The NHRA Fan

1
The NHRA Fan

• December 2003

2
The NHRA Fan
According to Scarborough Research, 14.7 or 24.8
million Americans are fans of NHRA Drag Racing
Source Scarborough Research 2003
3
Who is the NHRA Fan?
The NHRA Fan
(161)
(44)
(121)
(114)
(124)
(108)
(107)
(106)
(75)
(86)
(113)
(100)
(117)
(114)
(114)
(113)
(INDEX) Market Avg.100
Source Scarborough Research 2003
4
NHRA vs. NASCAR
The NHRA Fan

• Age 18-34?
• Black/African-American?
• Hispanic?
• HHI 50k?
• HH spent 100 on groceries per week

11 14 26 3 4
younger, more diverse, more affluent
Source Scarborough Research 2003
5
The NHRA Fan
NHRA Fan - Uncover the Reality
INDEX (Market Avg.100)
HH plans to buy next 12 mo.
Source Scarborough Research 2003
6
The NHRA Fan
NHRA Fan - Uncover the Reality
INDEX (Market Avg.100)
Source Scarborough Research 2003
7
The NHRA Fan
Region
Because of its grassroots development, NHRA is
truly a national sport with broad geographic
distribution
New England 3.6 (73)
East North Central 17.8(118)
Pacific 20.1 (111)
West North Central 5.5 (109)
Mid-Atlantic 15.7 (76)
Mountain 6.5 (106)
South Atlantic 15.4 (96)
East South Central 5.5 (127)
West South Central 8.3 (97)
Source Scarborough Research 2003
8

• Demographic Breakdown

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The NHRA Fan
Gender
NHRA has a strong male fan base, but also appeals
to women
Index
161
44
Source Scarborough Research 2003
10
Age
The NHRA Fan
NHRA fans are found in all age brackets,
with
over 60 between 18 - 44 years
Index 121
114 124
93 30
Source Scarborough Research 2003
11
Income
The NHRA Fan
NHRA fans reflect the middle class,
with
67 having incomes between 30 - 100K
Index 75
94 103 112
96 78
Source Scarborough Research 2003
12
Race
The NHRA Fan
NHRA fans reflect broader diversity versus other
motorsports
Index 106
75 86
69 132
Source Scarborough Research 2003
13
Education
The NHRA Fan
75 of NHRA fans have a high school education or
some college
Index 102
123
103 64
Source Scarborough Research 2003
14
Household Size
The NHRA Fan
Nearly 60 of NHRA fans live in households of 3
or more
Index 75
88 114 116
117 98
Source Scarborough Research 2003
15
Household Expenditures
The NHRA Fan
More than 50 of NHRA households
spend more
than 100 per week in groceries

Index 92
80 89
111 116
Source Scarborough Research 2003