It has been 20 years since the world lost one of the most gifted racers to ever sit behind a steering wheel.
Two decades ago, Ralph Dale Earnhardt Sr left this world having cemented himself as one of the greatest stock car racers to ever do it. In honour of the anniversary of Earnhardt Sr’s passing, SponsorPulse has decided to dedicate this month’s insight piece to Nascar and the Daytona 500.
Nascar by the numbers in the US
When compared to the likes of other high-profile motorsport series such as Formula One, Moto GP, and IndyCar, nothing compares to Nascar in the US. According to SponsorPulse data, 38 per cent of Americans engage with Nascar at least once a year; of that cohort, 39 per cent interact with the series on a weekly basis. This demonstrates the significant reach that the property has domestically. Nascar gets a SponsorPulse Opportunity Score of 19, making it the 53rd ranked property overall by the the universal, insight-driven currency in the US. Not exactly on par with the National Football League (NFL), but certainly still impressive.
Breaking down the Nascar’s performance by demographics and consumer behaviours, SponsorPulse data shows that the series is especially strong among white American men aged 25 to 39, and making more than US$50,000 a year. Based on engagement percentages, SponsorPulse data suggests that consumer categories that would stand to benefit the most from a partnership with Nascar are fantasy gaming websites (68 per cent), cryptocurrency (66 per cent), smart electronics manufacturers (59 per cent), banking institutions (59 per cent), and telecommunication providers (59 per cent).
On the digital front, the two platforms that excite the highest percentage of Nascar fans are Vimeo and Pinterest, as 40 per cent and 39 per cent of respective users say respond positively to the stock car racing series and what it offers.
Interestingly, Nascar receives a SponsorPulse Opportunity Score of 57 among WeChat users in the US, making it the eighth ranked property overall in the country when filtered by the Tencent application.
Using consumer data, marketing managers can narrow their focus into the areas where they can expect to see the greatest return on their investments. By applying filters and digging deeper into the data, this opens the door to potentially much more compelling stories.
Daytona 500's national momentum
The Daytona 500, often thought of as the most important and prestigious race on the Nascar calendar, is so much more than a 500-mile motor race. The 'Super Bowl of stock car racing', the Daytona 500 is unique in that it traditionally opens the Nascar series calendar each year. The race was most recently won by Michael McDowell after a near six-hour rain delay, which unfortunately also meant the race scored a record-low TV rating, reaching an average of 4.8 million domestic viewers.
However, during the rain delay, Ross Chastain and McDonald’s conducted (possibly unintentionally) one of the most creative sponsorship activations in recent history. Chastain, who drives the Number 42 ‘McDonald’s car’, went through a McDonald’s drive-through wearing his racing suit and ordered food for his entire team during the delay. The employee at the window was surprised and excited to see Chastain, asking if he was coming from the racetrack. Chastain joked with the employee before explaining: “I race the McDonald’s Car, number 42.”
The video went viral on social media and found its way onto many news outlets across the US. Whether intentional or not, Chastain's McDonald's trip was just one example of many great activation efforts around the race that contributed to growing interest in Nascar and the Daytona 500.
For brands and teams looking for ways to connect with fans who have a budding interest in the Daytona 500, the following are the top five digital platforms where users claim their interest in the Daytona 500 will increase over the next year: Lyft (19 per cent), LinkedIn (18 per cent), Amazon Prime Video (18 per cent), Facebook (16 per cent) and Pandora (16 per cent).
In the US, the Daytona 500 receives a SponsorPulse Opportunity Score of 15 and is engaged by 38 per cent of the population at least once a year, making it the 98th ranked property overall in the country. Males aged 40-49 score the highest in our sponsor-impact metrics, as one-in-ten claim they would favour and consider purchasing from brands that sponsor the Daytona 500 in a way that they like.
So much has changed since the last time the late Dale Earnhardt Sr was with us. New systems, advanced technologies, increased safety standards and measures, as well as an international interest that continues to grow each passing year. There are also new business opportunities, more innovative and strategic partnerships, and a push for Nascar to become more inclusive than ever before.
However, there are two things that will never change as the Nascar racing community continues to evolve. The respect and reverence for Dale Earnhardt Sr; and the passion for racing automobiles.
Finishing races is important, but racing is more important.
Ralph Dale Earnhardt Sr
For more data on Nascar and the Daytona 500, as well as insights on other motorsport properties, or information about SponsorPulse, visit www.sponsorpulseimi.com.