Next Gen NASCAR Audience Research to be Revealed

RADIO ONLINE | Tuesday, May 23, 2023

Motor Racing Network

A multi-market study has been commissioned by Motor Racing Network in Spring, 2023 and fielded by FMR Associates using their Local Radio Analysis product to uncover the latest information on NASCAR fans in the Next Gen Era. This research will give sellers, partners and broadcasters an opportunity to look under the hood of the American motorsports audience in a way not previously seen.

An overview of the results will be shared on Thursday, May 25 through The Encouragers The Radio Rally podcast (Apple, Audible, Spotify) co-hosted by Bob Quick from Motor Racing Network (MRN), Kent Phillips from FMR Associates, Meg Butterly, ACM Nominated major market radio personality and Loyd Ford from Rainmaker Pathway Consulting Works (RPC).

While the study shows NASCAR fans are over indexing the general population in every consumer category measured and in every local market studied, there are other surprises revealed about these consumers that will be interesting to smart broadcasters in a variety of formats that may not have been previously been thought of as NASCAR-friendly.

"We knew we would see some strong indicators about this audience, but this research floored us," said MRN Director, Radio Partnerships & Traffic Bob Quick. "It was even more surprising what we found out about Top 40 and other formats we didn't think of as having large NASCAR fan bases. The NASCAR fan base is larger and more diverse than people think. Reading this study is about really understanding the 21st Century NASCAR audience."

"This isn't just incredible data for stations who already carry NASCAR or sellers sharing sponsorship opportunities. This new data makes a very powerful case that a variety of stations you may not expect should consider the new NASCAR audience realities before their competition does," commented Rainmaker Pathway Consulting Works (RPC) Loyd Ford. "On May 25, 2023, we are going to share the important bullet points of this new study and open some eyes."