NASCAR racing is one of the most viewed professional sports, in terms of television ratings in the United States, and draws the largest crowds in all of sports. The top four automotive manufacturers of NASCAR vehicles are Chevrolet, Dodge, Ford and Toyota. Advertisers who regularly buy ads in races as well as the networks that air them are curious to find out what types of cars they are purchasing.
After reviewing TRA’s Media TRAnalytics® StoryFinder™ report, it is clear that the NASCAR viewing audience overwhelmingly prefers domestic vehicles to foreign. For all 2Q’11 Sprint Cup Series races, three of the four manufacturers of NASCAR vehicles, Ford, Chevrolet and Chrysler/Dodge ranked the highest in terms of Purchaser Rating Points™ (PRP™). Luxury foreign vehicles such as Lexus, Mercedes Benz and BMW delivered indices below 60 which means their advertising dollars would be spent better elsewhere. With this information, networks that air NASCAR races are able to know what clients to target when selling their ad space.
For more information about TRA’s Media TRAnalytics, please visit www.traglobal.com.