NEXTEL SPONSORSHIP GENERATING HIGH AWARENESS AMONG NASCAR FANS - NEW KNOWLEDGE NETWORKS STUDY

Challenge for phone service provider: Converting awareness to purchase consideration

Menlo Park, CA; August 19, 2003: Analysis of a just-released study conducted by Knowledge Networks shows that the new NASCAR/Nextel partnership has clearly caught the attention of the sport's fans; but that awareness is not yet leading them to seek out more information about Nextel or give the company special consideration when it comes to buying cellular phone service.

Conducted on the nationwide Knowledge Networks Panel - the only Web-based consumer panel that is projectable to the full U.S. population—the research shows that 75% of NASCAR fans ages 18 to 49 know that Nextel has taken over title sponsorship of the NASCAR Cup series. (This compares to 22% awareness among the general 18-to-49 population.)

Virtually all of those surveyed were aware of Nextel before the sponsorship announcement; and about 10% of NASCAR fans say that the new partnership will make them more likely to consider Nextel as a cellular phone service provider. Some 75% of NASCAR fans in the 18 to 49 age group said the sponsorship would make "no difference" in terms of their buying choices. (Sponsorships typically generate a 20 percent increase in purchase consideration.)

"Awareness of a sponsorship is the first step toward success, and Nextel is off to a flying start in that regard," observed Darren Marshall, Vice President of Business Development at Knowledge Networks and an expert on sports research. "The ultimate goal is to have NASCAR fans reward Nextel for supporting their sport, and those rewards have not yet materialized. But major sponsorships typically take up to five years to reach peak impact, so it will be interesting to track these numbers over time."

For full survey results, click here.

Knowledge Networks possesses deep expertise in sports sponsorship, advertising, and media research. Its team has worked with nearly all of the major sports leagues and media companies, as well as many sponsors, determining which opportunities hold the greatest promise for business success. Knowledge Networks/SRI has conducted dozens of sports-related studies on advertising and programming effectiveness.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.