Assessing the Recognition of Perimeter Advertising Signage by Television Viewers of NASCAR Winston Cup Events

Abstract

This study examined the recognition rates of perimeter advertising signage by television spectators of three different National Association for Stock Car Auto Racing (NASCAR) events. Each event took place on a distinctly different oval track: a short track of 0.526 mile; an intermediate track of 1.017 miles; and a large track of 1.54 miles. Subjects (N = 65) ranging in age from 19 to 71 years (mean of 27.55 years) randomly viewed a 10-minute videotape of a 1997 NASCAR event. Following the viewing, the subjects completed a questionnaire concerning the perimeter signage that was seen during the videotape. The independent variables examined were track size, number of locations of signs, number of exposures the signs received during the videotape, the number of words in the signage text, and colors used in signage. Significant differences in the recognition rates were found among the track size and the number of sign locations. The number of exposures of signs, number of words in signs, and colors in signs did not produce significant differences in recognition rates. In conclusion, track operators should increase the number of locations in which signage can be placed, and sponsors should use multiple sign locations to advertise to the television spectators.