Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Study: Avid NACAR fans, general population have different opinions on drivers
Feb 16, 2008
NASCAR FANS, GENERAL POPULATION HAVE DIFFERENT VIEWS OF DRIVERS, SAYS INDEXScores for Dale Jr., Gordon rise among dedicated fans while Montoya’s drop
CHARLOTTE – When it comes to NASCAR’s most recognizable drivers, the sport’s most passionate fans often have a much different view than the general population.
According to a survey conducted by marketing agencies Davie Brown Entertainment and Millsport, avid fans consider drivers such as Dale Earnhardt Jr. to be considerably more influential, appealing, and trustworthy than the average consumer.
Avid fans rated Earnhardt 20 points higher in terms of trust, aspiration, and influence than did other consumers. He also scored 30 points higher in the “notice” or “breakthrough” category among avid fans.
“It demonstrates Dale Jr.’s ability to resonate with those who genuinely follow and care about the sport,” said Bill Glenn, vice president of insights and analytics for Millsport, a 25-year-old sports marketing firm which has a motorsports practice based in Charlotte, N.C. “Sure he’s well-regarded by non-fans or casual fans, but among the devoted fans, his scores really take off.”
Drivers Jeff Gordon and Tony Stewart also earned much higher scores among avid fans than the general population. Stewart, for example, scored 15, 11, and 10 points higher in the notice, trendsetter, and trust categories, respectively, among avid fans than the general population.
Other drivers didn’t fare as well among ardent fans. For example, avid fans rated Juan Pablo Montoya lower than did average consumers in all seven of the attributes, including a nine-point difference in the “endorsement” category. He also scored nearly eight points lower in the “trust” reading.
“The more committed fans have a different view of these drivers than the general population,” said Davie Brown President Jeff Chown, whose Los Angeles-based firm helps Fortune 500 brands identify celebrity spokespeople for marketing programs. “If you’re a brand that’s trying to connect with the most loyal fans, you need to consider which drivers they tend to trust and respect the most.”
For the “general population,” the study surveyed 1,000 U.S. consumers. It also surveyed 325 “avid fans, those who on a scale of 1 to 10 rated themselves as an 8 or above in terms of being a “NASCAR fan.” “Avid fans” also had to recognize at least four of the 36 drivers included in the study.
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For additional insight and commentary, please contact:
Mike Bartelli, President
Millsport Motorsports
(704) 202-9701 (cell)
Or
Bill Glenn, Vice President, Insights & Analytics
Millsport
(214) 789-7820 (cell)
