NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008

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NASCAR Fan Base OverviewConsumer Behavior and Insights

Syndicated Research

Spring 2008

THIS REPORT CONTAINS PRIVILEGED AND CONFIDENTIAL INFORMATION INTENDED FOR NASCAR AND APPROVED PARTNERS ONLY FOR INTERNAL BUSINESS USE.

DUE TO NASCAR’S AGREEMENT WITH EXPERIAN CONSUMER RESEARCH, DISTRIBUTION OF THIS OR ANY OTHER REPORT CONTAINING EXPERIAN CONSUMER RESEARCH INFORMATION IS PROHIBITED.

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MethodologySources: Experian Consumer Research: Simmons NSC, Spring – Fall 2007.

Scarborough Research, Multi-Market 2007 Release 2. ESPN Sports Poll, 2007.

Definition of a fan: Interest level in NASCAR is determined using a 4-point scale: (1) very interested, (2) somewhat interested, (3) a little bit interested, and (4) not at all interested. NASCAR fans are those people who are a little bit, somewhat, or very interested in NASCAR.

This analysis is based on respondents 18+ years old.

The asterisk (*) indicates statistical significance at the 95% confidence level.

Note: This is not a share analysis; rather, it is based on consumer stated behavior.

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Table of ContentsShopping & Retail page 4

Retail Channels ShoppedPromotional AdvertisingPlans to Purchase

Lifestyles and Activities page 8Leisure ActivitiesActive LifestylesOutdoor LifestylesDomestic TravelTravel ActivitiesQuick Serve RestaurantsCasual Dining

Media page 17Music Preference Premium TelevisionNewspaper ReadingMagazine ReadershipVideo Gaming

Consumer Electronics page 25Home Video / AudioComputer OwnershipInternetCell PhoneAttitudes about Home electronics

Home Improvement & DIY page 31 Home OwnershipMaking Home ImprovementsOwning the Tools to do the jobConstruction Occupation

Automobiles page 36 Vehicle OwnershipPurchasing VehiclesMotorcycle OwnershipHigh Dollar Recreational Item Ownership

Money Management & Business Professionals page 42

Consumer BankingCredit CardsLoansFinancial InvestmentsInsuranceBusiness Decision MakersAttitudes about Personal Finance

Demographics and Additional Information page 51Fan Base demographicsPet Ownership

Questions / Contact Information page 54

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Shopping and Retail

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Retail Channels ShoppedTypes of retailers shopped past month NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansSupermarkets 96% 93% 103 *Drug stores 75% 73% 103 *Mass retailers 71% 60% 118 *Convenience stores 63% 50% 126 *Home improvement warehouses 61% 43% 142 *Automotive specialty retailers ^ 54% 41% 132 *Department stores 37% 36% 103Home electronics retailers 34% 25% 136 *Shop online 26% 26% 100Warehouse clubs 26% 24% 108Office supply 25% 22% 114 *Sporting goods 16% 11% 145 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

^ Data reflects past year results.

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Promotional Advertising Noticing promotions while shopping NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansStore brochures / flyers 65% 52% 125 *Signs on racks and shelves 60% 45% 133 *Free standing display with product 60% 43% 140 *End of aisle display 57% 40% 143 *In-store demonstrations 46% 34% 135 *Video monitor display 23% 15% 153 *


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Furniture / Mattress

Computer HDTV Major appliance

Digital camera

Wireless service

Housing Video game

system

Motorcycle ATV /Snowmobile/

Personal Watercraft

0%

5%

10%

15%

20%

25%

30%

Plans To Purchase

Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans

138 index *

129 index *

129 index * 133

index *120

index * 167 index *

300 Index *

300 index *

% of NASCAR Fans who plan to buy in the next year

(Index NASCAR Fans vs. Non-Fans)

111 Index *

130 index *

122 index *

26%

11% 11%

9% 9% 8%

6% 5%

3% 3%

20%

New / Used Car

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Lifestyles and Activities

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Leisure ActivitiesLeisure activities engaged past year NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-Fans Listening to music 71% 66% 108 *Attending the movies ^ 68% 65% 105 *Dining out (not fast food) 63% 56% 113 *Reading books 50% 55% 91 *Card games 48% 38% 126 *Attend a concert 44% 43% 102Go to a beach / lake 44% 35% 126 *Gardening 36% 30% 120 *Cooking for fun 35% 35% 100Board fun 35% 28% 125 *Visit a theme park 26% 22% 118 *Going to bar / night clubs/ dancing 26% 19% 137 *Photography 22% 18% 122 *


^ data reflects past six months

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Active LifestylesSport / Fitness Activity participated in past year NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-Fans Play a sport 85% 75% 113 *Fitness walking 42% 41% 102Swimming 40% 30% 133 *Fishing 31% 16% 194 *Golf 24% 12% 200 *Weight training 19% 16% 119 *Basketball 19% 14% 136 *Mountain / Road biking 18% 12% 150 *Using a cardio machine 15% 15% 100Baseball 15% 10% 150 *Football 15% 8% 188 *


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Outdoor Lifestyles

Leading types of outdoor equipment owned NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansOutdoor grill 70% 55% 127 *Fishing rod and/or reel 50% 28% 179 *Cooler 48% 23% 209 *Bike 40% 26% 154 *Hunting rifle and/or shotgun 30% 12% 250 *Camping equip. (excl. tents or lanterns) 29% 16% 181 *Camping lanterns 29% 15% 193 *Camping tents 29% 16% 181 *Hunting clothes 20% 7% 286 *Portable generator 17% 10% 170 *

Camping and RV travel NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Camping trips (overnight) 19% 13% 146 *Stay at campgrounds 5% 4% 125Travel by recreational vehicle 2% 2% 100


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Domestic TravelNASCAR fans are more likely to travel.

Travel in the past year NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Go on domestic trips 74% 66% 112 *

NASCAR fans are more likely to travel more frequently.

Frequency of travel in the past year

NASCAR Fans Who Travel

Non-Fans Who Travel

Index NASCAR Fans

vs. Non-FansWent on at least 3 trips 50% 44% 114

Reason for travel NASCAR Fans Who Travel

Non-Fans Who Travel

Index NASCAR Fans vs. Non-Fans

Vacation / personal 79% 77% 103 *Business 22% 18% 122 *

NASCAR fans are more likely to travel for vacation / personal and business reasons.


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Travel Activities

Travel / Leisure activities past year NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansStay at hotels 73% 69% 106 *Go the beach / lake 44% 35% 126 *Rent a car 31% 29% 107Travel by air 26% 26% 100Play golf 24% 12% 200 *Go on cruise ship vacations 12% 11% 109Plan on going in the next yr 12% 10% 120Go skiing 6% 5% 120

NASCAR fans are more likely to have interests and habits indicating a high level of interest in travel.

Travel information NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Read travel related magazines 23% 22% 105Watch the Travel Channel 12% 9% 133 *

NASCAR fans are equally or more likely to use travel-related media.


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Eating at QSR’sMillions of NASCAR fans eat at QSR's, and they are more likely to do so.

Eating at QSR’s past month NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansEat at quick serve restaurants 91% 82% 111 *

NASCAR fans are more likely to eat at a QSR more frequently.

Frequency NASCAR Fans who eat at QSR’s

Non-Fans who eat at QSR’s


More than 5 times in the past month 53% 46% 115 *

NASCAR fans are more likely to have attitudes that demonstrate an appreciation for convenience when it comes to food.Attitudes relevant to convenience when it comes to food NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-Fans“I don’t often have the time to prepare / eat healthy meals.” 38% 34% 112 *

“Fast food fits my busy lifestyle.” 26% 22% 118 *


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Casual DiningNASCAR fans are more likely to eat at casual dining restaurants. Casual dining past month NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansEat at casual dining restaurants 89% 79% 113 *

NASCAR fans are more likely to eat at casual dining restaurants more frequently.

Frequency NASCAR Fans who eat cas. dining rest.

Non-Fans who eat cas. dining rest.


Visit at least 4 times in past month 44% 40% 110 *


Meals eaten at casual dining restaurants

NASCAR Fans who eat cas. dining rest.

Non-Fans who eat cas. dining rest.


Breakfast 15% 15% 100Lunch 34% 36% 94Dinner 89% 82% 109 *

NASCAR fans are more likely to eat at casual dining restaurants for dinner.

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Types of Casual Dining Restaurants VisitedNASCAR fans are more likely to eat at a variety of casual dining restaurants.

Types of casual dining rest. visited in the past month

NASCAR Fans who eat at cas. dining rest.

Non-Fans who eat at cas. dining rest.


Bar & Grill 61% 56% 109 *Home-style 47% 43% 109 *Steakhouses / Seafood 44% 36% 122 *Italian / Mexican 30% 31% 97Buffet style 22% 20% 110


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Media

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Music Preference

Leading types of music enjoyed NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansClassic Rock 45% 31% 145 *Country 34% 17% 200 *Top 40 31% 27% 115 *Modern Rock / Alternative 17% 13% 131 *Hip-Hop 15% 14% 107

Purchased music past year NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansPurchase music 41% 35% 117 *


Classic Rock, Country and Top 40 are the leading types of music enjoyed among NASCAR fans.

NASCAR fans are more likely to purchase music.

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Premium Television

Cable / Satellite NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

HH has cable / satellite 87% 80% 109 *

Leading cable stations viewed in the past week

NASCAR Fans who have cable/satellite

Non-Fans who have cable/satellite


The Weather Channel 43% 31% 139 *Discovery Channel 42% 29% 145 *ESPN 40% 20% 200 *The History Channel 32% 23% 139 *Fox News Channel 30% 25% 120 *TNT 30% 25% 120 *USA Network 29% 25% 116 *TBS Superstation 28% 25% 112ESPN2 28% 13% 215 *A&E 28% 22% 127 *

NASCAR fans are more likely to have cable / satellite.


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Newspaper Readership

Reading the newspaper NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Read the newspaper 68% 61% 111 * Read daily newspaper 71% 70% 101 Read weekend newspaper 80% 79% 101

Leading sections read NASCAR Fans who read the newspaper

Non-Fans who read the newspaper


Front page 60% 56% 107 *General news 49% 48% 102Sports 45% 28% 161 *Classified 30% 24% 125 *Comics 30% 27% 111

NASCAR fans are more likely to read a newspaper.


Daily and weekend readership among those who read the newspaper.

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Magazine readership

Read / looked into magazines in the past six months NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansRead magazines 95% 90% 106 *


Leading magazines read in the past six months

NASCAR Fans who read magazines

Non-Fans who read magazines


People Magazine 33% 36% 92 *Time 26% 24% 108National Geographic 25% 22% 114 *Readers Digest 23% 24% 96Sports Illustrated 22% 13% 169 *AARP, The Magazine 22% 23% 96Better Homes and Gardens 21% 25% 84 *Consumer Reports 17% 14% 121 *Newsweek 17% 17% 100U.S. News and World Report 14% 13% 108

NASCAR fans are more likely to read magazines.

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Gaming

Playing / owning video games NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Play / own video games 52% 42% 124 *

Time spent playing video games past wk

NASCAR Fans who own/play

Non-Fans who own/play


10+ hours 8% 8% 100

NASCAR fans are more likely to play / own video games.

Among those who play video games, NASCAR fans are just as likely to play as often.

Playstation is the leading video game system owned and NASCAR fans are more likely to own it.Video game systems played / owned




Playstation 43% 37% 116 *Nintendo 23% 24% 96Xbox 20% 17% 118Gameboy 16% 18% 89Sega 6% 5% 120


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Purchasing video games

Top 5 types of video games played past 6 months




Action / Adventure 28% 23% 122 *Racing 24% 11% 218 *Sports 24% 14% 171 *Arcade / Classic 17% 14% 121Cards / Casino 15% 11% 136

NASCAR fans are more likely to play a variety of video games and substantially more likely to play racing and sports games.

1 out of 4 NASCAR fans purchase video games and they are more likely to do so.

Purchased video games in the past yr NASCAR Fans Non-Fans Index NASCAR Fans vs.

Non-Fans Purchase video games 22% 15% 147 *


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Attitudes about Video Games

Attitudes about technology / video games NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

“I don’t mind if brand name products appear in the background of a video game.” 12% 8% 150 *

“I find video games to be more entertaining than television.” 9% 7% 129

“I often notice brand name products in video games.” 7% 5% 140

NASCAR fans are more likely to be open to and notice the presence of brands in video games.


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Consumer Electronics

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Home Video / Audio

Television ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

HH owns television 98% 97% 101 *HH owns 3 or more televisions 66% 58% 114 *

NASCAR fans are more likely to have a variety of the latest home audio / video equipment.

Ownership of video / audio related consumer electronics NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansDVD player 91% 87% 105 *Compact disc (CD) player 61% 46% 133 * Flat screen, large screen 37% 33% 112 *Compact / console stereo 34% 27% 126 *HDTV 32% 30% 107Stereo receiver / tuner / amp 32% 22% 145 *Home theater audio system 24% 15% 160 *Separate stereo components 20% 14% 143 *Audio component system 16% 10% 160 *


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Computer Ownership

Personal computer ownership NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansHousehold owns computer 85% 77% 110 *

Among those people who have a personal computer at home, NASCAR fans are equally or more likely to have a variety of computer related peripherals.

Computer peripheral ownership

NASCAR Fans who Own a Personal Computer

Non-Fans who Own a Personal Computer


Printer 74% 67% 110 *Speakers 61% 54% 113 *CD burner 51% 49% 104CD-rom drive 50% 45% 111 *DVD player 38% 38% 100

NASCAR fans are more likely to own a computer.


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InternetNASCAR fans are more likely to use the internet.

Category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Use the internet 83% 77% 108 *

NASCAR fans are just as likely as non-fans to spend 10+ hours online each week.

Amt of time spent on the internet per week (at work or home)

NASCAR Fans who use the internet

Non-Fans who use the internet


10 or more hours 26% 26% 100

Leading online activities NASCAR Fans who use the internet

Non-Fans who use the internet


Email 71% 68% 104 *News / Weather 46% 40% 115 *Banking 38% 37% 103Shopping 32% 34% 94Travel info / Reservations 31% 30% 103Sports 25% 13% 192 *


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Cell PhoneNASCAR fans are more likely to have a cell phone.

Cell phone ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Have a cell phone 80% 73% 110 *

Leading additional uses of cell phone

NASCAR Fans who have a cell phone

Non-Fans who have a cell phone


Camera / picture phone 28% 24% 117 *Nationwide coverage 24% 17% 141 *SMS text messaging 16% 15% 107Downloadable ringtones 14% 12% 117Games 11% 9% 122


Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety of additional uses.

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Attitudes about home electronicsNASCAR fans are more likely to be interested in and knowledgeable about technology.

Attitudes about home electronics NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

“I like to get as much information as possible about an electronic item before I buy it.” 59% 53% 111 *

“I try to keep up with developments in technology.” 46% 39% 118 *

“I love to buy new gadgets and appliances.” 28% 25% 112 *

“My friends often ask for my advice before buying electronic equipment.” 18% 16% 113


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Home Improvement & DIY

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Home OwnershipNASCAR fans are more likely to be homeowners.

Type of residence NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Own a house 72% 65% 111 *Rent an apartment 9% 15% 60 *

Home Improvement NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

“I am always looking for new ideas to improve my home” 60% 55% 109 *

Plan to make a major home improvement in the next year 11% 8% 138

NASCAR fans are more likely to be planning a major home improvement project.


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NASCAR fans are more likely than non-fans to engage in home improvement projects.

Engaging in home improvement projects NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansEngage in home improvement projects 55% 46% 120 *

Among those people who engage in home improvement projects, NASCAR fans are more likely to do the projects on their own.

Who did the home improvement project

NASCAR Fans Engaged in Home Impvmt

Non-Fans Engaged in Home Impvmt


Self or other HH member 75% 65% 115 *Outside contractor 43% 48% 90 *

NASCAR fans are more likely to be planning a major home improvement project.

Planning a major home improvement in the next yr NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansPlan to make a major home improvement 11% 8% 138

Making Home Improvements


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Owning the tools to do the jobNASCAR fans are more likely to own lawn/garden and workshop equipment.

Workshop equipment NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Own lawn/garden equipment 83% 68% 122 *Own workshop equipment 77% 61% 126 *

NASCAR fans are more likely to own multiple types of tools and workshop equipment.

Types of workshop equipment owned NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansElectric (hand-held) tools 76% 56% 136 *Non-electric (hand-held) tools 59% 42% 140 *Wet / dry shop vacuum 55% 34% 162 *Air compressor 47% 25% 188 *Arm saw/band saw/ table saw 42% 27% 156 *Portable workbench 18% 10% 180 *Portable generator 18% 9% 200 *


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Construction OccupationNASCAR fans are more likely to work in the construction industry.

Employed in the construction industry NASCAR Fans Non-Fans

Index NASCAR Fans vs. Non-

FansWork in the construction industry 19% 13% 146 *

NASCAR fans in the construction industry are more likely than non-NASCAR fans to have influence over business decisions involving construction materials.

Business purchase influence NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Influence over purchase of building/construction materials 13% 10% 130

Base: those in the construction industry. N/a indicated the base size too small to measure business purchase influence over building / construction materials.


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Automobiles

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Vehicle Ownership

Vehicle ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

HH owns or leases car, pickup truck, SUV, or van 95% 89% 107 *

At least 3 vehicles in the household 37% 28% 132 *

NASCAR fans are more likely to have a vehicle and have more vehicles.

Indicators of heavy vehicle usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Traveled 500+ miles by car/van/truck in the past week 11% 7% 157 *

“I often go on long car trips for vacation.” 43% 31% 139 *

NASCAR fans are more likely to be heavy users of their vehicles.


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Automotive Lifestyles

Attitudes and behaviors relevant to automobiles NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-Fans

“I like driving.” 71% 57% 125 *

“Before buying a car, I find out about the car’s safety rating.” 49% 48% 102

“A used car is just as good as a new car.” 47% 39% 121 *

“I like to get a new car every 2-3 years.” 16% 14% 114

NASCAR fans are more likely to enjoy driving, be interested in how automobiles work, and keep up with the latest in automobile technology.

Attitudes and behaviors relevant to automobiles NASCAR Fans Non-Fans Index NASCAR Fans vs.

Non-FansRead Automobile magazines 18% 8% 225 *Watch SPEED 15% 3% 500 *

Note: Automotive magazines include stores such as Automobile, Autoweek, Car and Driver, Motor Trend, and Road & Track. Data reflects past 6 month results.

NASCAR fans are more likely to read magazines tailored to automobile enthusiasts and watch SPEED.


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NASCAR fans are more likely to plan to purchase their next vehicle new and/or used.

Buying new/used vehicles NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Plan to purchase next vehicle new 47% 43% 109 *Plan to purchase used 45% 41% 110 *

NASCAR fans are more likely to indicate they plan to purchase their next vehicle sooner (i.e. within 2 years).

Timeframe for next vehicle purchase NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Within 1 year 25% 22% 114 *About 2 years from now 26% 23% 113 *About 3 years from now 13% 11% 118About 4 years from now 6% 6% 100More than 4 years from now 22% 21% 105

Purchasing Vehicles


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Motorcycle OwnershipNASCAR fans are more likely to have a motorcycle and have more motorcycles.

Motorcycle ownership NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Own a motorcycle 11% 5% 220 *Own 2+ motorcycles 3% 1% 300

NASCAR fans are more than twice as likely to have a motorcycle driver’s license.

Motorcycle drivers license NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Have a motorcycle driver’s license 14% 5% 280 *


Watching motorcycle programming on television NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansWatch American Chopper 13% 4% 325 *Watch Arena/Super-cross 8% 2% 400 *

NASCAR fans are significantly more likely than non-fans to watch American Chopper and arena-cross / super-cross events on television, key indicators of interest in motorcycles.

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High dollar recreational item ownershipNASCAR fans are more likely to own high dollar recreational items.

Recreational items household owns NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansPool or spa 11% 8% 138 *ATV 8% 3% 267 *Boat 7% 4% 175 *Motor Home 4% 2% 200 *

Source: Scarborough Research, 2007 R2.

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Money Management & Business Professionals

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Consumer bankingNASCAR fans are more likely to use a bank.

Bank category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Use a bank 78% 70% 111 *

NASCAR fans are more likely to have checking and savings accounts.

Types of bank accounts owned NASCAR Fans who use a bank

Non-Fans who use a bank


Checking account 69% 62% 111 *Savings account 60% 54% 111 *


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Credit CardsNASCAR fans are more likely to use/have credit cards and debit cards.

Credit / Debit card usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Have credit cards 74% 67% 110 *Have debit cards 59% 55% 107 *

NASCAR fans are more likely to use credit cards more frequently.

Frequency of use NASCAR Fans who have a credit card

Non-Fans who have a credit card


Use a credit card at least once in the past month 82% 79% 104 *

Portion of credit card usually paid

NASCAR Fans who have a credit card

Non-Fans who have a credit card


Usually pay entire amount of monthly bill 56% 61% 92 *

Usually pay less than the entire amount of monthly bill 53% 46% 115 *

NASCAR fans are more likely to carry a balance on their credit card.

Sum of columns exceeds 100% because some respondents indicated more than one portion usually paid.


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LoansNASCAR fans are more likely to have a loan.

Loan category usage NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Have a loan 62% 48% 129 *

Upcoming events which often require loans NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansAcquire a new or used vehicle 15% 10% 150 *Make a major home improvement 11% 8% 138Purchase a home 7% 6% 117Refinance a home 3% 2% 150

NASCAR fans are equally or more likely to expect events to occur within the next year that often involve a financial services institution.


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Financial Investors NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans

Own financial investments 47% 37% 127 *

NASCAR fans are more likely to be financial investors.

Note: Financial investments include money market, common stock, corporate bonds, mutual funds, U.S./other government savings bonds, U.S. Treasury Bills or Notes, international investments, Keogh/SEP-IRA/Pension, IRA, trust agreement, 401(k), 529 college savings, other college savings, and other securities

Mutual Funds / Brokerage accounts NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans

Have a mutual fund or brokerage acnt 26% 22% 118 *

NASCAR fans more likely to have a mutual fund or brokerage account.

Financial Investments

Using the internet for financial activities NASCAR Fans who Use the Internet

Non-Fans who Use the Internet

Index NASCAR Fans vs. Non-fans

For financial information or stock trading 13% 12% 108

NASCAR fans are just as likely to use the internet for financial activities.


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NASCAR fans are more likely to have a full service mutual fund / brokerage account.

Full service vs. discount

NASCAR Fans who Have Mut. Fund / Brok. Acct.

Non-Fans who Have Mut. Fund/Brok. Acct.


Full service 70% 64% 109 *

Discount 6% 9% 67

NASCAR fans are more likely to have retirement accounts.

Retirement vs. Non-retirement

NASCAR Fans who Have Mut. Fun / Brok. Acct.

Non-Fans who Have Mut. Fund/Brok. Acct.


Retirement 77% 72% 107 *

Non-retirement 27% 31% 87Data presented in above table is based on those respondents who indicated the account type. Columns total more than 100% as some investors have multiple types of accounts.

Mutual Fund / Brokerage Account Types


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Insurance

Types of insurance owned NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Auto 87% 75% 116 *Health 77% 72% 107 *Homeowners 64% 54% 119 *Life 62% 53% 117 *

NASCAR fans are more likely to have insurance.


Attitudes about being insured NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

“It is important to be well-insured when it comes to homeowners or renters insurance.” 77% 69% 112 *

“It is important to be well-insured when it comes to life insurance.” 61% 57% 107 *

NASCAR fans are more likely to understand the importance of being well-insured.

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Business Decision Makers

NASCAR fans are more likely to have influence over business purchase decisions.

Business decision makers NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Have business purchase influence 26% 21% 124 *

NASCAR fans are just as likely to be small business owners and to have an officer level position in a company.

Small business owners and business professionals NASCAR Fans Non-Fans Index NASCAR Fans

vs. Non-FansSmall business owner 6% 5% 120Have an officer level position in a company 3% 2% 150


NASCAR fans are more likely to be employed.

Employment status NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-Fans

Have a job 70% 62% 113 *

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Attitudes relevant to personal finance NASCAR Fans Non-Fans Index NASCAR Fans vs. Non-fans

“Financial security after retirement is the responsibility of each individual.” 72% 64% 113 *

“I like to know as much as possible about a financial service/invstmnt before I commit to it.” 61% 54% 113 *

“I teach my children to be careful with money.” 52% 47% 111 *

“I read the financial section of my newspaper.” 25% 21% 119 *

NASCAR fans are more likely to accept responsibility for personal finance and seek out information about financial news and services.

Attitudes about Personal Finance


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Demographics & Additional Information

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Age Composition U.S Pop NASCAR Fans Index

18-24 13% 13% 10025-34 18% 18% 10035-44 17% 18% 10645-54 22% 24% 10955-64 13% 13% 10065+ 17% 14% 8218-34 31% 31% 10018-44 48% 49% 102

Income U.S Pop NASCAR Fans Index

Under $30,000 31% 31% 100$30,000-$50,000 22% 22% 100$50,000-$70,000 16% 17% 106$70,000-$100,000 15% 15% 100$100,000+ 16% 15% 94$50,000+ 47% 47% 100

Source: 2007 ESPN Sports Poll (18+). Index = NASCAR fans vs. U.S. population

Region U.S Pop NASCAR Fans Index

Northeast 18% 16% 89Midwest 22% 24% 109South 38% 40% 105West 22% 20% 91

Fan Base Demographics

Children U.S Pop NASCAR Fans Index

Kids <18 at home 37% 38% 103

• The NASCAR fans base is 60% Male, 40% Female

NASCAR fans are just as likely to be 18-34 and 18-44.

NASCAR fans are middle class and just as affluent as the U.S. population: 47% earn $50,000+ per year.

NASCAR is a sport the whole family can enjoy: 38% have children under the age of 18.

NASCAR fans live in regions that mirror the U.S. population, as they are within 2 percentage points of the U.S. population in every region.

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Pet OwnershipNASCAR fans are more likely to own a pet.

Household has a pet NASCAR Fan Households

Non-Fan Households

Index NASCAR Fans HHs vs. Non-Fan HHs

Own a pet 61% 53% 115 *

NASCAR fans are more likely to own dogs and/or cats.

Types of pets owned NASCAR Fan Households

Non-Fan Households


Have a dog 45% 36% 125 *Have a cat 32% 26% 123 *Have at least one dog and one cat 19% 13% 146 *

Pet supplies NASCAR Fan Households

Non-Fan Households


Purchase pet supplies 53% 45% 118 *

NASCAR fans are more likely to purchase pet supplies.


Documents

NASCAR Fan Base Overview Consumer Behavior and Insights Syndicated Research Spring 2008