The reason NASCAR is more popular than rally is that NASCAR events take place in stadiums. Rally events take place outside, in natural surroundings (most of the time). Therefore, less people can show up to watch it in person. Even when they do, they can only get part of the action due to the size of the course. The only stadium-based event in rally I've seen was during WRC Australia 2003, and that was just the first race.
This in addition to the fact that Rallies are generally held in Europe, and everywhere else besides the U.S..
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