Consulting Services, a Detroit-based consumer research firm.
Two out o f 10 respondents were aware o f organizations that
sponsored motorsports events, with 75% recalling non-autonto-
tive companies and 34% recalling automotive sponsors. The
respondents were primarily males age 35-44, college educated,
with an average household income of $35,000 to $50,000. Only
5% o f all responding io the survey, primarily elderly men, lis­
tened to motorsports activity on radio.
A recent survey o f 1,000 African Americans across the US
revealed that we have a very strong interest in racing events. The
survev polled African Americans in Atlanta, Chicago, Detroit,
Houston, Los Angeles, New York/New Jersey, Oakland/San
Francisco, Philadelphia, Tam pa/O rlando, and DC/Baltintore.
The results suggest that there is an opportunity to reach African
American consumers through motorsports events, says Dr.
Darlene Williamson, president and C E O of Performax
15% African
Americans who
belong to a
Motorsport
Association
or Club.
10%
32% attended
a race or
motorsports
event
last year.
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
50%
60%
70%
80%
60% 100%
African A m ericans
Women
20%
30%
40%
NASCAR
Grand P rix
Black Sunday, CART, In ner City Youth o r Q u a rte rm a s te rs
54% watched a
motorsports
event on
television.
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
|jn d y
Grand P rix
NASCAR
Sources: Performax Consulting Services and Quantum Marketing
AFRICAN AMERICANS ON WHF.F.l S
C