nascar radio fans turn down the tv

Report
2013 NASCAR SEASON
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MRN was established in 1970 by Big Bill France, founder of NASCAR and the
world famous Daytona International Speedway
Motor Racing Network is a fully licensed National Association for Stock Car
Auto Racing broadcast partner for all of MRN’s live event broadcasts and
several ancillary programs bearing the NASCAR brand
MRN is a wholly-owned subsidiary of International Speedway Corporation, a
publicly traded company that owns and operates 12 of the nation’s major
NASCAR-sanctioned motorsports facilities along with MRN and Americrown
Services Corporation
More than 650 affiliate radio stations nationwide carry some form of MRN’s
play-by-play NASCAR coverage and ancillary programs
MRN is the only NASCAR licensed terrestrial radio network
MRN reaches more than 20 million listeners per week
DEMOGRAPHICS
Arbitron Motor Racing Network Custom PPM data, 2011 race season 3-1-2012.
DEMOGRAPHICS
2012 ARBITRON CUSTOM STUDY
Analysis of Individual Races
Arbitron Motor Racing Network Custom Diary data, 2011 race season 3-1-2012.
PPM RACE VS. NON-RACE DAYS
Arbitron Motor Racing Network Custom PPM data, 2011 race season 3-1-2012.
FANS WHO KEEP UP WITH NASCAR ON RADIO
NASCAR fan attitudes: radio listeners versus non-radio listeners.
Below is a series of statements about NASCAR and
its sponsors:
NASCAR Fans who
Listen to NASCAR on
the Radio
NASCAR Fans who Do
Not Listen to NASCAR
on the Radio
Index
I'm very familiar with companies that sponsor NASCAR
and its drivers.
74%
61%
121 *
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%
42%
150 *
I support NASCAR sponsors more than I support
sponsors of other sports.
62%
36%
172 *
I feel loyal to NASCAR sponsors and purchase their
products / services because of their involvement in the
sport.
59%
38%
155 *
I always buy products or services from companies that
sponsor NASCAR
53%
35%
151 *
I always participate in NASCAR sponsors' promotions,
such as sweepstakes, coupons, mail-to-win, etc.
52%
30%
173 *
Source: Ipsos, 2009 NASCAR Brand Tracker. The asterisk (*) indicates statistical significance at the 95% confidence level.
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. There are no right or wrong answers. What you think is what matters.
FANS WHO KEEP UP WITH NASCAR ON RADIO
NASCAR fans who listen to NASCAR content on the radio appear more
likely than those who do not to be middle class.
NASCAR Fans who Listen to
NASCAR on the Radio
NASCAR Fans who Do Not Listen
to NASCAR on the Radio
Index
Less than $30,000
26%
26%
100
$30,000 - $50,000
24%
22%
109
$50,000 - $75,000
24%
18%
133
$75,000 - $100,000
13%
19%
68 *
$100,000+
13%
15%
87
Income Distribution
Source: Ipsos, 2009 NASCAR Brand Tracker. The asterisk (*) indicates statistical significance at the 95% confidence level.
NASCAR RADIO FANS TURN DOWN THE TV
Why do you watch the race on TV with the sound turned down and listen to the radio
broadcast of the race at the same time?
41%
37%
31%
30%
27%
25%
10%
Radio covers more Get more information
Like the radio
It’s more exciting on
of the race
on the radio
announcers better
the radio
Dislike the TV
announcers
Other
None of the above
Example “Other” reasons:
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When TV goes to commercial I can still know what the race is doing.
better field rundowns of positions
Like to listen to radio broadcast because they just don't talk about only a few of drivers. Less irritating.
action always happens and some stations dont break in commerical more important and the get to see a replay
sometimes hear things on radio that you don't on tv.
sometimes the TV announcers get side tracked, and the information they are giving means nothing to me at the time, I want to
hear about the current race not the flat tire that took out the no name somebody two years ago in the same race!
they make it sound more exciting than it really is watching it live.
The MRN/PRN announcers are more concerned about what is going on out on the race track and not about shop
news..we can get that stuff with all the other Nascar programs on TV..we want to hear the race!
Most of the time I turn down the sound when the race is broadcast on ESPN. I love it when it is on TNT the most but FOX is
second.
Mostly when the races are on TNT
Only during Fox broadcasts
NASCAR Fan Council Post-Race Survey: Fielded November 16-17, 2009
‘SPONSOR DIVERSITY’ OF NASCAR IS AN
UNDERSTATEMENT
• There is not one sponsor category more predisposed to NASCAR
advertising than another
• Financial institutions, flower shops, furniture companies, jewelry
retailers, insurance companies, and food chains (to name a few) find
advertising in NASCAR radio to be profitable
• NASCAR’s P1 listeners ARE predisposed to purchasing products
advertised in their favorite sport
NASCAR OFFICIAL PARTNERS

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