Know Your Audience: Motor Sports (NASCAR)
WHAT YOU NEED TO KNOW
The National Association of Stock Car Auto Racing, or NASCAR, is one of the most fan-fueled sports in America. The highly popular pastime consists of multiple races throughout three Signature series: The Sprint Cup, Xfinity Series, and the Camping World Truck Series.
The Sprint Cup hosts some of the sport’s most talented drivers throughout the 36 races that make up the series. The opening race, and one of the most notable in NASCAR, is the Daytona 500 held at the Daytona International Speedway. The series opener has been won by some of the most recognized drivers in NASCAR history, including Dale Earnhardt, Richard Petty, Bobby Allison and most recently, Denny Hamlin. Hamlin’s 2016 win at the Daytona 500 was the closest in the race’s records, only finishing ahead of Martin Truex Jr. by .010 seconds. Jimmie Johnson also made history in the Sprint Cup with his seventh win of the series in 2016, tying him with the famous names of Earnhardt and Petty for most all-time wins. But in order to compete in the prestigious Sprint Cup, drivers must first prove themselves at the Xfinity series.
Considered the trial ground for rookies looking to move up, the Xfinity Series is a highly competitive tournament consisting of 33 races at 24 different tracks. This year, Chase Elliot made his Sprint Cup debut after successive impressive performances in the Xfinity Series. Elliot was also named 2016 Sprint Cup Series Rookie of the Year, a title that has been formerly awarded to big names in NASCAR such as Jeff Gordon, Dale Earnhardt, and David Pearson. The Xfinity Series offers dedicated fans an exciting opportunity and glimpse at the new class of drivers competing to earn their spot in the Sprint Cup.
Similar to the Sprint Cup and Xfinity Series, NASCAR also hosts the Camping World Truck Series. This popular niche series consists of 22 races in 20 different venues. Unique to this series, these are the only races in NASCAR where the drivers race in modified pickup trucks. Although ranked in third tier behind the Xfinity series and Sprint Cup, the Camping World Truck series has been used by drivers as a springboard to move up to Cup races and has produced some highly successful racers.
Fast paced and ever-changing with new racers thriving to make a name for themselves, the new season of NASCAR will be one to watch!
The NASCAR season runs throughout the majority of the year with three major series taking place. The Sprint Cup, the Xfinity Series, and the Camping World Truck series all start up in mid-February with numerous races occurring all through the season and finals taking place later in the year. All three series consist of 20+ races in multiple venues throughout the US. Additionally, the multiple series are highly televised on popular sports channels, specifically NBCSN and Fox Sports 1. With an extensive season and dedicated viewer, advertising during NASCAR offers businesses the opportunity to reach an engaged audience with high frequency and comprehensive reach.
NASCAR fans are highly dedicated and engaged during the long-lasting season. Over 1 million tweets were shared during the Sprint Cup, Camping World Truck, and Xfinity series as well as supported programming in previous years. Primarily a male-based audience, NASCAR viewership is 68% male and 32% female. The majority of racing fans are also married (55%), as well as own their own home (70%), and have some level of college education (53%). The NASCAR fan is loyal, and has typically grown up with the sport or watching a favorite driver, as racing viewers mainly fall into the 35-44 (16%), 45-54 (21%), or 55-64 (21%) age range.
Extensive coverage on popular networks and a high social presence, advertising during NASCAR offers the opportunity to reach a devoted audience during multiple series and races over a lengthy season. Don’t miss the chance to rev up your business with the high-octane action of NASCAR!
About the Author
Colleen Reddington is the Marketing Specialist for the Lead and Demand Generation team for Cox Media where she is responsible for helping develop and execute strategies that drive sales qualified leads to all local Cox markets across the U.S. Colleen is an avid soccer fan as well as player, finds humor in almost everything, and is extremely creative. She also authors blogs regarding Lead and Demand Generation, the Tottenham Hotspurs, and soccer.Follow on Twitter More Content by Colleen Reddington