A Twitter analysis of the Top 20 IndyCar Series racers over one year We know the Top 20* highest ranked racers in the IndyCar Series, but who's winning the race socially? This analysis will answer: - How does the IndyCar Series compare with Nascar on Twitter? - Do all top IndyCar Series racers have a presence on Twitter? - Which of the top IndyCar Series racers has the most followers on Twitter? - Which of the top IndyCar Series racers tweets the most? - Who do Twitter users most frequently talk to? - Who is most mentioned on Twitter of the top IndyCar Series racers? - Who leads socially: Team Penske or Chip Ganassi Racing? - Plus, who are the top two competitors to Team Penske and Chip Ganassi Racing socially? Why would any of this be important? The social presence of the racers could have an impact on the brand of the racing team, the IndyCar Series, and the racer's sponsors. * Based on the Aug 2 IndyCar Series ranking

1. IndyCar Series:
Who’s Winning the Social Race?
A Twitter analysis of Top 20 IndyCar Series Racers
2014 July 28 – 2015 July 28
Tonya M. Green, Ph.D.
August 2015
© 2015 by Tonya M Green

2. EXECUTIVE SUMMARY
Based on the analytics performed over one year, the following insights are observed:
• IndyCar Series has significantly less followers (164K) than
Nascar (2M). Over 243K mentions of the IndyCar Series
Twitter id are observed, compared to 1.4M mentions of
the Nascar Twitter id. IndyCar Series posted 6K tweets,
compared to Nascar’s 23K tweets. 13K tweets to IndyCar
Series are observed, compared to 23K posted to Nascar.
• All Top 20 racers ranked by the IndyCar Series have a
presence on Twitter.
• Montoya has a solid lead in number of followers (1.11M),
followed by Kanaan (632K) and Castroneves (132K).
• Many IndyCar Series racers are active on Twitter. Almost
17K tweets by IndyCar Series racers are observed, with
Rahal leading (2,764), followed by Kimball (1,895) and
Castroneves (1,809).
• Some IndyCar Series racers have very little activity on
Twitter, including Hawksworth and Sato, both with only 84
tweets.
• Twitter users are talking to the IndyCar Series racers. Over
62K tweets are observed, with tweets to Montoya leading
(~16K), followed by Rahal (~9K), Castroneves (5K), and
Kanaan (4K). These four racers received 55% of all the
tweets directed to the Top 20 IndyCar Series racers.
• Twitter users also mention IndyCar Series racers. Montoya
is mentioned the most (138K), followed by Rahal (52K),
Castroneves (46K), Power (41K), and Kanaan (41K).
• Team Penske and Chip Ganassi Racing represent 6 of the
top 10 ranked racers by the IndyCar Series. Both teams are
also leaders socially, when analyzing Twitter statistics.
However, Team Penske has a slight edge over the Chip
Ganassi Team on their racing team’s Twitter metrics
measured. Two racers stand out as competitors to the two
teams: Rahal and Andretti.
2IndyCar Series Social Race | © 2015 Tonya M Green| Reporting Period: 2014 July 28 – 2015 July 28

3. 3
20 Jul 2015 by IndyCar Series
6 American drivers finished in the top 7
@iowaspeedway. The last time that
happened? 2001! More:
http://www.indycar.com/News/2015/07/
7... #INDYCAR #INDYRIVALS
INDYCAR VS. NASCAR TWITTER ANALYSIS
26 Jul 2015 by Nascar
If you can't get excited about pit stall
assignments, well... don't click this one:
http://nas.cr/1MPgnq5 #Brickyard400
INDYCAR TWEETS AND MENTIONS
Statistics IndyCar Series Nascar Series
Twitter Mentions 243K 1.4M
Tweets To 13K 144K
Tweets From 6K 23K
18 Jul 2015 by Chris Soules
@IndyCar @Honda @iowaspeedway
it was amazing. Second coolest thing
I’ve ever done, right behind jumping
out of a plane!
26 Jul 2015 by Nascar
FYI: The pre-race timeline and start
time for today’s #Brickyard400 have
been moved up by 10 min. Green
flag now set for 3:40p ET on NBCSN.
NASCAR TWEETS AND MENTIONS
7 Aug 2015 by Nascar
Listen in as @JeffGordonWeb and
@AJDinger talk strategy behind
tomorrow's #CheezIt355 ->
http://nas.cr/1JRBHfG
9 Aug 2015 by Kenny Wallace
MY IDEA for @dennyhamlin is. Go get
the HOOD off back up car and tape it on
with "Bare Bond" tape. "IF" @NASCAR
allows that.
6 Aug 2015 by IndyCar Series
The #Honda200 was the most watched
#INDYCAR race on @NBCSN ever!
http://www.indycar.com/News/2015/0
8/8-6-Honda-Indy-200-draws-record-
viewership …
8 Aug 2015 by Mario Andretti
Now you're talking @IndyCar, going
back to @roadamerica is fantastic
news. #lovethattrack
* In thousands
Followers CountNascar has significantly more Twitter followers than IndyCar. However, over one year,
there were 1.48 Twitter mentions on average for the 164K IndyCar followers,
compared to 0.7 for the 2M Nascar followers. On average, tweets to both series
were fairly equal proportionally (0.7 – 0.8 of followers). The number of tweets by
IndyCar was approximately 25% of the tweets by Nascar.
IndyCar Series Social Race | © 2015 Tonya M Green| Reporting Period: 2014 July 28 – 2015 July 28

4. WHO’S TALKING ON TWITTER AND HOW MANY ARE TALKING BACK?
Tweets posted by and to the top 20 IndyCar racers from 2014 July 28 – 2015 July 28 were examined. Who’s tweeting the most? Rahal leads with 2,764
tweets, followed by Kimbal and Castroneves. Who’s tweeting the least? Hawksworth and Sato (84 each) How many people are talking to the top 20
IndyCar racers on Twitter? Over 62K – Montoya has a solid lead (15,652), with Rahal (8,888), Castroneves (5,317), and Kanaan (4,470) following. Kimball
ranks high among the Top 20 in tweeting (2nd), but ranks 16th in number of tweets received. Power ranks 6th in tweets received, but only ranks 15th out of 20
in tweeting. Montoya, Rahal, Castroneves, and Kanaan received 55% of all the tweets directed to the Top 20 IndyCar racers.
4
Tweets From Top 20 IndyCar Racers
2014 July 28 – 2015 July 28
Sum=16,766 Mean=838 Median=721 Maximum=2,764 Minimum=84
Tweets To Top 20 IndyCar Racers
2014 July 28 – 2015 July 28
Sum=62K Mean=3,107 Median=1,891 Maximum=15,652 Minimum= 115
IndyCar Series Social Race | © 2015 Tonya M Green| Reporting Period: 2014 July 28 – 2015 July 28
0 500 1000 1500 2000 2500 3000
Takuma Sato
Jack Hawksworth
Stefano Coletti
Ryan Hunter-Reay
James Jakes
Will Power
Scott Dixon
Carlos Munoz
Sebastien Bourdais
Simon Pagenaud
Josef Newgarden
Luca Filippi
Tony Kanaan
Marco Andretti
Gabby Chaves
Juan Pablo Montoya
Sage Karam
Helio Castroneves
Charlie Kimball
Graham Rahal
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
Sebastien Bourdais
Jack Hawksworth
Stefano Coletti
James Jakes
Charlie Kimball
Takuma Sato
Carlos Munoz
Ryan Hunter-Reay
Gabby Chaves
Simon Pagenaud
Scott Dixon
Luca Filippi
Josef Newgarden
Sage Karam
Will Power
Marco Andretti
Tony Kanaan
Helio Castroneves
Graham Rahal
Juan Pablo Montoya

5. TOP 20 INDYCAR SERIES RACER SOCIAL SCORECARD
An analysis of the Top 20 IndyCar Series racers was performed over one year, from 2014 July 28 – 2015 July 28. In addition to examining the
Twitter followers count, the number of tweets posted, the number of tweets received, and the number of mentions were analyzed. Who
has the most followers? Montoya has a solid lead with 1.11M. He also leads with the most mentions and most tweets received. Graham
follows in tweets received and mentions, but he leads in number of tweets posted. Graham ranks 5th in number of followers, but is almost
at his 75K follower goal in August. Who has the least number of followers? Hawksworth, also ranked low in tweets and tweets received.
5
Series Ranking Racer Followers* Tweets From Tweets To Mentions From-Rank To-Rank Mention-Rank Follower-Rank
1 Juan Pablo Montoya 1110 1101 15652 137956 5 1 1 1
2 Graham Rahal 74.1 2764 8888 51769 1 2 2 5
3 Scott Dixon 63.8 442 1977 35494 14 10 6 7
4 Helio Castroneves 132 1809 5317 45681 3 3 3 3
5 Will Power 66.9 374 3255 41085 15 6 4 6
6 Sebastien Bourdais 16.2 528 115 14450 12 20 15 15
7 Marco Andretti 88.8 1047 3908 30514 7 5 7 4
8 Josef Newgarden 25.8 738 2611 27337 10 8 8 11
9 Tony Kanaan 632 905 4470 40973 8 4 5 2
10 Simon Pagenaud 34.8 703 1804 21672 11 11 10 10
11 Ryan Hunter-Reay 58.9 272 1545 20372 17 13 12 8
12 Carlos Munoz 17.9 507 1529 18315 13 14 13 13
13 Charlie Kimball 12.2 1895 1184 8432 2 16 17 17
14 Takuma Sato 56.5 84 1253 16272 19 15 14 9
15 Gabby Chaves 10 1069 1677 21357 6 12 11 19
16 James Jakes 17.9 299 529 2950 16 17 20 14
17 Jack Hawksworth 5.5 84 362 3676 20 19 19 20
18 Sage Karam 12.4 1144 3219 24352 4 7 9 16
19 Stefano Coletti 11.9 170 502 4233 18 18 18 18
20 Luca Filippi 22.9 841 2340 11119 9 9 16 12
* In thousands (on July 28, 2015)
IndyCar Series Social Race | © 2015 Tonya M Green| Reporting Period: 2014 July 28 – 2015 July 28

6. 6
Series
Ranking Racer Followers
Tweets
From
Tweets
To Mentions
1 Juan Pablo Montoya 1.11M 1101 15652 137956
4 Helio Castroneves 132K 1809 5317 45681
5 Will Power 67K 374 3255 41085
10 Simon Pagenaud 35K 703 1804 21672
Series
Ranking Racer Followers
Tweets
From
Tweets
To Mentions
3 Scott Dixon 64K 442 1977 35494
9 Tony Kanaan 632K 905 4470 40973
13 Charlie Kimball 12.2K 1895 1184 8432
18 Sage Karam 12.4K 1144 3219 24352
IndyCar Series Social Race | © 2015 Tonya M Green| Reporting Period: 2014 July 28 – 2015 July 28
INDYCAR RACING TEAM SOCIAL SCORECARD: PENSKE VS. GANASSI
An analysis of Twitter engagement of two top IndyCar Series racing teams was performed over one year, from 2014 July 28 – 2015 July 28.
Team Penske and Chip Ganassi Racing team members represent 6 of top 10 ranked racers by the IndyCar Series. Both Team Penske and
Chip Ganassi Racing teams’ members are also leaders socially, when analyzing Twitter statistics.
• Which racing team’s members have the most followers? Team Penske, with 1.3M followers (with Montoya’s 1.1M followers), compared
to Chip Ganassi Racing team members’ combined 720K follower count. Four Penske team members are ranked in the top 10 by number
of Twitter followers among the top 20 racers ranked by the IndyCar Series, compared to 2 from the Ganassi team (Dixon and Kanaan).
• The Chip Ganassi Racing team members tweeted the most (4,386 tweets), compared to Team Penske racers (3,987). Three of the Chip
Ganassi Team are in the top 10 by tweets posted [Tweets From]. Two of the Penske team are in the top 10 (Montoya and Castroneves).
• The Team Penske racers received more tweets [Tweets To] (26K), compared to Chip Ganassi Racing team members (11K). Three
members of each team are in the top 10 racers by number of tweets received.
• The Team Penske team members have more mentions (246K), compared to Chip Ganassi Racing team members (109K). All 4 Penske
team members are in the top 10 racers by number of Twitter mentions, but three of the Ganassi team are also in the top 10.
• Based on these Twitter statistics, Team Penske has a slight edge socially over the Chip Ganassi Racing team.
• Who is the social competition for these two IndyCar racing teams? Rahal is ranked 1st in number of tweets, 2nd in both number of
tweets received and number of mentions, and 5th overall in number of followers. Andretti is also a social competitor, ranked in the top
10 for all four metrics.
Team Penske Chip Ganassi Racing

7. ANALYTICS PLATFORM
Analytics were performed using Sysomos Media Analysis Platform (MAP), which collects data for mining and analysis from social media (e.g.,
blogs, Twitter, social networks, message boards and online forums) and major news sources
APPENDIX
7
ANALYTICS TIMEFRAME
2014 July 28 – 2015 July 28
Tonya M Green, PhD
Twitter: @just_tonya
IndyCar Series Social Race | © 2015 Tonya M Green| Reporting Period: 2014 July 28 – 2015 July 28
WANT MORE?
• A detailed analysis of each racer’s Twitter id can be performed, including their followers (e.g., countries, gender), follower growth, their tweets,
tweets to them, and mentions
• A detailed analysis of mentions of each racer and/or racing team in both social media and in major news sources can be performed