Independent Studies


NASCAR Fans Say “Welcome Back” to the Dodge Boys!

So, Daimler-Chrysler has decided to get back into NASCAR Winston Cup racing after a two decade absence — just how would NASCAR fans react to that news?

In a study conducted during the Winston 500 in Talladega, Alabama, NASCAR fans were asked just what they thought about it. The worst kept secret of the season lived up to its name, as nearly all of these NASCAR fans (85%) were aware of Chrysler?s decision.

But did they support it? Overwhelmingly, yes. When asked what would describe their impression of Chrysler?s return to NASCAR, almost everyone (88%) said they were “Very or Somewhat supportive” of the move. So much for Ford vs. Chevy rivalries.

To measure the extent of NASCAR fans? product knowledge, they were also asked to report the make and model they thought would be the most appropriate candidate from Chrysler?s stable to enter the competition. Clearly, name recognition is not a problem with 62% identifying, in an unaided basis, the Dodge Intrepid as the model ready to race. Other mentions included the Sebring / Avenger models (9%), the 300M (3%) and a few even mentioning the exciting new Charger concept car.

Will it sell more cars? Although it is difficult to imagine someone choosing a new car solely on the basis of a NASCAR sponsorship, it has been proven that at the very least it opens the door to consideration. Sure enough, over one-third (34%) of those in this study reported that they would be “More likely” to consider a Chrysler, Dodge or Plymouth vehicle if they were to again compete in Winston Cup racing.

But Who? These NASCAR aficionados are very in-tune with their sport?s history, as when they were asked to report the teams or drivers they would most associate with Chrysler?s return to Winston Cup, the Petty clan cleaned up. Over two-thirds (67%) of the mentions were shared between Petty Enterprises, Richard Petty, Kyle Petty, and Adam Petty with only the sure bet, Ray Evernham (33%) receiving any other notable mentions.

Performance Research intercepted and interviewed 200 attendees of the Winston 500, held on October 17, 1999. The margin of error for this study is no more than +5%.

Full List of Independent Studies

United States Studies
BP Oil Spill Ramifications

Consumer attitudes to the oil giant and its marketing

Big Three Still Dominate

Study of Olympic sponsorship at Vancouver

Times Square Advertising: Is it over-the-top or top-of-mind?

A look at how visitors connect to the commercial clutter of Times Square.

At the Olympics, Less May Be More

Study of Olympic sponsorship at Sydney

Americans Welcome Return of Formula 1

Study of sponsorship at the Indianapolis US Formula One Grand Prix

Sponsors Still Live Dream Despite Scandal Nightmare

Consumer attitudes to the Olympics following Salt Lake City Scandal

Picture This: “The Official Sports Drink of the …….. Symphony?”

Consumer attitudes toward corporate sponsorship of the arts

Watch Out For The Ambush 1996

Study of Olympic sponsorship (Atlanta)

Winners and Whiners

Indy Car Study

Loyal NASCAR Fans Please Stand Up

Racestat: a comprehensive analysis of the NASCAR audience

Olympics, What Olympics? Sponsors, What Sponsors

Study of Olympic sponsorship (Lillehammer)

AT&T Win Official Race With Sprint

Study of Olympic sponsorship (Barcelona)

Winter Olympic Viewers “Can’t Beat the Feeling”

Study of Olympic sponsorship (Albertville)

Naming Rights, Naming Wrongs

Consumer reaction to sponsorship of arenas and stadiums

Europe Studies
The Wild, Wild East? Sponsorship in Poland

Study explores attitudes to corporate sponsorship among Poles.

Why Do American Formula One Fans Value Sponsors?

Compares and contrasts opinions of visitors to both the 2000 US and 2000 British Formula One Grand Prix.

HOWZAT!! For Sponsorship

UK cricket sponsorship – beyond awareness

British Football Fans Can’t Recall Euro 2000 Sponsors

Research into sponsorship effectiveness at Euro

Caution Flags Fly as CART Set for New Arrival

Attitudes of F1 racing fans to the introduction of US motorsports in Britain

Sponsor Loyalty Left by Roadside

Research at the British F1 Grand Prix

Sponsors Find Home in Dome

Millennium Dome sponsorship awareness study

American Companies Welcome As Smoke Clears From F1

Research among European Formula 1 Grand Prix

Rugby World Cup Findings Are Black And White

Research at the Rugby World Cup