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Sample Tables

Market Summary
Brand Share-of-Market
Attendance Profile
TV Viewing Profile
Online Computer Profile
Online Smartphone Profile
Online Tablet Profile
Online Mobile Profile
Sports Logo Apparel Purchases
Social Media Market Summary

Table of Contents


IndyCar: Fan Market Summary

Item 2011 2012 2013 2014 2015
--------------------TOTAL FANS
Total Number of Fans Age 13+ (View and/or Attend - add 000) 33,391 27,839 26,869 28,404 38,756
Total Number Attending Races (add 000) 2,630 1,506 1,290 2,185 2,576
% of Attendees who Attended More Than 1/yr. 19.5% 34.4% 15.1% 12.5% 34.9%
Total Number Viewing on TV (add 000) 31,634 26,550 25,370 26,932 36,128
% of TV Viewers who Viewed More Than 1/yr. 54.6% 56.1% 55.6% 53.2% 61.2%
% of TV Viewers who Viewed 4+ Times/yr. 18.8% 22.4% 35.5% 15.5% 23.6%
Number of TV Viewers Viewed at Least One Game Traditionally (Directly from TV) (add 000) n/a n/a n/a n/a n/a
Number of TV Viewers Who Streamed at Least One Game to TV (add 000) n/a n/a n/a n/a n/a
% of all TV Viewers Who Streamed at Least One Game to TV n/a n/a n/a n/a n/a
Total Number Viewing Events Online (add 000) n/a 1,034 1,667 2,463 6,220
% of Total Fans Viewing at Least One Event Online n/a 3.7% 6.2% 9.3% 16.0%
Total Number of IndyCar Fans Involved in eSports (Participated/Attended/Viewed on TV or Online in Past Year) - add 000 n/a n/a n/a n/a n/a
% of Total IndyCar Fans Involved in eSports (Participated/Attended/Viewed on TV or Online in Past Year) n/a n/a n/a n/a n/a
------------------------DEMOGRAPHICS Base for Percentage is Total IndyCar Fans (Viewed and/or Attended an IndyCar Event in past year) Age 13+
By Age Group
13-17 7.6 6.3 2.1 5.6 3.5
18-34 20.0 16.8 16.4 18.6 20.5
35-49 25.9 22.4 23.5 24.1 24.9
50-64 32.1 31.3 31.7 28.2 33.2
65+ 14.4 23.2 26.2 23.5 17.8
Total 100.0 100.0 100.0 100.0 100.0
By Gender
Male 68.8 63.3 61.3 63.0 66.2
Female 31.2 36.7 38.7 37.0 33.8
Total 100.0 100.0 100.0 100.0 100.0
By Annual HH Income
Under $25,000 17.0 21.9 17.5 19.7 18.8
$25,000-$49,999 23.9 23.2 23.7 25.1 24.1
$50,000-$99,999 33.6 34.7 35.0 31.7 30.1
$100,000 or more 25.4 20.2 23.8 23.5 27.0
Total 100.0 100.0 100.0 100.0 100.0
By Geographic Region
Northeast 12.1 14.6 13.8 12.0 13.9
Midwest 26.3 27.4 27.6 24.1 23.6
South 34.2 37.3 37.3 42.2 39.8
West 27.3 20.7 21.3 21.6 22.7
Total 100.0 100.0 100.0 100.0 100.0
--------------------MEDIAN AGE BY FAN MARKET SEGMENT
All Fans n/a 52.0 54.0 50.0 50.0
Attended at Least One IndyCar Event n/a 33.0 42.0 35.0 39.0
Attended 2+ IndyCar Events n/a 46.0 (A) 33.0 35.0
Viewed at Least One IndyCar Event On TV n/a 52.0 55.0 52.0 51.0
Viewed 4+ IndyCar Events on TV n/a 51.0 57.0 52.0 52.0
Viewed at Least One Event Online (Computer/Tablet/Smartphone) n/a 36.0 36.0 32.0 36.0
Followed IndyCar On Facebook n/a 40.0 42.0 41.0 40.0
Followed IndyCar On Twitter n/a 37.0 36.0 36.0 37.0
Purchased IndyCar Logo Apparel n/a 40.0 37.0 37.0 35.0
Used Smartphone for any Sports-related purpose n/a 41.0 41.0 43.0 42.0
Used Smartphone to View at Least One IndyCar Event n/a (A) 37.0 32.0 34.0
Used Tablet for any Sports-related Purpose n/a 42.0 44.0 42.0 42.0
Used Tablet to View at Least One IndyCar Event n/a (A) 33.0 25.0 34.0
Used Total Mobile* for any Sports-related Purpose n/a 42.0 44.0 44.0 44.0
Used Total Mobile* to view at Least One IndyCar Event n/a (A) 37.0 30.0 34.0
--------------------MEDIAN HH INCOME BY FAN MARKET SEGMENT
All Fans n/a $55,800 $61,000 $56,700 $59,600
Attended at Least One IndyCar Event n/a $39,300 $80,300 $65,900 $77,500
Attended 2+ IndyCar Events n/a $43,200 $39,000 $50,800 $69,500
Viewed at Least One IndyCar Event on TV n/a $57,900 $60,200 $55,700 $59,200
Viewed 4+ IndyCar Events on TV n/a $52,400 $54,300 $52,900 $60,500
Viewed at Least One Event Online (Computer/Tablet/Smartphone) n/a $44,400 $70,000 $59,700 $59,800
Followed IndyCar on Facebook n/a $40,800 $67,400 $60,600 $53,900
Followed IndyCar on Twitter n/a $46,200 $74,200 $60,800 $60,800
Purchased IndyCar Logo Apparel n/a $57,900 $87,200 $76,800 $72,000
Used Smartphone for any Sports-related Purpose n/a $58,500 $75,400 $68,600 $68,000
Used Smartphone to View at Least One IndyCar Event n/a (A) $53,900 $49,200 $62,000
Used Tablet for any Sports-related Purpose n/a $64,700 $82,300 $72,300 $67,500
Used Tablet to View at Least One IndyCar Event n/a (A) $74,700 $56,300 $67,400
Used Total Mobile* for any Sports-related Purpose n/a $56,800 $73,300 $67,600 $65,400
Used Total Mobile* to View at Least One IndyCar Event n/a (A) $79,200 $58,600 $64,700
--------------------ONLINE USAGE BY TYPE OF MEDIA
------Total Online Market (Computer/Tablet/Smartphone)
Total Number Using Online Device (Computer/Tablet/Smartphone) For Any Sports-related Purpose (add 000) n/a 21,461 20,443 22,118 33,580
Total Number Viewing at Least One Event on Online Device (Computer/Tablet/Smartphone) (add 000) n/a 1,034 1,667 2,463 6,220
------Computer
Total Number Using Computer For Any Sports-related Purpose (add 000) n/a 20,921 19,541 21,039 30,216
Total Number Viewing at Least One Event on Computer (add 000) 1,094 1,015 1,306 1,572 4,497
------Tablet
Total Number Using Tablet For Any Sports-related Purpose (add 000) n/a 5,481 7,139 10,324 18,908
Total Number Viewing at Least One Event on Tablet (add 000) 459 199 829 1,350 3,449
------Smartphone
Total Number Using Smartphone For Any Sports-related Purpose (add 000) n/a 10,372 10,739 14,312 24,244
Total Number Viewing at Least One Event on Smartphone (add 000) 528 146 1,160 606 2,461
------Total Mobile (Smartphone and/or Tablet)
Total Number Using Mobile Device for any Sports-related Purpose (add 000) n/a 11,136 12,920 15,833 26,885
Total Number Viewing at Least One Event on Mobile Device (add 000) n/a 252 1,081 1,616 4,351
--------------------SOCIAL MEDIA USAGE
Follow IndyCar on Facebook - Total all Followers (add 000) 4,104 3,052 4,113 5,912 13,457
Follow Facebook Daily (add 000) 444 241 982 752 1,449
Follow Facebook 4-6 days a week (add 000) 181 151 32 816 1,512
Follow Facebook 3 days a week or less (add 000) 3,479 2,660 3,099 4,344 10,497
Follow IndyCar on Twitter - Total all Followers (add 000) 1,584 813 1,520 2,719 6,993
Follow Twitter Daily (add 000) 135 171 257 553 944
Follow Twitter 4-6 days a week (add 000) 200 --- 158 286 851
Follow Twitter 1-3 days a week or less (add 000) 1,248 642 1,105 1,881 5,198
--------------------PURCHASING: SPORTS LOGO APPAREL
% of All Fans Purchased Sports Logo Apparel 6.1% 3.9% 6.9% 7.3% 9.6%
% of fans who used a computer to view at least one game who purchased Sports Logo Apparel 21.7% 23.7% 31.8% 39.2% 32.0%
% of fans who used a Tablet to view at least one game who purchased Sports Logo Apparel 40.4% 53.1% 47.4% 20.7% 30.4%
% of fans who used a Smartphone to view at least one game who purchasedSports Logo Apparel 72.3% (A) (A) 49.5% 28.4%
% of Facebook Followers Purchased Sports Logo Apparel 19.8% 13.4% 28.7% 25.5% 19.5%
% of Twitter Followers Purchased Sports Logo Apparel 12.5% 23.0% 40.6% 29.8% 17.9%
Total Expenditures for Sports Logo Apparel (add 000) $102,180 $93,566 $109,049 $78,404 $208,434
(A) Sample too small for reporting
Source: SBRnet/Tag: Motorsports, Women, Indycar, Age, Indycar, Millennials

IndyCar: Total Sports-Related Usage of Computer/Mobile Devices

Item 2012 2013 2014 2015
Total Owners of Computer/Online Mobile Device 27,839,000/100.0% 26,869,000/100.0% 28,404,000/100.0% 38,756,000/100.0%
Use Computer/Mobile Device for Sports-Related Purpose 21,461,000/77.1% 20,443,000/76.1% 22,118,000/77.9% 33,580,000/86.6%
Check Scores of Games 17,981,000/64.6% 17,048,000/63.5% 18,309,000/64.5% 26,116,000/67.4%
Total Used Social Media (Net) n/a n/a 16,365,000/57.6% 25,266,000/65.2%
----Used Google+ to like/follow/post about a sport (player, team, league, etc.) 6,461,000/23.2% 6,358,000/23.7% 7,462,000/26.3% 10,804,000/27.9%
----Used Facebook to like/follow/post about a sport (player, team, league, etc.) 7,669,000/27.5% 8,788,000/32.7% 10,163,000/35.8% 17,290,000/44.6%
----Watch Sports-related Video on YouTube 10,249,000/36.8% 10,466,000/39.0% 11,740,000/41.3% 17,793,000/45.9%
----Used Instagram to like/follow/post about a sport (player, team, league, etc.) n/a 4,566,000/17.0% 6,317,000/22.2% 9,533,000/24.6%
----Used Twitter to like/follow/post about a sport (player, team, league, etc.) 2,807,000/10.1% 3,116,000/11.6% 4,130,000/14.5% 8,730,000/22.5%
----Used Reddit to like/follow/post about a sport (player, team, league, etc.) n/a n/a n/a n/a
----Used Pinterest to like/follow/post about a sport (player, team, league, etc.) 3,623,000/13.0% 3,980,000/14.8% 5,561,000/19.6% 8,529,000/22.0%
----Used Twitch to like/follow/post about a sport (player, team, league, etc.) n/a n/a n/a n/a
----Watch Sports-related Video on Vimeo n/a n/a n/a n/a
---Used WhatsApp to like/follow/post about a sport (player, team, league, etc.) n/a n/a n/a n/a
----Used Tumblr to like/follow/post about a sport (player, team, league, etc.) 3,475,000/12.5% 3,976,000/14.8% 5,031,000/17.7% 7,181,000/18.5%
----Used Snapchat to like/follow/post about a sport (player, team, league, etc.) n/a n/a n/a n/a
---Used TikTok to like/follow/post about a sport (player, team, league, etc.) n/a n/a n/a n/a
Watch Sports Live/On Demand 11,038,000/39.6% 11,950,000/44.5% 13,611,000/47.9% 22,150,000/57.2%
Visit Specific Team Website 14,845,000/53.3% 14,907,000/56.5% 5,314,000/53.9% 22,658,000/68.5%
Visit League Website 13,578,000/48.8% 13,214,000/49.2% 14,075,000/49.6% 20,836,000/53.8%
Read Sports Articles/Blogs 13,688,000/49.2% 14,537,000/54.1% 15,369,000/54.1% 22,027,000/56.8%
Buy Sports Logo Apparel 8,853,000/31.8% 9,305,000/34.6% 10,262,000/36.1% 14,587,000/37.6%
Listen to radio broadcast of game, race, sports event n/a 9,724,000/36.2% 10,337,000/36.4% 14,016,000/36.2%
Make a sports related purchase online at a pop-up store on social media (ex. on Facebook) n/a n/a n/a n/a
Follow Fantasy Teams 5,848,000/21.0% 6,048,000/22.5% 7,808,000/27.5% 11,985,000/30.9%
Used mobile device for Gambling or betting on sports n/a n/a n/a n/a
Other 654,000/2.3% 892,000/3.3% 1,341,000/4.7% 1,227,000/3.2%
Have not used for activities related to sports 6,378,000/22.9% 6,426,000/23.9% 6,286,000/22.1% 5,177,000/13.4%
Buy Tickets To Games 10,221,000/36.7% 9,924,000/36.9% 11,923,000/42.0% 14,912,000/38.5%
Take pictures at game attending n/a n/a 9,356,000/32.9% 15,436,000/39.8%
Buy Sports Footwear 5,571,000/20.0% 6,363,000/23.7% 8,087,000/28.5% 11,400,000/29.4%
Source: SBRnet/Tag: Internet, Motorsports

IndyCar Sponsorship Influence Index: Total and by Market Segment

Item 2012 2013 2014 2015
The SPONSORSHIP INFLUENCE INDEX is based on a question whereby fans were asked how influential sport sponsorships are to their inclination to purchase the sponsor's product. Answers for all fans are shown below.
-----CONSUMER RATING OF INFLUENCE OF SPORT SPONSORSHIP ON PURCHASE OF SPONSOR'S PRODUCT
% Saying Sport Sponsorship is Extremely Influential 4.1 5.8 7.3 8.5
% Saying Sport Sponsorship is Very Influential 6.2 7.8 9.7 11.6
% Saying Sport Sponsorship is Moderately Influential 20.0 10.9 17.9 22.5
% Saying Sport Sponsorship is Slightly Influential 16.8 14.9 14.3 14.9
% Saying Sport Sponsorship is Not at All Influential 52.9 60.6 50.6 42.5
Total 100.0 100.0 100.0 100.0
Base (Total No. of IndyCar Fans - add 000) 27,839 26,869 28,404 38,756
The INDEX reflects the relationship between highly favorable attitudes (those who indicated they were
For example, 15.9% of all fans said
INDEX BY GENDER
Male 105 89 101 102
Female 91 117 98 96
INDEX BY AGE GROUP
13-17 230 135 202 165
18-24 106 193 154 175
25-34 98 163 152 131
35-49 135 92 149 113
50+ 71 81 47 71
INDEX BY REGION
Northeast 78 65 96 101
Midwest 128 117 86 91
South 116 76 93 102
West 49 143 131 106
INDEX BY HOUSEHOLD INCOME
Under $25,000 141 67 103 100
$25,000-$49,999 137 87 71 90
$50,000-$99,999 64 107 110 107
$100,000 or more 75 127 115 101
INDEX BY HIGHEST EDUCATIONAL LEVEL
Some High School or less n/a n/a n/a n/a
High School Graduate n/a n/a n/a n/a
Some College/Technical School n/a n/a n/a n/a
Graduated College n/a n/a n/a n/a
Post Graduate Work or Degree n/a n/a n/a n/a
INDEX BY FREQUENCY OF ATTENDING
Total attended at least one event/yr. 195 231 268 204
Attended 1 event/yr. 134 175 255 173
Attended 2+ events/yr. 312 543 360 263
INDEX BY FREQUENCY OF VIEWING EVENTS ON TV
Total viewed at least one event/yr. 98 86 86 93
Viewed 1 event/yr. 99 90 71 69
Viewed 2-3 events/yr. 36 52 88 86
Viewed 4+ events/yr. 187 126 124 145
TRADITIONAL TV VIEWING VS. STREAMED TV VIEWING
TV Viewers Who Viewed at Least One Game Traditionally (Directly from TV) n/a n/a n/a n/a
TV Viewers Who Streamed at Least One Game from Computer/Phone/Tablet to TV n/a n/a n/a n/a
INDEX BY FREQUENCY OF VIEWING EVENTS ONLINE (Computer or Smartphone or Tablet)
Total viewed at least one event/yr. 70 307 241 197
Viewed 1 event/yr. 141 201 167 167
Viewed 2+ events/yr. --- 359 371 212
VIEWED AT LEAST ONE EVENT ONLINE BY TYPE OF ONLINE DEVICE
Used Online Computer to View at Least One Event 72 370 319 229
Used Smartphone to View at Least One Event --- 222 306 221
Used Tablet to View at Least One Event --- 414 227 209
INDEX BY SOCIAL MEDIA SEGMENT
Used Facebook to Follow Some Type of IndyCar Activity 287 272 218 202
Used Facebook Daily to Follow Some Type of IndyCar Activity 308 453 459 380
Used Twitter to Follow Some Type of IndyCar Activity 292 396 230 201
Used Twitter Daily to Follow Some Type of IndyCar Activity 232 482 493 457
Used YouTube to FollowSome Type of IndyCar Activity n/a n/a n/a n/a
Used YouTube Daily to FollowSome Type of IndyCar Activity n/a n/a n/a n/a
Used Instagram to Follow Some Type of IndyCar Activity n/a n/a n/a n/a
Used Instagram Daily to Follow Some Type of IndyCar Activity n/a n/a n/a n/a
Used Snapchat to Follow Some Type of IndyCar Activity n/a n/a n/a n/a
Used Snapchat Daily to Follow Some Type of IndyCar Activity n/a n/a n/a n/a
INDEX BY OTHER SELECTED MARKET SEGMENTS
Used Smartphone for Some Type of Sports-related Activity 133 139 140 118
Used Tablet for Some Type of Sports-related Activity 110 183 162 140
Used Mobile Device (Smartphone and/or Tablet) for Some Type of Sports-related Activity 127 138 135 116
Played Fantasy Sports (Season or Short Term) in Past Year n/a n/a n/a 417
Purchased IndyCar Logo Apparel 391 476 365 283
Viewed and/or Participated in eSports in past year n/a n/a n/a n/a
Source: SBRnet/Tag: Social Media, Motorsports, Millennials, Women, Indycar, Age, Indycar