Local sales information
for MRN’s radio partners.
Please feel free to edit
this presentation
according to the
guidelines on page 11.
On average, our broadcast skews male
and also attracts a large percentage of
female listeners for consumer product
advertisers.
Gender
53,4%
46,6%
Men
Women
Age
23,6%
54% of MRN’s
listeners are in
the 18-54
demographic
with a higher
than average
household
income.
16,0%
5,4%
4,7%
6-11
12-17
18-34
22,1%
35-44
25,6%
8,5%
0-$24,999
$25k-$49,999
$50k-$74,999
14,4%
14,2%
43,7%
HH Income
21,8%
$75k+
Arbitron Motor Racing Network Custom Diary & PPM data, 2011 race season 3-1-2012
45-54
55-64
65+
Compared to the general population, NASCAR/Auto Racing
radio listeners are:
•138% more likely to have attended an auto show in the last 12 months
•29% more likely to own stock
•35% more likely to have visited a fast-food or drive-in restaurant 13 or
more times in the last 30 days
•11% more likely to have spent $30,000 or more on a current owned or
leased vehicle
•19% more likely to have visited a family restaurant or steakhouse six or
more times in the last 30 days
•96% more likely to have participated in billiards or pool over the last 12
months
•19% more likely to have investments totaling $100,000 or more
•27% more likely to have attended bars/nightclubs over the last 12 months
•28% more likely to have a 401(k)
•17% more likely to have money market funds
•100% more likely to have participated in a fantasy sports league in the last
12 months
GfK MRI, Doublebase 2012
NASCAR fans are loyal to begin with, but NASCAR fans who
listen to radio are the most loyal in the sport.
Fans who keep up with NASCAR on radio:
Statements
Radio
Listeners
Non-Radio
Listeners
Index
I’m very familiar with companies that sponsor NASCAR and its drivers.
74%
61%
121
During tough economic times I will continue to support NASCAR
sponsors more than other brands because of the commitment they
show to the sport.
63%
42%
150
I support NASCAR sponsors more than I support sponsors of other
sports.
62%
36%
172
I feel loyal to NASCAR sponsors and purchase their products/services
because of their involvement with the sport.
59%
38%
155
I always buy products or services from companies that sponsor
NASCAR.
53%
35%
151
I always participate in NASCAR sponsors’ promotions such as
sweepstakes, coupons, and mail-to-win, etc.
52%
30%
173
Ipsos, 2009 NASCAR Brand Tracker. Question: Below is a series of statements people have made about NASCAR and its sponsors.
For each statement please indicate whether you agree or disagree, moderately, or strongly.
An analysis of a full
day of listening on
our radio partners
shows listening
peaks during the
race broadcast.
Race Day Listening vs. Non-Race Day Listening to Eastern TZ MRN stations
60
50
Sunday without race, 5-1-11
40
Race: 1p – 5:45p
Sunday with race, 10-23-11
30
20
10
0
6:00a
8:00a
10:00a
12:00p
Data represents quarter-hours of listening to
all East Coast Motor Racing Network stations
by Arbitron PPM panelists on Sunday 10-232011 when there was a race broadcast
versus quarter-hours of listening to the same
stations on a Sunday without a race, 5-12011, in East Coast PPM markets.
Arbitron Motor Racing Network Custom Diary & PPM data, 2011 race season 3-1-2012
2:00p
4:00p
6:00p
8:00p
10:00p
NASCAR fans are the most brand-loyal fans in
sports. Fan loyalty to sponsors and their
propensity to switch to brands that invest in and
share the passion of their sport is three times
greater than non-fans.
1 out of 3 NASCAR fans
overall and nearly half
of avid fans, listen to the
radio for NASCAR content.
Race attendees and radio listeners are NASCAR’s
most passionate fans. They are twice as loyal to
existing sponsors and twice as likely to try or
switch brands than the average NASCAR fan.
Ipsos, 2009, NASCAR Brand Tracker
U.S.
Index
Video Game System
48%
37%
128
Smartphone
30%
24%
126
Energy Saving Appliance
40%
34%
117
Digital Camera
73%
64%
114
HDTV
76%
67%
113
Bigger Toys
Attendee
Attendee
U.S.
Index
Motorcycle
15%
6%
250
Recreational Vehicle
8%
3%
243
Powerboat
8%
4%
202
Personal Watercraft
5%
3%
167
ATV
7%
6%
130
Pets
Attendee
U.S.
Index
Brake Repair
15%
8%
173
Tune-up / Spark plugs
10%
6%
169
Car Battery
16%
10%
165
Oil filter / Oil change
22%
15%
152
Anti-freeze / Coolant
11%
9%
126
Pets
Attendee
U.S.
Index
Dog
54%
42%
129
Cat
28%
26%
105
Other Pet
14%
12%
126
Scarborough USA + 2011 Multi-Market, Release 1
Do-It-Your-Selfers
Product
Product
High Tech Toys
Product
NASCAR Official Partners
3M
Mobil 1
Bank of America
Nabisco
Camping World
National Corn Growers Assoc.
Canadian Tire
Nationwide Insurance
Chevrolet
Office Depot
Coca-Cola
Old Spice
Coors Light
O'Reilly's
Craftsman Tools
Safety-Kleen
DIRECTV
Sprint
Dodge
Sunoco
DuPont
Toyota
Exide
Unilever
Featherlite Coaches UPS
Featherlite Trailers
USG
Ford
Visa
Freescale
K&N
Freightliner
Whelen Engineering, Inc.
Gillette
Goodyear
Growth Energy
Head & Shoulders
Mars
McLaren Electronics Systems
SPONSOR INFO
MRN Sponsors
Aaron’s
AARP
American Ethanol
Anheuser-Busch
Auto Zone
Boston Beer
CarFax
CarQuest
Coca-Cola
Constant Contact
Discovery Networks
DXL
Exxon Mobil
Ford
Gatorade
Geico Insurance
Identity Guard
Kroger
Living Essentials
Lowe’s
Lumber Liquidators
There are no sponsor restrictions during an MRN broadcast.
NAPA Auto Parts
NHTSA
O’Reilly Auto Parts
Outback Steakhouse
Perio/Barbasol
Progressive Insurance
Quicken Loans
Red Wing
Service Master
Shell Quaker State
Sprint
Sunoco
Toyota
Valvoline
Wal-Mart
Wolverine/Cat
Wrangler
Wright Brand Bacon
Wyndham Worldwide
LIVE EVENTS
NASCAR Sprint Cup Series
The most popular form of motorsports in the United States, MRN provides coverage
of 26 events from the famous Daytona International Speedway to the season-ending
finale at Homestead-Miami Speedway in South Florida.
NASCAR Nationwide Series
Young, up-and-coming drivers gain experience racing against NASCAR Sprint Cup
Series drivers on the same speedways, and in the same cars. This series provides
some of the most exciting competitions anywhere.
NASCAR Camping World Truck Series
This series has established its reputation with hard-charging, rough and exciting
action featuring full-size trucks, NASCAR specifications, and young, enthusiastic
drivers.
NASCAR LIVE
SHORT SUPPORT PROGRAMS
Devoted exclusively to NASCAR and hosted by Eli Gold, this one hour talk show allows listeners an
opportunity to call in and talk directly to the stars of NASCAR.
NASCAR TODAY & NASCAR TODAY Midday
Two minute daily newscasts are hosted by Woody Cain and Kyle Rickey featuring the latest information
from NASCAR including race results, driver interviews, and breaking news.
NASCAR U.S.A.
An exciting country music and NASCAR racing program, NASCAR U.S.A., “America’s Tailgate Party,”
features hot country music, news, and driver and artist features. Relevant content
is brought to listeners from each week’s NASCAR venue.
Ned Jarrett’s “World of Racing”
A two-and-a-half minute daily commentary, “World of Racing” is hosted by MRN anchor Joe Moore.
Airing Monday-Friday, 52 weeks, this is the program’s 35th year in production.
Monday Morning Race Refresher
Two minute recap every Monday during the NASCAR Sprint Cup Series season gives highlights of the
weekend’s events with driver audio and insight from the winning teams.
Morning Driver Prep Service
A seasonal prep service offers listeners pre- and post-race information, race results, point standings,
track and driver history, and trivia.
STATION INFORMATION
Place your station and rate card information here. MRN
wants to make your sales success as easy as possible. Please
feel free to edit this presentation to suit your local sales needs.
We ask that you credit sources appropriately and where
needed. If you have any questions please contact Radio
Partnerships at (704) 262-6712.