A new study commissioned by MRN shows some good news for their affiliates. Like people that follow other sports on the radio, the NASCAR audience is more passionate and locked in than others that follow the sport. That manifests itself in some very beneficial ways.
The study was conducted by by FMR Associates using their Local Radio Analysis product.
“NASCAR fans are passionate about their sport and loyal to those that support it,” Chris Schwartz, President of MRN said in a press release. “And the insights we uncovered in the FMR study prove that affiliation with Motor Racing Network programming works for stations in every market, regardless of format.”
More good news comes in the form of who the audience is. FMR found that people that follow NASCAR on the radio are not only locked into sports or talk radio. Country, sports and rock radio all had audiences that showed a significant interest in NASCAR, but so did traditionally female-targeted formats like CHR and Hot AC.
“The spending power and acceptance of the commercialization of NASCAR by its fans, frankly, surprised me,” FMR Associates President, Kent Phillips, added. “It erased any preconceptions I may have had about that audience.”
