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Thursday
February 15, 2007
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Recent Issues
NASCAR Season Preview

Scarborough Research Examines NASCAR Fan Demographics

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).

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%

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