Nascar Demographics
· A massive, loyal fan base
- 75 million people or one in three US adults are NASCAR fans
· NASCAR is the number-two sport on television in the US
and is broadcast in over 100 countries in 21 languages.
· In 2003, 17 of the top 20 attended sporting events in the
US were NASCAR events
· Over $2 billion in licensed product sales annually, making
NASCAR a consistent performer among all major sports.
· Consumers who look for NASCAR licensed product - 83% are
asking for more from retailers they frequent.
· NASCAR fans are three times as likely to try and purchase
NASCAR sponsor's products and services.
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The Power of the Nascar Brand
Fans
see NASCAR licensed products as money well spent. |
89% |
When I see a NASCAR logo on
something, I know it will be a quality product. |
|
|
82% |
NASCAR-related products are always good
value for the money. |
|
|
66% |
I don't mind paying more for a NASCAR
product. |
Fans
show loyalty through NASCAR
licensed products. |
72% |
I buy NASCAR-related products
because I am a fan of a specific driver. |
|
|
72% |
If I see a NASCAR logo on something, I
am much more likely to buy it than I am to buy a similar product
that is not NASCAR-related. |
|
|
56% |
I buy NASCAR and driver-related products
so that my money helps keep my favorite drivers on the track. |
|
|
53% |
Collecting NASCAR memorabilia is very
important to me. |
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A Broad and Dedicated Fan Base
Gender
Distribution |
60% |
Male. |
|
|
40% |
Female. |
Family
Statistics |
36% |
% of Families with kids under
18 |
Age
Distribution |
Age |
U.S. Pop. |
NASCAR Fans |
Index |
| 18-34 |
32% |
32% |
100 |
| 35-44 |
21% |
26% |
124 |
| 45+ |
47% |
43% |
91 |
|
Income
Distribution |
Age |
U.S. Pop. |
NASCAR Fans |
Index |
| $30-50k |
22% |
29% |
132 |
| $50-75k |
18% |
22% |
122 |
| $75-100k |
12% |
12% |
100 |
| $100k + |
9% |
8% |
89 |
|
Regional
Distribution |
Age |
U.S. Pop. |
NASCAR Fans |
Index |
| Northeast |
20% |
20% |
100 |
| Midwest |
23% |
24% |
104 |
| South |
35% |
38% |
109 |
| West |
21% |
19% |
90 |
|
Ethnic
Diversity |
|
1999 |
2002 |
Trend |
| % of NASCAR fan base (18+) who
are Hispanic |
7.0% |
8.6% |
+23% |
| % of NASCAR fan base (18+) who
are African American |
6.9% |
8.9% |
+29% |
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