DECEMBER 27, 2000
There's a market out there!
FORMULA 1 bosses have never much cared about the demographics of the average Formula 1 race fan but it is something which will be taken into account in the years ahead as the sport grows. NASCAR discovered some years ago that it had a very number of housewives watching the racing and the result of that was a switch towards consumer branding amongst the sponsors with Tide washing powder, Cheerios breakfast cereal and Folgers coffee all part of the wave.
Formula 1 has a healthy female audience but the percentage of male viewers remains between 65 and 75% depending on the country. It is worth noting a recent MORI poll survey which revealed that a total of 34% of women reckon that they get more enjoyment out of their cars than out of their sex lives. Potential racing fans?
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