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NASCAR Regional / Local Series Fans Insights from Consumer Research THIS REPORT CONTAINS CONFIDENTIAL INFORMATION. PLEASE DO NOT DISTRIBUTE.
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Page 1: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

NASCAR Regional / Local

Series Fans Insights from Consumer Research

THIS REPORT CONTAINS CONFIDENTIAL INFORMATION.

PLEASE DO NOT DISTRIBUTE.

Page 2: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Methodology

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

Fielded annually via an online panel representative of the U.S. population 18+ years old.

A total of 2,108 respondents completed the 2012 NASCAR Fan Engagement Tracker.

NASCAR Fandom Defined:

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 racing. NASCAR fans

are those respondents who indicate 4-7.

Respondents who are determined to be NASCAR fans are then asked follow-up questions regarding their interest in each

NASCAR Series.

NASCAR Regional / Local Series 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 Regional / Local Series.

NASCAR Regional / Local Series fans are those respondents who indicate 4, 5, 6, or 7, while “Other NASCAR fans” are those

respondents who indicate 1, 2, or 3.

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Page 3: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Research Overview

NASCAR Regional / Local Series fans are more likely than other NASCAR fans to:

1. Be avid NASCAR fans, with a strong emotional connection to NASCAR

2. Follow NASCAR through a variety of media channels

3. Have positive associations with the sport and support NASCAR sponsors

3

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

Page 4: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Level of Fandom and Tenure

4

NASCAR Regional / Local Series fans are over +50% more likely than other NASCAR fans to be avid

NASCAR fans.

Level of Fandom NASCAR Regional / Local

Series Fans Other NASCAR Fans Index

Avid NASCAR Fans 53% 34% 156*

Casual NASCAR Fans 47% 66% 71*

NASCAR Regional / Local Series fans are just as likely as other NASCAR fans to have followed the sport

longer.

NASCAR Fan Tenure NASCAR Regional / Local

Series Fans Other NASCAR Fans Index

5+ Years 86% 87% 99

10+ Years 69% 70% 99

Question: Below is a list of different sports. 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]

Question: Please indicate how interested you are in [NASCAR Regional / Local Series], again using a scale of 1 to 7 where 1 is 'not at all interested', 4 is 'moderately interested' and 7

is 'extremely interested'.

Question: How many years have you been interested in NASCAR? Please enter the number of years you have been interested in NASCAR in the space below. If you are unsure

please enter your best estimate.

The * indicates statistical significance at the 95% confidence level. Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

Page 5: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Demographics

5

• The NASCAR Regional / Local Series fan base is gender neutral with a strong female following.

• 1 out of 3 NASCAR Regional / Local Series fans are 18-44 years old.

• 1 out of 3 NASCAR Regional / Local Series fans earn $50,000 per year or more.

• The NASCAR Regional / Local Series fan base mirrors the U.S. population’s geographic makeup.

• 2 out of 5 NASCAR Regional / Local Series fans live with children in their household, indicating a

family friendly environment.

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna and Scarborough Research (USA+ Release 1, 20012)

Page 6: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Attitudes about NASCAR

18%

55%

45%

78%

Becoming more popular among my friends

Exciting

NASCAR Regional / Local Series Fans Other NASCAR Fans

NASCAR Regional / Local Series fans are more likely to strongly agree NASCAR is exciting and becoming

more popular among my friends.

Question: Thinking about NASCAR, please indicate the extent to which you agree or disagree with the following statements using a 10-point scale, where 1 means “strongly disagree”

and 10 means “strongly agree.”

Question: Using a 1-10 scale where 1 means “strongly disagree” and 10 means “strongly agree,” please indicate how much you agree or disagree with each of the following

statements.

Note: Data shown is based on top 3 box responses (8, 9, or 10 on a 10 point scale).

The * indicates statistical significance at the 95% confidence level.

6

Proportion Indicating Top 3 Box (out of 10) Level of Agreement

(sorted by NASCAR Regional / Local Series Fans)

Index NASCAR

Regional /

Local Series

Fans vs. Other

NASCAR Fans

142*

250*

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

Page 7: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Interest in the National NASCAR Racing Series’

NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR

Sprint Cup Series, NASCAR Nationwide Series, and NASCAR Camping World Truck Series.

7

Fans of Each NASCAR

National Racing Series

NASCAR Regional /

Local Fans

Other

NASCAR Fans Index

95% 80% 119*

96% 65% 148*

80% 16% 500*

Question: Please indicate how interested you are in each NASCAR racing series, using a scale of 1 to 7 where 1 is ‘not at all interested’, 4 is ‘moderately interested’ and 7 is ‘extremely

interested’.

Note: Data shown is based on top 4 box responses (4, 5, 6, or 7 on a 7 point scale).

The * indicates statistical significance at the 95% confidence level.

Read: 95% of NASCAR Regional / Local Series fans are at least moderately interested in the NASCAR Sprint Cup Series compared to 80% of other NASCAR fans, a 119 index. In other words, Regional / Local

Series fans are nearly +20% more likely than other NASCAR fans to be fans of the Sprint Cup Series.

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

Page 8: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

NASCAR Media Consumption

5.1*

1.5*

0.8* 0.8* 0.6* 0.4*

3.7

0.6 0.3 0.3 0.2 0.1

TV Computer Newpaper Radio Smartphone Tablet

NASCAR Regional / Local Series Fans Other NASCAR Fans

NASCAR Regional / Local Series fans spend on average more time than other NASCAR fans following the sport in various

media types.

Question: Please think about the various types of media you have used to follow NASCAR in a typical week in the past 12 months when NASCAR was in season. This includes any

aspect of following NASCAR, whether following races or NASCAR-related news and talk shows. For each of the following types of media, please indicate about how much time you

spent following NASCAR in that media type in a typical week.

Data shown is based on the mean number of hours (including 0) for each media type.

The * indicates statistical significance at the 95% confidence level.

8

Average # of Hours Spent Following NASCAR in Each Media Type

Total Average Hours Spent Following NASCAR:

Regional / Local Series Fans: 9+ hours

Other NASCAR Fans: 5+ hours

% who Follow

NASCAR in

Each Media 95% 88% 53% 40% 48% 35% 35% 19% 21% 12% 13% 5%

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna .

Page 9: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Having a Favorite Driver and Auto Manufacturer

57%

69%

70%

76%

Have a favorite auto manufacturer

Have one or more favorite drivers

NASCAR Regional / Local Series Fans Other NASCAR Fans

NASCAR Regional / Local Series fans are more likely than other NASCAR fans to have one or more favorite drivers and a

favorite auto manufacturer.

Question: Do you have a favorite NASCAR driver?

Question: Do you have a favorite auto manufacturer that currently competes in NASCAR that you root for during NASCAR races?

The * indicates statistical significance at the 95% confidence level. 9

Proportion Who Indicate “Yes” to Each Question

(sorted by NASCAR Regional / Local Series Fans)

Index NASCAR

Regional / Local Series

Fans vs. Other

NASCAR Fans

110*

123*

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

Page 10: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

44%

52%*

4%

Feelings about Sponsors

Proportion of NASCAR Regional / Local Series

Fans who Feel Each Way about Sponsors

It makes me feel good about the sponsor Sponsorship doesn’t impact me either way I dislike corporate sponsorship of sports

10

Read: 53% of NASCAR Regional / Local Series fans feel good about sponsors compared to 44% of other NASCAR fans, a 120 index. In other words, NASCAR Regional /

Local Series fans are +20% more likely than other NASCAR fans to feel good about sponsors.

Question: Which of the following statements would most closely describe your feelings when you see a company sponsoring NASCAR, a NASCAR face, NASCAR team or NASCAR

driver?

The * indicates statistical significance at the 95% confidence level.

53%*

35%

2%

Proportion of Other NASCAR Fans who Feel

Each Way about Sponsors

NASCAR Regional / Local Series fans are +20% more likely than other NASCAR fans to

agree they ‘feel good’ about sponsors.

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.

‘Feel Good’ About

Sponsors

120*

Index NASCAR

Regional /

Local Series

Fans vs. Other

NASCAR Fans

Page 11: NASCAR Regional / Local Series Fans...NASCAR Regional / Local Series fans are more likely than other NASCAR fans to be fans of the NASCAR Sprint Cup Series, NASCAR Nationwide Series,

CONFIDENTIAL – FOR NASCAR USE ONLY

Embracing NASCAR Sponsors

9%

11%

13%

46%

72%

30%

32%

37%

64%

74%

During tough economic times, I will continue to support NASCARsponsors more than other brands because of the commitment they show

to the sport

I feel loyal to NASCAR sponsors and purchase their products/servicesbecause of their involvement in the sport

I talk positively about brands that are sponsors in NASCAR

I appreciate what a sponsor provides to the NASCAR experience

NASCAR drivers couldn't run their car without sponsors

NASCAR Regional / Local Series Fans Other NASCAR Fans

While all NASCAR fans understand the need for sponsorship in the sport, NASCAR Regional / Local

Series fans are even more likely to support NASCAR sponsors.

Question: Please indicate how much you agree or disagree with each of the following statements using a scale of 1 to 10, where 1 is ‘strongly disagree’ and 10 is ‘strongly agree’?

Note: Data shown is based on top 3 box responses (8, 9, or 10 on a 10 point scale).

The * indicates statistical significance at the 95% confidence level.

11

Proportion Indicating Top 3 Box (out of 10) Level of Agreement

(sorted by NASCAR Regional / Local Series Fans)

Index NASCAR

Regional / Local Series

Fans vs. Other

NASCAR Fans

103

139*

285*

291*

333*

Source: NASCAR Fan Engagement Tracker 2012, commissioned by NASCAR and conducted by Toluna.


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