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Absolutely, yes.
This idea will work and should be done.
As an example, I rarely make it a point to watch the Truck series, but I ALWAYS make it a point to watch the Wednesday Night Truck Race at Bristol, because, well, what else is there to watch on a Wednesday night?
I think a weeknight race (situated at the right track with little other TV competition) would create a ton of buzz with not only race fans, but possibly non-hardcore race fans as well. You might get a whole lot more casual sports fans taking a gander at the race without another big sporting event on that night.