TEMPLATE Local sales information for MRNs radio partners.
Please feel free to edit this presentation according to the
guidelines on page 11.
Slide 2
WHO LISTENS Arbitron Motor Racing Network Custom Diary &
PPM data, 2011 race season 3-1-2012 On average, our broadcast skews
male and also attracts a large percentage of female listeners for
consumer product advertisers. 54% of MRNs listeners are in the
18-54 demographic with a higher than average household income.
Slide 3
WHO LISTENS 138% more likely to have attended an auto show in
the last 12 months 29% more likely to own stock 35% more likely to
have visited a fast-food or drive-in restaurant 13 or more times in
the last 30 days 11% more likely to have spent $30,000 or more on a
current owned or leased vehicle 19% more likely to have visited a
family restaurant or steakhouse six or more times in the last 30
days 96% more likely to have participated in billiards or pool over
the last 12 months 19% more likely to have investments totaling
$100,000 or more 27% more likely to have attended bars/nightclubs
over the last 12 months 28% more likely to have a 401(k) 17% more
likely to have money market funds 100% more likely to have
participated in a fantasy sports league in the last 12 months
Compared to the general population, NASCAR/Auto Racing radio
listeners are: GfK MRI, Doublebase 2012
Slide 4
NASCAR fans are loyal to begin with, but NASCAR fans who listen
to radio are the most loyal in the sport. StatementsRadio Listeners
Non-Radio Listeners Index Im very familiar with companies that
sponsor NASCAR and its drivers.74%61%121 During tough economic
times I will continue to support NASCAR sponsors more than other
brands because of the commitment they show to the sport. 63%42%150
I support NASCAR sponsors more than I support sponsors of other
sports. 62%36%172 I feel loyal to NASCAR sponsors and purchase
their products/services because of their involvement with the
sport. 59%38%155 I always buy products or services from companies
that sponsor NASCAR. 53%35%151 I always participate in NASCAR
sponsors promotions such as sweepstakes, coupons, and mail-to-win,
etc. 52%30%173 Ipsos, 2009 NASCAR Brand Tracker. Question: Below is
a series of statements people have made about NASCAR and its
sponsors. For each statement please indicate whether you agree or
disagree, moderately, or strongly. WHO LISTENS Fans who keep up
with NASCAR on radio:
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WHEN THEY LISTEN An analysis of a full day of listening on our
radio partners shows listening peaks during the race broadcast.
Arbitron Motor Racing Network Custom Diary & PPM data, 2011
race season 3-1-2012 Data represents quarter-hours of listening to
all East Coast Motor Racing Network stations by Arbitron PPM
panelists on Sunday 10-23- 2011 when there was a race broadcast
versus quarter-hours of listening to the same stations on a Sunday
without a race, 5-1- 2011, in East Coast PPM markets.
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WHY THEYRE DIFFERENT NASCAR fans are the most brand-loyal fans
in sports. Fan loyalty to sponsors and their propensity to switch
to brands that invest in and share the passion of their sport is
three times greater than non-fans. 1 out of 3 NASCAR fans overall
and nearly half of avid fans, listen to the radio for NASCAR
content. Race attendees and radio listeners are NASCARs most
passionate fans. They are twice as loyal to existing sponsors and
twice as likely to try or switch brands than the average NASCAR
fan. Ipsos, 2009, NASCAR Brand Tracker
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TRACK ATTENDEES ProductAttendeeU.S.Index Video Game
System48%37%128 Smartphone30%24%126 Energy Saving
Appliance40%34%117 Digital Camera73%64%114 HDTV76%67%113 High Tech
Toys ProductAttendeeU.S.Index Motorcycle15%6%250 Recreational
Vehicle8%3%243 Powerboat8%4%202 Personal Watercraft5%3%167
ATV7%6%130 Bigger Toys ProductAttendeeU.S.Index Brake
Repair15%8%173 Tune-up / Spark plugs10%6%169 Car Battery16%10%165
Oil filter / Oil change22%15%152 Anti-freeze / Coolant11%9%126
Do-It-Your-Selfers Scarborough USA + 2011 Multi-Market, Release 1
PetsAttendeeU.S.Index Dog54%42%129 Cat28%26%105 Other Pet14%12%126
Pets
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WHO SUPPORTS NASCAR SPONSOR INFO NASCAR Official Partners 3M
Bank of America Camping World Canadian Tire Chevrolet Coca-Cola
Coors Light Craftsman Tools DIRECTV Dodge DuPont Exide Featherlite
Coaches Featherlite Trailers Ford Freescale Freightliner Gillette
Goodyear Growth Energy Head & Shoulders Mars McLaren
Electronics Systems There are no sponsor restrictions during an MRN
broadcast. MRN Sponsors Aarons AARP American Ethanol Anheuser-Busch
Auto Zone Boston Beer CarFax CarQuest Coca-Cola Constant Contact
Discovery Networks DXL Exxon Mobil Ford Gatorade Geico Insurance
Identity Guard Kroger Living Essentials Lowes Lumber Liquidators
Mobil 1 Nabisco National Corn Growers Assoc. Nationwide Insurance
Office Depot Old Spice O'Reilly's Safety-Kleen Sprint Sunoco Toyota
Unilever UPS USG Visa K&N Whelen Engineering, Inc. NAPA Auto
Parts NHTSA OReilly Auto Parts Outback Steakhouse Perio/Barbasol
Progressive Insurance Quicken Loans Red Wing Service Master Shell
Quaker State Sprint Sunoco Toyota Valvoline Wal-Mart Wolverine/Cat
Wrangler Wright Brand Bacon Wyndham Worldwide
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OPPORTUNITIES LIVE EVENTS NASCAR Sprint Cup Series The most
popular form of motorsports in the United States, MRN provides
coverage of 26 events from the famous Daytona International
Speedway to the season-ending finale at Homestead-Miami Speedway in
South Florida. NASCAR Nationwide Series Young, up-and-coming
drivers gain experience racing against NASCAR Sprint Cup Series
drivers on the same speedways, and in the same cars. This series
provides some of the most exciting competitions anywhere. NASCAR
Camping World Truck Series This series has established its
reputation with hard-charging, rough and exciting action featuring
full-size trucks, NASCAR specifications, and young, enthusiastic
drivers.
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NASCAR LIVE Devoted exclusively to NASCAR and hosted by Eli
Gold, this one hour talk show allows listeners an opportunity to
call in and talk directly to the stars of NASCAR. NASCAR TODAY
& NASCAR TODAY Midday Two minute daily newscasts are hosted by
Woody Cain and Kyle Rickey featuring the latest information from
NASCAR including race results, driver interviews, and breaking
news. NASCAR U.S.A. An exciting country music and NASCAR racing
program, NASCAR U.S.A., Americas Tailgate Party, features hot
country music, news, and driver and artist features. Relevant
content is brought to listeners from each weeks NASCAR venue.
Monday Morning Race Refresher Two minute recap every Monday during
the NASCAR Sprint Cup Series season gives highlights of the
weekends events with driver audio and insight from the winning
teams. Morning Driver Prep Service A seasonal prep service offers
listeners pre- and post-race information, race results, point
standings, track and driver history, and trivia. OPPORTUNITIES
SHORT SUPPORT PROGRAMS Ned Jarretts World of Racing A
two-and-a-half minute daily commentary, World of Racing is hosted
by MRN anchor Joe Moore. Airing Monday-Friday, 52 weeks, this is
the programs 35 th year in production.
Slide 11
TEMPLATE STATION INFORMATION Place your station and rate card
information here. MRN wants to make your sales success as easy as
possible. Please feel free to edit this presentation to suit your
local sales needs. We ask that you credit sources appropriately and
where needed. If you have any questions please contact Radio
Partnerships at (704) 262-6712.