AMERICAN LE MANS SERIES MEDIA RELEASE
TUESDAY AUGUST 29, 2006
NIELSEN MEDIA RESEARCH AFFIRMS UPSCALE MARKET DEMOS FOR AMERICAN LE MANS SERIES
The American Le Mans Series attracts one of the most desirable and growing fan bases in sports.
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Braselton, Ga. - The American Le Mans Series has long proclaimed a demographic hierarchy in the sports world similar to professional golf, tennis and other upscale endeavors of affluence and influence. A recently completed Nielsen Media Research strategic analysis has reconfirmed and further detailed the Series' position among the elite of the sports brands.
The conclusion: The American Le Mans Series attracts one of the most desirable and growing fan bases in sports.
"It was important for the American Le Mans Series to confirm data that it felt distinguished itself within the marketplace," said Barbara Zidovsky, Senior Vice President of Nielsen Sports. "Our consistent and uniform methodology allows the Series to provide legitimate, factual and unbiased data to its constituents."
One of the primary conclusions of the Nielsen Research study was that the American Le Mans Series' fan is a highly desirable market influencer who is traditionally hard to reach. This latest Nielsen Media Research data is an independent verification for the Series and its partners who use the racing platform to interact with its attractive fan base.
Last year, nearly half of American Le Mans Series fans earned more than $90,000 annually compared to only 20.4 percent nationally.
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Nielsen Media Research studied American Le Mans Series race fans who attended races last year. That study revealed that nearly half (48.3
percent) of American Le Mans Series fans earned more than $90,000 annually compared to only 20.4 percent nationally. In separate studies from national US phone surveys, Nielsen Media Research concluded that fans of the major sports leagues and other motorsports series who earned more than $90,000 ranged from 23.7 percent to 34 percent.
In addition, 20 percent of American Le Mans Series fans earned more than $150,000 and 10 percent earned more than $200,000. Furthering the affluence of the American Le Mans Series fans, the Nielsen Media Research study results documented that 13 percent had a net worth greater than $1 million and nearly a quarter (22.3 percent) had a net worth greater than $500,000.
American Le Mans Series fans love their cars and do not hesitate to purchase them or pay a higher tab for them, either. More than 40 percent of Series fans purchased new vehicles in the past year, and 39 percent own three cars or more while 27 percent spend more than $30,000 on a new car purchase.
In the important area of age-based demographics, Nielsen Media Research data reflects that 51 percent of American Le Mans Series fans fall within the highly desirable and influential 25-49 year age bracket; however, the Series also fared very favorably with younger fans, garnering 30 percent of its fans from the highly sought after 18-34 age group. In separate studies from US national phone surveys, Nielsen Media Research indicated that the major sports leagues and other motorsports series reaching this 18-34 year age bracket ranged from 9.1 percent to
The American Le Mans Series attracts a higher percentage of the 18-34 and 25-49 age demographics than many other major sports leagues.
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"If a company is looking for a sports marketing platform that reaches influential buyers and decision-makers, this data confirms the American Le Mans Series is a very effective and efficient way to reach an exceptional audience," said Series President and CEO Scott Atherton. "In addition, while the Series continues to deliver a target audience of 40-year-old affluent adult males, we are very encouraged that so many young fans have emerged, providing credence to the American Le Mans Series as one of the fastest growing race series in the world. With our mix of top-level independent teams and a dozen manufacturers competing head-to-head in our Series - unlike any other form of motorsports on the worldwide stage - this validation of our demographic information is very important to all our stakeholders."
This desirable fan base gets much credit for the Series' increases in TV viewership and attendance over the last year. As a result of the Series'
enhanced network TV package, viewership was up 81 percent over the same six-race period a year ago, while attendance has increased 3 percent.
"With our measurements skewing upward in virtually every category, there is little wonder why more and more corporations are looking to the American Le Mans Series as a valuable investment and method to reach the much coveted audiences reflected by our demographics, both those attending our events and on TV," said Atherton.
Since its inception in 1999, the American Le Mans Series has delivered a balanced package featuring both network and major cable broadcasters including CBS Sports, NBC Sports, ESPN and SPEED with every event enjoying domestic as well as international television exposure.
The next round of the 2006 American Le Mans Series is the Mobil 1 presents Labour Day Grand Prix of Mosport, set for 3 p.m. EDT on Sunday, Sept. 3. The race will be broadcast live on SPEED Channel. American Le Mans Radio's live play-by-play and IMSA Live Timing & Scoring will be available at americanlemans.com