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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.

Category: Domestic Automobile
Brand: Chevrolet
Source: Philip Caruso, National Promotion Manager for the Chevrolet division of the General Motors Corp.

Target audience: For its sports sponsorship spending, Chevrolet’s demographics skew younger. The company’s primary audience is consumers aged 16-to-35 years old.

Sponsorship objective: Chevrolet’s primary interest in sports sponsorship is to generate leads. All of its sponsorship decisions place a higher value on data collection over signage. When possible, the company negotiates exclusive automobile concourse and outside stadium displays in high-traffic areas to secure sales leads.

AUTOMOTIVE ANALYSIS
Source: Scarborough Research

Adults 18+ (202,164 respondents) – Release 2, 2005 – Scarborough Multi-Market

Make of any vehicle owned or leased (HHLD): Chevrolet

  • Chevrolet customers are motor sports fans. OR Motor sports fans are buying American.

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

    1. National Hot Rod Association (NHRA) - 63% more likely than market average to be Very OR Somewhat interested in the NHRA
    2. Monster Trucks - 55% more likely than market average to be Very OR Somewhat interested in Monster Trucks
    3. Supercross/Motocross - 49% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
    4. NASCAR - 41% more likely than market average to be Very OR Somewhat interested in NASCAR
    5. Pro Bull Riding (PBR) - 40% more likely than market average to be Very OR Somewhat interested in the PBR


DID YOU KNOW?

  • 22% of MLB fans currently own/lease a Chevrolet

Amount HHLD plans to pay for new vehicle next 12 months: $20,000+

  • Consumers in the market for new vehicles are college sports fans.

    - Consumers planning to spend $20K+ on a new vehicle are more likely relative to market average
    to be Very Or Somewhat interested in:

    1. Minor League Hockey - 44% more likely than market average to be Very OR Somewhat interested in Minor League Hockey
    2. College Basketball - 34% more likely than market average to be Very OR Somewhat interested in College Basketball
    3. Major League Soccer (MLS) - 32% more likely than market average to be Very OR Somewhat interested in MLS
    4. College Football - 30% more likely than market average to be Very OR Somewhat interested in College Football
    5. Men’s Pro Golf (PGA Tour) - 28% more likely than market average to be Very OR Somewhat interested in the PGA Tour

Top Leisure Activities past 12 months: Chevrolet customers

  • Leisure Activities participated in past 12 months

    1. Gardening – 48.9%
    2. Swimming – 38.2%
    3. Fishing – 28.1%
    4. Volunteer Work – 26.7%
    5. Photography – 26.6%

Top DMA’s of Chevrolet customers: - Market Penetration:

  • Leisure Activities participated in past 12 months

    1. Flint/Saginaw/Bay City
    - 49% of all adults 18+ living in the Flint DMA currently own/lease a Chevrolet.
    2. Lexington – 37%
    3. Des Moines – 37%
    4. Charleston/Huntington – 37%
    5. Wichita – 36%

National average is 22% of all adults in the U.S. currently own/lease a Chevrolet!!

Scarborough Research
 Study: Multi-Market 2005 Release 2 (12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 174140594 Respondents: 202164

  Make of any vehicle owned or leased (HHLD) Amount HHLD plans to pay for new vehicle next 12 mos (HHLD)
  Cell Base Chevrolet $20,000+
Total Proj 174,140,594 38,714,324 12,140,336
Horz % 100.0% 22.2% 7.0%
Vert % 100.0% 100.0% 100.0%
Index 100 100 100
Current level of interest in Arena Football League (AFL)
Very Or Somewhat Proj 8,531,778 2,143,891 690,043
Horz % 100.0% 25.1% 8.1%
Vert % 4.9% 5.5% 5.7%
Index 100 113 116
Current level of interest in CART/Champ Car racing
Very Or Somewhat Proj 9,932,328 2,884,726 847,482
Horz % 100.0% 29.0% 8.5%
Vert % 5.7% 7.5% 7.0%
Index 100 131 122
Current level of interest in College basketball
Very Or Somewhat Proj 42,032,423 9,691,970 3,913,043
Horz % 100.0% 23.1% 9.3%
Vert % 24.1% 25.0% 32.2%
Index 100 104 134
Current level of interest in College football
Very Or Somewhat Proj 53,266,549 12,796,636 4,815,628
Horz % 100.0% 24.0% 9.0%
Vert % 30.6% 33.1% 39.7%
Index 100 108 130
Current level of interest in Extreme/action sports
Very Or Somewhat Proj 25,088,572 6,312,158 2,097,017
Horz % 100.0% 25.2% 8.4%
Vert % 14.4% 16.3% 17.3%
Index 100 113 120
Current level of interest in horse racing
Very Or Somewhat Proj 18,288,489 4,076,640 1,421,484
Horz % 100.0% 22.3% 7.8%
Vert % 10.5% 10.5% 11.7%
Index 100 100 111
Current level of interest in IndyCar/IRL
Very Or Somewhat Proj 15,071,272 4,238,060 1,274,972
Horz % 100.0% 28.1% 8.5%
Vert % 8.7% 10.9% 10.5%
Index 100 126 121
Current level of interest in Ladies' golf (LPGA)
Very Or Somewhat Proj 11,894,544 2,463,260 1,053,910
Horz % 100.0% 20.7% 8.9%
Vert % 6.8% 6.4% 8.7%
Index 100 93 127
Current level of interest in Major League Baseball (MLB)
Very Or Somewhat Proj 59,341,314 13,177,858 4,950,928
Horz % 100.0% 22.2% 8.3%
Vert % 34.1% 34.0% 40.8%
Index 100 100 120
Current level of interest in Major League Soccer (MLS)
Very Or Somewhat Proj 11,886,451 2,276,505 1,097,764
Horz % 100.0% 19.2% 9.2%
Vert % 6.8% 5.9% 9.0%
Index 100 86 132
Current level of interest in Men's golf (PGA)
Very Or Somewhat Proj 30,102,630 6,355,276 2,689,817
Horz % 100.0% 21.1% 8.9%
Vert % 17.3% 16.4% 22.2%
Index 100 95 128
Current level of interest in Minor League Baseball
Very Or Somewhat Proj 13,298,965 3,276,235 1,140,677
Horz % 100.0% 24.6% 8.6%
Vert % 7.6% 8.5% 9.4%
Index 100 111 123
Current level of interest in Minor League Hockey
Very Or Somewhat Proj 5,737,366 1,400,424 576,982
Horz % 100.0% 24.4% 10.1%
Vert % 3.3% 3.6% 4.8%
Index 100 110 144
Current level of interest in Monster trucks
Very Or Somewhat Proj 13,190,953 4,541,767 992,964
Horz % 100.0% 34.4% 7.5%
Vert % 7.6% 11.7% 8.2%
Index 100 155 108
Current level of interest in NASCAR
Very Or Somewhat Proj 34,406,369 10,761,851 2,769,477
Horz % 100.0% 31.3% 8.0%
Vert % 19.8% 27.8% 22.8%
Index 100 141 115
Current level of interest in Nat'l Basketball Assoc (NBA)
Very Or Somewhat Proj 40,914,980 8,634,301 3,578,200
Horz % 100.0% 21.1% 8.7%
Vert % 23.5% 22.3% 29.5%
Index 100 95 125
Current level of interest in National Football League (NFL)
Very Or Somewhat Proj 76,034,722 17,857,014 6,497,832
Horz % 100.0% 23.5% 8.5%
Vert % 43.7% 46.1% 53.5%
Index 100 106 123
Current level of interest in National Hockey League (NHL)
Very Or Somewhat Proj 19,237,266 4,515,334 1,671,880
Horz % 100.0% 23.5% 8.7%
Vert % 11.0% 11.7% 13.8%
Index 100 106 125
Current level of interest in NHRA (National Hot Rod Assoc)
Very Or Somewhat Proj 13,169,887 4,780,881 1,110,124
Horz % 100.0% 36.3% 8.4%
Vert % 7.6% 12.3% 9.1%
Index 100 163 121
Current level of interest in Olympics
Very Or Somewhat Proj 93,783,547 20,201,872 7,436,122
Horz % 100.0% 21.5% 7.9%
Vert % 53.9% 52.2% 61.3%
Index 100 97 114
Current level of interest in Pro bowling (PBA)
Very Or Somewhat Proj 9,226,855 2,250,405 698,412
Horz % 100.0% 24.4% 7.6%
Vert % 5.3% 5.8% 5.8%
Index 100 110 109
Current level of interest in Pro Bull Riding (PBR)
Very Or Somewhat Proj 14,888,845 4,637,933 1,117,581
Horz % 100.0% 31.2% 7.5%
Vert % 8.5% 12.0% 9.2%
Index 100 140 108
Current level of interest in Pro Rodeo
Very Or Somewhat Proj 13,856,103 4,279,690 1,100,412
Horz % 100.0% 30.9% 7.9%
Vert % 8.0% 11.1% 9.1%
Index 100 139 114
Current level of interest in Pro tennis (ATP/WTA)
Very Or Somewhat Proj 19,269,678 3,291,956 1,602,586
Horz % 100.0% 17.1% 8.3%
Vert % 11.1% 8.5% 13.2%
Index 100 77 119
Current level of interest in Supercross/Motocross
Very Or Somewhat Proj 10,945,733 3,635,627 959,427
Horz % 100.0% 33.2% 8.8%
Vert % 6.3% 9.4% 7.9%
Index 100 149 126
Current level of interest in Women's Nat'l Basketball (WNBA)
Very Or Somewhat Proj 11,270,743 2,277,508 993,351
Horz % 100.0% 20.2% 8.8%
Vert % 6.5% 5.9% 8.2%
Index 100 91 126
Current level of interest in WWE (pro wrestling)
Very Or Somewhat Proj 12,347,668 3,137,255 737,078
Horz % 100.0% 25.4% 6.0%
Vert % 7.1% 8.1% 6.1%
Index 100 114 86
Activities past 12 months
Adult continuing education Proj 24,393,170 5,223,611 2,156,807
Horz % 100.0% 21.4% 8.8%
Vert % 14.0% 13.5% 17.8%
Index 100 96 127
Aerobics Proj 5,080,812 648,584 458,928
Horz % 100.0% 12.8% 9.0%
Vert % 2.9% 1.7% 3.8%
Index 100 57 130
Antiquing Proj 484,290 149,318 37,456
Horz % 100.0% 30.8% 7.7%
Vert % 0.3% 0.4% 0.3%
Index 100 139 111
Arts & crafts Proj 1,051,342 294,604 58,680
Horz % 100.0% 28.0% 5.6%
Vert % 0.6% 0.8% 0.5%
Index 100 126 80
Basketball Proj 2,374,918 514,692 292,083
Horz % 100.0% 21.7% 12.3%
Vert % 1.4% 1.3% 2.4%
Index 100 97 176
Bicycling Proj 39,615,158 8,830,033 3,399,506
Horz % 100.0% 22.3% 8.6%
Vert % 22.7% 22.8% 28.0%
Index 100 100 123
Bowling Proj 35,202,366 8,511,647 3,088,003
Horz % 100.0% 24.2% 8.8%
Vert % 20.2% 22.0% 25.4%
Index 100 109 126
Camping Proj 31,441,683 9,136,873 2,332,972
Horz % 100.0% 29.1% 7.4%
Vert % 18.1% 23.6% 19.2%
Index 100 131 106
Canoeing Proj 480,205 84,048 45,208
Horz % 100.0% 17.5% 9.4%
Vert % 0.3% 0.2% 0.4%
Index 100 79 135
Casino gambling Proj 14,347,189 3,382,682 1,205,069
Horz % 100.0% 23.6% 8.4%
Vert % 8.2% 8.7% 9.9%
Index 100 106 120
Dancing Proj 2,255,524 553,951 227,729
Horz % 100.0% 24.6% 10.1%
Vert % 1.3% 1.4% 1.9%
Index 100 110 145
Fishing Proj 35,562,866 10,877,878 2,908,309
Horz % 100.0% 30.6% 8.2%
Vert % 20.4% 28.1% 24.0%
Index 100 138 117
Free weights - circuit training Proj 36,104,066 7,733,611 3,514,276
Horz % 100.0% 21.4% 9.7%
Vert % 20.7% 20.0% 28.9%
Index 100 96 140
Gardening Proj 80,551,243 18,930,177 6,039,809
Horz % 100.0% 23.5% 7.5%
Vert % 46.3% 48.9% 49.7%
Index 100 106 108
Golf Proj 24,654,726 6,014,560 2,623,910
Horz % 100.0% 24.4% 10.6%
Vert % 14.2% 15.5% 21.6%
Index 100 110 153
Hiking - backpacking Proj 22,045,701 4,689,363 1,811,548
Horz % 100.0% 21.3% 8.2%
Vert % 12.7% 12.1% 14.9%
Index 100 96 118
Horseback riding Proj 973,066 300,818 71,272
Horz % 100.0% 30.9% 7.3%
Vert % 0.6% 0.8% 0.6%
Index 100 139 105
Hunting Proj 10,723,072 4,241,909 928,591
Horz % 100.0% 39.6% 8.7%
Vert % 6.2% 11.0% 7.6%
Index 100 178 124
Ice skating Proj 200,423 64,322 14,257
Horz % 100.0% 32.1% 7.1%
Vert % 0.1% 0.2% 0.1%
Index 100 144 102
In-line skating Proj 5,417,585 1,085,840 499,914
Horz % 100.0% 20.0% 9.2%
Vert % 3.1% 2.8% 4.1%
Index 100 90 132
Jogging - running Proj 34,290,415 7,059,659 3,220,394
Horz % 100.0% 20.6% 9.4%
Vert % 19.7% 18.2% 26.5%
Index 100 93 135
Motorcycling Proj 698,419 275,525 52,597
Horz % 100.0% 39.4% 7.5%
Vert % 0.4% 0.7% 0.4%
Index 100 177 108
Photography Proj 46,351,646 10,313,875 4,010,834
Horz % 100.0% 22.3% 8.7%
Vert % 26.6% 26.6% 33.0%
Index 100 100 124
Playing musical instrument Proj 524,598 142,942 38,645
Horz % 100.0% 27.2% 7.4%
Vert % 0.3% 0.4% 0.3%
Index 100 123 106
Power boating Proj 13,195,157 3,824,652 1,271,205
Horz % 100.0% 29.0% 9.6%
Vert % 7.6% 9.9% 10.5%
Index 100 130 138
Riding personal watercraft Proj 2,472,806 681,569 257,650
Horz % 100.0% 27.6% 10.4%
Vert % 1.4% 1.8% 2.1%
Index 100 124 149
River rafting Proj 197,744 51,351 11,386
Horz % 100.0% 26.0% 5.8%
Vert % 0.1% 0.1% 0.1%
Index 100 117 83