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About Texas Motor Speedway
Built in 1997, it’s the 2nd largest sporting venue in the United States
Both NASCAR race events at TMS are televised in more
than 150 countries around the world in over 30 languages Each NASCAR Sprint Cup Series race at Texas Motor
Speedway has drawn to Fort Worth almost twice the largest crowd ever to attend a Super Bowl
Added 2nd Sprint Cup Series Race in 2005
“Crown Jewel” of SMI Facilities
Estimated annual economic impact is $300,000,000!
Industry leader and innovator (“No Limits” Campaign,
Garage Party, Schedule Announcement Parties, Burnout Alley, etc.)
“We work for the fans” mentality
Samsung at TMS Since 2002 Event Recaps and Analysis
Race “Assets” 2011 2010 2009 2008 2007
Driver/Crew Chief Meeting Adib, Khan, Santana, Golden, Ji Park, Titus
N/A Due to Rain STA VP Bobby Billman; STA VP Paul Golden
STA Pres. Dale Sohn; STA CMO Bill Ogle
STA Pres. Dale Sohn: STA VP Randy Smith
PRN Pre-Race Radio Interview Paul Golden Paul Golden Paul Golden Bill Ogle STA VP, Randy Smith
Executive Speech (Address Crowd)
Paul Golden Paul Golden STA CMO Bill Ogle Bill Ogle Randy Smith
Driver Introductions (Reception Line)
Park; Kahn; Santana; Golden
Paul Golden, Lou Granberry, Tammy
King, Pace Car Riders
Billman; Golden; Khan; Adib; Packingham
Dale Sohn; Bill Ogle
Dale Sohn: Randy Smith
Grand Marshal (Start Your Engines)
Gary Linfoot “GYSE” Winner, Tammy King
“GYSE” Winner, Mark Fredde
“GYSE” Winner, Kerrie Rogers
WWE “Stone Cold” Steve Austin
Pace Car Rides: STA (3); “GYSE” (2)
STA: Ji Park; Sprint VIPs: McGinnis,
Sullivan, Finnerty, Mody, Kiesling
Jong Park, Philips, Korean Media
Member, McKnight, Diaz, Daley
Sprint VP Fared Adib; STA SVP Omar Khan
Dale Sohn Party (3); K. Rogers/Guest (2)
STA PR, Kim Titus
Honorary Starter (Green Flag Wave)
Fared Adib Sprint VP, Lou Granberry
Sprint SVP, Kevin Packingham
Bill Ogle Dale Sohn
Trophy Presentation Kim Titus Paul Golden Bobby Billman Bill Ogle Randy Smith
Champagne Toast Kim Titus N/A Due to Rain Bobby Billman Bill Ogle Randy Smith
Sponsorship “Assets” Utilization
Attendance (TMS)
TV Ratings (FOX)
Households (000)
Viewership (000)
#1 Weekend Sports Event
2011 168,400 4.0 4,634 7,036 The Masters*
PGA
2010** 92,000 2.1 2,397 2,907 NBA Playoffs
2009 176,300 4.7 5,413 7,432 Final Four*
NCAA
2008 190,000 5.4 6,121 8,612 Final Four*
NCAA
2007 200,000 5.6 6,192 9,284 Samsung 500
NASCAR
2006 190,000 5.4 5,974 8,677 The Masters*
PGA
2005 200,000 5.7 6,300 8,700 N/A
2004 200,000 6.0 6,500 9,700 N/A
2003 200,000 6.3 6,800 10,200 N/A
2002** 180,000 3.3 N/A N/A N/A
* The Samsung Race (NASCAR on FOX) was the #2 Weekend Sports Event ** The 2002 and 2010 events were postponed until Monday due to weather.
Year-to-Year TV Facts and Figures
Race Analysis
2002-2006: Samsung/RadioShack 500 Era
2006 2005 2004 2003 2002
Overall Total: $11,376,546 $10,392,908 $7,552,795 $11,905,888 $16,186,379
National TV $3,554,470 $4,425,145 $2,238,505 $3,690,420 $7,576,325
TV News $508,135 $575,408 $205,801 $248,449 $930,462
Radio $1,403,745 $1,478,906 $231,145 $261,612 $235,533
On-Site $865,664 $910,224 $1,885,700 $1,775,096 $581,333
Promotions $2,726,316 $628,869 $721,262 $2,545,884 $1,259,896
Internet $508,741 $182,548 $0 $0 $0
Print $1,809,476 $2,191,809 $2,270,383 $3,384,427 $5,602,830
Repucom 2011 2010
Overall Total: $11,947,129 $7,738,540
TV Exposure (RBA+) $822,273 $388,214
Print Valuation $87,326 $107,413
Highway Billboards $1,546,497 $1,914,667
Internet Valuation $10,001 $48,413
Merchandise & Collateral $46,693 $98,924
Track Signage Valuation $5,139,597 $2,197,537
TV Ads $732,318 $268,577
Radio $70,496 N/A
TV News Monitoring $3,272,105 $2,711,085
Other $219,823 $3,710
Joyce Julius 2009 2008 2007
Overall Total: $17,313,900 $11,449,817 $7,840,632
National TV $2,914,610 $2,496,815 $1,523,415
TV News $394,541 $592,578 $451,208
Radio $586,607 $434,589 $517,495
On-Site $781,813 $685,698 $373,344
Promotions $10,606,245 $4,481,148 $2,536,659
Internet $275,546 $637,883 $404,375
Print $1,754,538 $2,121,107 $2,034,135
Race Analysis
Television and Demographics “NASCAR Today”
Interest in NASCAR is Rising
25%27%
30%
0%
10%
20%
30%
40%
2009 YTD 2010 YTD 2011 YTD
Read: In 2011 YTD (January – May), a monthly average of 30% of the U.S. adult population are NASCAR fans.
Source: Ipsos, telephone omnibus, fielded monthly to a nationally representative sample of the U.S. pop 18+ years old. n = approx. 1,000 per month. NASCAR fandom is determined by using the following question: “Using a scale of 1 to 7, where 1 is “not at all interested”, 4 is “moderately interested”, and 7 is extremely interested”, please rate how interested you are in NASCAR racing.” NASCAR fans are those respondents who indicate 4, 5, 6, or 7 on the 7-point scale, while non-fans indicate 1, 2, or 3. Avid NASCAR fans indicate 6 or 7, while casual NASCAR fans indicate 4 or 5.
2010 Television Viewership Comparison
AVERAGE HOUSEHOLDS (000): 2010 Network & Cable Combined
(Number of Total Events)
(36) (35) (17) (25) (23) (19) (12) (9)
Based on Live + Same Day data stream. Year end 2010. Source: The Nielsen Company
DUE TO NASCAR’S AGREEMENT WITH THE NIELSEN COMPANY, DISTRIBUTION OF THIS OR
ANY OTHER REPORT CONTAINING NIELSEN RESEARCH INFORMATION IS PROHIBITED.
Coincidence?
2 out of 3 agree: “I’m very familiar with companies that sponsor NASCAR and its drivers.”
1 out of 3 agree: “I always buy products or services from companies that sponsor NASCAR.”
3 our of 5 agree: “During tough economic times, I will continue to support NASCAR sponsors
more than other brands because of the commitment they show to the sport.”
NASCAR Fans: #1 in Sponsor Loyalty
More Fortune 500 companies rely on NASCAR than any other sport.
NASCAR fans embrace sponsors’ role in the sport and are loyal to them:
Samsung Mobile: #1 in Customer Loyalty
#1 US Provider of Mobile Phones
Samsung ranks #1 in customer loyalty for the last ten years.*
Samsung is one of only 8 brands in any category to retain the lead in customer loyalty for an entire decade, and the only handset provider to be awarded the honor for ten consecutive years.
Source: Brand Keys Customer Loyalty Index (2002-2011)*
63%
40%
48%
39% 43%
NASCAR Fans regularly consume sponsors’ products and services.
Are you more or less likely to regularly consume a product/service if that product/service is an official sponsor of [league]?
% More Likely / Avid Fans
NASCAR Fans Product Consumption
Data property of Turnkey Sports and SBJ / Published throughout 2010
64%
37%
47%
36%
42%
Are you more or less likely to recommend a product/service if that product/service is an official sponsors of [league]?
% More Likely / Avid Fans
Fans Data property of Turnkey Sports and SBJ / Published throughout 2010
NASCAR Fans Recommend Sponsors
NASCAR Fan Demographics
Gender Distribution*
62% Male
38% Female
Age Distribution*
48% of NASCAR fans are ages 18-44
21% are ages 45-54
Presence of Children*
40% of NASCAR fan families have children under the age of 18
Income Distribution*
55% of NASCAR fans have income of $50,000+
16% have income of $75,000-$100,000
20% have an income of $100,000+
Mobile Phone Category**
95% of TMS Attendees have wireless/cell phone service
Half of TMS Attendees have a smartphone
Sources: Scarborough USA+ 2010 Release 1*
Scarborough Dallas/Fort Worth 2011 Release 1**
Brand Building “A 360° Approach”
Year-Round Brand Presence
Race Est. Attendance
Daytona 500 182,000
Samsung Mobile 500 168,400
Irwin Tools Night Race (Bristol) 156,000
Kobalt Tools 400 (Las Vegas) 152,000
Coca-Cola 600 (Charlotte) 145,000
2011 Top 5 Race Attendances (To-Date)
Brand Building
Ballfield Logo
Four (4) Crash Wall Logos
Flagstand Wrap
Victory Lane Exposure
April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Souvenir Program Full-Page Editiorial (Welcome Letter)
Brand Building April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Branding on Driver Introduction Stage
Forty (40) Banner Locations and Thirty (30) Flag Locations
Additional Items: One (1) Inflatable Location
Thirty (30) News Releases Promoting Race
Brand Building June Weekend Assets – Qualifying Entitlement
Ballfield Logo
Flagstand
Additional Items: Ten (10) Flag Locations
Twenty (20) Banner Locations Victory Lane Exposure
Brand Building Annual Assets
Broadcast Center Entitlement
Brand Building
Two (2) Permanent Video Screen Signs (Front and Back)
Annual Assets
Brand Building Annual Assets
One (1) Backlit Pit Road Entrance Sign (Front and Back)
One (1) Asphalt Logo
One (1) Locked Turn 3 TriView
Brand Building Annual Assets
One (1) Infield Scoretower Face
One (1) Interior Backstretch Billboard
One (1) Exterior South Static Billboard
Brand Building Annual Assets
Two (2) Suite Level Murals (Towers 3 & 4)
Samsung Mobile Media Center Entitlement
Brand Building Annual Assets
Five (5) Sets of Grandstand Directionals (Both Sides)
Two (2) Interior Elevator Tower Signs (Towers 3 & 7)
One (1) Exterior Elevator Tower (Gate 3) Twelve (12) Gate Entrance Signs
Brand Building Annual Assets
One (1) Trackside Tri-View (South End)
One (1) Trackside Tri-View (North End)
I-35 Tri-View
Additional Items: One (1) Annual Pace Car Logo
One (1) SprintVision Spot per day Two (2) Full-Page 4-Color Souvenir Program Ads Two (2) Campground Information Packet Inserts
One (1) Full-Page 4-Color Fan Guide Ad Four (4) PA Announcements Per Day
Relationship Management “The Building Blocks of Customer Loyalty”
April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Relationship Management
Samsung Mobile 500 Pre-Race Executive Introduction Right to Choose Honorary Starter for the Samsung Mobile 500
Six (6) Pace Car Rides prior to the Samsung Mobile 500 Trophy Presentation following the Samsung Mobile 500
April Weekend Assets – NASCAR Sprint Cup Race Entitlement
Relationship Management
Luxury Suite #1213 (April Event Weekend)
Luxury Suite #1206 (Spring Cup Only)
Assist in Selecting Grand Marshal (Spring Cup)
Additional Items: Twelve (12) Pre-Race Credentials for Sweepstakes Winners (Spring Cup)
Six Hundred (600) Grandstand Tickets for the Weekend Sixty (60) Grandstand Pit Infield Credentials (Weekend)
Forty (40) VIP Parking Passes (Weekend) One (1) Table during the Champagne Toast
Relationship Management
June/Fall Weekend Assets: Luxury Suite #1206 (June Weekend)
Three Hundred (300) Grandstand Tickets (June/Fall Weekend) Twenty (20) VIP Parking Passes (June/Fall Weekend)
Forty (40) Grandstand Pit Infield Credentials (June/Fall Weekend)
Additional Annual Assets: Luxury Suite #1202 (Additional (18) Pit Passes and (10) Parking)
Luxury Suite #1207 (Cash plus (48) Premium Devices) Six (6) Official Parking Passes Two (2) Infield RV Spots
One (1) Corporate Speedway Club Membership with (10) Designees
Experiential Marketing &
Product Integration “A Hands on Strategy”
Experiential Marketing
One (1) 40’ x 70’ Display during the April and Fall Event Weekends
Product Integration
“No Limits” Social Team – Use (25) Samsung Galaxy Tabs Miss Sprint Cup activation at NASCAR Sprint Cup events
Consumer Promotions “Where the Rubber Meets the Road”
Promotions T-Shirt/Lapel Pin Promotion with RadioShack Locations
Commemorative Hood Promotion “Gentlemen, Start Your Engines” Promotion
“March to a Million” Promotion “10 Years Rolling” Promotion