With a 5.4% increase, horse racing was one of only four sports that experienced growth in its fan base from 2000-2001 among people ages 12 and older, ESPN Sports Poll officials said. NASCAR led the way with a 10.9% jump.The number of people who say they are interested in horse racing went from 30.4% in 1999 to 31.5% in 2000. For 2001, the number was 33.3%.The poll also showed that, among horse racing fans, awareness of the National Thoroughbred Racing Association rose from 29.4% to 56.5% in 2001, and awareness of the slogan "Go Baby Go" increased from 16.5% to 20.3%.
The poll results were unveiled Monday during the NTRA's Marketing Summit in Las Vegas, Nev. During the summit, the NTRA also revealed plans for NTRA Creative Services, which will expand the cooperative advertising program. The division will handle e-marketing, Web development, and media buys, among other things. The 2002 co-op advertising campaign targeted 19 million "light" fans who attend the races only a few times per year, NTRA officials said during the summit. The campaign will feature "several tactical executions that include track identification, and localized messages that can be communicated throughout the length of the commercial, not just in concluding tags," the NTRA said.
NTRA Creative Services and the New York agency DeVito Verdi will produce a new national co-op radio campaign.