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 sponsorships.
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 research.”
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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