NASCAR is going after Hispanics and millennials

We’re smack dab in the middle of NASCAR season, and the third-generation, family-owned stock car racing company is breaking records both on and off the track.

The company has an $8.2 billion distribution deal with NBC and FOX and brought in a record 12.4 million viewers for its 2015 Sprint Cup Finale—that’s second only to the NFL in terms of television viewers and fans in the U.S. NASCAR also plays a mean ad game. Nearly 1 out of 2 Fortune 100 companies currently advertise with NASCAR, and 70% of NASCAR fans support brands that are sponsors, the company says.  

But NASCAR has a demographics problem. According to Nielsen data from 2015, 42% of NASCAR’s fan base is located in the South. Three out of five fans are over 44 years old and 77% are Caucasian. Appealing to such a limited group is bad business and Chairman and CEO Brian France wants to broaden the sport's appeal to a wider fan base.

France tells Yahoo Finance that NASCAR is targeting two key demos: Hispanics and millennials. The company is increasing its focus on digital and social media (NASCAR recieved a record 4.1 billion social media impressions during its 2015 season). They’ve also partnered with Mexican movie star Eugenio Derbez to develop a NASCAR-centric comedy film.

NASCAR now supplies Wi-Fi at events so that fans can post on Instagram and Twitter even in remote locations. They trained key racers on how to interact with fans on social media and build their personal brands. In order to attract more millennials to events, NASCAR has started to provide DJs, foam parties, go-karts and hangout areas that are open until 3 a.m. They’ve also publically asked fans to stop displaying the Confederate flag and have denounced anti-gay “religious freedom” laws.

“The majority of revenue today is created by your television broadcast, but everybody is trying to sort out digital and social media,” France says. “We’re working on monetizing it but also figuring out how we’re going to communicate our message week-in and week-out.”

As for the future, “If it’s commercial and it makes sense we’ll be doing it—whatever it is,” says France. That includes the possibility of racing driverless cars and including a fourth car manufacturer in NASCAR events (cars are currently made by Ford, Chevrolet and Toyota). What would Ricky Bobby think?
 

Correction: In an earlier version of this story it was stated that NASCAR had a television deal with NBC, they also have a television deal with FOX.

  

43 minutes ago, Shifty said:

I'm shooting in a defensive pistol match in Waterford Maine 

Something new, or have you been shooting in matches for a while?

31 minutes ago, Biggie Smails said:

Really want to see him win.....I like that cat.

Agreed  

5 minutes ago, Shifty said:

I hate the stunt bullshit 

Years ago there was a bike in front of me at Hampton Beach that was showing off. The guys pulls a wheelie and proceeds to run in to the back of a Corvette

What are you guys planning on doing for the upcoming holiday weekend?

Just now, DAVE said:

Truex is due bigtime.

Sure is

Truex on the pole for the 600.

  

Martin Truex Jr. wins Charlotte pole: #78-Martin Truex Jr. won the Coors Light pole for the Coca-Cola 600 Sprint Cup Series race at Charlotte Motor Speedway with speed of 192.328mph for his 2nd pole of 2016, 1st at Charlotte and 9th of his career. Truex Jr. has never won a race from the pole.
#22-Logano will start 2nd, followed by #17-Stenhouse Jr., #11-Hamlin, #2-Keselowski, #16-Biffle, #48-Johnson, #4-Harvick, #19-Edwards, #6-Bayne, #27-Menard and #24-Elliott.
#22-Logano was fastest in the first and second rounds and will start 2nd.
Since the maximum of 40 cars entered the race, everyone made the race.
See round-by-round qualifying results on the Charlotte qualifying results page (pdf) and the complete starting lineup on the Charlotte Starting Lineup page (pdf).(5-26-2016)

7 minutes ago, Zambroski said:

I love dogs like that.  I've never had one though.  Take something out of a Husky's mouth and throw it and you are going to get a look of confusion and they'll wait for you to go get it.  I swear I heard one mumble this to me: "WTF did you do that for you idiot!  Go get it yourself not, but get me a pig ear first...and hurry the fuck up about it!"

Izzy just can't get enough of it. When she was a pup I bribed here to bring me back the ball with a piece of Beggin strip.

Just now, Mileage Psycho said:

79 today which is great after two days in the low 90's 

Fortunately 90's are very rare here in northern VT. Used to get 6 or 7 days a year of low 90's when we lived in central NH. 

Here's our Izzy B (Izzabella)  She would chase a tennis ball all day long if there was someone willing to throw it that long.

65° here now after a low of 59°. Forecast is call for low 80's with a chance of afternoon thunderstorms.

Just a regular Coke on ice tonight

It came out very good

This is the lake we used to live on in New Hampshire.

Just now, Zambroski said:

"Chubby".   You don't see that word much.  Her and I are not fond of each other.  

Who are you guys talking about?

Just now, DAVE said:

Do you know that chubby girl jen from hcs?

What chubby girl, there's a lot of them around here

I'm in northern Vermont, you do the math

4 minutes ago, Roosting said:

200 should be fine. Remember to let rest for a bit wrapped in foil.

I was going to wrap it in foil and stick it in a cooler for about an hour?

Up to 188° now. Should I pull at 200° or 210° for pulled pork?