Fox Sports had the broadcast rights to the 2020 Super Bowl, and tasked Mediahub with using the outsized hype of the Big Game to draw new, younger viewers—males between ages 18 and 34—to the Daytona 500 NASCAR race broadcast two weeks later. Research showed Twitch traffic spikes immediately after the Super Bowl attracted viewers through video racing, simulators, and Twitch virtual experiences. TV ratings for the 2020 Daytona 500 showed gains, especially in the target audience with 3 million more viewers at the start of the race vs. 2019. M18-34 “light motorsports” viewership nearly doubled YOY.