NASCAR’s Power Grows as a Platform to Reach the Gen Y Audience
Avid Fans’ engagement with the sport continues to climb
NEW YORK, Nov. 18, 2013 — NASCAR is increasingly one of the top sports properties for engaging with the Gen Y consumer, and use of digital and social media among NASCAR Avid Fans of all ages continues its impressive growth. These are just two of the key findings from Taylor’s sixth annual Consumer Engagement Survey: NASCAR Fans.
The most powerful and relevant finding for current and prospective sponsors of NASCAR is the extraordinary appeal of the sport among Avid Fans in the 18-34 demographic highly coveted by marketers and advertisers. Nearly two-thirds of Avid Fans 18-34 say they are more interested in telling others about NASCAR than they were a year ago. These younger Avid Fans are also highly attuned to sponsors in the sport as they are nearly three-times more likely than Avid Fans overall to choose their favorite driver based on who the sponsor is.
“As brand marketers look for high impact platforms to engage the vital Gen Y consumer, they should take particular note of NASCAR’s appeal among Avid Fans in this age cohort,” said John Gilboy, Sr. Vice President, Business and Consumer Insights at Taylor. “This demographic also demonstrates an unusually strong tendency to share their passion for the sport with others.”
The Taylor survey revealed that these younger Avid Fans engage with the sport and consume NASCAR differently than other Avid Fans, with implications for potential sponsor brands which target this audience. For example, fifty-four percent of these fans also indicate they want to access NASCAR content on multiple devices when watching race action on TV.
As in previous years, the Taylor survey underscores the growing critical role of digital and social media to the NASCAR Avid Fan experience. Sixty-three percent of Avid Fans use Facebook to share NASCAR content. And among those who own a Tablet device or Smartphone, which was nearly all of the Avid Fans surveyed, 28 percent have a NASCAR app on their device. Media consumption among Avid Fans continue to show a shift to digital uncovered in previous years of the Taylor survey, with nearly 4 of 5 Avid Fans (79 percent) now obtaining their sports news and information online.
“The NASCAR Avid Fan is a digitally-savvy fan,” said Gilboy. “The data from this year’s survey reveal how Avid Fans have seamlessly woven digital and social media into every aspect of the NASCAR experience.”
As NASCAR recruits a new generation of drivers for the top levels of competition, the survey uncovered broad awareness of these new drivers among Avid Fans. Ninety percent of those surveyed said they were familiar with the new drivers in the Sprint Cup Series and Nationwide Series. However, loyalty to the sport’s veteran drivers remains strong. Indeed, a third of all Avid Fans (and 41 percent of those in the 18-34 segment) say they are even more likely to support the veteran drivers in the sport as they continue their racing careers. For sponsors this indicates that the “star power” of NASCAR’s top drivers remains highly attractive to Avid Fans.
Additional findings from the survey include:
- An overwhelming majority of Avid Fans (77 percent) perceives the number of Sprint Cup races in the season as just right, and an additional 18 percent would welcome more races.
- Facebook is by far the most popular social networking site among Avid Fans with 71 percent visiting it regularly; YouTube is second at 43 percent; Twitter is third at 26 percent.
- NASCAR’s Gen Y Avid Fans love to share content; 91 percent of 18-34 year olds routinely share NASCAR content they come across.
Taylor annually conducts an independent study of media and brand consumption habits among the NASCAR Avid Fan base. The survey was completed in September 2013 with a national sample of 1,500 self-described Avid Fans of the sport. The participants answered questions on topics including sponsor loyalty, media consumption behavior and interest in the sport. Fielded by Toluna, a global research company, the survey was supplemented with trends research and analysis from Taylor’s Brand Counsel Group and motorsports practice team.
Taylor is a brand counselor and public relations partner to a select portfolio of the world’s leading consumer brands. Named “Consumer Agency of the Decade” by The Holmes Group, Taylor has partnered with the most influential corporate marketers, utilizing lifestyle, sports and entertainment platforms to drive consumer engagement. Founded in 1984, Taylor is headquartered in New York and has offices in Los Angeles, Chicago, and Charlotte. Taylor’s portfolio of client partners includes Diageo, P&G, 3M, Allstate, Coca-Cola, Capital One, Nestle, NASCAR, Nike, Bombardier Recreational Products (BRP) and Taco Bell. Discover how “We’re Built Differently” at www.TaylorStrategy.com.
Ryan Mucatel, Managing Partner
Council of Public Relations Firms Announces 2014 Board of Directors
New York, NY – (October 24, 2013) – The Council of Public Relations Firms (Council), the industry’s trade association, announced today the election of its new officers and directors.
The Council’s Board has re-elected Chair Dave Senay, president & CEO of FleishmanHillard. Senay, who was elevated to the level of president & CEO of FleishmanHillard in 2006, will serve as Chairman through November 2014. Kathy Tunheim CEO, Tunheim Partners, will continue as secretary and Jens Bang, Chairman, Cone Communications will continue as treasurer.
The Council also announced the election of its new board members: John Echeveste, Founding Partner of VPE; Bryan Harris, COO & Managing Partner of Taylor; Maureen Lippe, Founder and CEO of Lippe Taylor; Aaron Schoenherr, Founding Partner of Greentarget; Renee Wilson, President of MSLGROUP North America.
Continuing directors, all CEOs/Principals of their firms, are: Chris Graves (Ogilvy Public Relations); Matthew Harrington (Edelman), Jason Mandell (LaunchSquad), Marian Salzman (Havas PR), C. Renzi Stone (Saxum), Mark Thorne (Hill+Knowlton Strategies), Scott Chaikin (Dix & Eaton), Dorothy Crenshaw (Crenshaw Communications), Ron Hanser (Hanser & Associates) and Andy Polansky (Weber Shandwick).
“For the past 15 years the Council has been an important contributor to our industry’s growth,” said Senay. “Whether it’s the shift to a more integrated communications approach, expanding the PR talent pool, or negotiating with client procurement departments, the Council has been focused on our industry’s key issues, and will continue to be. I look forward to working with the Board to strengthen the industry’s already enviable position in the marketplace.”
“Dave’s first year as Chair produced significant results,” said Kathy Cripps President of the Council of Public Relations Firms, “including the development of successful Council initiatives such as ‘Take Flight with PR’ and ‘Ethics as Culture.’ The Council and its members will benefit a great deal from Dave’s continued leadership as Council Chair.”
The Council of Public Relations Firms is comprised of America’s leading public relations firms. Its membership represents the premier global, mid-size, regional and specialty firms across every discipline and practice area. The Council’s mission is to advocate for and advance the business of public relations firms by building the market and the value of firms as strategic business partners. For more information about the Council, visit www.prfirms.org
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Brand Marketers Universally Recognize Location of Host Market
as a “Game Changer” for Super Bowl XVLIII Activation
Complexities of New York / New Jersey Host Market Require Navigational Prowess
To Capitalize on Unprecedented Social and Traditional Engagement Opportunities
NEW YORK, Oct. 3, 2013 – With anticipation growing for the first outdoor, cold weather Super Bowl at MetLife Stadium in February, an overwhelming majority of marketers strongly believes this event offers more consumer engagement opportunities than any previous Super Bowl host city. A variety of actionable insights, measured with a few important caveats, were culled from more than 100 influential brand marketers and revealed in a survey conducted by Taylor, a leading sports and lifestyle public relations agency and consumer brand consultancy. Taylor announced its findings today at the Sports Business Journal’s annual Sports Marketing Symposium in New York City.
In the survey of marketers representing brands, agencies, sports organizations and leagues – three-quarters of whom have activated an NFL sponsorship — 89% would recommend to brands that they should activate in 2014. The recommendation is based on a number of factors, including: this being the inaugural league title game to be played in the nation’s largest media market; unprecedented engagement opportunities given nearly 20 million inhabitants in the New York metropolitan area; close proximity of other major NFL markets, including Boston, Washington, DC, Philadelphia and Baltimore; and the uniqueness of the cold weather, outdoor environment.
“There truly could be a perfect storm for marketers in late January and early February looking to activate around the world’s most watched single-day sports event,” said John Gilboy, Sr. Vice President, Consumer and Business Insights, Taylor. “With this unique activation and engagement opportunity, however, comes many complexities and challenges, so partnering with best-in-class agencies experienced in navigating the New York/New Jersey region and understanding the nuances of the nation’s largest market is critical for brands leveraging the Super Bowl.”
When it comes to the planning stage and actual activation, however, 63% of marketers believe it is important to engage an experienced agency partner rooted in the New York / New Jersey area given the complexities of the region. This includes a vast, intricate mass transit system that 86% of marketers are convinced can elevate activation opportunities unlike any other host city. While 90% of marketers believe the unique dynamics of the New York area — along with a plethora of location-based opportunities — will allow brands to engage fans and generate buzz and media in unexpected ways, nearly 60% recognize the challenges that exist in navigating a cluttered media environment. Marketers also noted that experience is critical in leveraging a property like the Super Bowl as “issues can quickly become magnified in a market so complex.”
While 85% of marketers project that tried-and-true high traffic locations like Times Square, Bryant Park and Grand Central Station will most likely be leveraged by brands, only 35% believe New Jersey presents a compelling activation venue.
From a media consumption standpoint, only 6% of respondents indicated that first screen (TV) and traditional media should be the primary channel for brands to engage consumers around the game. Rather, a large majority (70%) favor a balanced approach that integrates digital with traditional media. As it relates to digital and social media, marketers are projecting that Twitter at 97% will be the most utilized platform by brands followed by Instagram (71%), Facebook (69%), YouTube (44%) and Vine (32%)
“Digital and social media must be a powerful amplifier to any Super Bowl campaign,” said Jackson Jeyanayagam, Vice President, Digital Strategy, Taylor. “It’s not going to be enough to just have ‘great content’ to engage consumers around this unprecedented Super Bowl. Brands will have to be highly relevant with their content, targeted with their delivery platform and have a deep understanding of consumer insights.”
Jeyanayagam continued: “With an event like the Super Bowl that engages such a diverse audience, brands must think consumer and location first and corporate brand message (a distant) second. Whether it’s leveraging evolving social video platforms or just having a smart community management strategy, brands must think through how to localize the experience for their target audience – whether they are in the New York / New Jersey area or spread across the globe”.
Despite New York’s unmatched appeal as a global destination, marketers expressed uncertainty whether this Super Bowl offers a strong return on investment for international brands. A majority (58%) indicated “Maybe, if global brands strike the right cord with a largely American audience,” while 19% responded that it’s not the right time or place for international brands.
Regarding brand ambassadors, most (93%) marketers believe brands should integrate a New York football player, coach or legend into their activation followed by a local actor or actress (71%), local singer or musician (62%), local chef (49%) and New York/New Jersey based political, business or media personality (46%). Other local professional athletes or legends including baseball (28%), basketball (26%), and hockey (22%) were not regarded as highly.
Taylor is a brand counselor and public relations partner to a select portfolio of the world’s leading consumer brands. Named “Consumer Agency of the Decade” by The Holmes Group, Taylor has partnered with the most influential corporate marketers, utilizing sports, lifestyle, and entertainment platforms to drive consumer engagement. Founded in 1984, Taylor is headquartered in New York and has offices in Los Angeles, Chicago and Charlotte. Taylor’s portfolio of client partners includes P&G, Diageo, Allstate, Coca-Cola, Capital One, Nestle, Kraft, NASCAR, Nike, Lenovo, 3M and Taco Bell. Discover how “We’re Built Differently” at taylorstrategy.com.
Managing Partner, Taylor
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