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IndyCar: Fan Market Summary

Item 2011 2012 2013 2014 2015
--------------------TOTAL FANS
Total Number of Fans Age 13+ (View and/or Attend - add 000) 33,391 27,839 26,869 28,404 38,756
Total Number Attending Races (add 000) 2,630 1,506 1,290 2,185 2,576
% of Attendees who Attended More Than 1/yr. 19.5% 34.4% 15.1% 12.5% 34.9%
Total Number Viewing on TV (add 000) 31,634 26,550 25,370 26,932 36,128
% of TV Viewers who Viewed More Than 1/yr. 54.6% 56.1% 55.6% 53.2% 61.2%
% of TV Viewers who Viewed 4+ Times/yr. 18.8% 22.4% 35.5% 15.5% 23.6%
Total Number Viewing Events Online (add 000) n/a 1,034 1,667 2,463 6,220
% of Total Fans Viewing at Least One Event Online n/a 3.7% 6.2% 9.3% 16.0%
------------------------DEMOGRAPHICS Base for Percentage is Total IndyCar Fans (Viewed and/or Attended an IndyCar Event in past year) Age 13+
By Age Group
13-17 7.6 6.3 2.1 5.6 3.5
18-34 20.0 16.8 16.4 18.6 20.5
35-49 25.9 22.4 23.5 24.1 24.9
50-64 32.1 31.3 31.7 28.2 33.2
65+ 14.4 23.2 26.2 23.5 17.8
Total 100.0 100.0 100.0 100.0 100.0
By Gender
Male 68.8 63.3 61.3 63.0 66.2
Female 31.2 36.7 38.7 37.0 33.8
Total 100.0 100.0 100.0 100.0 100.0
By Annual HH Income
Under $25,000 17.0 21.9 17.5 19.7 18.8
$25,000-$49,999 23.9 23.2 23.7 25.1 24.1
$50,000-$99,999 33.6 34.7 35.0 31.7 30.1
$100,000 or more 25.4 20.2 23.8 23.5 27.0
Total 100.0 100.0 100.0 100.0 100.0
By Geographic Region
Northeast 12.1 14.6 13.8 12.0 13.9
Midwest 26.3 27.4 27.6 24.1 23.6
South 34.2 37.3 37.3 42.2 39.8
West 27.3 20.7 21.3 21.6 22.7
Total 100.0 100.0 100.0 100.0 100.0
--------------------MEDIAN AGE BY FAN MARKET SEGMENT
All Fans n/a 52.0 54.0 50.0 50.0
Attended at Least One IndyCar Event n/a 33.0 42.0 35.0 39.0
Attended 2+ IndyCar Events n/a 46.0 (A) 33.0 35.0
Viewed at Least One IndyCar Event On TV n/a 52.0 55.0 52.0 51.0
Viewed 4+ IndyCar Events on TV n/a 51.0 57.0 52.0 52.0
Viewed at Least One Event Online (Computer/Tablet/Smartphone) n/a 36.0 36.0 32.0 36.0
Followed IndyCar On Facebook n/a 40.0 42.0 41.0 40.0
Followed IndyCar On Twitter n/a 37.0 36.0 36.0 37.0
Purchased IndyCar Logo Apparel n/a 40.0 37.0 37.0 35.0
Used Smartphone for any Sports-related purpose n/a 41.0 41.0 43.0 42.0
Used Smartphone to View at Least One IndyCar Event n/a (A) 37.0 32.0 34.0
Used Tablet for any Sports-related Purpose n/a 42.0 44.0 42.0 42.0
Used Tablet to View at Least One IndyCar Event n/a (A) 33.0 25.0 34.0
Used Total Mobile* for any Sports-related Purpose n/a 42.0 44.0 44.0 44.0
Used Total Mobile* to view at Least One IndyCar Event n/a (A) 37.0 30.0 34.0
--------------------MEDIAN HH INCOME BY FAN MARKET SEGMENT
All Fans n/a $55,800 $61,000 $56,700 $59,600
Attended at Least One IndyCar Event n/a $39,300 $80,300 $65,900 $77,500
Attended 2+ IndyCar Events n/a $43,200 $39,000 $50,800 $69,500
Viewed at Least One IndyCar Event on TV n/a $57,900 $60,200 $55,700 $59,200
Viewed 4+ IndyCar Events on TV n/a $52,400 $54,300 $52,900 $60,500
Viewed at Least One Event Online (Computer/Tablet/Smartphone) n/a $44,400 $70,000 $59,700 $59,800
Followed IndyCar on Facebook n/a $40,800 $67,400 $60,600 $53,900
Followed IndyCar on Twitter n/a $46,200 $74,200 $60,800 $60,800
Purchased IndyCar Logo Apparel n/a $57,900 $87,200 $76,800 $72,000
Used Smartphone for any Sports-related Purpose n/a $58,500 $75,400 $68,600 $68,000
Used Smartphone to View at Least One IndyCar Event n/a (A) $53,900 $49,200 $62,000
Used Tablet for any Sports-related Purpose n/a $64,700 $82,300 $72,300 $67,500
Used Tablet to View at Least One IndyCar Event n/a (A) $74,700 $56,300 $67,400
Used Total Mobile* for any Sports-related Purpose n/a $56,800 $73,300 $67,600 $65,400
Used Total Mobile* to View at Least One IndyCar Event n/a (A) $79,200 $58,600 $64,700
--------------------ONLINE USAGE BY TYPE OF MEDIA
------Total Online Market (Computer/Tablet/Smartphone)
Total Number Using Online Device (Computer/Tablet/Smartphone) For Any Sports-related Purpose (add 000) n/a 21,461 20,443 22,118 33,580
Total Number Viewing at Least One Event on Online Device (Computer/Tablet/Smartphone) (add 000) n/a 1,034 1,667 2,463 6,220
------Computer
Total Number Using Computer For Any Sports-related Purpose (add 000) n/a 20,921 19,541 21,039 30,216
Total Number Viewing at Least One Event on Computer (add 000) 1,094 1,015 1,306 1,572 4,497
------Tablet
Total Number Using Tablet For Any Sports-related Purpose (add 000) n/a 5,481 7,139 10,324 18,908
Total Number Viewing at Least One Event on Tablet (add 000) 459 199 829 1,350 3,449
------Smartphone
Total Number Using Smartphone For Any Sports-related Purpose (add 000) n/a 10,372 10,739 14,312 24,244
Total Number Viewing at Least One Event on Smartphone (add 000) 528 146 1,160 606 2,461
------Total Mobile (Smartphone and/or Tablet)
Total Number Using Mobile Device for any Sports-related Purpose (add 000) n/a 11,136 12,920 15,833 26,885
Total Number Viewing at Least One Event on Mobile Device (add 000) n/a 252 1,081 1,616 4,351
--------------------SOCIAL MEDIA USAGE
Follow IndyCar on Facebook - Total all Followers (add 000) 4,104 3,052 4,113 5,912 13,457
Follow Facebook Daily (add 000) 444 241 982 752 1,449
Follow Facebook 4-6 days a week (add 000) 181 151 32 816 1,512
Follow Facebook 3 days a week or less (add 000) 3,479 2,660 3,099 4,344 10,497
Follow IndyCar on Twitter - Total all Followers (add 000) 1,584 813 1,520 2,719 6,993
Follow Twitter Daily (add 000) 135 171 257 553 944
Follow Twitter 4-6 days a week (add 000) 200 --- 158 286 851
Follow Twitter 3 days a week or less (add 000) 1,248 642 1,105 1,881 5,198
--------------------PURCHASING: SPORTS LOGO APPAREL
% of All Fans Purchased Sports Logo Apparel 6.1% 3.9% 6.9% 7.3% 9.6%
% of fans who used a computer to view at least one game who purchased Sports Logo Apparel 21.7% 23.7% 31.8% 39.2% 32.0%
% of fans who used a Tablet to view at least one game who purchased Sports Logo Apparel 40.4% 53.1% 47.4% 20.7% 30.4%
% of fans who used a Smartphone to view at least one game who purchasedSports Logo Apparel 72.3% (A) (A) 49.5% 28.4%
% of Facebook Followers Purchased Sports Logo Apparel 19.8% 13.4% 28.7% 25.5% 19.5%
% of Twitter Followers Purchased Sports Logo Apparel 12.5% 23.0% 40.6% 29.8% 17.9%
Total Expenditures for Sports Logo Apparel (add 000) $102,180 $93,566 $109,049 $78,404 $208,434
(A) Sample too small for reporting
Source: SBRnet/Tag: Motorsports, Women, Indycar, Age, Indycar, Millennials

IndyCar: Favorite Sports Website Among IndyCar Fans (Number Ranking Website as Favorite)

Item 2012
ESPN 6,984,000
NASCAR.com 2,121,000
Yahoo!Sports.com 2,021,000
NFL.com 1,776,000
MLB.com 1,356,000
FoxSports.com 801,000
Specific College Team 692,000
Bassmaster.com 494,000
Specific Professional Team (any level) 481,000
NHL.com 391,000
SI.com (Sports Illustrated) 354,000
NBA.com 211,000
IndyCar.com 180,000
International Soccer League Websites 175,000
NBCSports.com 172,000
SB Nation 170,000
BleacherReport.com 168,000
MLSSoccer.com 160,000
Mixed Martial Arts Websites 136,000
CBSSports.com 135,000
Other League/Association Website 77,000
USAToday.com 68,000
NCAA.com 49,000
WNBA.com 44,000
Yardbarker 36,000
Scout 35,000
Other 1,134,000
Do not have a favorite sports website 7,419,000
Source: SBRnet/Tag: Internet, Motorsports

IndyCar Sponsorship Influence Index: Total and by Market Segment

Item 2012 2013 2014 2015
The SPONSORSHIP INFLUENCE INDEX is based on a question whereby fans were asked how influential sport sponsorships are to their inclination to purchase the sponsor's product. Answers for all fans are shown below.
-----CONSUMER RATING OF INFLUENCE OF SPORT SPONSORSHIP ON PURCHASE OF SPONSOR'S PRODUCT
% Saying Sport Sponsorship is Extremely Influential 4.1 5.8 7.3 8.5
% Saying Sport Sponsorship is Very Influential 6.2 7.8 9.7 11.6
% Saying Sport Sponsorship is Moderately Influential 20.0 10.9 17.9 22.5
% Saying Sport Sponsorship is Slightly Influential 16.8 14.9 14.3 14.9
% Saying Sport Sponsorship is Not at All Influential 52.9 60.6 50.6 42.5
Total 100.0 100.0 100.0 100.0
Base (Total No. of IndyCar Fans - add 000) 27,839 26,869 28,404 38,756
The INDEX reflects the relationship between highly favorable attitudes (those who indicated they were "extremely" or "very" influenced) within a particular market segment of fans compared to highly favorable attitudes among all fans.
For example, 17.0% of all fans said "extremely" or "very", vs. 26.2% among fans between the ages of 18 and 24. Therefore the INDEX for 18-24-year-old fans is 154.
INDEX BY GENDER
Male 105 89 101 102
Female 91 117 98 96
INDEX BY AGE GROUP
13-17 230 135 202 165
18-24 106 193 154 175
25-34 98 163 152 131
35-49 135 92 149 113
50+ 71 81 47 71
INDEX BY HOUSEHOLD INCOME
Under $25,000 141 67 103 100
$25,000-$49,999 137 87 71 90
$50,000-$99,999 64 107 110 107
$100,000 or more 75 127 115 101
INDEX BY FREQUENCY OF ATTENDING
Total attended at least one event/yr. 195 231 268 204
Attended 1 event/yr. 134 175 255 173
Attended 2+ events/yr. 312 543 360 263
INDEX BY FREQUENCY OF VIEWING EVENTS ON TV
Total viewed at least one event/yr. 98 86 86 93
Viewed 1 event/yr. 99 90 71 69
Viewed 2-3 events/yr. 36 52 88 86
Viewed 4+ events/yr. 187 126 124 145
INDEX BY FREQUENCY OF VIEWING EVENTS ONLINE (Computer or Smartphone or Tablet)
Total viewed at least one event/yr. 70 307 241 197
Viewed 1 event/yr. 141 201 167 167
Viewed 2+ events/yr. --- 359 371 212
VIEWED AT LEAST ONE EVENT ONLINE BY TYPE OF ONLINE DEVICE
Used Online Computer to View at Least One Event 72 370 319 229
Used Smartphone to View at Least One Event --- 222 306 221
Used Tablet to View at Least One Event --- 414 227 209
INDEX BY OTHER SELECTED MARKET SEGMENTS, INCLUDING SOCIAL MEDIA
Used Smartphone for Some Type of Sports-related Activity 133 139 140 118
Used Tablet for Some Type of Sports-related Activity 110 183 162 140
Used Mobile Device (Smartphone and/or Tablet) for Some Type of Sports-related Activity 127 138 135 116
Used Facebook to Follow Some Type of IndyCar Activity 287 272 218 202
Used Twitter to Follow Some Type of IndyCar Activity 292 396 230 201
Purchased IndyCar Logo Apparel 391 476 365 283
Source: SBRnet/Tag: Social Media, Motorsports, Millennials, Women, Indycar, Age, Indycar