MENLO PARK, CA — A new study by Knowledge Networks (KN) indicates that NASCAR’s title sponsor, Nextel, has achieved awareness among nine in 10 fans of the nation’s most-watched auto racing series. Results of the study appeared in yesterday’s issue of Street & Smith’s SportsBusiness Journal.
Research firm Knowledge Networks/SRI has conducted dozens of sports-related studies on advertising and programming effectiveness.
The study found that in only the first season of the NASCAR Nextel Cup Series, which began in February, 89 percent of NASCAR fans age 18-49 are aware of Nextel’s sponsorship; and almost three-quarters of NASCAR fans believe that Nextel has done a “very good” or “good” job of connecting with NASCAR and its fans.
The study also suggests that, compared with the general population, the percentage of NASCAR fans with Nextel cell phone service grew significantly faster in the past year, though a larger study would be necessary to measure exact sales effects, said Knowledge Networks.
“Nextel has been extremely successful in communicating its sponsorship to almost all NASCAR fans,” said David Tice, Knowledge Networks’ vice president, client service. “An 89 percent awareness level among this group translates to about 51 million people nationwide – a level of exposure that most conventional media would be unable to achieve today.”
Members of the Knowledge Networks Panel — the only Web-based research panel projectable to the full U.S. population — are regularly screened for their interest in, and viewing of, many sports, including NASCAR Nextel Cup. For the new study, KN completed 515 interviews with a general population sample of persons 18 to 49 years old, as well as an additional supplement of KN panelists identified as NASCAR fans.
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