BREAKING DOWN THE NASCAR FAN BASE: WHAT DEMOS ON THE RISE?

          The following data from Harris Interactive gauges the
     trend of NASCAR's fan base among certain demos from March
     '00 to March '01.  The first two charts below present
     changes in the demographics that comprise NASCAR's fan base. 
     For example, in March '00, females made up 45% of NASCAR's
     fan base, and that percentage increased to 48% by March '01. 
     The second two charts present the changes in the percentage
     of people who consider themselves NASCAR fans, across
     various demo groups.  For example, 23% of blacks considered
     themselves NASCAR fans in March '00, and that percentage
     increased to 27% by March '01 (Harris Interactive). 

   THE FOLLOWING DEMOGRAPHICS HAVE GAINED IN NASCAR FAN SHARE: 

             March '01             March '00      % +/-
Females         48%                   45%            7%
Whites          89%                   87%            2%
45-54           25%                   23%            9%
55+             21%                   18%           17%
Under $15K      11%                   10%           10%

   THE FOLLOWING DEMOGRAPHICS HAVE LOST IN NASCAR FAN SHARE

             March '01             March '00      % +/-
Males           52%                   55%           -5%
Minorities       7%                    9%          -22%
 (non-Black)
18-24            9%                   11%          -18%
25-34           19%                   21%          -10%
35-44           26%                   27%           -4%
$50K-$75K       20%                   21%           -5%

  THE FOLLOWING LISTS NASCAR FAN LEVEL, WHICH HAS RISEN IN THE
                FOLLOWING GROUPS SINCE MARCH '00

             March '01             March '00      % +/-
Females         42%                   40%            5%
Whites          50%                   49%            2%
Blacks          27%                   23%           17%
25-34           46%                   44%            5%
35-44           51%                   50%            2%
>$15K           45%                   40%           13%
$75K+           41%                   39%            5%
College Grads   38%                   36%            6%
Grad School     32%                   30%            7%
                                
 THE FOLLOWING LISTS NASCAR FAN LEVEL, WHICH HAS DECLINED IN THE
                 SPECIFIC GROUPS SINCE MARCH '00

             March '01             March '00      % +/-
Males           50%                   53%           -6%
Minorities      37%                   42%          -12%
 (Non-Blacks)
18-24           36%                   39%           -8%
55+             42%                   46%           -9%
$15K-$30K       49%                   50%           -2%
$40K-$50K       52%                   53%           -2%
$50K-$75K       46%                   47%           -2%
HS or Less      51%                   52%           -2%

This story appeared in The Sports Business Daily's Special Motorsports Marketing issue published on May 25, 2001.