Grand Am Fan Demographic Data

The Grand Am Fan:

Affluent: over 52% of Grand Am Fans have an average household income over $50,000.

over 33% of Grand Am Fans have an average household income over $100,000.

Passionate: Over 92% are also fans of other major professional racing series.

Loyal: Over 73% are positively influenced to purchase a sponsor product because of the sponsor’s association with Grand Am. 
             Over 80% are likely to purchase a product or service over that of an unaffiliated brand.

Satisfied: Over 95% of Grand Am fans feel that the entertainment value of the races is good, very good, or excellent.

Average Age……. 40 Married…………. 59.7%

39% are age 18-34 Average dependants. 2

64% have children under the age of 18

Male…………….. 60%

Female………….. 40%

The female fan base has grown more Occupation:

than 10% in the past 3 years. Professional…….. 29.9%

Technical……….. 12.0%

Annual Household Income: Skilled Trade…… 10.8%

$75,000 - $100,000 16.3% Sales……………. 10.0%

$100,000 - $150,000 16.5% Senior Management 9.5%

Over $150,000 18.5% Management…….. 9.5%

Laborer………….. 4.1%

Getting To The Races: Administrative…… 2.9%

87.5% drive to the races Operations……….. 2.9%

37.7% travel over 100 miles to attend Other…………….. 8.4%

27.7% stay in hotels

48.7% attend more than 3 races annually Hobbies & Interests:

69.7% purchase general admission tickets Outdoor Activities.. 46.7%

Automotive………. 37.0%

Why They Are Grand Am Fans: Auto Racing……… 34.8%

Competition…….. 77.3% Motorcycles……… 20.7%

The Cars………… 50.3%

Atmosphere……… 41.1%

71.9% of Grand Am fans watch the races on SPEED. 
There were over 43 million people that viewed the Grand Am races on SPEED in 2008.

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