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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Best representation of a sports sponsorship: The Nationwide Tour best represents the values of the company. It is a game of honor and integrity and the tournaments are played for the expressed purpose of improving communities. This is what "On Your Side" is all about.

On the other hand the sponsorship that is structured to best demonstrate "On Your Side" is our Speedway Motorsport, Inc. relationship. SMI is the first we have negotiated under a newly developed sponsorship strategy. The result is a sponsorship developed to specifically align with the fan and the improvement of their experience. The size and demographics of NASCAR fan base make it a broader market sponsorship that naturally aligns well with our objectives; however, our particular effort reaches on site fans, predominantly.

The Nationwide Tour sponsorship aligns well with our strategy and our position in the sport of golf put us in front of many more fans of the game.

Demographic reach: We follow the general marketing targets: adults 25-54 who need investment, retirement, and insurance products. Our effort is to find or build sponsorships that appeal to most of the people with in the above mentioned range.

Primary sports marketing objective: Build the Nationwide brand and drive business.

Sponsorship evaluation methods: We quantify brand awareness and business results of our sponsorships. Successful ones pay back at least 2:1 and are fairly balanced between the two goals.

Related links:
http://www.nationwide.com
http://www.nationwidetour.com

AUTO INSURANCE ANALYSIS
Source: Scarborough Research

Adults 18+ (208,348 respondents) – Release 2, 2005 – Scarborough USA+

Auto Insurance provider for household: Nationwide

• Nationwide customers are Motor sports fans

  - Nationwide auto insured customers are more likely relative to market average to be Very Or Somewhat interested in:

  1.	NASCAR - 32% more likely than market average to be Very OR Somewhat interested in NASCAR
  2.	Minor League Hockey - 27% more likely than market average to be Very OR Somewhat interested in Minor League Hockey
  3.	WWE (pro wrestling) - 23% more likely than market average to be Very OR Somewhat interested in the WWE
  4.	National Hot Rod Association (NHRA) - 18% more likely than market average to be Very OR Somewhat interested in the NHRA
  5.	CART/Champ Car racing - 16% more likely than market average to be Very OR Somewhat interested in CART/Champ Car racing

Top Leisure Activities past 12 months: Nationwide Auto Insured

• Leisure Activities participated in past 12 months

Top DMA’s of Nationwide Auto Insurance Customers: - Market Penetration:

1. Charlotte – 21.4% of all adults 18+ living in the Charlotte DMA have Nationwide auto insurance for household.
2. Greensboro/High Point/Winston-Salem – 19.6%
3. Raleigh/Durham – 17.2%
4. Charleston/Huntington – 12.9%
5. Roanoke/Lynchburg – 12.6%

Top DMA’s of State Farm Auto Insurance Customers: - Market Penetration:

1. Chicago – 29.3% of all adults 18+ living in the Chicago DMA have State Farm auto insurance for household.
2. Greenville/Spartanburg/Asheville/Anderson – 26.1%
3. Atlanta – 25.7%
4. Birmingham – 25.1%
5. St. Louis – 24.7%

Top DMA’s of Non-Auto Insurance Customers: - Market Penetration:

1. New York – 27.8% of all adults 18+ living in the New York DMA do NOT have auto insurance.
2. Philadelphia – 20.6%
3. Fresno/Visalia – 19.6%
4. Los Angeles – 18.8%
5. Charleston/Huntington – 18.8%

Scarborough Research
Study: Scarborough USA+ 2005 Release 2 (12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 221976909 Respondents: 208348