NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008 THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION.

NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008
THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION INTENDED FOR NASCAR AND APPROVED PARTNERS ONLY FOR INTERNAL BUSINESS USE. DUE TO NASCAR’S AGREEMENT WITH EXPERIAN CONSUMER RESEARCH, DISTRIBUTION OF THIS OR ANY OTHER REPORT CONTAINING EXPERIAN CONSUMER RESEARCH INFORMATION IS PROHIBITED.

Methodology Sources: Experian Consumer Research: Simmons NSC, Spring – Fall 2007. Scarborough Research, Multi-Market 2007 Release 2. ESPN Sports Poll, 2007. Definition of a fan: Interest level in NASCAR is determined using a 4-point scale: (1) very interested, (2) somewhat interested, (3) a little bit interested, and (4) not at all interested. NASCAR fans are those people who are a little bit, somewhat, or very interested in NASCAR. This analysis is based on respondents 18+ years old. The asterisk (*) indicates statistical significance at the 95% confidence level. Note: This is not a share analysis; rather, it is based on consumer stated behavior.

Table of Contents Home Improvement & DIY page 31
Home Ownership Making Home Improvements Owning the Tools to do the job Construction Occupation Automobiles page 36 Vehicle Ownership Purchasing Vehicles Motorcycle Ownership High Dollar Recreational Item Ownership Money Management & Business Professionals page 42 Consumer Banking Credit Cards Loans Financial Investments Insurance Business Decision Makers Attitudes about Personal Finance Demographics and Additional Information page 51 Fan Base demographics Pet Ownership Questions / Contact Information page 54 Shopping & Retail page 4 Retail Channels Shopped Promotional Advertising Plans to Purchase Lifestyles and Activities page 8 Leisure Activities Active Lifestyles Outdoor Lifestyles Domestic Travel Travel Activities Quick Serve Restaurants Casual Dining Media page Music Preference Premium Television Newspaper Reading Magazine Readership Video Gaming Consumer Electronics page Home Video / Audio Computer Ownership Internet Cell Phone Attitudes about Home electronics

Shopping and Retail

Retail Channels Shopped
Types of retailers shopped past month NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Supermarkets 96% 93% 103 * Drug stores 75% 73% Mass retailers 71% 60% 118 * Convenience stores 63% 50% 126 * Home improvement warehouses 61% 43% 142 * Automotive specialty retailers ^ 54% 41% 132 * Department stores 37% 36% 103 Home electronics retailers 34% 25% 136 * Shop online 26% 100 Warehouse clubs 24% 108 Office supply 22% 114 * Sporting goods 16% 11% 145 * ^ Data reflects past year results. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Promotional Advertising
Noticing promotions while shopping NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Store brochures / flyers 65% 52% 125 * Signs on racks and shelves 60% 45% 133 * Free standing display with product 43% 140 * End of aisle display 57% 40% 143 * In-store demonstrations 46% 34% 135 * Video monitor display 23% 15% 153 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

% of NASCAR Fans who plan to buy in the next year
Plans To Purchase % of NASCAR Fans who plan to buy in the next year (Index NASCAR Fans vs. Non-Fans) index * 26% Index * 20% index * index * 129 index * index * 133 index * 11% 11% 120 index * 9% 9% 8% index * 6% Index * index * 5% 3% 3% New / Used Car Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans

Lifestyles and Activities

Index NASCAR Fans vs. Non-Fans
Leisure Activities Leisure activities engaged past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Listening to music 71% 66% 108 * Attending the movies ^ 68% 65% 105 * Dining out (not fast food) 63% 56% 113 * Reading books 50% 55% 91 * Card games 48% 38% 126 * Attend a concert 44% 43% 102 Go to a beach / lake 35% Gardening 36% 30% 120 * Cooking for fun 100 Board fun 28% 125 * Visit a theme park 26% 22% 118 * Going to bar / night clubs/ dancing 19% 137 * Photography 18% 122 * ^ data reflects past six months Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Active Lifestyles Sport / Fitness Activity participated in past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Play a sport 85% 75% 113 * Fitness walking 42% 41% 102 Swimming 40% 30% 133 * Fishing 31% 16% 194 * Golf 24% 12% 200 * Weight training 19% 119 * Basketball 14% 136 * Mountain / Road biking 18% 150 * Using a cardio machine 15% 100 Baseball 10% Football 8% 188 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Outdoor Lifestyles Camping and RV travel NASCAR Fans Non-Fans
Index NASCAR Fans vs. Non-Fans Camping trips (overnight) 19% 13% 146 * Stay at campgrounds 5% 4% 125 Travel by recreational vehicle 2% 100 Leading types of outdoor equipment owned NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Outdoor grill 70% 55% 127 * Fishing rod and/or reel 50% 28% 179 * Cooler 48% 23% 209 * Bike 40% 26% 154 * Hunting rifle and/or shotgun 30% 12% 250 * Camping equip. (excl. tents or lanterns) 29% 16% 181 * Camping lanterns 15% 193 * Camping tents Hunting clothes 20% 7% 286 * Portable generator 17% 10% 170 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Domestic Travel NASCAR fans are more likely to travel. Travel in the past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Go on domestic trips 74% 66% 112 * NASCAR fans are more likely to travel more frequently. Frequency of travel in the past year NASCAR Fans Who Travel Non-Fans Who Travel Index NASCAR Fans vs. Non-Fans Went on at least 3 trips 50% 44% 114 NASCAR fans are more likely to travel for vacation / personal and business reasons. Reason for travel NASCAR Fans Who Travel Non-Fans Who Travel Index NASCAR Fans vs. Non-Fans Vacation / personal 79% 77% 103 * Business 22% 18% 122 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Travel Activities NASCAR fans are more likely to have interests and habits indicating a high level of interest in travel. Travel / Leisure activities past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Stay at hotels 73% 69% 106 * Go the beach / lake 44% 35% 126 * Rent a car 31% 29% 107 Travel by air 26% 100 Play golf 24% 12% 200 * Go on cruise ship vacations 11% 109 Plan on going in the next yr 10% 120 Go skiing 6% 5% NASCAR fans are equally or more likely to use travel-related media. Travel information NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Read travel related magazines 23% 22% 105 Watch the Travel Channel 12% 9% 133 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Eating at QSR’s Millions of NASCAR fans eat at QSR's, and they are more likely to do so. Eating at QSR’s past month NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Eat at quick serve restaurants 91% 82% 111 * NASCAR fans are more likely to eat at a QSR more frequently. Frequency NASCAR Fans who eat at QSR’s Non-Fans Index NASCAR Fans vs. Non-Fans More than 5 times in the past month 53% 46% 115 * NASCAR fans are more likely to have attitudes that demonstrate an appreciation for convenience when it comes to food. Attitudes relevant to convenience when it comes to food NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans “I don’t often have the time to prepare / eat healthy meals.” 38% 34% 112 * “Fast food fits my busy lifestyle.” 26% 22% 118 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Casual Dining NASCAR fans are more likely to eat at casual dining restaurants. Casual dining past month NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Eat at casual dining restaurants 89% 79% 113 * NASCAR fans are more likely to eat at casual dining restaurants more frequently. Frequency NASCAR Fans who eat cas. dining rest. Non-Fans who eat cas. dining rest. Index NASCAR Fans vs. Non-Fans Visit at least 4 times in past month 44% 40% 110 * NASCAR fans are more likely to eat at casual dining restaurants for dinner. Meals eaten at casual dining restaurants NASCAR Fans who eat cas. dining rest. Non-Fans who eat cas. dining rest. Index NASCAR Fans vs. Non-Fans Breakfast 15% 100 Lunch 34% 36% 94 Dinner 89% 82% 109 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Types of Casual Dining Restaurants Visited
NASCAR fans are more likely to eat at a variety of casual dining restaurants. Types of casual dining rest. visited in the past month NASCAR Fans who eat at cas. dining rest. Non-Fans who eat at cas. dining rest. Index NASCAR Fans vs. Non-Fans Bar & Grill 61% 56% 109 * Home-style 47% 43% Steakhouses / Seafood 44% 36% 122 * Italian / Mexican 30% 31% 97 Buffet style 22% 20% 110 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Music Preference Classic Rock, Country and Top 40 are the leading types of music enjoyed among NASCAR fans. Leading types of music enjoyed NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Classic Rock 45% 31% 145 * Country 34% 17% 200 * Top 40 27% 115 * Modern Rock / Alternative 13% 131 * Hip-Hop 15% 14% 107 NASCAR fans are more likely to purchase music. Purchased music past year NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Purchase music 41% 35% 117 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Premium Television NASCAR fans are more likely to have cable / satellite. Cable / Satellite NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans HH has cable / satellite 87% 80% 109 * Leading cable stations viewed in the past week NASCAR Fans who have cable/satellite Non-Fans who have cable/satellite Index NASCAR Fans vs. Non-Fans The Weather Channel 43% 31% 139 * Discovery Channel 42% 29% 145 * ESPN 40% 20% 200 * The History Channel 32% 23% Fox News Channel 30% 25% 120 * TNT USA Network 116 * TBS Superstation 28% 112 ESPN2 13% 215 * A&E 22% 127 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Newspaper Readership NASCAR fans are more likely to read a newspaper.
Reading the newspaper NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Read the newspaper 68% 61% 111 * Read daily newspaper 71% 70% 101 Read weekend newspaper 80% 79% Daily and weekend readership among those who read the newspaper. Leading sections read NASCAR Fans who read the newspaper Non-Fans who read the newspaper Index NASCAR Fans vs. Non-Fans Front page 60% 56% 107 * General news 49% 48% 102 Sports 45% 28% 161 * Classified 30% 24% 125 * Comics 27% 111 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Magazine readership NASCAR fans are more likely to read magazines.
Read / looked into magazines in the past six months NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Read magazines 95% 90% 106 * Leading magazines read in the past six months NASCAR Fans who read magazines Non-Fans who read magazines Index NASCAR Fans vs. Non-Fans People Magazine 33% 36% 92 * Time 26% 24% 108 National Geographic 25% 22% 114 * Readers Digest 23% 96 Sports Illustrated 13% 169 * AARP, The Magazine Better Homes and Gardens 21% 84 * Consumer Reports 17% 14% 121 * Newsweek 100 U.S. News and World Report Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Gaming NASCAR fans are more likely to play / own video games.
Playing / owning video games NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Play / own video games 52% 42% 124 * Among those who play video games, NASCAR fans are just as likely to play as often. Time spent playing video games past wk NASCAR Fans who own/play Non-Fans who own/play Index NASCAR Fans vs. Non-Fans 10+ hours 8% 100 Playstation is the leading video game system owned and NASCAR fans are more likely to own it. Video game systems played / owned NASCAR Fans who own/play Non-Fans who own/play Index NASCAR Fans vs. Non-Fans Playstation 43% 37% 116 * Nintendo 23% 24% 96 Xbox 20% 17% 118 Gameboy 16% 18% 89 Sega 6% 5% 120 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Purchasing video games
1 out of 4 NASCAR fans purchase video games and they are more likely to do so. Purchased video games in the past yr NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Purchase video games 22% 15% 147 * NASCAR fans are more likely to play a variety of video games and substantially more likely to play racing and sports games. Top 5 types of video games played past 6 months NASCAR Fans who own/play Non-Fans who own/play Index NASCAR Fans vs. Non-Fans Action / Adventure 28% 23% 122 * Racing 24% 11% 218 * Sports 14% 171 * Arcade / Classic 17% 121 Cards / Casino 15% 136 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Attitudes about Video Games
NASCAR fans are more likely to be open to and notice the presence of brands in video games. Attitudes about technology / video games NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans “I don’t mind if brand name products appear in the background of a video game.” 12% 8% 150 * “I find video games to be more entertaining than television.” 9% 7% 129 “I often notice brand name products in video games.” 5% 140 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Consumer Electronics

Home Video / Audio NASCAR fans are more likely to have a variety of the latest home audio / video equipment. Television ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans HH owns television 98% 97% 101 * HH owns 3 or more televisions 66% 58% 114 * Ownership of video / audio related consumer electronics NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans DVD player 91% 87% 105 * Compact disc (CD) player 61% 46% 133 * Flat screen, large screen 37% 33% 112 * Compact / console stereo 34% 27% 126 * HDTV 32% 30% 107 Stereo receiver / tuner / amp 22% 145 * Home theater audio system 24% 15% 160 * Separate stereo components 20% 14% 143 * Audio component system 16% 10% Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Computer Ownership NASCAR fans are more likely to own a computer.
Personal computer ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Household owns computer 85% 77% 110 * Among those people who have a personal computer at home, NASCAR fans are equally or more likely to have a variety of computer related peripherals. Computer peripheral ownership NASCAR Fans who Own a Personal Computer Non-Fans who Own a Personal Computer Index NASCAR Fans vs. Non-Fans Printer 74% 67% 110 * Speakers 61% 54% 113 * CD burner 51% 49% 104 CD-rom drive 50% 45% 111 * DVD player 38% 100 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Internet NASCAR fans are more likely to use the internet.
Category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Use the internet 83% 77% 108 * NASCAR fans are just as likely as non-fans to spend 10+ hours online each week. Amt of time spent on the internet per week (at work or home) NASCAR Fans who use the internet Non-Fans who use the internet Index NASCAR Fans vs. Non-Fans 10 or more hours 26% 100 Leading online activities NASCAR Fans who use the internet Non-Fans who use the internet Index NASCAR Fans vs. Non-Fans 71% 68% 104 * News / Weather 46% 40% 115 * Banking 38% 37% 103 Shopping 32% 34% 94 Travel info / Reservations 31% 30% Sports 25% 13% 192 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Cell Phone NASCAR fans are more likely to have a cell phone.
Cell phone ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Have a cell phone 80% 73% 110 * Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety of additional uses. Leading additional uses of cell phone NASCAR Fans who have a cell phone Non-Fans who have a cell phone Index NASCAR Fans vs. Non-Fans Camera / picture phone 28% 24% 117 * Nationwide coverage 17% 141 * SMS text messaging 16% 15% 107 Downloadable ringtones 14% 12% 117 Games 11% 9% 122 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Attitudes about home electronics
NASCAR fans are more likely to be interested in and knowledgeable about technology. Attitudes about home electronics NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans “I like to get as much information as possible about an electronic item before I buy it.” 59% 53% 111 * “I try to keep up with developments in technology.” 46% 39% 118 * “I love to buy new gadgets and appliances.” 28% 25% 112 * “My friends often ask for my advice before buying electronic equipment.” 18% 16% 113 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Home Improvement & DIY

Home Ownership NASCAR fans are more likely to be homeowners.
Type of residence NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Own a house 72% 65% 111 * Rent an apartment 9% 15% 60 * NASCAR fans are more likely to be planning a major home improvement project. Home Improvement NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans “I am always looking for new ideas to improve my home” 60% 55% 109 * Plan to make a major home improvement in the next year 11% 8% 138 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Making Home Improvements
NASCAR fans are more likely than non-fans to engage in home improvement projects. Engaging in home improvement projects NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Engage in home improvement projects 55% 46% 120 * Among those people who engage in home improvement projects, NASCAR fans are more likely to do the projects on their own. Who did the home improvement project NASCAR Fans Engaged in Home Impvmt Non-Fans Engaged in Home Impvmt Index NASCAR Fans vs. Non-Fans Self or other HH member 75% 65% 115 * Outside contractor 43% 48% 90 * NASCAR fans are more likely to be planning a major home improvement project. Planning a major home improvement in the next yr NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Plan to make a major home improvement 11% 8% 138 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Owning the tools to do the job
NASCAR fans are more likely to own lawn/garden and workshop equipment. Workshop equipment NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Own lawn/garden equipment 83% 68% 122 * Own workshop equipment 77% 61% 126 * NASCAR fans are more likely to own multiple types of tools and workshop equipment. Types of workshop equipment owned NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Electric (hand-held) tools 76% 56% 136 * Non-electric (hand-held) tools 59% 42% 140 * Wet / dry shop vacuum 55% 34% 162 * Air compressor 47% 25% 188 * Arm saw/band saw/ table saw 27% 156 * Portable workbench 18% 10% 180 * Portable generator 9% 200 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Construction Occupation
NASCAR fans are more likely to work in the construction industry. Employed in the construction industry NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Work in the construction industry 19% 13% 146 * NASCAR fans in the construction industry are more likely than non-NASCAR fans to have influence over business decisions involving construction materials. Business purchase influence NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Influence over purchase of building/construction materials 13% 10% 130 Base: those in the construction industry. N/a indicated the base size too small to measure business purchase influence over building / construction materials. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Automobiles

Vehicle Ownership NASCAR fans are more likely to have a vehicle and have more vehicles. Vehicle ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans HH owns or leases car, pickup truck, SUV, or van 95% 89% 107 * At least 3 vehicles in the household 37% 28% 132 * NASCAR fans are more likely to be heavy users of their vehicles. Indicators of heavy vehicle usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Traveled 500+ miles by car/van/truck in the past week 11% 7% 157 * “I often go on long car trips for vacation.” 43% 31% 139 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Automotive Lifestyles
NASCAR fans are more likely to enjoy driving, be interested in how automobiles work, and keep up with the latest in automobile technology. Attitudes and behaviors relevant to automobiles NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans “I like driving.” 71% 57% 125 * “Before buying a car, I find out about the car’s safety rating.” 49% 48% 102 “A used car is just as good as a new car.” 47% 39% 121 * “I like to get a new car every 2-3 years.” 16% 14% 114 NASCAR fans are more likely to read magazines tailored to automobile enthusiasts and watch SPEED. Attitudes and behaviors relevant to automobiles NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Read Automobile magazines 18% 8% 225 * Watch SPEED 15% 3% 500 * Note: Automotive magazines include stores such as Automobile, Autoweek, Car and Driver, Motor Trend, and Road & Track. Data reflects past 6 month results. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Purchasing Vehicles NASCAR fans are more likely to plan to purchase their next vehicle new and/or used. Buying new/used vehicles NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Plan to purchase next vehicle new 47% 43% 109 * Plan to purchase used 45% 41% 110 * NASCAR fans are more likely to indicate they plan to purchase their next vehicle sooner (i.e. within 2 years). Timeframe for next vehicle purchase NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Within 1 year 25% 22% 114 * About 2 years from now 26% 23% 113 * About 3 years from now 13% 11% 118 About 4 years from now 6% 100 More than 4 years from now 21% 105 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Motorcycle Ownership NASCAR fans are more likely to have a motorcycle and have more motorcycles. Motorcycle ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Own a motorcycle 11% 5% 220 * Own 2+ motorcycles 3% 1% 300 NASCAR fans are more than twice as likely to have a motorcycle driver’s license. Motorcycle drivers license NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Have a motorcycle driver’s license 14% 5% 280 * NASCAR fans are significantly more likely than non-fans to watch American Chopper and arena-cross / super-cross events on television, key indicators of interest in motorcycles. Watching motorcycle programming on television NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Watch American Chopper 13% 4% 325 * Watch Arena/Super-cross 8% 2% 400 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

High dollar recreational item ownership
NASCAR fans are more likely to own high dollar recreational items. Recreational items household owns NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Pool or spa 11% 8% 138 * ATV 3% 267 * Boat 7% 4% 175 * Motor Home 2% 200 * Source: Scarborough Research, 2007 R2.

Money Management & Business Professionals

Consumer banking NASCAR fans are more likely to use a bank.
Bank category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Use a bank 78% 70% 111 * NASCAR fans are more likely to have checking and savings accounts. Types of bank accounts owned NASCAR Fans who use a bank Non-Fans who use a bank Index NASCAR Fans vs. Non-Fans Checking account 69% 62% 111 * Savings account 60% 54% Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Credit Cards NASCAR fans are more likely to use/have credit cards and debit cards. Credit / Debit card usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Have credit cards 74% 67% 110 * Have debit cards 59% 55% 107 * NASCAR fans are more likely to use credit cards more frequently. Frequency of use NASCAR Fans who have a credit card Non-Fans who have a credit card Index NASCAR Fans vs. Non-Fans Use a credit card at least once in the past month 82% 79% 104 * NASCAR fans are more likely to carry a balance on their credit card. Portion of credit card usually paid NASCAR Fans who have a credit card Non-Fans who have a credit card Index NASCAR Fans vs. Non-Fans Usually pay entire amount of monthly bill 56% 61% 92 * Usually pay less than the entire amount of monthly bill 53% 46% 115 * Sum of columns exceeds 100% because some respondents indicated more than one portion usually paid. Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Loans NASCAR fans are more likely to have a loan.
Loan category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Have a loan 62% 48% 129 * NASCAR fans are equally or more likely to expect events to occur within the next year that often involve a financial services institution. Upcoming events which often require loans NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Acquire a new or used vehicle 15% 10% 150 * Make a major home improvement 11% 8% 138 Purchase a home 7% 6% 117 Refinance a home 3% 2% 150 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Financial Investments
NASCAR fans are more likely to be financial investors. Financial Investors NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans Own financial investments 47% 37% 127 * Note: Financial investments include money market, common stock, corporate bonds, mutual funds, U.S./other government savings bonds, U.S. Treasury Bills or Notes, international investments, Keogh/SEP-IRA/Pension, IRA, trust agreement, 401(k), 529 college savings, other college savings, and other securities NASCAR fans more likely to have a mutual fund or brokerage account. Mutual Funds / Brokerage accounts NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans Have a mutual fund or brokerage acnt 26% 22% 118 * NASCAR fans are just as likely to use the internet for financial activities. Using the internet for financial activities NASCAR Fans who Use the Internet Non-Fans who Use the Internet Index NASCAR Fans vs. Non-fans For financial information or stock trading 13% 12% 108 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Mutual Fund / Brokerage Account Types
NASCAR fans are more likely to have retirement accounts. Retirement vs. Non-retirement NASCAR Fans who Have Mut. Fun / Brok. Acct. Non-Fans who Have Mut. Fund/Brok. Acct. Index NASCAR Fans vs. Non-fans Retirement 77% 72% 107 * Non-retirement 27% 31% 87 Data presented in above table is based on those respondents who indicated the account type. Columns total more than 100% as some investors have multiple types of accounts. NASCAR fans are more likely to have a full service mutual fund / brokerage account. Full service vs. discount NASCAR Fans who Have Mut. Fund / Brok. Acct. Non-Fans who Have Mut. Fund/Brok. Acct. Index NASCAR Fans vs. Non-fans Full service 70% 64% 109 * Discount 6% 9% 67 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Insurance NASCAR fans are more likely to have insurance.
Types of insurance owned NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Auto 87% 75% 116 * Health 77% 72% 107 * Homeowners 64% 54% 119 * Life 62% 53% 117 * NASCAR fans are more likely to understand the importance of being well-insured. Attitudes about being insured NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans “It is important to be well-insured when it comes to homeowners or renters insurance.” 77% 69% 112 * “It is important to be well-insured when it comes to life insurance.” 61% 57% 107 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Business Decision Makers
NASCAR fans are more likely to be employed. Employment status NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Have a job 70% 62% 113 * NASCAR fans are more likely to have influence over business purchase decisions. Business decision makers NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Have business purchase influence 26% 21% 124 * NASCAR fans are just as likely to be small business owners and to have an officer level position in a company. Small business owners and business professionals NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans Small business owner 6% 5% 120 Have an officer level position in a company 3% 2% 150 Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Attitudes about Personal Finance
NASCAR fans are more likely to accept responsibility for personal finance and seek out information about financial news and services. Attitudes relevant to personal finance NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans “Financial security after retirement is the responsibility of each individual.” 72% 64% 113 * “I like to know as much as possible about a financial service/invstmnt before I commit to it.” 61% 54% “I teach my children to be careful with money.” 52% 47% 111 * “I read the financial section of my newspaper.” 25% 21% 119 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

Demographics & Additional Information

Fan Base Demographics The NASCAR fans base is 60% Male, 40% Female
NASCAR fans are just as likely to be and NASCAR fans are middle class and just as affluent as the U.S. population: % earn $50,000+ per year. NASCAR is a sport the whole family can enjoy: 38% have children under the age of 18. NASCAR fans live in regions that mirror the U.S. population, as they are within 2 percentage points of the U.S. population in every region. Age Composition U.S Pop NASCAR Fans Index 18-24 13% 100 25-34 18% 35-44 17% 106 45-54 22% 24% 109 55-64 65+ 14% 82 18-34 31% 18-44 48% 49% 102 Income U.S Pop NASCAR Fans Index Under $30,000 31% 100 $30,000-$50,000 22% $50,000-$70,000 16% 17% 106 $70,000-$100,000 15% $100,000+ 94 $50,000+ 47% Region U.S Pop NASCAR Fans Index Northeast 18% 16% 89 Midwest 22% 24% 109 South 38% 40% 105 West 20% 91 Children U.S Pop NASCAR Fans Index Kids <18 at home 37% 38% 103 Source: 2007 ESPN Sports Poll (18+). Index = NASCAR fans vs. U.S. population

Pet Ownership NASCAR fans are more likely to own a pet.
Household has a pet NASCAR Fan Households Non-Fan Households Index NASCAR Fans HHs vs. Non-Fan HHs Own a pet 61% 53% 115 * NASCAR fans are more likely to own dogs and/or cats. Types of pets owned NASCAR Fan Households Non-Fan Households Index NASCAR Fans HHs vs. Non-Fan HHs Have a dog 45% 36% 125 * Have a cat 32% 26% 123 * Have at least one dog and one cat 19% 13% 146 * NASCAR fans are more likely to purchase pet supplies. Pet supplies NASCAR Fan Households Non-Fan Households Index NASCAR Fans HHs vs. Non-Fan HHs Purchase pet supplies 53% 45% 118 * Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008 THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION.

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NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008 THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION.

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Presentation on theme: "NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008 THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION."— Presentation transcript:

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