NASCAR fans remain most sponsor-loyal

NASCAR's 'Bubba' fans are very loyal

NASCAR fans continue to demonstrate the greatest loyalty toward a sponsor's brand among all sports fans in the U.S., according to SponsorLink research released by Repucom. Seven out of 10 NASCAR fans said they are loyal to a sponsor's brand when the brand supports their sport, which is nearly 20% higher than a typical sports fan.

Repucom, a trusted advisor in sports and entertainment intelligence, is again monitoring and evaluating the performance of more than 1,000 brands appearing in the NASCAR Sprint Cup, XFINITY and Camping World Truck series in 2015. By using leading technology and advanced data analysis, Repucom monitors the value and quality of exposure and messages getting through to fans and advises clients on how to stand out in the highly competitive commercial space.

Bubba Fan

Repucom analyzes more than 350 hours of NASCAR programming per year, and evaluates how changes to the race schedules, sponsors, teams and broadcast channels impact value versus prior years and among the entire field of entries. In total, sponsors in NASCAR's top three national series earned nearly $1.3 billion in television exposure value in 2014.

In addition to audience size, Repucom considers factors such as exposure duration, size, quality and the number of competing messages when determining value. Repucom also measures the value and impact of brand exposure in digital and social media, areas that are becoming increasingly important as media consumption patterns change. Repucom