NASCAR LISTENER PROFILE

Transcription

1 NASCAR LISTENER PROFILE Listeners < $50,000 39% 47% 32% Listeners 68% 52% 49% $50,000 - $74,999 19% 16% $75,000 - $99,999 17% 14% $,000 - $149,999 15% 13% $150, % 10% Listeners Years Years 55 + Years 25% 48% 27% Listeners Single (Never Married) 28% 30% Married 59% 52% Other 13% 18% 30% 35% 35% 31% of NASCAR fans claim to follow NASCAR on radio* 74% are very familiar with companies that sponsor NASCAR* Source: Scarborough, Multi-Market, 2015 Release 1 (February 2014 March 2015) *Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2013) 1

2 SPONSOR AFFINITY Fans Who Keep Up With NASCAR On Radio Radio Followers vs. Non-Listeners Radio Listeners Non-Radio Listeners I m very familiar with companies that sponsor NASCAR and its drivers % 74% During tough economic times I will continue to support NASCAR sponsors more than other brands because of the commitment they show to the sport % 63% I support NASCAR sponsors more than I support sponsors of other sports % 62% I feel loyal to NASCAR sponsors and purchase their products/services because of their involvement with the sport % 59% I always buy products or services from companies that sponsor NASCAR % 53% I always participate in NASCAR sponsors promotions such as sweepstakes, coupons, and mail-to-win, etc % 52% 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. 2

3 RADIO STATIONS ONLINE Radio Station Websites Website Visits % Visited in past 7 days % 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 % 22% Visited in past 30 days % 18% 3

4 RADIO ONLINE Listen to Radio on Internet or App Listened in Past 30 Days Type of Online Radio Target % Target % Target % Any online radio 33% % % Internet radio 27% % % Local radio station online 22% % % Type of Device Used Target % Target % Target % Listened on smartphone 19% % % Listened on computer 15% % % Listened on tablet 7% 144 5% 101 5% 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. 4

5 BIG BOY TOYS Alternative Vehicles Owned Currently in Household 10% 9% 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. 9% 8% 8% 7% 5% 5% 4% ATV (all-terrain vehicle) Boat Motorcycle 5

6 CONSUMER ELECTRONICS Household Items Currently in Household Type of Items Target % Target % Target % Wireless/cell phone service 96% % % Computer (desktop or laptop) 95% % 93% High-definition television (HDTV) 86% % % Smartphone 78% % 97 73% Tablet 65% % 96 60% Digital camera 63% % % Blu-ray or DVD player 55% % % Digital Video Recorder 52% % % Video game system 45% % % MP3 player 33% % % NASCAR Listeners are likely to spend money on consumer electronics for their household. 6

7 AUTOMOTIVE SERVICES Vehicle Repairs or Services Done in Past 12 Months 37% 32% 24% NASCAR Listeners are 60% more likely to service vehicles without a paid-for service than the U.S. population Unpaid repair or service 7

8 RESTAURANT CONSUMPTION Frequent Restaurant Users Used (at least 10 Times) in Past 30 Days % Quick service restaurants % 20% 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. Sit-down restaurants % 14% 8% 8

9 BUSINESS & EMPLOYMENT Work Lifestyle Current Lifestyle Characteristics 8% NASCAR Listeners are 30% more likely to be a small business owner than the general population. 7% 7% 6% 5% 5% 5% 5% 4% Self-employed Work at home Small business owner 9

10 BANKING & FINANCE Financial Services Household Currently Uses Type of Items Target % Target % Target % Checking account 85% % % Debit or ATM card 75% % % Savings account 75% % % Online banking 39% % % Online bill paying 37% % % Home mortgage 36% % % Auto loan 27% % % Money market account 17% % % Home improvement or equity loan 12% 179 9% 126 7% Certificates of Deposit (CDs) 11% % 108 9% Student loan 11% 101 9% 82 10% Personal loan 7% 130 7% 126 5% Refinanced home mortgage 7% 106 7% 107 6% Those who listen to NASCAR on the radio use a variety of financial services. 10

11 BANKING & FINANCE Type of Investments Household Currently Has 59% 57% 54% 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. 36% 32% 29% 26% 24% 23% 13% 10% 9% Any investment 401k plan Stocks or stock options Second home or real estate property 11

12 HOME & GARDEN Pools and Spas Household Currently Has 13% 12% 9% 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 Pool, hot tub, or spa 12

13 HOME & GARDEN Any Lawn Work Done in Past 12 Months 69% 63% 49% NASCAR Listeners are 42% more likely to care for their own lawn than the general the U.S. population Lawn care 13

14 PET OWNERS Pets at Home Any Pet Currently in Household 48% 43% NASCAR Listeners are 33% more likely to own a dog and 26% more likely to own a cat than the general population. 36% 28% 25% 22% 11% 10% 9% Own a dog Own a cat Own other pet 14

15 SOFT DRINKS Soft Drink Consumption Drank in Past 7 Days % Any regular soft drink % 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 % 50% Any diet soft drink % 32% 15

16 SOFT DRINKS Soft Drink Consumption Drank in Past 7 Days Soft Drink Brands Target % Target % Target % Coca-Cola 29% % % Pepsi 22% % % Mountain Dew 18% % 163 9% Dr Pepper 17% % % Diet Coke 16% % % Sprite 12% % % Coca-Cola Zero 12% % 132 7% Diet Pepsi 11% % 128 8% A&W Root Beer 9% % 143 8% Cherry Coke 9% 137 9% 135 7% Diet Mountain Dew 8% 253 6% 189 3% Diet Dr Pepper 8% 147 8% 144 5% Canada Dry 8% 102 9% 120 7% 7Up 6% 106 8% 127 6% Caffeine Free Diet Coke 6% 104 7% 116 6% 16

17 ALCOHOLIC BEVERAGES Alcoholic Beverage Consumption Claim to Drink 58% 56% 51% 54% 55% 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. 46% 46% 46% 41% 12% 10% 11% 8% 9% 9% Beer Wine Liquor (spirits) Wine coolers Hard cider 17

18 ALCOHOLIC BEVERAGES Beer Consumption Drank in Past 30 Days Beer Brands Target % Target % Target % Bud Light 20% % % Coors Light 12% % 160 7% Miller Lite 12% % 169 6% Samuel Adams 10% 180 8% 135 6% Budweiser 9% 179 8% 170 5% Yuengling 6% 178 5% 144 3% Blue Moon 6% 104 7% 114 6% Corona Extra 5% 94 7% 120 6% Heineken 5% 111 6% 127 5% Michelob Ultra 5% 202 4% 170 3% Bud Light Lime 4% 221 3% 170 2% Busch Light 4% 327 3% 244 1% Busch 4% 395 3% 266 1% Guinness 4% 124 4% 139 3% Corona Light 3% 97 4% 125 4% 18

19 ALCOHOLIC BEVERAGES Liquor Drink Consumption Drank in Past 30 Days Type of Liquor Target % Target % Target % Vodka 20% % % Bourbon whiskey 14% % % Rum 13% % % Tequila 11% % % Pre-mixed cocktails (with liquor) 6% 107 6% 106 6% Canadian whiskey 4% 159 4% 147 3% Scotch whisky 4% 76 6% 107 5% Gin 4% 79 4% 90 5% Brandy 3% 132 3% 125 2% Blended or rye whiskey 2% 73 3% 112 3% Any whiskey 19% % % 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. 19

20 NIGHTLIFE Purchase Drinks at a Bar or Nightclub Bought in the Past 30 Days 17% 17% 14% 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 Purchased beer, liquor, or wine 20

21 GAMBLING & CASINOS Casino Visits Visited in the Past 12 Months 37% 38% 33% 37% of NASCAR Listeners go to a casino at least once during the course of a year Any casino 21