In a sport dominated by sponsors, NASCAR’s at-track experience and on-screen product are equally important. But in recent years, the sport has encountered a few game-changers.
For starters, gas and ticket prices always seem to be rising, which reduces the number of fans who are willing to commute to the live event. Second, fast-forwarding through commercials is the new norm, even it means catching the action at a slight delay. Finally, multi-tasking on devices is now a way of life – and they can sometimes captivate the fans’ attention just as much as the races do. But the increase in distraction is by no means specific to NASCAR; the shortened attention span pandemic reaches all other major American sports. With so many apps, social networks and messaging platforms demanding our attention, viewership is down across the board. But does this really tell the whole story? Is NASCAR really losing fans? Not really.
It used to be that the only way to keep tabs on That Weekend’s Race was to watch it on television or read about it in the newspaper the next day. Obviously, that is no longer the case … and you didn’t need me to tell you that. But what you probably didn’t know is that NASCAR has been at the forefront of the digital and social media scene, encouraging drivers and teams to join Twitter and engage with fans on the regular. Its website, nascar.com, has exploded in recent years – with nearly 2/3 of its visitors coming from phones and tablets on race day. And the NASCAR app is incredibly popular, providing fans with access and content that has never been available before. In fact, more than 50% of avid NASCAR fans want to consume the sport on multiple devices when watching the race on TV – it’s information overload!
For Gen Y, Sharing is Caring
According to a Taylor’s sixth annual Consumer Engagement Survey: NASCAR Fans, NASCAR has been getting better and better at engaging the Gen Y consumer, namely through the use of and accessibility through digital and social media. This coveted 18-34 demographic not only engages in the sport through social media, but it also values sharing and educating others. Nearly two-thirds of avid fans say they are more interested in telling others about NASCAR than they were a year ago. That’s a huge number. And it’s free promotion, which as anyone can tell you, is the best kind of promotion. A 2012 Nielson Sports Insights report shows how social media engagement has actually helped fans remember specific brands from the event. 43% of viewers (compared to the previous year’s 32%) were able to recall specific ads and connect the correct brand to that ad.
Perhaps the best part about any of this is the growing fan base of 18-34 year-olds. These fans enjoy educating other fans, and they are also extremely comfortable sharing their passion on social channels. The proactive dedication is a huge boost to the sport’s popularity. Just because they don’t sit and watch an entire race on a given Sunday, doesn’t mean they aren’t dedicated. It just means they want to spread their attention across multiple devices or activities. Fortunately, NASCAR has managed to keep up its digital and social push to keep this valuable demographic interested.
The NASCAR Advantage
For every lap on the track, NASCAR fans come into contact with dozens of corporate sponsors. From the stock cars’ logo-adorned paint jobs to the athletes’ open acknowledgement of corporate funding, NASCAR’s relationship with the big-name sponsors is unlike any other sport. This exchange is a win-win. Brands benefit from greater awareness and loyalty. And fans find a new appreciation for the brands that make their favorite NASCAR drivers successful.
Get in touch with John at JohnR@theswitch.us
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