nascar consumer insights

C O N S U M E R I N S I G H T S MIKE NASCIMENTO MBA | 2015

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

– Peter Drucker

“Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty.”

—Nirmalya Kumar

“Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.”

—Simon Mainwaring

1. The Patriotic Consumer 2.  Breakdown by Region 3.  Utilize Current Assets

1.  Rockwell is NASCAR 2.  Track Specific Tactics 3.  Logano in Real Time

MIKE NASCIMENTO MBA | 2015

•  Fans demonstrate an unusually strong tendency to share their passion for the sport

with others (1) •  NASCAR ranks #1 among major U.S. sports when it comes to avid fans who say it is

important to be aware of sponsors, and are more likely to consider trying, regularly

consume, recommend, and consciously support a sponsor’s product or service (3) •  71% of NASCAR fans ‘almost always’ choose their sport related sponsors, 57%

expressed ‘higher trust’ in NASCAR backed products, both the highest values for any

sport in the respecCve survey quesCons (10)


•  Extraordinary appeal of the sport among Avid Fans in the 18-‐34 demographic highly

coveted by marketers/adverCsers. Nearly two-‐thirds of Avid Fans 18-‐34 say they are more

interested in telling others about NASCAR than they were a year ago (1) •  Highly aNuned to sponsors in the sport as fans are nearly three-‐Mmes more likely than Avid

Fans overall to choose their favorite driver based on who the sponsor is. (1) •  Broad awareness of new drivers among Avid Fans. Ninety percent of those surveyed said

they were familiar with the new drivers in the Sprint Cup Series and NaConwide Series.

However, loyalty to the sport’s veteran drivers remains strong. One third of all Avid Fans

(and 41% of those in the 18-‐34 segment) say they are even more likely to support the

veteran drivers in the sport as they conCnue their racing careers (1)


•  Gender: 62% male / 38% female (3)

•  Age: 45% of NASCAR fans are 18-‐44 (96 index vs. U.S. pop) (3) •  Income: 52% of NASCAR fans earn $50,000+ (102 index vs. U.S. pop) (3)

•  Family: 37% of NASCAR fans have children under the age of 18 (97 index vs. U.S. pop) (3) •  Geographic regions: NASCAR fans live in regions that mirror the U.S. populaCon (3) •  MulCcultural: 1 out of 5 NASCAR fans is mulCcultural (3) •  Northeast 8%, Midwest 21%, South 55%, West 16% (5)


•  High aNendance: An average of 6 million viewers tune in to each NASCAR Sprint Cup Series (3) •  Nearly 70 million unique television viewers for the 2013 NASCAR Sprint Cup Series (3) •  Top 5 largest NASCAR markets based on household viewership in 2013 were Los Angeles, Tampa,

CharloNe, New York and Orlando (3) •  64% of NASCAR fans will only aVend a single event/year, 58% male at events (5) •  Only more than one NASCAR event per year—decreased dramaCcally since 2011, TV viewing

remains strong, total live aNendance down 6.1 to 4.8 mm, 43% coming from south region, online

viewership up 2.6 to 3.4 mm, median income for online viewers in increasing (4) •  Event Fans by HHI: 12% of fans $0–25K, 31% at $25K–50K, 33% at $50K–100K, 24% at$100K+ (5)


•  36% of NASCAR fans consider themselves avid fans, 64% moderate (2) •  Self-‐proclaimed nascar fans say theyre ’very interested’ in other sports:

65% football, 40% MLB, 57% Nascar or other motor sports (2) •  The % of fans who aNended in person versus % watched on TV in past year:

NFL : 33/95%

MLB : 47/79%,

NASCAR or other motor sports : 34/98%,

Local minor league teams : 42/40%,

NHL : 23/54% (2)


•  Overall Sports apparel spend down from $533mm in 2011 to $276mm in 2014 (6) •  Only 13% of sports fans purchased apparel with a logo; of that 13%, 37% used a computer to

view event, 48.6% used a smartphone, and 31% us Facebook, 28% on TwiNer (7) •  Avg spend on single sports logo apparel items for all sports fans overall: $50.80, higher for

those who aNend 3+ events/year (7) •  43% of NASCAR fans will spend more than $50 on logo apparel, 48% of buyers overall are 50+

years, 42% 18-‐49 years old, logo purchases: south 46%, median income of logo buyers grown from $48.9K to $63K (7)

•  21.7% of buyers are at sporCng events, 26% at sporCng goods specialty store, 18% department discount stores, but percentage of total purchases are 35% at sporCng good stores, instore 42%, online 49%, 9% unobserved. 74% of purchases happen on computer or laptop, 5% each for tablet or mobile (7)


•  Next GeneraCon of Fans: NASCAR is targeCng youth, Millennials, and mulCcultural segments via

social media, pop culture integraCon, FOX Deportes, etc. (3) •  NASCAR fans are more likely to be small business owners with higher income that reads the

sports secCon and spends more on jewelry, etc. (13) •  Fans in 2014: 42mm, event aNending: 4.8mm, total viewing on TV: 39mm, 71% viewed more

than 1/yr (6) •  Nascar TV viewing is at its lowest in the 35-‐49 yr old category, growth in 13-‐17 yr old category,

all else has seen liNle change (11)


•  31% used mobile during event in 2014 (down from 42% in 2013) (5) •  Top mobile acCviCes done while at event: took pictures -‐ 21.5%, text or talk to friends 20.3%,

read arCcles or blogs -‐ 12.7%, check stats or scores -‐ 10%, visit team/car website 8.6% (5) •  4 of 5 Avid Fans (79%) now obtaining their sports news and info online (1) •  Most popular websites: ESPN (10mm), NFL.com & Yahoo sports (2.6mm each), MLB and FOX

sports (1.6mm each) (4) •  Mobile users has doubled to over 1mm who watched a game on their device, mobile usage in

south sMll dominant area at 40% (12) •  Avg HHI up from $30K to $79K for those who used a smartphone to view 1+ event (6)


•  NASCAR’s Gen Y Avid Fans love to share content; 91% of 18-‐34 year olds rouMnely share

NASCAR content (1) •  54% of these fans also indicate they want to access NASCAR content on mulMple devices when

watching race acMon on TV (1) •  Among those who own a Tablet device or Smartphone, which was nearly all of the Avid Fans

surveyed, 28% have a NASCAR app on their device (1) •  36.5mm NASCAR mobile users, 24mm (66%) use for sporCng related events, 50% to check

scores, 44% social media, 30.5% to follow or post RE sports, 26.5% for sports video on YouTube,

39% take pictures of sporCng event to post, 32% visit league website (how omen site gets visited

is unsure) (9)


•  NASCAR followers by mobile: 28% Facebook, 21% YouTube, 15% Instagram, 14% TwiNer (8) •  Sixty-‐three percent of Avid Fans use Facebook to share NASCAR content (1) •  Average purchasing income for those following NASCAR on TwiNer has increased dramaCcally

since 2012: $42.7K now $72K (6) •  Facebook is by far the most popular social networking site among Avid Fans with 71 percent

visiMng Facebook regularly; YouTube is second at 43 percent; TwiNer is third at 26 percent. (1) •  11mm NASCAR Facebook followers (26% of total NASCAR fans), 1.8mm daily interacCon,

1.5mm interact 4-‐6 days/week, 2.2 mm 1-‐3 days/week, 5.5mm less than 1 day a week, 85% are

18-‐64 yr old at an even split, 68% of twiNer followers are 18-‐49 yr old (8)


nascar consumer insights

Marketing