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Win
Sunday, Sell Monday
Advertisers
Strike Gold With NASCAR Ads
Whether
they're selling beer, pharmaceuticals, detergent, cereal,
credit cards or the Armed Services, NASCAR sponsors make
speeding billboards out of racecars. In spite of the
current economic downturn, NASCAR continues to provide an
irresistible advertising opportunity for corporations, and
sponsorships are more valuable than ever.
"About
everything we buy is NASCAR-related," said Jeff
Jackson a NASCAR fan from Westland, Mich. For 15 years,
Jackson has driven a school bus — one equipped with a
platform on top from which to view the races and covered
in sponsor decals — to the tracks. "We're all
NASCAR-oriented, for all the sponsors."
According
to NASCAR, Jackson is one of 75 million fans, or 37
percent of the U.S. adult population. George Pyne, NASCAR
senior vice president, says that fans are the reason that
corporate entities invest millions in NASCAR, whether it
is in tracks or teams. "The NASCAR fans are
passionate and loyal and they have a love of the
sport," he said. "And that love and passion
translates over to the products and services that they see
on the car." |
NASCAR fans
bought $1.4 billion worth of merchandise last year. Their
loyalty is also reflected in attendance and viewing. The
Brickyard 400 in Indianapolis recorded the highest
attendance of any U.S. sporting event so far this year
with 350,000 people.
And
according to Nielsen Media Research, a company that
measures television audiences worldwide, NASCAR is the
second-highest rated sporting event on television behind
football. In February, 35 million viewers tuned in to
watch the Daytona 500.
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NASCAR
Sponsorship Offers The Best In Brand
Loyalty
In
this study, where over 1,000 nationwide, random NASCAR
fans were interviewed, over one-half (57%) indicated that
they had a higher trust in products offered by NASCAR
sponsors. In comparison, only 16% of the general public
holds a "Higher" trust in Olympic sponsors and
only 5% have a "Higher" trust in sponsors of
World Cup Soccer.
In
addition, nearly three-fourths of the NASCAR audience
(71%) reported that they "Almost always" or
"Frequently" choose a product involved in NASCAR
over one that is not, simply because of the sponsorship.
In comparison, only 52% of professional tennis
enthusiasts, and 47% of PGA golf enthusiasts "Almost
always" or "Frequently" choose products
based on sponsorships.
RaceStat,
the syndicated NASCAR research project generating these
results, was funded by corporate sponsors seeking an
unbiased look at the NASCAR audience, and is not
affiliated with or hired by NASCAR.
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