1. Female NASCAR Fans Prepared by NASCAR Analytics & Insights
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2. Female NASCAR Fans Deck
The following content is organized into three (3) parts:
Demographics
Consumption, engagement, and loyalty
Insights into consumer behavior

3. Female NASCAR Fans: Demographics
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4. Female NASCAR Fan Base Demographics
19%
43%
25%
14%
Geographic Distribution 2
OUT OF 5
23% 1
OUT OF 2
Employed
(full or part-time)
18-44 Years Old
Multicultural 2
OUT OF 5
Top 5 NASCAR Markets
(by number of people interested in the sport)
Households
with Children
New York
Los Angeles
Chicago
Philadelphia
San Francisco
$62,000 1 2 3
OUT OF 2
OUT OF
Average
Household Income
Some College
or Beyond
Home Owners
Source: Nielsen Scarborough (USA+ Release 1, 2015). Field dates: February 2014-March Sample size is approximately 20,600 NASCAR fans.
Fandom is determined by using the following question: “How interested are you in [NASCAR]?” [“very”, “somewhat”, “a little bit”, or “not at all”].
NASCAR fans are those respondents who indicate they are at least a little bit interested in NASCAR.

5. Female NASCAR Fans: Consumption, Engagement and Loyalty
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6. Research Overview
NASCAR-RELATED MEDIA CONSUMPTION: Female NASCAR fans consume the sport an average of nearly 9 hours a week via various forms of media.
FAVORITE DRIVER: Nearly 3 out of 4 female NASCAR fans have at least one favorite NASCAR driver.
SPONSOR LOYALTY: 1 out of 2 female NASCAR fans agree they talk positively about NASCAR sponsors and feel loyal to NASCAR sponsors.

7. Following NASCAR through Various Media Channels Female NASCAR Fans
Proportion of Female NASCAR Fans who Follow NASCAR in Each Type of Media in a Typical Week
Female NASCAR fans spend
nearly 9 hours per week
following NASCAR across channels
Television
Computer
Newspapers or Magazines
Smart Phone/
Cell Phone
Radio
Tablet
Read: 90% of female NASCAR fans claim to follow NASCAR on TV.
Question: For each of the following types of media, please indicate about how much time you spent following NASCAR in that media type in a typical week.
Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2015)

8. Having a Favorite Driver Impacts Consumption Female NASCAR Fans
Proportion of Female NASCAR Fans who Indicate Each Response
Impact on Consumption
(Having a single favorite driver vs. no favorite)
NASCAR Media
+4 more
hours / week
Race Attendance
2.5x as likely to claim to attend
+62% more likely to have a favorite auto manufacturer
Read: 38% of female NASCAR fans have a single favorite driver.
Question: Do you have a favorite NASCAR driver?
Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2015)

9. Attitudes about NASCAR Sponsors Female NASCAR Fans
Proportion of Female NASCAR Fans who Agree with Each Statement about Sponsors
(Top 5 Box % Agree, 6, 7, 8, 9, or 10 on 10-pt scale)
“I talk positively about brands that are sponsors in NASCAR”
“When I see a company using the tagline of ‘Official Sponsor of NASCAR’ in its advertising, I am more likely to consider purchasing its products or services”
“I feel loyal to NASCAR sponsors and purchase their products / services because of their involvement in the sport”
“I always buy products or services from companies that sponsor NASCAR”
“I always participate in NASCAR sponsors’ promotions, such as sweepstakes, coupons, mail-to-win, etc.”
Read: 59% of female NASCAR fans agree they talk positively about brands that are NASCAR sponsors.
Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2015)

10. Female NASCAR Fans: Insights into Consumer Behavior
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11. Research Overview
Female NASCAR fans are more likely than female non-fans to:
Participate in various leisure activities / hobbies
Enjoy a variety of music genres
Consume general media (television, internet, print)
Own / use a mobile device
Eat at quick serve and casual dining restaurants
Travel domestically
Be automobile enthusiasts
Engage in home improvements
Shop multiple retail channels
Notice promotions

12. Leisure Activities / Hobbies
Female NASCAR fans are more likely than female non-fans to participate in a variety of leisure
activities / hobbies.
Leading Leisure Activities / Hobbies
(participated past year)
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Listening to music
75%
70%
107*
Dining out (not fast food)
66%
61%
108*
Reading books
63%
103
Baking for fun
50%
48%
104
Cooking for fun
47%
45%
Going to beach / lake
43%
109*
Barbecuing
35%
129*
Card games
37%
122*
Gardening
34%
126*
Board games
Read: 75% of female NASCAR fans listen to music compared to 70% of female non-fans, a 107 index. In other words, female NASCAR fans are +7% more likely than female non-fans to listen to music.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

13. Favorite Types of Music
Female NASCAR fans are equally or more likely than female non-fans to enjoy various music genres.
Leading Music Genres
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Country (mainstream / traditional)
45%
32%
141*
Classic rock
43%
40%
108*
Top 40 / pop
36%
100
Hip hop / rap
23%
22%
105
Gospel / religious
20%
110
Rock / alternative / modern rock
19% 95
Read: 45% of female NASCAR fans enjoy listening to country music compared to 32% of female non-fans, a 141 index. In other words, female NASCAR fans are +41% more likely than female non-fans to enjoy listening to country music.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

14. General Media Consumption Overview
Female NASCAR fans are more likely to watch cable networks.
Watch Cable (past week)
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Watch cable networks
86%
81%
106*
Read: 86% of female NASCAR fans claim to have watched cable in the past week compared to 81% of female non-fans, a 106 index. In other words, female NASCAR fans are +6% more likely than female non-fans to watch cable.
Female NASCAR fans are more likely to use the internet.
Internet Usage
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Use internet
91%
89%
102*
Read: 91% of female NASCAR fans claim to use the internet compared to 89% of female non-fans, a 102 index. In other words, female NASCAR fans are +2% more likely than female
non-fans to use the internet.
Female NASCAR fans are more likely than female non-fans to consume print media.
Read Print Media
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Read magazines (past 6 months)
85%
78%
109*
Read a newspaper
82%
76%
108*
Read: 85% of female NASCAR fans read / looked at a magazine in the past 6 months compared to 78% of female non-fans, a 109 index. In other words, female NASCAR fans are +9% more likely than female non-fans to read magazines.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

15. General Media Consumption: Television Networks
Based on claimed television viewing, female NASCAR fans are more likely than female non-fans to watch a variety of cable networks.
Leading Cable Networks Watched
Past Week (claimed)
Female NASCAR Fans who Watch Cable TV
Female Non-Fans who Watch Cable TV
Index NASCAR Fans vs. Non-Fans
History
30%
19%
158*
TLC
29%
25%
116*
Hallmark Channel
28%
23%
122*
TBS
21%
133*
The Weather Channel
147*
HGTV
26%
100
Food Network
24%
22%
109
ABC Family (now Freeform)
114*
Discovery Channel
16%
150*
Fox News Channel
121*
Read: Among females who watch cable TV, 30% of NASCAR fans claim to have watched History in the past week compared to 19% of non-fans, a 158 index. In other words, female NASCAR fans who watch cable TV are +58% more likely than female non-fans who watch cable TV to watch History.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

16. General Media Consumption: Print
Female NASCAR fans are equally or more likely than female non-fans to read daily & weekend newspapers.
Newspaper Readership
Female NASCAR Fans who Read Newspapers
Female Non-Fans who Read Newspapers
Index NASCAR Fans vs. Non-Fans
Read a weekend newspaper
75%
72%
104*
Read a daily newspaper
67%
100
Read: Among females who read newspapers, 75% of NASCAR fans claim to read a weekend newspaper compared to 72% of non-fans, a 104 index. In other words, female NASCAR fans who read newspapers are +4% more likely than female non-fans who read newspapers to read a weekend newspaper.
Based on claimed magazine readership, female NASCAR fans are more likely than female non-fans to read various magazines.
Leading Magazines Read in Past 6 Months (claimed)
Female NASCAR Fans who Read Magazines
Female Non-Fans who Read Magazines
Index NASCAR Fans vs. Non-Fans
People
45%
43%
105
Better Homes and Gardens
38%
34%
112*
AARP, The Magazine
28%
22%
127*
Woman’s Day
26%
23%
113*
Good Housekeeping
20%
130*
Read: Among females who read magazines, 45% of NASCAR fans read / looked at People in the past 6 months compared to 43% of non-fans, a 105 index. In other words, female NASCAR fans who read magazines are just as likely as female non-fans who read magazines to read People.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

17. Index NASCAR Fans vs. Non-Fans
Embracing Technology
Female NASCAR fans are avid users of technology, and they are equally or more likely than female non-fans to own / use various technological devices.
Technology Owners / Users
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Household owns a DVD / Blu-ray player
83%
79%
105*
Own / use a mobile device
77%
103
Use a smartphone
73%
100
Own a tablet
40%
39%
Own a personal computer
76%
70%
109*
Household owns an HDTV
65%
108*
Household owns a Smart TV
30%
Own / play a video game console
24%
19%
126*
Read: 83% of female NASCAR fans claim their household owns a DVD / Blu-ray player compared to 79% of female non-fans, a 105 index. In other words, female NASCAR fans are +5% more likely than female non-fans to own a DVD / Blu-ray player.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

18. Eating at Quick Serve Restaurants (QSRs)
Female NASCAR fans are more likely than female non-fans to eat at quick serve restaurants.
Category Usage
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Eat at quick serve restaurants (QSRs)
89%
84%
106*
Read: 89% of female NASCAR fans claim to eat at quick serve restaurants compared to 84% of female non-fans, a 106 index. In other words, female NASCAR fans are +6% more likely than female non-fans to eat at quick serve restaurants.
Among females who eat at quick serve restaurants, NASCAR fans are just as likely as non-fans to eat at QSRs frequently.
Frequency of Use
Female NASCAR Fans who Eat at QSRs
Female Non-Fans who Eat at QSRs
Index NASCAR Fans vs. Non-Fans
More than 5 times in the past month
77%
100
Read: Among females who eat at quick serve restaurants, 77% of NASCAR fans claim to have eaten at a QSR more than 5 times in the past month compared to 77% of non-fans, a 100 index. In other words, female NASCAR fans who eat at QSRs are just as likely as female non-fans who eat at QSRs to eat at QSRs frequently.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

19. Eating at Casual Dining Restaurants
Female NASCAR fans are more likely than female non-fans to eat at casual dining restaurants.
Category Usage
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Eat at casual dining restaurants
91%
85%
107*
Read: 91% of female NASCAR fans claim to eat at casual dining restaurants compared to 85% of female non-fans, a 107 index. In other words, female NASCAR fans are +7% more likely than female non-fans to eat at casual dining restaurants.
Among females who eat at casual dining restaurants, NASCAR fans are more likely than non-fans to eat at casual dining restaurants frequently.
Frequency of Use
Female NASCAR Fans who Eat at Casual Dining
Female Non-Fans who Eat at Casual Dining
Index NASCAR Fans vs. Non-Fans
More than 3 times in the past month
40%
36%
111*
Read: Among females who eat at casual dining restaurants, 40% of NASCAR claim to have eaten at casual dining restaurants more than 3 times in the past month compared to 36% of
non-fans, a 111 index. In other words, female NASCAR fans who eat at casual dining restaurants are +11% more likely than female non-fans who eat at casual dining restaurants to eat at casual dining restaurants frequently.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

20. Index NASCAR Fans vs. Non-Fans Index NASCAR Fans vs. Non-Fans
Travel
Female NASCAR fans are more likely than female non-fans to travel domestically.
Travel
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Travel domestically (past year)
70%
64%
109*
Travel internationally (past 3 years)
35%
43%
81*
Took a cruise (past 3 years)
13%
12%
108
Read: 70% of female NASCAR fans claim to have travelled domestically in the past year compared to 64% of female non-fans, a 109 index. In other words, female NASCAR fans are +9% more likely than female non-fans to travel domestically.
Female NASCAR fans are just as likely as female non-fans to stay at hotels and travel by plane domestically.
Hotels, Rental Cars, & Air Travel
(past year)
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Stay at hotels (domestically)
69%
67%
103
Travel by plane (domestically)
27%
100
Rent a vehicle
25%
28%
89*
Read: 69% of female NASCAR fans claim to have stayed at a hotel domestically in the past year compared to 67% of female non-fans, a 103 index. In other words, female NASCAR fans are just as likely as female non-fans to stay at hotels domestically.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

21. Automotive Category
Female NASCAR fans are more likely than female non-fans to own / lease multiple vehicles.
Car, Truck, SUV, or Van Ownership
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Household owns or leases a vehicle
93%
89%
104*
Household owns or leases 2+ vehicles
69%
62%
111*
Read: 69% of female NASCAR fans claim their household owns / leases 2+ vehicles compared to 62% of female non-fans, a 111 index. In other words, female NASCAR fans are +11% more likely than female non-fans to own / lease 2+ vehicles.
Female NASCAR fans are more likely than female non-fans to be heavy users of their vehicles.
Indicators of Heavy Vehicle Usage
Female NASCAR Fans who Own / Lease Vehicles
Female Non-Fans who Own / Lease Vehicles
Index NASCAR Fans vs. Non-Fans
“I often go on long car trips for vacation” (agree)
42%
35%
120*
Travel 300+ miles in the past week
19%
14%
136*
Purchase 25+ gallons of gas in a typical week
15%
100
Read: Among those who own / lease a vehicle, 42% of female NASCAR fans agree with the statement “I often go on long car trips for vacation” compared to 35% of female non-fans, a 120 index. In other words, female NASCAR fans who own / lease a vehicle are +20% more likely than female non-fans who own / lease a vehicle to agree with the statement “I often go on long car trips for vacation”.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

22. Automotive Enthusiasts
Female NASCAR fans are more likely than female non-fans to be interested in automobiles and automotive technology.
Attitudes / Behaviors Related to Automobiles (agree)
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
“I like driving”
67%
56%
120*
“I am interested in what goes on under the hood”
51%
35%
146*
“I perform the routine maintenance on some or all of the cars in my household”
31%
113*
“I’d pay extra for an engine with more horsepower”
21%
16%
131*
“I keep up on the latest advances in automobile technology”
20%
12%
167*
“Friends and family always ask my advice on what car they should buy”
14% 8%
175*
Read: 67% of female NASCAR fans agree with the statement “I like driving” compared to 56% of female non-fans, a 120 index. In other words, female NASCAR fans are +20% more likely than female non-fans to agree with the statement “I like driving.”
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

23. Home Improvement Do-It-Yourselfers
Female NASCAR fans are more likely than female non-fans to engage in home improvements.
Home Improvement Projects (past year)
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Engage in home improvements
44%
41%
107*
Read: 44% of female NASCAR fans claim to have engaged in home improvements in the past year compared to 41% of female non-fans, a 107 index. In other words, female NASCAR fans are +7% more likely than female non-fans to engage in home improvements.
Among those who engage in home improvements, female NASCAR fans are more likely than female non-fans to have done the work themselves or have a household member do the work.
Who did the Home Improvements
Female NASCAR Fans who Do Home Improvements
Female Non-Fans who
Do Home Improvements
Index NASCAR Fans vs. Non-Fans
Self or other household member
57%
51%
112*
Read: Among those who engage in home improvements, 57% of female NASCAR fans claim to have done home improvements themselves or had a member of the household do the work compared to 51% of female non-fans, a 112 index. In other words, female NASCAR fans are +12% more likely than female non-fans to be home improvement do-it-yourselfers.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

24. Retail Channels Shopped
Female NASCAR fans are more likely than female non-fans to shop multiple retail channels.
Leading Retail Channels Shopped
(past month)
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Supermarkets
98%
95%
103*
Drugstores
76%
74%
Mass retailers
73%
62%
118*
Convenience stores
64%
49%
131*
Automotive retail stores^
54%
47%
115*
Department stores
50%
102
Dollar stores
36%
139*
Wholesale clubs
34%
29%
117*
Home furnishing stores
26%
25%
104
Note: The carrot (^) indicates past year results
Read: 98% of female NASCAR fans shop at supermarkets compared to 95% of female non-fans, a 103 index. In other words, female NASCAR fans are +3% more likely than female non-fans to shop at supermarkets.
Source: Simmons National Consumer Survey (Fall Full Year 2015).
The asterisk (*) indicates statistical significance at the 95% confidence level.

25. Index NASCAR Fans vs. Non-Fans
Notice Promotions
Female NASCAR fans are more likely than female non-fans to notice various promotions while they shop.
Promotions Notice While Shopping
Female NASCAR Fans
Female Non-Fans
Index NASCAR Fans vs. Non-Fans
Store brochures / flyers
74%
67%
110*
Free standing displays with products
72%
63%
114*
Departmental signs / overhead aisle markers
62%
116*
Signs on merchandise racks or shelves
70%
111*
Promotion or display at end of aisle
59%
In-store samples
66%
58%
Advertising on floor
57%
52%
Message / offers at the shelf
In-store demonstrations
55%
48%
115*
The internet
106*
Computerized information / coupon center
43%
36%
119*
Promotion displays without products
41%
37%
Lighted merchandise graphics
38%
103
Video monitor displays
35%
30%
117*
Advertising on shopping carts
20%
18%
111
Read: 74% of female NASCAR fans claim to refer to store brochures / flyers while shopping compared to 67% of female non-fans, a 110 index. In other words, female NASCAR fans are +10% more likely than female non-fans to notice store brochures / flyers.
Source: Simmons National Consumer Survey (Fall Full Year 2015)
The asterisk (*) indicates statistical significance at the 95% confidence level.

26. Thank You
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