Viagra and Lycos Outperform First Year Sponsors
According to a recent study by Performance Research,
an independent market research firm based in Newport, RI, Lycos
and Viagra gained consumer recognition with their new presence
in NASCAR sponsorship.
Lycos? first year as a primary sponsor for NASCAR
driver Johnny Benson starts with high points...
The press around Lycos? last minute signing of their
sponsorship agreement with driver Johnny Benson the night before
the Daytona 500 race combined with Benson?s exciting unexpected
strong showing towards the end of the race boosted Lycos? exposure
as evidenced by the 12 percentage point awareness among NASCAR
fans, ranking them first among all other first year Winston Cup
sponsors. Boding well for Lycos is the fact that the study also
found that Internet access among NASCAR fans has increased nearly
20 percentage points from 53% in July of 1998 to 70% in February
Also getting a boost was Viagra who had impressive
consumer awareness without even qualifying for the Daytona 500...
Viagra received 5% unaided sponsorship awareness
in its first year as a Winston Cup sponsor, even though driver
Jeff Fuller failed to qualify for the Daytona 500.
How important is this awareness??
Past studies have shown that given the choice between
two products of equal cost, 72% of NASCAR fans would almost always
or frequently choose the brand they associate with NASCAR over
one that is not associated with NASCAR. Interestingly as well,
when there is a price differential, a strong 46% mentioned that
they would purchase a brand costing as much as ten percent more
if associated with NASCAR over a less expensive brand that is
not associated with NASCAR.
In fact, 43 percent of NASCAR fans were influenced
enough by NASCAR sponsorships to switch from their normal brand
of a grocery store item to try a different brand. Tide came up
as a beneficiary of this sentiment with 20 percent of all consumers
questioned switching from their normal brand to try out Tide.
Among others mentioned most often were Kellogg?s, Cheerios, Coca-Cola,
M&M?s and Budweiser.
The current demographics of NASCAR fans were recorded
in this study as well. The typical fan was measured as male (68%),
married (73%), a high school graduate (97%) with a total household
income of $50,000 or more (68%).
Two- hundred (200) telephone interviews
were conducted with a random nationwide sample of NASCAR TV viewers
forty-eight hours after the 2000 Daytona 500 had taken place.
The margin of error is no more than + 5%.
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