Thursday, October 10th, 2013 - Roy Morgan Research
Australian motorists who watch the Bathurst 1000 on TV take their cars seriously. Such is their passion for this race, known as ‘The Great Race’ among motorsport aficionados, that one in five (20%) of them drive a Holden — the marque with the most Bathurst victories to date (29 wins at last count). Among the general driving population, 15% drive Holdens. Holden’s greatest rival in this race, Ford, makes up 16% of viewers.

Given their fondness for Holden, it makes perfect sense that Bathurst viewers are 24% more likely than the average Australian driver to agree with the statement, ‘If at all possible, I prefer to buy an Australian-made car.’ In fact, the latest findings from Roy Morgan Research reveal that motorists who watch the Bathurst 1000 are consistently more, shall we say, automotivated than the average Australian.

Automotive attitudes: Bathurst 1000 viewers vs average Australian motorist

bathurst-viewers-attitudes

This chart shows the index of the target profile group compared to the population 18+ average, with 100 being the average.Source: Roy Morgan Single Source (Australia), July 2012 – June 2013 (n=17,229)

Car crazy!

As the chart above indicates, Bathurst 1000 viewers are 92% more likely to regard themselves as ‘a bit of a car enthusiast’ — and their actions back up their attitudes. Compared to the average Aussie driver, Bathurst viewers are:

  • 94% more likely to have worked on a car in any given three-month period
  • 11% more likely to have paid for their car to be washed/cleaned
  • 206% more likely to watch car racing in general on TV
  • 75% more likely to have made a purchase at Supercheap Auto in the last four weeks

As the principal sponsor of the Great Race since 2005, Supercheap Auto have certainly benefitted from their association with Bathurst.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Ever since it scored its first victory with an HK Monaro GTS327 in 1968, Holden has dominated Bathurst — cementing its supremacy with the introduction of the Commodore, the ultimate ‘boy-racer’ car. Of course, Ford has proven to be a tough rival over the years, winning the race plenty of times in its own right; surely it’s no coincidence that Bathurst viewers are more likely than the average Australian to drive Fords as well as Holdens.


“This year sees the Big Two up against some more diverse contenders, with Nissan and Mercedes Benz also competing. Nissan won the race in 1991 and 1992, so will be looking to recapture its former glory and win some new fans.


“The biggest event in the V8 Supercar circuit, Bathurst 1000 represents a golden opportunity for sponsors to reach a captive audience. Motorists who watch the race on TV are genuinely car crazy, shop at auto parts stores more than the average Australian driver, and have strong opinions about the kind of vehicle they like. Our Bathurst 1000 and V8 Supercars Viewer profiles contain everything a savvy marketer needs to know about this lucrative audience.”


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Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Keywords

Bathurst 1000, motorsport, V8 Supercars, Holden, Ford, Australia

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