Loyal NASCAR Fans Please Stand Up
In a recent survey of NASCAR fans across the country by Performance
Research (a Newport R.I. based sports research firm) race fans
were asked to identify which, from a list of hypothetical sponsors,
were completely inappropriate as a sponsor of a Winston Cup car.
Ranking dead last, below the sins of "Condoms", "Penthouse
Magazine", "Absolut Vodka", and "Mitsubishi
televisions" was "Politicians" with as much as
83% ranking them as completely inappropriate NASCAR sponsors.
Not to say that NASCAR fans are not supportive of their sponsors.
To the contrary, according to Jed Pearsall, President of Performance
Research, "NASCAR fans provide one of the highest levels
of brand loyalty and sponsorship support of any one of the hundred
or so sports and special events we've tested".
In this study, where over 1,000 nationwide, random NASCAR fans
were interviewed, over one-half (57%) indicated that they had
a higher trust in products offered by NASCAR sponsors. In comparison,
only 16% of the general public holds a "Higher" trust
in Olympic sponsors and only 5% have a "Higher" trust
in sponsors of World Cup Soccer.
In addition, nearly three-fourths of the NASCAR audience (71%)
reported that they "Almost always" or "Frequently"
choose a product involved in NASCAR over one that is not, simply
because of the sponsorship. In comparison, only 52% of professional
tennis enthusiasts, and 47% of PGA golf enthusiasts "Almost
always" or "Frequently" choose products based on
RaceStat, the syndicated NASCAR research project generating these
results, was funded by corporate sponsors seeking an unbiased
look at the NASCAR audience, and is not affiliated with or hired
by NASCAR. In this 100 plus page report, marketers can access
multiple types of information including: Demographics, Product
usage and ownership data, Lifestyle interests, and numerous sponsorship
measures such as unaided sponsors awareness, coupon redemption
frequencies, and other data critical to NASCAR marketing.
Will the real NASCAR fan, please stand up...............................
According to the study, nationwide NASCAR fans can be described
as predominately males (78%), married (73%), with an average age
of 42 years, who owns a home (81%), with 3.4 cars per household.
The median household income range is between $35,000 and $50,000
and almost all are employed full time (87%). Some of this may
be contradictory to NASCAR's internal data that includes a higher
ratio of females, but, according to Bill Doyle, RaceStat's project
coordinator, "NASCAR's figures are typically collected on-site
(at the races), showing higher percentages of females. Although
this information is correct for those attending races, it does
not accurately describe the comprehensive audience nationwide
which provide a greater number of "occasional or moderate"
male NASCAR fans. Marketers must decide which of the several different
NASCAR segments to target including: On-site, Nationwide, or the
Southeast and among those with a "low", "medium",
or "high" interest level; and then identify the appropriate
Performance Research conducted 1,036 random
nationwide interviews with Nascar fans 18 years and older. The
margin of error is less than one percent.
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