In the first two months of the year, IndyCar’s partnership with Fox has positively impacted the series, but marketing efforts extend beyond just broadcasters. Recent demographic data indicates that IndyCar is attracting a younger audience. In 2024, viewers aged 65+ decreased from 45% in 2023 to 17%, and the proportion of fans aged 55-64 dropped as well. Conversely, the 25-34 age group saw significant growth, increasing from 7% to 24%. The average fan age is now 44, and gender demographics remain stable.
Penske Entertainment’s Vice President of Marketing, Alex Damron, emphasized the importance of collaborative marketing efforts with Fox Sports to enhance visibility and engagement. With a focus on increasing younger viewers, they are refining digital strategies, including a new fantasy platform and a more user-friendly website. Upcoming YouTube content aims to increase fan interaction and reach.
Damron noted the importance of leveraging social media and video content, particularly on platforms like Instagram and YouTube, to engage younger audiences. The strategy also includes promoting driver visibility at events, such as the South by Southwest Festival, to attract new fans.
Despite skepticism regarding the significant decline of older viewers, Damron remains optimistic about the growth among millennials and Gen Z, highlighting the appeal of IndyCar’s stars to younger demographics. Continuous digital spending is planned to boost engagement through targeted campaigns, particularly leading up to key races. Overall, IndyCar aims to create a vibrant community that resonates with fans year-round.
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