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 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
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 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
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 |
|
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Viewed and/or Participated in eSports in past year |
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|
|
|
|
|
|
|
|
n/a |
n/a |
n/a |
n/a |
|
|
|
|
Source: SBRnet/Tag: Social Media, Motorsports, Millennials, Women, Indycar, Age, Indycar |
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