indycar series demographics
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IndyCar Series Fans
• 40 million IndyCar Series fans worldwide
• 1 in 5 U.S. adults are IndyCar fans
• Desirable and diverse audience
– Well-educated adults with greater discretionary income
– Heavy consumers of TV, print, and radio media
– More brand loyal than average consumer
– Early adopters of innovation and technology
• Brand loyalty based on brand participation in the series:
– Nearly three times as likely to try a new brand
– Twice as likely to remain loyal
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40,000,000 fans
3x as likely to try new brands
2x as likely to remain loyal
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| Age Distribution |
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Gender Distribution |
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18-24: 12%
25-34: 16%
35-44: 20%
45-54: 21%
55+: 31% |
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Male: 67%
Female: 33% |
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| Income Distribution |
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Education Distribution |
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< $25K: 1%
$25-50K: 9%
$50-75K: 17%
$75-100K: 20%
$100-150K: 28%
$150-200K: 14%
$200K+: 12% |
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Some High School: 9%
High School: 37%
Some College: 31%
College Grad/ Grad School: 23% |
| 93% of respondents own their homes and 54% come from families earning $100,000 or more. With an average household income of $120,237, Indy 500 race day ticket holders are more well-off than the average NFL, NBA, NHL or MLB season ticket holders. |
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Ticket owners are well-educated – two out of three hold a bachelor’s degree or higher, with an additional 26% indicating they hold an associate’s degree or have attended college without earning a degree. |
IndyCar Series Consumer and Lifestyle
Business and Financial
– Avid users of financial products and services.
– Early adopters of innovation and technology.
– Responsible for corporate purchasing and
management decisions in the workplace.
Consumer Products and Durables
– Early adopters of wireless technology.
– More likely to purchase consumer electronics
and invest in home improvement.
Leisure and Lifestyle
– High propensity for travel, including: hotels, car
rental, airlines, and travel websites.
– Devoted automotive enthusiasts and heavy
consumers of TV, print, and radio media.
Food and Beverage
– Frequent both QSR and sit-down restaurants.
– More likely to enjoy domestic and imported beer
liquor, specialty coffee, soft drinks and bottled water |
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| Index % vs. Population |
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| Financial Serivces 181% |
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| Adoption of Technology 214% |
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| Corporate Purchasing Power 197% |
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| Wireless 231% |
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| Home Improvement 172% |
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| Consumer Electronics 222% |
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| Frequent Travel 201% |
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| Automotive Enthusists 278% |
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| Active Lifestyle 200% |
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| QSR/Sit-down Restaurants 192% |
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| Domestic and Imported Beer 201% |
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| Specialty Coffee 233% |
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| Liquor 159% |
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| Soft Drinks/Bottled Water 193% |
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IndyCar Series Economic Metrics are Trending Up
• Total Buy Power $564.8 billion a year
IndyCar Series fans make up 20% of the U.S. population, but their purchasing
power accounts for 22% of all consumer spending.
• Avg Household Income $80-85,000 a year
Greater than the national average and 18% higher than the competition.
• Avg Home Market Value $285,500
Equivalent to the national average, but higher than the competition.
• Avg Household Buy Power $15,300 a year
36% greater than the national average and higher than the competition.
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total buy power
$564 billion a year
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