NASCAR Fuel for Business

Miami, FL

Thursday, November 19, 2015

Industry Action Plan (IAP) - Platforms

Industry Action Plan (IAP)

Young

AdultsYouth Multicultural

Driver Star

Power

Event

Experience

Digital/

Social

Product

Relevance

The Future - NASCAR’s Growth Strategy

• IAP planks have been absorbed into various departments and now part of our

day-to-day business

- Product Relevance → Competition Innovation

- Driver Star Power → Driver Marketing Services

- Event Experience → Event Marketing Services

- Digital & Social Media → NASCAR Digital Media and NASCAR Social

- Growth Segments → NASCAR Brand & Consumer Marketing

• The initial goals of the IAP continue to be the objectives of the internal

business units now tasked with those ongoing projects

3

NASCAR Goals

• Grow fan consumption

- Unique TV viewers, digital platform views, social engagement,

attendance and racing action scores

• Strategic Growth

- Younger and More Diverse fans, Driver Star Power, Racing

Innovation, Event Experience, Winning Culture and Communication

• Focus on Industry Engagement

- Partners, OEM’s, Sponsorship Marketplace

- Team Business

- Track Business

Key Performance Results

The Chase Grid

• Created the new format for the NASCAR Chase for the Sprint Cup• Overall “positive opinion of NASCAR” among sports fans in the U.S. +16% since

introduction of new format*

• 2014 Championship race at Miami was most-viewed NSCS race at Miami since 2011*

• STEM - over 400,000 students in over 14,000 schools have been impacted by

NASCAR Acceleration Nation education materials

• D4D driver success: 17 wins, 63 top-5, and 120 top-10

• D4D crew member success: 55 minority and females trained

• Over +500 driver requests fulfilled utilizing 86 unique drivers YTD for 2015

• Nearly 60% of NSCS tracks saw increases in attendance in 2015

• Over 365 celebrity appearances at-track with over 200 million social followers potentially reached

• 36% of NASCAR Official Partner’s national promotions are running during The Chase which is a 25% increase over 2014

• Approximately 10 million total followers across platform

• Multi-year double-digit growth across key platforms including Twitter and Instagram

• Creation of RaceView Mobile app and Xfinity RaceView product

• Month-over-month annual comScore growth for third consecutive year

• The 2014 Chase saw a +36% increase in unique visitors and a +44% increase in page views over 2013

*Sources: National Sports Fan Tracker (commissioned by NASCAR and conducted by Toluna). n=1000 per wave; The Nielsen Company; Official NASCAR Fan Council Season Launch Survey, fielded February 2013. n=3191

2015 Key Consumption MetricsYear-to-Date through Race 35 (Phoenix)

Race-day YTD averages exclude non-points events. Sources – TV: The Nielsen Company. Data based on Live + SD data stream. TV average viewership excludes Races 8 (Bristol), 11 (Kansas), 30 (Charlotte), and 35 (Phoenix) due to rain. #1 or #2 sport of

weekend ranked on viewers. Digital: Adobe Omniture SiteCatalyst; Microsoft/Apple/Google. Digital metrics represent all platforms (NASCAR.com, NASCAR Mobile Web, NASCAR Mobile Apps). *App downloads since launch. Social: Facebook Insights; Twitter

Analytics; Nielsen Social. Social impressions based on content served from the NASCAR Facebook page and the @NASCAR Twitter account combined year-to-date. Facebook reach based on content published on NASCAR Facebook page on race day. Twitter

reach based on all conversation related to the race on the platform during the hours aired +/- 3 hours. Social engagement is defined by taking action on NASCAR’s social content (e.g. sharing, likes, comments, favorite, retweets). All data through November 15,

2015, except Twitter reach through November 8th due to data being unavailable from Nielsen Social.

*All listed are monthly active users

except LinkedIn which

is total membership

Overall Growth of Social Media Platforms

Social Media UsageAmong NASCAR Fans

8

of NASCAR

fans claim to

use social

media

61%of NASCAR fans

claim to use

social media to

follow NASCAR

35% 54%of NASCAR fans who claim

to follow NASCAR on social

media are avid fans

NASCAR social followers are nearly

as likely to be casual NASCAR fans

as avid NASCAR fans

Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2014).

Social Media UsageAmong NASCAR Fans

9

48%

40%

26% 24%

18%15%

9% 8%

Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2014).

Social media sites claimed to visit in last 30 days, listed in descending order: Facebook, YouTube, Google+, Twitter, Pinterest, Instagram, Tumblr and Vine.

Read: 48% of NASCAR fans claim to have used Facebook in the past month.

Question: Which of the following websites, if any, have you used in general or used for information about NASCAR in the past month?

Proportion of NASCAR Fans Who Claim to Visit Each Social Media Site

Social Media BehaviorsAmong NASCAR Fans

10Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2014);

NASCAR Fans Who Use Social Media is specific to fans who follow NASCAR-related information on Facebook and Twitter.

Social Media UsageAmong NASCAR Fans Who Use Social

Media for NASCAR-Related Information:

45%“I use social media to follow

NASCAR more today than

in the past.”Of NASCAR

Fans Agree

31%“I rely on social media to

get information about

NASCAR.”Of NASCAR

Fans Agree

52% Follow their Favorite Driver

42%Follow NASCAR Media

Personalities

35%Follow NASCAR-Related

Sponsors

32% Claim to follow the races live via social media

Impact of Social MediaAmong NASCAR Fans

11

NASCAR Fans Who Claim to Follow NASCAR on Social Media

Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2014).

Data reflective of NASCAR fans who claim to follow NASCAR on Facebook and Twitter.

more time

following

NASCAR in the

media per week

+50% +30% +20% TWICEmore likely to

have a favorite

auto

manufacturer

more likely to

have at least one

favorite driver

as likely to attend

a race

Spend Are Are Are

Who is Our Social Media Follower?

13

Young

• 55% of FB followers 13-34 years old –

and 72% between 13-44 years old

• ~80% of Snapchat’s 200 million user

base between 12-24 years old

Tend to be Male

• 70% male on Twitter and 66%

on Facebook

Global

• 38% of our Facebook followers are

from outside the US; 27% on Twitter

Android Users

• 35% of Twitter followers use Android,

23% use iOS

Platform Visits - % Share by Device

14

#1Desktop

38%

Mobile Web34%

Mobile Apps28%

2014

62%Total Mobile in 2014

Desktop31%

Mobile Web35%

Mobile Apps34%

69%Total Mobile in 2015

2015

2015 Chase Races

Source: Adobe Omniture SiteCatalyst

2015 vs. 2014 Metrics – Race Day

15

Source: Adobe Omniture SiteCatalyst

2015 RaceBuddy Metrics (Chase Races)

16

Average # of Video Views

per Chase Race

+18%

Average Time Spent per

User per Chase Race

+15%

YEAR-OVER-YEAR

YEAR-OVER-YEAR

Chase Grid

17

• Grid page will be destination for fans to

track standings throughout Chase

• Links available to support industry initiatives

including Join The Battle, tickets sales,

merchandise and tune-in

Chase Grids YoY

Through first 9 Chase Weeks

Page

Views

Visits Uniques Avg Time

Spent

Sep 14 – Nov 15 2015 2.3M 1.9M 1.3M 1:58

Sep 8 – Nov 9 2014 1.9M 1.5M 1.1M 1:30

% Diff YoY 19% 29% 20% 31%

Partnership Strength

18

New 2015 Partners Continued Partnerships

19

&