Market Reports, Marketing , , ,

ACCORDING to Roy Morgan research released on the eve of last week’s Bathurst 1000 Supercar race, one in four intending car buyers watch the event and the car brands in the race hold special appeal to buyers.

The Bathurst 1000 is one of only six Supercars events shown on live free-to-air TV and viewer numbers peaked at 3.1 million during last Sunday’s telecast across Fox Sports, Network Ten and WIN TV.

This multitude is 25 per cent more likely than the average Australian to be in the market for a new car, and those actually planning to buy a Holden, Ford or Nissan are the most likely to tune in.

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Roy Morgan Research reports that there are some atypical automotive attitudes among the Bathurst 1000 TV audience. These viewers are:

  • Twice as likely to regard themselves as “a bit of a car enthusiast”
  • 80 per cent are more likely to want a car with race-like handling
  • 50 per cent more likely to be interested in buying a high-performance car
  • A third more likely to agree that they will “only buy a car that is fun to own”

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This petrol-in-the-veins enthusiasm drives their above average new car purchase intention along with the fact that 54 per cent of viewers are men aged 35 plus – the demographic most likely to be in the market for a new car.

Ironically, given Ford’s local production shutdown on the Friday before the race, almost half of Bathurst 1000 viewers still agree that they would prefer to buy an Australian-made car if possible. As this becomes progressively less possible, perhaps these buyers will focus on less tangible “Aussie” elements instead – such as a brand’s participation in iconic Australian motorsport events.

Given the extensive advertising during Channel 10’s Bathurst coverage for “The new Great Wall Steed from $25,000 driveaway” it’s possible they will go and buy a cheap Chinese ute instead.

By Daniel Cotterill

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