The NASCAR Fan Insights from Consumer Research

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Insight into NASCAR FansPrepared by NASCAR Market and Media ResearchV12 Updated 07 11 16 The Most Loyal Active and Engaged Fans Audience of millions.
Heart and soul of the sport a cross section of America A lot like all of us neighbors co workers hardworking involved in the community.
Emotional connection to thesport having favorite drivers favorite auto manufacturers etc Loyal to sponsors No other major sport in the U S delivers a higher.
quality of fan when it comes to supporting sponsors CONFIDENTIAL FOR NASCAR USE ONLY 2V12 Updated 07 11 16 NASCAR Fan Base DemographicsGeographic.
62 38 DistributionMale Female 25 23 3 OUT18 44 Years Old EmployedMulticultural.
full or part time 42Top 5 NASCAR Markets by number of people interested in the sport 71 000 1 OUTOF 3 1 OUT.
OF 2 2 OUT2 New YorkAverage Households Some College 3 ChicagoHomeownersHousehold Income with Children or Beyond 4 Dallas.
Source Nielsen Scarborough USA Release 1 2015 Field dates February 2014 March 2015 Sample size is approximately 47 000 NASCAR fans 5 AtlantaFandom is determined by using the following question How interested are you in NASCAR very somewhat a little bit or not at all NASCAR fans are those respondents who indicate they are at least a little bit interested in NASCAR CONFIDENTIAL FOR NASCAR USE ONLY 3.
V12 Updated 07 11 16 Independent Research NASCAR is 1 in Fan Loyalty to SponsorsProportion of Each Sport s Avid Fans who Are More Likely toSupport the Sport s Official Sponsors in the Following WaysNASCAR NFL NHL MLB NBA.
Important to Be Consider Trying Consciously RecommendAware SupportQ Is it important to you to be aware of which companies are official sponsors of INSERT SPORT YES NO Q Are you more or less likely to INSERT LOYALTY METRIC a product service if that product service is an official sponsor of INSERT SPORT Source Turnkey Sports Entertainment results published in SBJ n 400 for each sport s entire study.
Note Data reflects latest results for each sports property as of July 2016CONFIDENTIAL FOR NASCAR USE ONLY 4V12 Updated 07 11 16 Independent Research NASCAR Fans Most Brand Loyal to SponsorsAccording to independent research conducted by Repucom .
NASCAR ranks 1 among major sports in sponsor consideration3 out of 4 NASCAR fans would consider a sponsor s brand NASCAR ranks 1 among major sports in sponsor loyalty7 out of 10 NASCAR fans said they are loyal to a sponsor s brand when the brand supports their sport Higher than NFL NHL MLB and NBA fans.
Nearly 20 higher than a typical sports fanSource Repucom SponsorLink January 2014 December 2015 n 24 000Questions When a company sponsors an event or sport that you follow how likely would you be to consider that company s brand product s or service s for the first time Generally how loyal do you feel towards a company that sponsors an event or sport you follow Note The questions were asked of everyone in the study and then segmented by major sports league fan bases .
CONFIDENTIAL FOR NASCAR USE ONLY 5V12 Updated 07 11 16 Fans Appreciate Sponsors in NASCARProportion who Agree with Each Statement Top 5 Box Agree 6 7 8 9 or 10 on 10 pt scale sorted by NASCAR fans .
NASCAR Fan Avid NASCAR Fan Casual NASCAR Fan52 56 53 42 43 45 NASCAR drivers couldn t I appreciate what a I feel loyal to NASCAR My company s If I m unfamiliar with a newrun their car without sponsor provides to the sponsors and purchase involvement in NASCAR NASCAR sponsor I seek.
sponsors NASCAR experience their products services would make me makes out information aboutbecause of their me more interested in theminvolvement in the sport NASCARRead 87 of NASCAR fans agree NASCAR drivers couldn t run their car without sponsors Source NASCAR Fan Engagement Tracker commissioned by NASCAR and conducted by Toluna 2015 n 2 500 NASCAR Fans.
Note The asterisk indicates statistical significance between avid casual NASCAR fans at the 95 confidence level NASCAR fandom is determined by using a 7 point interest question Using a scale of 1 to 7 where 1 is not at all interested 4 is moderately interested and 7 is extremely interested please rate how interested you are in NASCAR NASCAR fans are 4 7 Avid NASCAR Fans are 6 7 Casual NASCAR Fans are 4 5 CONFIDENTIAL FOR NASCAR USE ONLY 6V12 Updated 07 11 16 .
Avid NASCAR Fans Support NASCAR SponsorsAttitudes Toward NASCAR Sponsors Who AgreeTop 5 Box 6 7 8 9 or 10 on 10 pt scale Brands I like are sponsors in NASCAR 82 I talk positively about brands that are sponsors in NASCAR 68 .
I support NASCAR sponsors more than sponsors of other I m supporting NASCAR sponsors more than ever before 57 Source NASCAR Fan Engagement Tracker commissioned by NASCAR and conducted by Toluna 2015 n 1 171 Avid NASCAR FansNASCAR fandom is determined by using a 7 point interest question Using a scale of 1 to 7 where 1 is not at all interested 4 is moderately interested and 7 is extremely interested please rate how interested you are in NASCAR Avid NASCAR Fans are 6 7 .
CONFIDENTIAL FOR NASCAR USE ONLY 7V12 Updated 07 11 16 Professional and Financially ResponsibleNASCAR fans are business leaders and purchase decision makersJust as Just as.
to be business leadersto work for Fortune 500 business executivesand or small businessAre business purchase.
decision makersNearly 30 more likely than non fans22 Consume business related media 17 13 11 40Of business purchase decision.
are involved in decisionsmore likely more likely to read more likely toto read the business business finance watch CNBCsection of the magazines makersnewspaper of 100 000 or more a year.
Nearly 10 more likely than non fansSource Simmons National Consumer Survey Fall Full Year 2015 n 25 439 Based on NASCAR fans compared to non fans Fandom is determined by using the following question How interested are you in NASCAR very somewhat a little bit or not at all NASCAR fans are those respondents who indicate they are at least a little bit interested in NASCAR Business related media is defined as reading the Wall Street Journal business finance related magazines and or watching CNBC .
CONFIDENTIAL FOR NASCAR USE ONLY 8V12 Updated 07 11 16 Passion for SportsNASCAR fans are passionate about various sports83 NASCAR fans are nearly 60 more likely than.
non fans to have attended a major sporting event41 41 41 35 37 37 of NASCAR fans interested in each sport of other sport s fan base that are also fans of NASCARSources Nielsen Scarborough Research USA Release 1 2015 n 203 988 and Simmons National Consumer Survey Fall Full Year 2015 n 25 439.
Fandom is determined through the use of the following question How interested are you in sport very somewhat a little bit or not at all interested Fans are those respondents who are a little bit somewhat or very interested in sport CONFIDENTIAL FOR NASCAR USE ONLY 9V12 Updated 07 11 16 NASCAR fans love all things sports Favorite Sports to Play.
Percent that participate Index vs non fans56 Enjoy playing sports 4 more likely than non fans Swimmingmore likely than 35 106 .
non fans toPlay sports every21 chance they getown sportsequipment Bowling.
5 more likely than non fans 21 100 47 TWICE Basketball19 127 more likely than non fans to as likely as non fans towatch listen or attend read sports related.
live sporting events magazines Golf17 142 33 more likely than non fans to play fantasy sportsSource Simmons National Consumer Survey Fall Full Year 2015 n 25 439 Based on NASCAR fans compared to non fans Fandom is determined by using the following question How interested are you in NASCAR very somewhat a little bit or not at all Baseball.
NASCAR fans are those respondents who indicate they are at least a little bit interested in NASCAR 14 140 Sport participation claimed within the last 12 months except for play sports every chance they get Sports defined as auto racing baseball basketball bowling boxing football golf hockey racquetball skiing snowboarding soccer softball swimming tennis and volleyball Play in fantasy sports leagues claimed within the last 12 months Indicates results are statistically significant at a 95 confidence level .
CONFIDENTIAL FOR NASCAR USE ONLY 1V12 Updated 07 11 16 0 Outdoor EnthusiastsNASCAR fans are outdoor enthusiasts Favorite Activities toParticipate In.
Enjoy outdoor activities57 Nearly 45 more likely than non fansPercent that participate Index vs non fans2 5x 58 29 181 .
as likely as non fans to more likely than non fans toread fishing hunting own outdoor related Campingoutdoor recreation equipment 17 131 Target Shooting16 178 .
70 TWICE TWICE Huntingmore likely than non fans to as likely as non fans to as likely as non fans to 16 229 own a boat own an ATV own a motorcycleSource Simmons National Consumer Survey Fall Full Year 2015 n 25 439 Based on NASCAR fans compared to non fans Fandom is determined by using the following question How interested are you in NASCAR very somewhat a little bit or not at all 16 123 .
NASCAR fans are those respondents who indicate they are at least a little bit interested in NASCAR Outdoor activities participated in the last 12 months including archery backpacking hiking boating biking camping canoeing kayaking fishing horseback riding hunting motorcycling mountain rock climbing sailing skin diving snorkeling and target shooting Indicates results are statistically significant at a 95 confidence level CONFIDENTIAL FOR NASCAR USE ONLY 1V12 Updated 07 11 16 1.
Homeowners and DIY Home ImprovementNASCAR fans are do it yourselfersConsider their householdsAre homeowners 76 70 Nearly 5 more likely than non fans.
to be green Nearly 30 more likely than non fansShop at home improvement storesmore likely than60 30 more likely than non fans non fans to.
engage in home improvementsmore likely than more likely than 23 non fans to 20 non fans toown workshop equipment own lawn care equipmentSource Simmons National Consumer Survey Fall Full Year 2015 n 25 493 and Custom Growth Energy Tracker commissioned by NASCAR and conducted by Toluna 2015 n 2 000 Based on NASCAR fans compared to.
Fandom is determined by using the following question How interested are you in NASCAR very somewhat a little bit or not at all NASCAR fans are those respondents who indicate they are at least a little bitinterested in NASCAR NASCAR fandom is determined by using a 7 point interest question Using a scale of 1 to 7 where 1 is not at all interested 4 is moderately interested and 7 is extremely interested please ratehow interested you are in NASCAR NASCAR fans are respondents who choose 4 5 6 or 7 Shop at home improvement stores claimed within the last 4 weeks Engage in home improvements are those who do the work themselves CONFIDENTIAL FOR NASCAR USE ONLY 1.
V12 Updated 07 11 16 2 Valuable ConsumersNASCAR fans shop multiple retail outlets and notice various promotionsWhere They Shop Percent Index vs non fans Drug Convenience Mass.
SupermarketsStores Stores Retailers96 102 72 101 70 130 65 116 Home Improvement Automotive Department Sporting GoodsStores Retail Stores Stores Stores.
60 130 59 120 42 102 13 130 Notice Promotions Percent Index vs non fans Messages Offers Free Standing Advertising Overhead Aisleon Shelf Displays on Floor Markers52 106 68 115 56 119 68 115 .
Source Simmons National Consumer Survey Fall Full Year 2015 n 25 439 Based on NASCAR fans compared to non fans Fandom is determined by using the following question How interested are you in NASCAR very somewhat a little bit or not at all NASCAR fans are those respondents who indicate they are at least a little bit interested in NASCAR Where They Shop claimed within the last 4 weeks except automotive retail stores within the last 12 months Indicates results are statistically significant at a 95 confidence level CONFIDENTIAL FOR NASCAR USE ONLY 1.
V12 Updated 07 11 16 3 EntertainmentNASCAR fans enjoy a wide range of activities Favorite HobbiesPercent that participate Most Consumed Media Index vs non fans.
TV NetworksListen to MusicDining Out59 104 Barbequing.
49 129 Reading Books34 60 28 46 90 own play enjoy going More likely than.
Shop at home improvement stores claimed within the last 4 weeks. Engage in home improvements are those who do the work themselves. NASCAR fans are do-it-yourselfers +18%. more likely than. non-fans to . engage in home improvements. 60%. Shop at home improvement stores +30% more . likely . than non-fans +20%. more likely than . non-fans to . own ...

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