Youth and Marketing
Consumer Research Report: IMSA Demographic Study
Abstract
Consumer Research Report on IMSA demographics. States majority of Camel-sponsored racing event were male, 51% in 21-34 age group, 19% under 18. Notes respondent's usual brand and distance traveled to race. Concludes that race audience is desirable target.
Fields
- Notes
Original document code was 1021.
- Company
- R.J. Reynolds Tobacco Co.
- Copied
- Smith, W S Jr
- Marketing Type
- EventSpon
- Target Market
- Adults
- Men
- Young adult
- Minor Subject
- Advertising and Marketing -event sponsorship --sporting event
- Advertising and Marketing -research --survey
- Advertising and Marketing -target market --male
- Brand -preference
- Tobacco Industry -marketing policies
- Youth (<18 years old) -data
- Author
- Galyan, Philip E
- Major Subject
- Advertising and Marketing
- Brand
- Recipient
- Dearman, O D Jr
- Weber, A G
- Brand
- Camel (RJR)
Document Images
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Consumer Research Report
IV161® #72-0287 June 12, 1972 n 0601
TO: Mr. A. G. Weber FROM: P. E. Galyan
Mr. 0. D. Dearman
IMSA DEMOGRAPHIC STUDY
This report summarizes results of a survey at the Lime Rock Race
Track in Connecticut on May 29, 1972. The objective of the survey
was to determine basic demographic data of people who attended the
CAMEL "200" IMSA race.
SEX: Most race goers (70%) were males. This is consistent with
CAMEL Filter's (85%) male franchise.
Total Sample
Base--Total Respondents Interviewed (578)
. x
Males
Females
70
30
100
AGE: The age profile of persons aztending the CAMEL "200" was
skewed toward the 21-34 age groups: 51% were in this age group
(much higher than the national average of 17%). Thirty-one per
cent were under the age of 21 years (slightly less than the national
average of 35%). Twelve percent were in the 18-20 age range.
Total
Sample Male Female
Base--Total in Each Group (578) (405) (173)
x x x
Under 18 19 20 15
18-20 12 12 12
21-24 20 17 27
25-34 31 32 31
35-50 11 11 10
Over 50 6 7 3
Refused 1 1 2
100 100 100 '
~IV7. - i //''14~l
:
USUAL BRAND: About one of every four smokers ,18 years of age or
over) at the CAMEL "200" claimed Marlboro as their usual brand of
cigarette. This Marlboro share may appear high, but the northeast
is the geographic region where Marlboro is strong and the age profile
of the race goers also favors the brand. About 10% were CAMEL (regular
or filter) smokers. '
Usual Brand
X
Camel Filter 2
Camel Regular 7
Total Winston 13
Total Salem 6
Total Marlboro 25
Total Normal Flavor Filter 50
DISTANCE TRAVELED TO RACE: About half the people attending the
CAMEL "200" traveled 50-100 miles to get to the race track. Only
about 20% lived within a 50-mile radius of the track. This demon-
strates IMSA's ability to attract spectators from more than just
the immediate vicinity. Total track attendance was about 9,000.
Total Sample
Base-Total Respondents
Miles Driven Interviewed (578)
X
Under 50 20
50-99 46
100-149 17
150-249 12
250-500 4
500+
'CONCLUSIONS: It would appear the demographics of persons attending
the CAMEL "200" at Lime Rock offer the CAMEL Brand Group desirable
targets for their marketing efforts. The percent of spectators 21-34
years of age (51%) is extremely enticing and perhaps offers an
avenue to attack the Marlboro strong hold.
PEG:jw
cc: Mr. W. S. Smith, Jr_
