By Glenn S. Demby, Esq.
Last week’s piece about NASCAR’s efforts to reach out to women and minorities included a couple of inaccuracies that we’d like to correct:
- Average household income of NASCAR fans is $71,000 (via Nielsen Scarborough), not under $50,000 as we reported
- The note about Danica Patrick’s taking the poll in her “first race,” is incorrect. Although Danica did win the poll for the 2013 Daytona 500, it wasn’t her first NASCAR race. Danica started in the NASCAR XFINITY Series in 2010 and appeared in 10 Sprint Cup races in 2012.
- Although the negative assessment of Danica’s on-track achievements is accurate, in the interest of fairness it’s worth noting that she holds the record for the highest finishing female in NASCAR National Series by finishing 4th at Las Vegas Motor Speedway in 2011.
More Information about NASCAR’s Fan Base
We’d also like to thank NASCAR for providing this additional information:
Fan Base Demographics (Source: Nielsen Scarborough)
- Gender: 62% male, 38% female
- Age: Two out of five fans are 18-44 years old
- Multicultural: Two out of five fans are multicultural
- Geographic Distribution: 42% South, 15% Northeast, 24% Midwest, 20% West
- Top 5 NASCAR Markets by number of people interested in the sport: 1. Los Angeles, 2. New York, 3. Chicago, 4. Dallas, 5. Atlanta
Consumption Patterns
- NASCAR averaged 5.1 million average viewers per NASCAR Sprint Cup Series event in 2015 (Source: The Nielsen Company)
- NASCAR.com garnered 50.2 million video views in 2015 and averaged 1.4 million unique visitors on NASCAR Sprint Cup Series race-day (Source: Adobe Omniture SiteCatalyst)
NASCAR’s social platforms garnered 4.1 billion social impressions in 2015 (Source: Facebook Insights; Twitter Analytics; Nielsen Social)