playoff numbers too. April 29, 2023 at 3:55 PM. This years Daytona 500, which was won by Austin Cindric, NASCAR averaged a total viewership of 8.9 million. Thats the first time that has happened since 2009 where well have more network races than cable races. The back-to-back increases coincide with the return of Chase Elliott from injury (though it should be noted that the first of those gains at Martinsville last week can be attributed to a shift from Saturday night a year ago to Sunday afternoon). This is the first time the sport has seen an average of over three million average viewers per race since the 2018 season too. NASCAR still attempts to do the best it can when it comes to getting the word out. They have their favorites in terms of who they like or who they do not like in the booth. They are now just one part of a bigger picture: one pixel of a screenshot. But it is similar to the dilemma that you correctly called out in 2013. Every single playoff stretch since the 2014 season has seen a decrease in viewership. NASCAR has officially returned to pre-COVID-19 pandemic numbers and no matter how it is spun, this is a fantastic situation for the sport. NASCAR rose to prominence in the 1980s and 90s as TV became more and more involved. Weve been partners with Fox for 20-plus years. The 2016 race from Homestead had 6.1 million viewers, the 2015 race had 7.643 million. There are certain deals that we could not do. The fact is, NBC could bring Ken Squier and Gentleman Ned Jarrett back into the booth and call back the late, great Chris Economaki from Heaven to report from pit road, and it would still face the same big hurdle: selling a sport that is losing popularity and has three months of overlap with football. Is that fair to say? Required fields are marked *. Surprisingly, NASCAR has also outshined other sports. NASCAR Cup Series races have averaged 4.76 million viewers on Fox Sports so far this season, up 17% from the first eight races last year (4.09M). Along with that came an all-important metric: the Nielsen ratings. Certain segments of fans, and media, began to cry that sky was falling. The motorsports category overall in 2022 enjoys a viewership numbering just north of 9 million, but that pales in comparison to the 114+ million people who regularly watch the National Football League (NFL) or the nearly 69 million who watch Major League Baseball. While NASCAR consistently ranks at or near the top of weekend viewership for all sporting events, the decline in raw numbers comes at an inopportune time. Its certainly healthy in terms of eyeballs, Hebrst said. Your email address will not be published. However, NASCAR has been taking major strides as the on-track product is improving, the schedule is being changed, bold decisions are being made, and communication between each party is better. Another change for 2022 is that there are going to be more races on network TV, and on the NBC side races on cable are shifting from NBCSN to USA Network, which is in more homes than NBCSN (NBCSN is shutting down at the end of 2021). Herbst, and NASCAR, are well aware that fans, and some media, still look to the ratings. 3 min read. If people want to watch a race, they will tune in to see the action. Bristol Dirt, another tentpole event that we expected big things from in 2021 and expect big things in 2022, was also rain-impacted and pushed to Monday afternoon for a 4 p.m. In todays media world they are now just a small part of what is used to measure the popularity of the sport. The sport has seen two major boosts for the 2022 season. I think that both Fox and NBC have done a great job in surrounding their booth with the right talent, the right expertise. Coming off the 2021 season, how would you assess where NASCAR is at in the television landscape, the ratings NASCAR has earned and the direction NASCAR is headed regarding its next contract? FedEx might not like, but at least you could fill that big booth on ur podcast. Up until the middle of the 21st century the measured pairs of eyeballs watching NASCAR on TV were counted, analyzed and, for the most part, cheered. NASCAR Daytona 500 ratings and viewership dating back to 1979, the first year the race was televised in full. But because were such a large property, such a scalable property and were delivering these 3 million viewers, if we didnt have later start times we would be down viewership almost every single week. Many fans, especially those who might want to disparage the sport, dont understand that just because the TV numbers are down or not at the sky-high levels they once were, doesnt mean NASCAR is facing any sort of loss of popularity. In some ways the Recession came at a most inopportune time for sports TV. When combined, it shows that NASCAR is in a pretty good place. Related: Phoenix race results from March 13, 2022 (NASCAR Cup . It was not a great race. Both Fox and NBC have shown that they will bring the stars of yesterday into the booth today and they will invest where they need to invest to have the star power of our sport. What does that present for NASCAR in terms of going out and trying to capture an audience? We could shorten the season in terms of the number of races, which would have an impact on industry sponsorship, economics, the number of dates the tracks get, and certainly the size of our TV deal. NBC Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, according to Nielsen and digital data from Adobe Analytics,. The statistic depicts the average national TV viewership in the U.S. for selected motor . But it is definitely important for us as a sport to be heads-down and doing everything we can in 2022 to make the biggest impact and position us well for 2023. The NASCAR Trucks Series averaged 627,000 viewers for 23 races across FOX and FS1 in 2022, +5% from 599,000 viewers for 22 races in 2021 TV Ratings - Martinsville November 1, 2022 Adam Stern from Sports Business Journal reports that NBC earned a 1.52 rating with 2.541 million viewers for Sunday's Championship 4 cutoff race at Martinsville Speedway Overall, NASCAR brought in 114.231 million average viewers throughout the entire 2022 season which marks its best since the 2018 season (120.454 million average viewers). In terms of tier one sports properties, he said. Up until the middle of the 21 st century the. And like most entities in sports and entertainment, NASCAR is enjoying pent-up demand among fans who couldn't attend as many races during the pandemic. But almost every single property the NFL and NHL had two recent rights deals that included some OTT rights. Without this postponement, NASCAR's average viewership is up 3% in 2020. When the TV ratings came in, NASCAR looked to have lapped the field. Chart. Ratings predictions: NBA and NHL Game 7s, plus XFL v. USFL, News: Phoenix rights deal, CFP schedule and more, NFL Draft viewership rebounds from last year, Two-game night results in big numbers for Cup playoffs. For the weekend, Talladega placed second among sporting events behind the competing Kings-Warriors NBA playoff game on ABC (7.52M). Nick Bromberg updated the viewership of the past several years, tweeting: The Wise Power 400 at Auto Club Speedway in Fontana averaged a rating of 2.61 and a viewership of 4.570 million. Delaware is in its third year with just one . Id say in particular, in the short term, those network windows are really, really important. I think probably too early to tell. The event was down 41.8 percent from last year, with 3.958 million average viewers on FOX, but up 11.9 percent from the first Sunday FS1 race (May 10) in 2022. And Id say our perception as a property has been turned on its head over the last two to three years. Our share of those TVs that are tuned in is up 18%. So I think thats probably unlikely. Theres been some thought that maybe getting out of the NFLs way a little sooner could boost ratings. We are happy to help. It has slowly grown, winning the hearts of many and keeping them glued to the screen until the action is done. Cup Series racing finished with its third consecutive year of share growth, up 14 percent since 2018 and up 8 percent over the 2020 season. In 2013, the sport averaged 16.65 million viewers in the Daytona 500 which is now halfway through something that is not pleasing. According to the source, the NASCAR Cup Series season in 2022 averaged 3.7 million viewers. After a marked decline in the middle of the previous decade, NASCAR's television numbers have been on the rebound over the past five years. Kyle Busch, NASCARs black hat, won his second title. Additionally, FOX announced that the 2022 NASCAR Cup Season was the second most-streamed season all-time with an average minute audience of 35,714. I think thats some pretty solid footing.. The only thing on Elliott's mind this weekend is winning as he returns to racing at Martinsville Speedway after missing six races with a broken left leg sustained during a snowboarding accident. There are a number of soccer properties out there that are shifting to direct consumer; we will not have an all-out shift to direct consumer. data than referenced in the text. Im spending a lot of time right now meeting with teams individually to walk them through this kind of tradeoff between total viewership and giving us the best chance for success from a consumption perspective, both in 2025 and whenever the next TV deal runs through. NASCAR ranked as the first- or second-most viewed sport of the weekend 17 times. From the Aug. 22 Michigan race to Sept. 26s Las Vegas playoff race, Cup Series races saw six consecutive weeks of year-over-year viewership increases, the longest streak since 2011. Related: NASCAR power rankings during the 2023 season. As a Premium user you get access to background information and details about the release of this statistic. The news sort of heads downhill from there. And the same is true for NASCAR. The next evolution in viewing habits is streaming. At the start of the 21st Century NASCAR TV ratings meant everything. I think race lengths is one of those topics that we do discuss internally and well take a hard look at that just like we do everything. Last year, Indys start time was 1 p.m. "Average Viewership of The Nascar Cup Series in The United States from 2014 to 2022 (in Million Viewers). Fortunately, for the first time in NASCAR history, that narrative has changed due to the 2022 season. Digital and social consumption is as important now, as it's ever been; probably more important now than it's ever been, he said. Year-over-year viewership this season has been down every step of the way. The race was down 11.9% compared to the first Sunday race on FS1 last season, Share up 9%, largest for Race #2 since 2017, Share up 2%, largest for Daytona 500 since 2016, Second most-watched non-points race since 2016. By the measurements used today, NASCAR then is in a very good place. But just like the 2022 race at Dover Motor Speedway, weather could . Website (racingnews.co), and SportsBusiness Daily, and Sports Media Watch. Hopefully, this represents the start of a turnaround for NASCAR after a rough start. I also think it's healthy just in terms of the interest. Average U.S. TV audience of NASCAR races 2019. Hes tasked with not only getting exposure for the sport but measuring that exposure and translating in a way that shows value to stakeholders. Average viewership of the NASCAR Cup Series in the United States from 2014 to 2022 (in million. Viewership has been down for each and every one of NASCAR's events prior to Sunday's race and over the last five races, those numbers have been significantly lower with each of them 12% or. Sunday's NASCAR race was the most watched sporting event of the weekend. You hear often it should be around three hours. What we try to do is boil it down to more simple sound bites that are A: true and B: accurate, Hebrst said. I dont think were ever content with where we are, but I think in the environment that were in, were really pleased with the stability of those numbers. NBC Sports' 2021 NASCAR Cup Series viewership across NBC and NBCSN produced a Total Audience Delivery of 2.562 million viewers, . (Photo by AaronP/Bauer-Griffin/GC Images). So there is a direct correlation between our viewership trends and the advertising revenue that is attributed to our property. (June 16, 2022). document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Your email address will not be published. Please do not hesitate to contact me. What is the sweet spot for how long a race should be from a television perspective? Dr. Jon Lewis (aka Paulsen) has been covering the sports media industry on a daily basis since 2006 as the founder and main writer of Sports Media Watch. Saturday's NASCAR Xfinity Series race was shown via FS1. It's peak viewership was 10.1 million viewers. (Photo by Jonathan Ferrey/Getty Images). NASCAR has suffered with declining attendance for years from its heyday in the early 2000s, when it was routinely drawing crowds well over 50,000 to 100,000 essentially for every Cup Series race. So 16% drop in terms of total TV consumption of those TVs that are actually tuned in over the last two years, NASCAR shares up 18%.
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