The demographics of NASCAR fans
I think you will notice that recent research regarding the demographics of NASCAR fans is rather interesting.
It points to a growing distribution that puts a dent in the stereotypical perspective of the typical NASCAR fan being rather low on the food chain of life. The trends seem to be improving as each year passes, but with the economy in pits, I do not expect these numbers to change radically over the next 2 years. With the gender breakdown working out to be 60% Male, 40% Female, male particiaption continues to dominate.
The age distribution is fairly typical of growing media channels with the 18-34 age gorup averaging around 32% of the fan base, 26% in the 35-44 age grouping and 43% in over 45 group. In this case, the growth in the younger age groups will be of strong focus if the sport is to attract new advertisers and sponsors.
Income distribution reveals around 65% of the NASCAR fan base have incomes below $100,000 with the key demographic here being that 34% average 50K-100K. It tends to appeal to sponsors and advertisers since this is the most fertile buying group. The South and West still dominate NASCAR fan base with approximately 62% hailing from these parts of the country. The preconception that NASCAR does not translate well ethnically is slowly changing.
Trends show that Hispanic and African-American interest has increased steadily over the last 10 years. The NASCAR fan base is starting the diversify as advertisers and sponsors start pouring money into the sport to tap this expanding trend.
It will be interesting to see how the next few years progress, with an economy slowing down and media sources expanding, how this translates will be the subject of many a marketing group among sponsor and advertisers within the NASCAR family of participants. In the end, the fans drive the sport.
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