Revving up TV viewership for a motorsports series
THE CHALLENGE
IndyCar runs the Verizon IndyCar series, an elite racing series featuring an international lineup of drivers competing across the most diverse courses including the world famous Indy 500. They came to Claritas to help them increase the live TV audience for the series and enlarge their fan base.
HOW WE DID IT
Unlocking IndyCar’s viewer potential required knowing more about who auto racing fans were, finding them, and then developing an effective and efficient marketing plan to reach them.
By analyzing IndyCar fan data and Nielsen People Meter (NPM) television data, Claritas identified four core audiences. Using PRIZM®, the most widely used lifestyle segmentation, Claritas enhanced these audiences with data based on behaviors, interests and viewing habits.
Informed by this intelligence, Claritas and IndyCar determined that the most effective way to reach these avid racing fans was through an aggressive digital campaign.
THE CLARITAS EFFECT
24% increase in TV viewership vs. prior year.
0.9 TV rating. The highest it’s ever been.
INTELLIGENCE YOU CAN USE
The more precisely and accurately you build your audiences, the more effective your online and offline marketing can be. Claritas’ proprietary segmentations can add an unrivalled depth and detail so you can have the most complete picture of your best customers and prospects.