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Source: http://www.americanlemans.com/News/Article.aspx?ID=2455

High points for 2006
*That study revealed that nearly half (48.3 percent) of American Le Mans Series fans earned more than $90,000 annually compared to only 20.4 percent nationally. In separate studies from national US phone surveys, Nielsen Media Research concluded that fans of the major sports leagues and other motorsports series who earned more than $90,000 ranged from 23.7 percent to 34 percent.

*In addition, 20 percent of American Le Mans Series fans earned more than $150,000 and 10 percent earned more than $200,000. Furthering the affluence of the American Le Mans Series fans, the Nielsen Media Research study results documented that 13 percent had a net worth greater than $1 million and nearly a quarter (22.3 percent) had a net worth greater than $500,000.

*American Le Mans Series fans love their cars and do not hesitate to purchase them or pay a higher tab for them, either. More than 40 percent of Series fans purchased new vehicles in the past year, and 39 percent own three cars or more while 27 percent spend more than $30,000 on a new car purchase.

*In the important area of age-based demographics, Nielsen Media Research data reflects that 51 percent of American Le Mans Series fans fall within the highly desirable and influential 25-49 year age bracket; however, the Series also fared very favorably with younger fans, garnering 30 percent of its fans from the highly sought after 18-34 age group. In separate studies from US national phone surveys, Nielsen Media Research indicated that the major sports leagues and other motorsports series reaching this 18-34 year age bracket ranged from 9.1 percent to 34.2 percent.

If a company is looking for a sports marketing platform that reaches influential buyers and decision-makers, this data confirms the American Le Mans Series is a very effective and efficient way to reach an exceptional audience," said Series President and CEO Scott Atherton. "In addition, while the Series continues to deliver a target audience of 40-year-old affluent adult males, we are very encouraged that so many young fans have emerged, providing credence to the American Le Mans Series as one of the fastest growing race series in the world. With our mix of top-level independent teams and a dozen manufacturers competing head-to-head in our Series – unlike any other form of motorsports on the worldwide stage – this validation of our demographic information is very important to all our stakeholders."

and the two big points:

Last year,( 2006) nearly half of American Le Mans Series fans earned more than $90,000 annually compared to only 20.4 percent nationally.

The American Le Mans Series attracts a higher percentage of the 18-34 and 25-49 age demographics than many other major sports leagues.

Jeffvette

It's readily apparent when you head to some of the events and look at the corrals for Porsche, Corvette, then wandering around the parking lots as well. Money is there.

xsiveone

Honda/Acura probably got a look at this study and decided that they wanted in.

I'd like to see a similar study made of DP's and NASCAR. I personally don't care though. I like what I like regardless of who else likes it.

Falcon

How many people does that 20% represent? 100 or 1,000 or 10,000?

I've been to a few ALMS races, and the crowds are relatively small.

96LT1

I saw a study about 10 years ago that said 10% of the U.S. working population made $100K or more.

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vader86

Unfortunately I'm in the other half

trumper Z06

I've attended every year since Panoz first started with the Petitt Le Mans at Road Atlanta. Each year sees an increase in attendance.

Last year, on Saturday, it was tough to walk from corner to corner, there were fans all around the track.

Red Gump

don't sweat it--58.6% of all statistics are made up.

I don't reckon they did much polling here, considering 90% of the attendence is within the greenpark (zoo) and I'd say 50% of those yayhoos don't even realize there's a race going on, lol.

xsiveone

From what I gather, they are talking about fans in general, not just the fans that attend the races. The only race that's convenient for me to attend is Road America. I've only been to one ALMS race, even though I watch just about every tv telecast.

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Marketing data is used to get sponsors.

and as Mark Twain once said:

"There are three types of liers.

Liers, Damn Liers, and Statistics."

jwt1603

StArrow68

I'm also thinking that they are not going to provide much detail on how many of those young fans are also in that high Income or NW group. But, if they are good at marketing they will get more support and that is ok here. Just wish they would go back to Infineon/Sears Point, and get more competition in GT1.

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Part of these demographics has helped Aston Martin / ProDrive get a mjor sponsor, Intercontantal Hotels.