In the competitive landscape of sport coverage, tailoring content to media consumption patterns and motivations is crucial. This paper suggests that digital ethnography can help analyze media coverage views to attract and retain consumers. By examining two online forums discussing FIA World Rally Championship (WRC) television coverage from 2010-2013, it was found that rally fans prioritize authentic storytelling over technical perfection. This approach can apply to various sports, with an emphasis on the methods used as well as the findings. The strengths and weaknesses of this approach are also discussed.