NHRA Fan Profile

NHRA Fan Profile
The NHRA Fan
• According to Scarborough Research,
33.8 million or 15.3% of the US
population has an interest in NHRA
Drag Racing
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
The NHRA Fan: A Summary
78.0% (161)
Male
22.0% (43)
Female
Age 18 - 24
17.0% (130)
20.1% (114)
Age 25 - 34
33.5% (113)
Age 35 - 49
67.5% (110)
Household Income $30K - $99K
77.1% (107)
White
African American
Hispanic
7.5% (73)
10.6% (86)
Single
56.3% (99)
Married
61.2% (111)
Household size 3+
44.9% (111)
1 or more children in HH
1 or more teenagers in HH (12 - 17)
22.4% (110)
56.7% (112)
HH spent $100+ on groceries past w eek
0.0%
(INDEX)
Market Average= 100
43.7% (101)
20.0%
Source: Scarborough Research 2007 (Fan = Very or Somewhat interested)
40.0%
60.0%
80.0%
100.0%
The NHRA Fan: Intend to Purchase
• NHRA fans are more likely than the US(INDEX)
population to
Market Average= 100
plan purchases of the following:
130
HH ow ns pool / spa
133
Computer
126
Digital camera
138
House / condo
Household plans to
buy next 12 months
134
Luxury vehicle
136
Major appliance
126
MP3 player
113
Vacation home
136
Wireless phone
0
25
50
75
100
Questions: Item household owns (pool / spa) / Items household plans to buy in the next 12 months
Source: Scarborough Research 2007 (Fan = Very or Somewhat interested)
125
150
The NHRA Fan: Lifestyle Activities
• NHRA fans are more likely to engage in active, outdoor
lifestyle activities
117
Bicyling
123
Bow ling
149
Camping
(INDEX)
Market Average= 100
185
Fishing
259
Hunting
119
In-line skating
171
Pow er boating
252
Snow boarding
122
Team sports
0
50
100
150
200
250
Questions: Item household owns (pool / spa) / Items household plans to buy in the next 12 months
Source: Scarborough Research 2007 (Fan = Very or Somewhat interested)
300
The NHRA Fan: By Region
• Because of its grassroots development, NHRA is
truly a national sport with broad geographic
distribution
Source: Scarborough Research 2007 (Fan = Very or Somewhat interested)
The NHRA Fan: Versus NASCAR
•
•
Cross over with NASCAR is relatively low:
– Only 12.7% of NASCAR fans are avid fans of NHRA
Key demographic differences: NHRA fans are more likely to be
– Age 18 – 24
+ 31%
– Black / African American
+ 10%
– Hispanic
+ 28%
– Household size (+ 3)
+ 7%
– Household spent $100+ on groceries
+ 8%
Younger, more diverse, live in larger households
and have greater purchasing power
Source: Scarborough Research 2005 (Fan = Very or Somewhat interested, Avid Fan = Very interested)
NHRA POWERade Drag Racing Series
24 national events
2,000,000+ spectators annually
35 of 50 DMAs
All national events televised on ESPN2
Unmatched Geographic Reach
NATIONAL EVENTS
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Los Angeles, CA
Phoenix, AZ
Gainesville, FL
Houston, TX
Las Vegas, NV
Bristol, TN
Atlanta, GA
Columbus, OH
Topeka, KS
Chicago, IL
Englishtown, NJ
St. Louis, MO
Denver, CO
Seattle, WA
Sonoma, CA
Minneapolis, MN
Memphis, TN
Indianapolis, IN
Reading, PA
Dallas, TX
Richmond, VA
Las Vegas, NV
Los Angeles, CA
Charlotte, NC