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SBD/Issue 102/NASCAR Season Preview
Scarborough Research Examines NASCAR Fan Demographics
Published February 15, 2007
The following presents Scarborough Research detailing NASCAR fan demographics, indexed to the U.S. population. For example, avid NASCAR fans are 42% less likely to be of Spanish/Hispanic origin than the average population. A fan is defined as someone with at least a little bit of interest in NASCAR, while a loyal fan is somewhat interested and an avid fan is someone who is very interested. The information was gathered from February ’05–March ’06 (Scarborough Research).
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|
NASCAR FAN DEMOGRAPHICS
|
|||||
|
DEMOGRAPHIC
|
CELL
|
BASE
|
AVID FAN
|
LOYAL FAN
|
FAN
|
|---|---|---|---|---|---|
| AGE | |||||
| 18-24 |
Horz %
|
100
|
20.7%
|
31.8%
|
|
|
Vert %
|
13
|
14.0%
|
12.8%
|
||
|
Index
|
100
|
108
|
100
|
||
| 25-34 |
Horz %
|
100
|
11.0%
|
20.5%
|
32.4%
|
|
Vert %
|
18
|
17.9%
|
17.6%
|
17.8%
|
|
|
Index
|
100
|
100
|
99
|
100
|
|
| 35-44 |
Horz %
|
100
|
12.0%
|
22.6%
|
35.1%
|
|
Vert %
|
20
|
21.6%
|
21.4%
|
21.3%
|
|
|
Index
|
100
|
110
|
109
|
109
|
|
| 45-54 |
Horz %
|
100
|
11.7%
|
21.8%
|
34.5%
|
|
Vert %
|
19
|
20.3%
|
20.0%
|
20.2%
|
|
|
Index
|
100
|
107
|
105
|
107
|
|
| 55-64 |
Horz %
|
100
|
11.0%
|
21.5%
|
32.8%
|
|
Vert %
|
14
|
13.7%
|
14.2%
|
13.8%
|
|
|
Index
|
100
|
101
|
104
|
101
|
|
| 65+ |
Horz %
|
100
|
8.0%
|
17.0%
|
26.8%
|
|
Vert %
|
17
|
12.4%
|
13.9%
|
14.0%
|
|
|
Index
|
100
|
74
|
82
|
83
|
|
| SEX | |||||
| Men |
Horz %
|
100
|
14.3%
|
26.5%
|
40.7%
|
|
Vert %
|
49
|
63.7%
|
62.0%
|
61.0%
|
|
|
Index
|
100
|
131
|
128
|
126
|
|
| Women |
Horz %
|
100
|
7.7%
|
15.3%
|
24.5%
|
|
Vert %
|
52
|
36.3%
|
38.0%
|
39.0%
|
|
|
Index
|
100
|
71
|
74
|
76
|
|
| RACE | |||||
| White |
Horz %
|
100
|
11.5%
|
21.8%
|
33.5%
|
|
Vert %
|
83
|
87.8%
|
87.5%
|
86.3%
|
|
|
Index
|
100
|
105
|
105
|
104
|
|
| Black/African-American |
Horz %
|
100
|
7.8%
|
14.9%
|
25.6%
|
|
Vert %
|
12
|
8.2%
|
8.2%
|
9.0%
|
|
|
Index
|
100
|
71
|
72
|
79
|
|
| Spanish/Hispanic origin |
Horz %
|
100
|
6.3%
|
13.2%
|
22.7%
|
|
Vert %
|
13
|
7.4%
|
8.2%
|
9.0%
|
|
|
Index
|
100
|
64
|
70
|
||
| Asian |
Horz %
|
100
|
4.5%
|
12.0%
|
22.6%
|
|
Vert %
|
2
|
1.0%
|
1.4%
|
1.6%
|
|
|
Index
|
100
|
41
|
58
|
70
|
|
| Other |
Horz %
|
100
|
11.7%
|
21.1%
|
34.0%
|
|
Vert %
|
3
|
3.0%
|
2.9%
|
3.0%
|
|
|
Index
|
100
|
107
|
102
|
105
|
|
| HOUSEHOLD INCOME | |||||
| <$25K |
Horz %
|
100
|
10.7%
|
18.6%
|
27.8%
|
|
Vert %
|
15
|
15.2%
|
13.9%
|
13.3%
|
|
|
Index
|
100
|
98
|
90
|
86
|
|
| $25K-$40K |
Horz %
|
100
|
10.9%
|
20.7%
|
31.6%
|
|
Vert %
|
21
|
21.3%
|
21.4%
|
20.9%
|
|
|
Index
|
100
|
100
|
100
|
98
|
|
| $40K-$50K |
Horz %
|
100
|
11.6%
|
21.5%
|
33.6%
|
|
Vert %
|
13
|
13.7%
|
13.4%
|
13.5%
|
|
|
Index
|
100
|
106
|
104
|
104
|
|
| $50K-$75K |
Horz %
|
100
|
12.5%
|
23.2%
|
35.6%
|
|
Vert %
|
19
|
21.5%
|
21.1%
|
20.8%
|
|
|
Index
|
100
|
114
|
112
|
110
|
|
| $75K-$100K |
Horz %
|
100
|
10.9%
|
21.9%
|
35.1%
|
|
Vert %
|
14
|
14.3%
|
15.2%
|
15.6%
|
|
|
Index
|
100
|
100
|
105
|
108
|
|
| $100K-$150K |
Horz %
|
100
|
9.3%
|
19.1%
|
31.7%
|
|
Vert %
|
10
|
8.8%
|
9.5%
|
10.2%
|
|
|
Index
|
100
|
85
|
92
|
98
|
|
| $150K+ |
Horz %
|
100
|
8.4%
|
17.2%
|
28.6%
|
|
Vert %
|
7
|
5.1%
|
5.5%
|
5.9%
|
|
|
Index
|
100
|
77
|
83
|
88
|
|
|
INTERESTING AVID NASCAR FAN DEMOGRAPHICS
|
||||
|
DEMOGRAPHIC
|
TOTAL %
|
TARGET %
|
INDEX
|
HORZ. %
|
|---|---|---|---|---|
| Sat down to eat at Hooters in the past 30 days |
1.7%
|
3.2%
|
11.0%
|
|
| Own/lease a Pontiac vehicle |
5.0%
|
7.0%
|
128
|
14.0%
|
| Own/lease a Dodge vehicle |
13.0%
|
17.0%
|
126
|
14.0%
|
| Own/lease Ford vehicle |
29.0%
|
35.0%
|
121
|
13.0%
|
| Own/lease Chevrolet vehicle |
24.0%
|
36.0%
|
149
|
16.0%
|
| Own/lease Toyota vehicle |
14.0%
|
10.0%
|
69
|
8.0%
|
| Attended an NHRA event during past 12 months |
1.0%
|
2.0%
|
263
|
55.0%
|
| Interest in buying season tickets for a sporting event during next 12 months |
3.0%
|
4.0%
|
147
|
30.0%
|
