NASCAR fans most brand loyal among all American sports fans

Repucom to closely monitor sponsorship performance

Nascar RepucomConcord, N.C. 03.23.15 – NASCAR fans continue to demonstrate the greatest loyalty toward a sponsor’s brand among all sports fans in the U.S., according to SponsorLink research released today by Repucom. Seven out of 10 NASCAR fans said they are loyal to a sponsor’s brand when the brand supports their sport, which is nearly 20% higher than a typical sports fan.
Repucom, a trusted advisor in sports and entertainment intelligence, is again monitoring and evaluating the performance of more than 1,000 brands appearing in the NASCAR Sprint Cup, XFINITY and Camping World Truck series in 2015. By using leading technology and advanced data analysis, Repucom monitors the value and quality of exposure and messages getting through to fans and advises clients on how to stand out in the highly competitive commercial space.

“NASCAR’s top teams, sponsor brands, tracks and broadcasters depend on Repucom as an independent voice for measuring the value of media exposure and sharing best practices,” said Peter Laatz, executive vice president, Repucom. “We help our clients maximize their commercial partnerships by providing the reliable data, insights and intelligence they need to make informed sponsorship decisions.”

Repucom analyzes more than 350 hours of NASCAR programming per year, and evaluates how changes to the race schedules, sponsors, teams and broadcast channels impact value versus prior years and among the entire field of entries.

“Repucom’s advanced measurement tools are central to our sponsorship platforms and help us demonstrate significant return to partners,” said Patrick Perkins, vice president of marketing for 11-time NASCAR Sprint Cup Series champions Hendrick Motorsports. “Clear and reliable insights remain critical to developing impactful programs and engaging with our passionate, brand-loyal fans. The information we have access to through our relationship with Repucom is a major part of that.”

In total, sponsors in NASCAR’s top three national series earned nearly $1.3 billion in television exposure value in 2014. In addition to audience size, Repucom considers factors such as exposure duration, size, quality and the number of competing messages when determining value. Repucom also measures the value and impact of brand exposure in digital and social media, areas that are becoming increasingly important as media consumption patterns change.