As Memorial Day approaches many homes will hang their American flag to honor those who served and show gratitude towards our current armed forces. Memorial Day often means cookouts, the beginning of summer, and for many Americans, the Indianapolis 500. Nielsen Scarborough took a closer look at the Indianapolis 500 viewer and found an especially patriotic and loyal audience.
Almost all, 82%, of Indianapolis 500 viewers say that buying American products is important to them and this loyalty towards American products is evident in their purchasing habits. Compared to the average U.S. adult, Indianapolis 500 viewers are 15% more likely to drink domestic beer and 69% more likely to own or lease a domestic vehicle. Their national pride extends further into their lives as these fans are 35% more likely to contribute money to a military/veterans organization and 18% more likely to listen to country music on the radio. Marketers take note of this pride, as over half of the Indianapolis 500 viewers say they are more likely to buy a brand that supports a cause they care about. This niche audience is not only fiercely loyal to their country, they are loyal to their brands as well; 72% of fans say when they find a brand they like, they stick with it.
Millions of Americans will be watching the Indianapolis 500 this Memorial Day and it is a good bet that this group will have their American flag proudly raised outside of their home.
Source: Nielsen Scarborough USA+ 2015, Release 2, Gfk/MRI attitudinal insights.