NASCAR LISTENER PROFILE - comstarserver.net · NASCAR fans: Watched, Attended, or Listened to...

NASCAR LISTENER PROFILE

1 Source: Scarborough, Multi-Market, 2015 Release 1 (February 2014 – March 2015) *Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2013)

35%

27%

35%

48%

30%

25%

18 - 34 Years 35 - 54 Years 55 + Years

Listeners

68%

32%

49% 52%

< $50,000 39% 47%

$50,000 - $74,999 19% 16%

$75,000 - $99,999 17% 14%

$100,000 - $149,999 15% 13%

$150,000 + 11% 10%

Single (Never Married) 28% 30%

Married 59% 52%

Other 13% 18%

31% of NASCAR fans

claim to follow

NASCAR on radio*

74% are very familiar with

companies that

sponsor NASCAR*

Listeners

Listeners

Listeners

30%

35%

38%

36%

42%

61%

52%

53%

59%

62%

63%

74%

100

100

100

100

100

100

173

151

155

172

150

121

I always participate in NASCAR sponsors’ promotions such as sweepstakes, coupons, and mail-to-win, etc.

I always buy products or services from companies that sponsor NASCAR.

I feel loyal to NASCAR sponsors and purchase their products/services because of their involvement with

the sport.

I support NASCAR sponsors more than I support sponsors of other sports.

During tough economic times I will continue to support NASCAR sponsors more than other brands because

of the commitment they show to the sport.

I’m very familiar with companies that sponsor NASCAR and its drivers.

Fans Who Keep Up With NASCAR On Radio Radio Followers vs. Non-Listeners Index

Radio Listeners Non-Radio Listeners

2

Index

Source: Ipsos, NASCAR Brand Tracker Question: “Below is a series of statements people have made about NASCAR and its sponsors. For each statement please indicate whether you agree or disagree, moderately, or strongly.”

SPONSOR AFFINITY

More than 1-in-5 NASCAR Listeners visit radio

station websites during the course of a month.

NASCAR Listeners are 30% more likely to visit a

radio station website during the week than the

general population and are likely to be impressed by

digital advertising.

18%

13%

18%

13%

22%

17%

100

100

101

103

122

130

Visited in past 30 days

Visited in past 7 days

Radio Station Websites Website Visits

NASCAR Listeners NASCAR Fans General Population

3

Index

Source: Scarborough 2015 Multi-Market Release 1 (February 2014 - March 2015) NASCAR Listeners: Listened to NASCAR event in past 12 months NASCAR fans: Watched, Attended, or Listened to NASCAR event in past 12 months General Population: Respondents from the Top 77 DMAs in the United States

RADIO STATIONS ONLINE

4

Listen to Radio on Internet or App

Listened in Past 30 Days NASCAR Listeners NASCAR Fans General Population

Type of Online Radio Target % Index Target % Index Target % Index

Any online radio 33% 134 26% 106 25% 100

Internet radio 27% 141 21% 108 19% 100

Local radio station online 22% 141 17% 111 15% 100

Type of Device Used Target % Index Target % Index Target % Index

Listened on smartphone 19% 124 16% 105 15% 100

Listened on computer 15% 124 13% 111 12% 100

Listened on tablet 7% 144 5% 101 5% 100


RADIO ONLINE

1-in-3 NASCAR Listeners listen to radio programs on the internet or by using an app. NASCAR Listeners are

34% more likely to listen to the radio online than the general population. Those who listen to NASCAR on the

radio are more likely to listen to the radio on a smartphone, computer, or tablet than the general population.

10% 9%

9%

7%

8% 8%

4%

5% 5%

279 200 192 193 175 171 100 100 100

ATV (all-terrain vehicle) Boat Motorcycle

Alternative Vehicles Owned Currently in Household


NASCAR Listeners are nearly 3X as likely as the

general public to own an ATV and 2X as likely to

own a boat and/or a motorcycle.

5

Index


“BIG BOY TOYS”

6

Household Items

Currently in Household NASCAR Listeners NASCAR Fans General Population

Type of Items Target % Index Target % Index Target % Index

Wireless/cell phone service 96% 103 94% 101 94% 100

Computer (desktop or laptop) 95% 102 93% 100 93% 100

High-definition television (HDTV) 86% 108 83% 105 79% 100

Smartphone 78% 106 71% 97 73% 100

Tablet 65% 108 58% 96 60% 100

Digital camera 63% 123 56% 109 51% 100

Blu-ray or DVD player 55% 121 49% 107 46% 100

Digital Video Recorder 52% 109 50% 106 47% 100

Video game system 45% 132 37% 108 34% 100

MP3 player 33% 112 30% 103 29% 100

NASCAR Listeners are likely to spend money on consumer electronics for their household.


CONSUMER ELECTRONICS

37%

32%

24%

159 134 100

Unpaid repair or service

Vehicle Repairs or Services Done in Past 12 Months


7

Index

AUTOMOTIVE SERVICES


NASCAR Listeners are 60% more likely to service

vehicles without a paid-for service than the U.S.

population.

During the course of a month, NASCAR Listeners

consume meals from a QSR 10 times or more.

Listeners are 75% more likely to eat at quick

service and sit-down restaurants than the general

public.

8%

20%

11%

26%

14%

34%

100

100

135

134

176

175

Sit-down restaurants

Quick service restaurants

Frequent Restaurant Users Used (at least 10 Times) in Past 30 Days


8

Index


RESTAURANT CONSUMPTION

8%

6%

5%

7%

5% 5%

7%

5%

4%

119 113 131 110 89 124 100 100 100

Self-employed Work at home Small business owner

Work Lifestyle Current Lifestyle Characteristics


NASCAR Listeners are 30% more likely to be a

small business owner than the general population.

9

Index


BUSINESS & EMPLOYMENT

10

Financial Services

Household Currently Uses NASCAR Listeners NASCAR Fans General Population

Type of Items Target % Index Target % Index Target % Index

Checking account 85% 102 85% 102 83% 100

Debit or ATM card 75% 109 71% 103 69% 100

Savings account 75% 109 70% 102 69% 100

Online banking 39% 111 36% 102 35% 100

Online bill paying 37% 117 32% 101 32% 100

Home mortgage 36% 125 32% 110 29% 100

Auto loan 27% 140 24% 123 19% 100

Money market account 17% 120 15% 104 14% 100

Home improvement or equity loan 12% 179 9% 126 7% 100

Certificates of Deposit (CDs) 11% 115 10% 108 9% 100

Student loan 11% 101 9% 82 10% 100

Personal loan 7% 130 7% 126 5% 100

Refinanced home mortgage 7% 106 7% 107 6% 100

Those who listen to NASCAR on the radio use a variety of financial services.


BANKING & FINANCE

59%

36%

26%

13%

57%

32%

24%

10%

54%

29%

23%

9%

110 124 112 139 106 109 104 107 100 100 100 100

Any investment 401k plan Stocks or stock options Second home or real estate property

Type of Investments Household Currently Has


Nearly 60% of those who listen to NASCAR on the

radio currently have at least one investment.

NASCAR Listeners are 24% more likely to be

invested in a 401k plan and 40% more likely to be

invested in a second home or real estate property

than the general population in the United States.

11

Index


BANKING & FINANCE

13%

12%

9%

147 131 100

Pool, hot tub, or spa

Pools and Spas Household Currently Has


12

Index

HOME & GARDEN


Those who listen to NASCAR on the radio are nearly

50% more likely to own a pool, hot tub, or spa

than the general the U.S. population.

69%

63%

49%

142 129 100

Lawn care

Any Lawn Work Done in Past 12 Months


13

Index

HOME & GARDEN


NASCAR Listeners are 42% more likely to care for

their own lawn than the general the U.S. population.

48%

28%

11%

43%

25%

10%

36%

22%

9%

133 126 121 120 116 111 100 100 100

Own a dog Own a cat Own other pet

Pets at Home Any Pet Currently in Household


NASCAR Listeners are 33% more likely to own a

dog and 26% more likely to own a cat than the

general population.

14

Index


PET OWNERS

During the course of a week, nearly 60% of NASCAR

Listeners drink regular soft drinks. Listeners are

also 26% more likely to drink diet soft drinks than

the general population.

32%

50%

37%

58%

40%

57%

100

100

116

115

126

114

Any diet soft drink

Any regular soft drink

Soft Drink Consumption Drank in Past 7 Days


15

Index


SOFT DRINKS

16


SOFT DRINKS

Soft Drink Consumption

Drank in Past 7 Days NASCAR Listeners NASCAR Fans General Population

Soft Drink Brands Target % Index Target % Index Target % Index

Coca-Cola 29% 124 29% 124 23% 100

Pepsi 22% 136 21% 133 16% 100

Mountain Dew 18% 195 15% 163 9% 100

Dr Pepper 17% 140 17% 135 12% 100

Diet Coke 16% 123 16% 119 13% 100

Sprite 12% 108 14% 119 12% 100

Coca-Cola Zero 12% 157 10% 132 7% 100

Diet Pepsi 11% 136 10% 128 8% 100

A&W Root Beer 9% 120 11% 143 8% 100

Cherry Coke 9% 137 9% 135 7% 100

Diet Mountain Dew 8% 253 6% 189 3% 100

Diet Dr Pepper 8% 147 8% 144 5% 100

Canada Dry 8% 102 9% 120 7% 100

7Up 6% 106 8% 127 6% 100

Caffeine Free Diet Coke 6% 104 7% 116 6% 100

58%

51%

46%

12% 11%

56% 54%

46%

10% 9%

46%

55%

41%

8% 9%

126 94 112 146 121 122 98 111 116 97 100 100 100 100 100

Beer Wine Liquor (spirits) Wine coolers Hard cider

Alcoholic Beverage Consumption Claim to Drink


58% of NASCAR Listeners drink beer. Listeners are

26% more likely to drink beer, 46% more likely to

drink wine coolers, and 20% more likely to drink

hard cider than the general population.

17

Index


ALCOHOLIC BEVERAGES

18


ALCOHOLIC BEVERAGES

Beer Consumption


Beer Brands Target % Index Target % Index Target % Index

Bud Light 20% 176 17% 151 12% 100

Coors Light 12% 180 11% 160 7% 100

Miller Lite 12% 222 10% 169 6% 100

Samuel Adams 10% 180 8% 135 6% 100

Budweiser 9% 179 8% 170 5% 100

Yuengling 6% 178 5% 144 3% 100

Blue Moon 6% 104 7% 114 6% 100

Corona Extra 5% 94 7% 120 6% 100

Heineken 5% 111 6% 127 5% 100

Michelob Ultra 5% 202 4% 170 3% 100

Bud Light Lime 4% 221 3% 170 2% 100

Busch Light 4% 327 3% 244 1% 100

Busch 4% 395 3% 266 1% 100

Guinness 4% 124 4% 139 3% 100

Corona Light 3% 97 4% 125 4% 100

19


ALCOHOLIC BEVERAGES

Liquor Drink Consumption


Type of Liquor Target % Index Target % Index Target % Index

Vodka 20% 110 19% 106 18% 100

Bourbon whiskey 14% 152 14% 148 10% 100

Rum 13% 117 12% 114 11% 100

Tequila 11% 109 12% 114 10% 100

Pre-mixed cocktails (with liquor) 6% 107 6% 106 6% 100

Canadian whiskey 4% 159 4% 147 3% 100

Scotch whisky 4% 76 6% 107 5% 100

Gin 4% 79 4% 90 5% 100

Brandy 3% 132 3% 125 2% 100

Blended or rye whiskey 2% 73 3% 112 3% 100

Any whiskey 19% 124 20% 133 15% 100

Nearly 1-in-5 NASCAR Listeners drink whiskey during the month. Those who listen to NASCAR on the radio are

24% more likely to drink whiskey than the general population.

17% 17%

14%

124 126 100

Purchased beer, liquor, or wine

Purchase Drinks at a Bar or Nightclub Bought in the Past 30 Days


20

Index

NIGHTLIFE


Those who listen to NASCAR on the radio are 24%

more likely to go to a bar or nightclub for drinks

than the general population.

37% 38%

33%

113 115 100

Any casino

Casino Visits Visited in the Past 12 Months


21

Index

GAMBLING & CASINOS


37% of NASCAR Listeners go to a casino at least

once during the course of a year.

NASCAR LISTENER PROFILE - comstarserver.net · NASCAR fans: Watched, Attended, or Listened to...

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