89% of NASCAR Fans Are Aware of Nextel Sponsorship, According to Knowledge Networks Study - DUH!

In First Season as Title Sponsor, Nextel Gains Traction with One of the Largest Fan Bases in the U.S.

MENLO PARK, Calif., Sept. 20 -- A new study by Knowledge Networks (KN) indicates that NASCAR's title sponsor, Nextel, has achieved awareness among nine in ten fans of the nation's most-watched auto racing series. Results of the study appear in today's issue of Street & Smith's SportsBusiness Journal.

In only the first season of the NASCAR Nextel Cup Series, which began in February, 89 percent of NASCAR fans age 18-49 are aware of Nextel's sponsorship; and almost three-quarters of NASCAR fans believe that Nextel has done a "very good" or "good" job of connecting with NASCAR and its fans.

The study also suggests that, compared with the general population, the percentage of NASCAR fans with Nextel cell phone service grew significantly faster in the past year, though a larger study would be necessary to measure exact sales effects.

"Nextel has been extremely successful in communicating its sponsorship to almost all NASCAR fans," said David C. Tice, Knowledge Networks' Vice President, Client Service. "An 89% awareness level among this group translates to about 51 million people nationwide - a level of exposure that most conventional media would be unable to achieve today."

Members of the Knowledge Networks Panel -- the only Web-based research panel projectable to the full U.S. population -- are regularly screened for their interest in, and viewing of, many sports, including NASCAR Nextel Cup. For the new study, KN completed 515 interviews with a general population sample of persons 18 to 49 years old, as well as an additional supplement of KN panelists identified as NASCAR fans.

Knowledge Networks possesses deep expertise in sports sponsorship, advertising, and media research. Its team has worked with nearly all of the major sports leagues and media companies, as well as many sponsors, determining which opportunities hold the greatest promise for business success. Knowledge Networks/SRI has conducted dozens of sports-related studies on advertising and programming effectiveness.