2016 NASCAR Sprint Cup Series Overview

Transcription

1 2016 NASCAR Sprint Cup Series Overview

2 The highest form of racing in NASCAR. The top stars of the sport compete in 38 events a year in front of crowds exceeding more than 100,000 people on average. These races are broadcast nationally on FOX, FOX Sports 1, NBC and NBCSN. 2

3 Consumption Overview 3

4 Television Digital Social Television Source: The Nielsen Company; Data based on Live + Same Day Data Stream. Programming hours based on NASCAR programming grid and includes live racing, and practice and qualifying (originals and repeats). Digital CONFIDENTIAL Source: Adobe Omniture SiteCatalyst. FOR NASCAR Data represents USE NASCAR.com ONLY + NASCAR mobile web + NASCAR mobile apps, unless otherwise noted. Social Source: Facebook Insights; Twitter Analytics; Nielsen Social. Facebook reach based on content published on NASCAR Facebook page. Twitter reach based on all Twitter conversation related to the race during the hours the race aired +/- 3 hours. Social impressions based on content served from the NASCAR Facebook page and Twitter account combined. *Facebook increase since inactive user purge in March Year-End Consumption Insights Report 2015 NASCAR Sprint Cup Series Season KEY POINTS Viewership on FOX increased +9% year-over-year. On FS1, 5 of the top 15 most-viewed telecasts in network history are 2015 NASCAR Sprint Cup Series events M AVERAGE U.S. RATING AVERAGE TV VIEWERS 54.1M UNIQUE TV VIEWERS NBC averaged 5.2 million viewers tuned in to each event, +10% over the same events in On NBCSN, 5 of the top 10 most-viewed telecasts in network history are NASCAR Sprint Cup Series events. Overall NASCAR Sprint Cup Series viewership was nearly equal to 2014 (-4%). The Chase for the NASCAR Sprint Cup Championship Round was the most-watched finale in a decade. In total, over 400 hours of NASCAR Sprint Cup Series programming aired on television during the season. Across all NASCAR digital platforms, race-day metrics increased year-over-year including unique visitors (+2%), page views (+14%) and video views (+7%). 1.4M 10.2M AVERAGE UNIQUE VISITORS On Race Day AVERAGE PAGE VIEWS On Race Day 429K AVERAGE VIDEO VIEWS On Race Day The NASCAR Sprint Cup Series saw a year-over-year increase in unique visitors on race day in 19 of 36 events this season. The top-5 race days with the highest increases among unique visitors year-over-year were Daytona (Jul), Bristol (Apr), Phoenix (Nov), Miami, and Charlotte (Oct). Year-to-date all NASCAR digital platforms reached 1.1 billion page views, +20% year-over-year, and hit the 1 billion mark 9 weeks and 4 race weekends earlier than in The NASCAR Facebook and Twitter accounts combined have generated over 4.1 billion impressions this year, +52% more than last year. 25.2M AVERAGE SOCIAL IMPRESSIONS On Race Day 3.7M AVERAGE FACEBOOK REACH Unique Users, On Race Day 1.3M AVERAGE TWITTER REACH Unique Users, During Race Beyond impressions, an average of 335K unique Facebook users actively engaged with the NASCAR Facebook page (including likes, comments, shares and other clicks) each NSCS race day. Videos posted on the NASCAR Facebook and Twitter page have generated nearly 22 million views on NSCS race days. NASCAR social platforms have grown in followers since the start of the season: Instagram increased +84%, Twitter increased +25%, and Facebook increased +3%*.

5 Race-By-Race 2015 Season-End ^Events that experienced a rain delay or postponement. TV Source: The Nielsen Company. Based on Live + SD data stream. TV metrics based on the broadcasting window. Races 8, 11, 30, and 35 excluded from TV YTD average. Digital Source: Adobe Omniture SiteCatalyst. Data represents NASCAR.com + NASCAR mobile web + NASCAR mobile apps. Digital metrics based on race-day volume. Social Source: Facebook Insights; Nielsen Social; NASCAR Fan & Media Engagement Center. Facebook reach based on content published on NASCAR Facebook page on race day. Twitter reach based on all tweets published related to the race broadcast during the hours the race aired +/- 3 hours. Television Digital Social No. Race Net Day Start Time U.S. Rating Avg. TV Viewers Unique Visitors Page Views Facebook Reach Twitter Reach (millions) (millions) (millions) (millions) (millions) Social Mentions * Sprint Unlimited FOX Sat 8:00 PM ,684 1 Daytona FOX Sun 1:00 PM ,710 2 Atlanta FOX Sun 1:00 PM ,704 3 Las Vegas FOX Sun 3:30 PM ,172 4 Phoenix FOX Sun 3:30 PM ,927 5 Fontana FOX Sun 3:30 PM ,572 6 Martinsville FS1 Sun 1:00 PM ,187 7 Texas FOX Sat 7:30 PM ,008 8 Bristol^ FS1 Sun 1:00 PM ,300 9 Richmond^ FOX Sat 7:00 PM , Talladega FOX Sun 1:00 PM , Kansas^ FS1 Sat 7:30 PM ,920 * Sprint All-Star Race FS1 Sat 9:00 PM , Charlotte FOX Sun 6:00 PM , Dover FS1 Sun 1:00 PM , Pocono FS1 Sun 1:00 PM , Michigan^ FS1 Sun 1:00 PM , Sonoma FS1 Sun 3:00 PM , Daytona^ NBC Sun 7:45 PM , Kentucky NBCSN Sat 7:30 PM , New Hampshire NBCSN Sun 1:30 PM , Indianapolis NBCSN Sun 3:30 PM , Pocono NBCSN Sun 1:30 PM , Watkins Glen NBCSN Sun 2:00 PM , Michigan NBCSN Sun 2:30 PM , Bristol NBCSN Sat 7:30 PM , Darlington NBC Sun 7:00 PM , Richmond NBCSN Sat 7:30 PM , Chicago NBCSN Sun 3:00 PM , New Hampshire NBCSN Sun 2:00 PM , Dover NBCSN Sun 2:30 PM , Charlotte^ NBCSN Sun 12:30 PM , Kansas NBC Sun 2:15 PM , Talladega NBCSN Sun 2:30 PM , Martinsville NBCSN Sun 1:15 PM , Texas NBC Sun 2:00 PM , Phoenix^ NBCSN Sun 9:00 PM , CONFIDENTIAL Miami^ FOR NASCAR NBC+NBCSN USE ONLY Sun 3:00 PM ,398 AVERAGE ,818 *Non-points events excluded from YTD averages

6 2015 Season Key Consumption Metrics Race-day YTD averages exclude non-points events. Sources TV: The Nielsen Company. Data based on Live + SD data stream. TV average viewership excludes Races 8 (Bristol), 11 (Kansas), 30 (Charlotte), and 35 (Phoenix) due to rain. #1 or #2 sport of weekend ranked on viewers. Digital: Adobe Omniture SiteCatalyst; Microsoft/Apple/Google. Digital metrics represent all platforms (NASCAR.com, NASCAR Mobile Web, NASCAR Mobile Apps). *App downloads since launch. Social: Facebook Insights; Twitter Analytics; Nielsen Social. Social impressions based on content served from the NASCAR Facebook page and Twitter account combined year-to-date. Facebook reach based on content published on NASCAR Facebook page on race day. Twitter reach based on all conversation CONFIDENTIAL related to the race FOR on NASCAR the platform during USE the ONLY hours aired +/- 3 hours. Social engagement is defined by taking action on NASCAR s social content (e.g. sharing, likes, comments, favorite, retweets). All data through November 22, 2015.

7 nscs ncaaf pga nb mlb nhl ncaab NASCAR is a Leader in Viewership per Event 5063 Average Viewers Per Event (000) Among Sports (Excluding NFL) Source: The Nielsen Company. Ranked based on average viewers tuned in per regular season event among major sports (NFL, which saw an average of 17.6 million viewers tuned in per 2014 regular season event, is excluded from this chart). Results reflect the following completed regular seasons: NSCS (2015), NCAA Football (2014), PGA (2015), NBA ( ), MLB (2015), NHL ( ) and NCAA Basketball ( ). NSCS results include the Chase for the NASCAR Sprint Cup, PGA results include PGA FedEx Cup. Based on Live + Same Day data stream. CONFIDENTIAL FOR NASCAR USE ONLY 7

8 NASCAR Viewers Watch More of Each Race 51% Average Percentage of Event Viewed 41% 35% 35% 33% 32% 29% 28% NASCAR NFL PGA NCAAB NHL NBA NCAAF MLB Source: The Nielsen Company. Unification for entire regular season. Minute Qualifier = 6 minutes of a telecast during the regular season. Results reflect the following completed regular seasons: NSCS (2015), NFL (2014), PGA (2015), NCAA Basketball ( ), NHL ( ), NBA ( ), NCAAF (2014), MLB (2015). CONFIDENTIAL FOR NASCAR USE ONLY 8

9 NASCAR Consumption Takeaways Television NASCAR Sprint Cup Series events reached 54 million unique viewers in 2015 Since 2010, the NASCAR Sprint Cup Series has consistently reached over 5 million viewers per event The Chase for the NASCAR Sprint Cup Championship Round was the most-watched finale in a decade Attendance 27 of 36 events saw equal to increased attendance year-over-year 7 of 10 Chase for the NASCAR Sprint Cup Series events saw equal to increased attendance year-over-year Digital Over 60 successful client/sponsor direct digital activations supported in 2015 Share of NASCAR.com s digital audience now at 69% Mobile (web+app) +9% YoY comscore multi-platform unique visitor growth vs. 2014; +38% YoY comscore growth vs 2013 Social Highest-ever increase in social impressions in 2015 (4.1B, up 52% over 2014) Healthy NASCAR engagement growth, but continued YOY double digit growth will be hard to sustain 2015 launch on Snapchat and Live Stories from Daytona & Talladega delivered combined 37MM uniques (600+ million total views) for those two events CONFIDENTIAL FOR NASCAR USE ONLY 9

10 Looking Forward into 2016 Television Jeff Gordon in the FOX booth Schedule shift impact on individual events (Spring Richmond moving to Sun; July Daytona moving back to Sat; Michigan replacing off-weekend prior to Chase) Increased high profile sport competition (Summer Olympics & 100 th running of the Indianapolis 500) Digital Launch of new RaceBuddy live streaming & data product called NASCAR Drive Refresh of NASCAR Mobile App with focus on simpler UX, better live access and programmable content Comcast X1 NASCAR App & Microsoft Xbox NASCAR App Social NASCAR Social will concentrate on: - Tune-in efforts, maximizing consumption of original native content, social audience growth - Partner-specific campaigns and activations to deliver value to industry stakeholders - Partnerships with social platforms and social content monetization Impact of drivers on / not on social media - Jeff Gordon #2 most-engaging driver on Twitter in 2015; Impact of high-profile drivers who are inactive on social CONFIDENTIAL FOR NASCAR USE ONLY 10

11 Fan Loyalty 11

12 NASCAR is #1 in Fan Loyalty to Sponsors NASCAR ranks #1 among major sports in sponsor consideration 3 out of 4 NASCAR fans would consider a sponsor s brand* 84% of NASCAR fans agree NASCAR drivers couldn t run their car without sponsors** NASCAR ranks #1 among major sports in sponsor loyalty 7 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 fan 68% of NASCAR fans say they are more likely to support long-term sponsors of NASCAR** Source: *Repucom SponsorLink (January 2014 February 2015). n=~14,000. **NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2014), n=2,500 NASCAR Fans. CONFIDENTIAL FOR NASCAR USE ONLY 12

13 56% 55% 52% 71% 64% 58% 54% 54% 52% 51% 52% 48% 58% 49% 45% 47% 69% 66% 72% 85% Independent Research: NASCAR is #1 in Fan Loyalty to Sponsors Proportion of Each Sport s Avid Fans who Are More Likely to Support the Sport s Official Sponsors in the Following Ways NASCAR NBA NHL MLB NFL Important to Be Aware Consciously Support Recommend Consider Trying Q: 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 December 2015 CONFIDENTIAL FOR NASCAR USE ONLY V8 (Updated 12/07/15) 13

14 Independent Research: NASCAR Fans Most Brand Loyal to Sponsors According to independent research conducted by Repucom: NASCAR ranks #1 among major sports in sponsor consideration 3 out of 4 NASCAR fans would consider a sponsor s brand NASCAR ranks #1 among major sports in sponsor loyalty 7 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 fan Source: Repucom SponsorLink (January 2014 February 2015). n=~14,000 Questions: 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 V8 (Updated 12/07/15) 14

15 Avid NASCAR Fans Support NASCAR Sponsors Attitudes Toward NASCAR Sponsors % Who Agree Top 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 sports 61% 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 Fans 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. Avid NASCAR Fans are 6-7. CONFIDENTIAL FOR NASCAR USE ONLY V8 (Updated 12/07/15) 15

16 Marketing Update 16

17 CONFIDENTIAL FOR NASCAR USE ONLY V8 (Updated 12/07/15) 17