The Racing Audience

Impact of Sponsorship on Purchase Intention: 46% of open wheel spectators said race team/event sponsorship made them more likely to consider buying a sponsor's products. The "norm" is about 22%.

Sports Participation: Open wheel racing spectators are active, energetic and enjoy sports. They enjoy outdoor, high-activity sport (cycling, golf, skiing) far more than the average American.

Other Sports Attended: When not attending a race, spectators are most likely to attend a baseball, football, or hockey game.

The Spectator
Gender: 63% male; 37% female.

Age: Average age of the open wheel racing spectator is 37 (national avg is 45).

Education: Auto racing enthusiasts who watch open wheel racing are twice as likely as the average American to have graduated from college. 28% high school or less, 26% some college, 47% college grads/post.

Household Income: Open wheel racing spectators have an above-average household income - $61,400 (US national avg is $47,600).

TV Viewing: Open wheel racing events are an excellent vehicle to reach light TV viewers. The average spectator watches only 2.5 hours of television per day - well below the 4-plus hours daily usually watched by men ages 18-49.

Toyota Atlantic Series Attendance
Total attendance for 12 races: 1,427,695 (estimated)

Average attendance per weekend: 118,975 (estimated)

Toyota Atlantic Series TV Viewership
Total Households: 1,594,350 (estimated)

Total Impressions: 3,611,699 (estimated)

Sources: Champ Car and Speed Channel