CONFLICTING TRENDS FOR STOCK CAR/OPEN WHEEL FAN BASE

          The ESPN Sports Poll, a service of TNS Intersearch,
     asks fans about their interest in motorsports and about
     their favorite type of auto racing.  The first set of data
     below shows the percentage of the U.S. population and of
     auto racing fans who consider themselves NASCAR fans.  The
     second set of data shows the favorite type of auto racing
     among auto racing fans over the past six years.  Data was
     collected from January '95-December '00 (ESPN Sports Poll). 
                                                   
         NASCAR FANS (AMONG THE U.S. POP.)      41.0%, N=24,179 
         NASCAR FANS (AMONG AUTO RACING FANS)   85.3%, N=9,796 
   
                  FAVORITE TYPE OF AUTO RACING 
          (ASKED OF AUTO RACING FANS - AIDED RESPONSE) 

               '95      '96      '97      '98     '99      '00   
             N=5,355  N=6,643  N=8,597  N=9,843  N=7,944  N=1,818
STOCK CAR     36.1%    43.2%    48.8%    54.8%    56.7%    55.7%
OPEN WHEEL    25.5%    23.8%    19.1%    14.3%    10.7%     9.1% 
DRAG          15.4%    12.4%    12.4%    11.5%     9.5%    12.2% 
OFF ROAD       6.8%     5.5%     5.2%     4.0%     2.8%     5.3% 
MOTORCYCLE     6.9%     5.5%     4.8%     4.7%     5.0%     6.6% 
FORMULA ONE    3.9%     3.9%     3.4%     4.0%     2.9%     3.9% 
NONE           4.7%     5.0%     5.6%     5.7%     6.1%     4.3% 
  

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