I agree with Gingers4Justice that sports car racing especially in ACO form visually doesn't look cool now thanks to the way the sport is presented, which should be the complete opposite considering how aesthetically pleasing (okay, not that much anymore) the cars look compared to many other forms of motorsport.
The broadcast first of all with the exception of RLM is all over the place. One minute they're talking about the Toyota vs Audi battle for the lead, the next Stuart Hall's lunchtime or the battle for 11th in P2. The commentators (even at RLM) are completely out of synch with the world feed so they'll be screaming about some epic overtaking manoeuver for 5th in P1 like last year going into the Senna S at Brazil while meanwhile the geniuses at the world feed are showing the faces of Audi and Toyota mechanics or the 1st place P1 car boringly going along for an essential parade lap to victory. Liz Halliday making pig noises, the brilliance of Carlton Kirby, and of course the Emmy nominated (
) Robbie Knock hosting the 24 Hours of Le Mans preview show with "Jwonny Hwerrrbert" make you wish they'd just put RLM on the main Eurosport feed.
Let's be honest, 6 hour races aren't helping. It's hard to get viewers for races like Silverstone when essentially for 2 full hours (hours 3-5) nothing of any interest to the common viewer is happening at all. That's why I liked the old 480km (Id increase it to 500) distance used during the peak of popularity of the FIA WSCC, it was still endurance racing, but easy enough to look visually exciting and keep spectators at the circuit instead of headed to the gates or food stalls like we saw at Brazil last year. 6 Hours or 1000km should be for special races like Spa and Fuji.
Overall, there is much the sport can do to improve it's television coverage and visual presentation to make it 'cool' or even exciting to a non-diehard fan.