This document analyzes the Supercars Championship market and provides recommendations to target millennials. It finds that while millennials watch less traditional TV sports, some are open to Supercars. The target audience is educated 25-34 year old males living in cities who enjoy risk and social media. Recommendations include using humor and personalized experiences on social media, highlighting social causes, and leveraging word-of-mouth through the existing audience. The goal is to change the perception of Supercars from only appealing to "bogans" to being inclusive of younger demographic groups.

1. Driving Supercars to a New Image
SUZANNE WOOTTON - n9180567
AMB319 Assignment 1 Media Research Report
Tutor: Gabby Stewart

2. This Brief…
will explore the product in depth, analyse the current market and competition activity, as well as create a
profile for a new target market - the millennial.
Opportunities, threats, and other aspects will be scrutinized alongside stringent use of existing data.
The preeminent goal of this brief is to provide insight into the current market, the future audience, and
deliver data that paves the way for a complete Media Strategy Plan.

3. Supercars Championship
“The Virgin
Australia Supercars
Championship is the
premier motorsport
category in Australasia
and one of Australia’s
biggest sports.”
(Supercars, 2017)
1
2
3
4
Business: Drive revenue growth of 1.5% in the
next year
Marketing: Grow participation by 1.5% YOY in a
new customer base
Communication: Increase consideration by 10%
and change brand perception
Image: Lose the “bogan bloke” stigma through
strategic advertising
Objectives:

4. Market Analysis

5. 모바일 이미지
Supercars is the Premier motorsport
category in Australasia, and one of
Australia’s biggest sports (Supercars, 2017)
The Supercars audience has grown
43% in the last three years (Phelps, 2017),
meaning it is not a new market, nor one
on the decline, but in fact expeditiously
flourishing.
Description of Product Category
Takes place on television, press, and
radio, with total annual costs of
advertising coming in at $2,045,000
(AQX Supercars Competitive Data, 2016)
Current Advertising

6. Competitor Analysis
AFL
$10,569,000
Advertising mainly in winter months,
AFL’s main media channels are also
TV, Press, and Radio
Rugby League
$9,142,000
Advertising mainly in winter
months, Rugby League’s
main media channels are
metro and regional
television, followed by a
near even radio and press.
Grand Prix
$3,015,000
Advertising fairly steadily
year round, with a minor
spike in the early months,
Grand Prix’s main media
channels are the press,
radio, and TV respectively
AQX Supercars Competitive Data [XLSX]. (2016).

7. PEST Analysis
Only 36% of millennials expect the political
situations in their countries to improve over the
next 12 months (Deloitte, 2017)
Political
Current Australian economy is growing (Robinson
et al. 2017)
Millennial income below average, but still
describe themselves as affluent (Price, 2017)
Economic
Millennials are a large percentage of
Australia’s population, at 25-30% (Kassaye & Hutto,
2016)
1.6% population growth rate (ABS, 2017)
Level of education, and number being
educated, is growing (ABS, 2011)
Level of health increasing (ABS, 2011), shown in
our ageing population (Harvey & Thurnwald, 2009)
Millennials show an interest in world issues
and take action (Syrett & Lamminman, 2004)
Business involvement in social issues has a
positive impact on return (Deloitte, 2017)
Social
Rapidly evolving technologies
Every 12-18 months, computers double their
capabilities
Advancement over the last 5 years was 32x
(TEF, 2012)
Technology
What is influencing the market?

8. Key Traits
Live in
capital cities
Male Aged 25-34
Achieved
Diploma or
Degree
Employed
Full Time
Earn
$70 000+
% of supercar
attendees
71.5 71.5 62.3 60.9 72.9 45.7
% of average
Australians
64.8 49.2 17.8 44.4 38.4 22.3
Despite the current stigma around the supercar audience, data results show that the majority are, in fact,
affluent, well educated, and hard working. They rank in the highest socio economic percentile range, and
are generally men living in capital cities or metro areas.
Existing Audience
Super Cars Roy Morgan Workbook [XLSX]. (2017). Roy Morgan

9. Key
Activities
Conclusion
More likely to eat out
or order takeaway,
go to movies and
dancing, travel and
rent vehicles
Ultimately more
impulsive and
frivolous
Key
Attitudes
Conclusion
l
l
l
l
Adventurous
Daring
Confident
Sociable
Super Cars Roy Morgan Workbook [XLSX]. (2017). Roy Morgan

10. Key Media Consumption Conclusions
is when they are
most likely to
consume media
Night time
generally
consuming
sport,
business, and
music
than the
average
Australian
overall
Consume more
media
app usage
reflects
homewares,
business, and
social/dating
apps
Super Cars Roy Morgan Workbook [XLSX]. (2017). Roy Morgan

11. Product Analysis

12. Growing fan base
Most of the audience are loyal, returning customers
More car marques, highly skilled drivers, and technical wizardry than ever before
Runs alongside music events
Judging by the colours of the website, targeted generally towards men
High involvement
Year-round events
Detailed
description of
the product
Uses
$2,045,000 in
advertising
annually
Money
Main avenues for
advertising are TV,
press, and regional TV.
Media Channels
Advertising is
nearly year
round, with a
large rest over
the summer
Monthly Spend
Races take
place Australia
wide,
particularly non-
metro areas
Location
Supercars Series
AQX Supercars Competitive Data [XLSX]. (2016).

13. Strengths
Already have a proud fan base
Growth is positive
Only the perception needs to be changed, not the
entire audience - the attendees are already the
high earning business men, not ‘bogans’ as
perceived
SWOT Analysis
Weaknesses
millennials are world aware, however supercars
aren't the most eco friendly entertainment
Only offered on PayTV (Foxtel)
It's difficult to change perceptions, and generally a
timely process
Opportunities
Commonwealth Games 2018 as a promotional
route
Developing technologies
Influence millennials have on next generation
Use of current audience to influence others
Millennials most influenced by word of mouth
Threats
Commonwealth Games 2018 detracting from audiences
Issues from locals about the care for the land
Largest shareholder selling shares (9Finance, 2017)
Unhappy previous client base
AFL and other outdoor sporting events

14. Target
Audience
Analysis

15. Who are they?
These traits replicate those of the current
customers. While millennials are watching
less sport on TV (Abboud, 2016), it can be
assumed that those, who are, will need less
persuasion in the media to become part of
the Supercars audience.
Enjoy sport, live music, and are risk takers
Being part of the millennial
generation, the largest persona
group is the “hip-ennial”, with 29%
of millennials stating they are a
cautious consumer and globally
aware (BCG, 2017)
Born in ~1980-2000
90% of Millennials own a smartphone.
They’re most likely to be on Facebook,
Youtube and Instagram; and they have, on
average, a total of 10 connected devices in
the home (Price, 2017)
Most connected generation
Millennials account for 24% of the world’s
population (Global, 2016), and 25-30% of
Australia’s population (Kassaye & Hutto, 2016).
They are a powerful generation with an
immense amount of buying power (Global, 2016)
Growing purchase power
75% of millennials live in capital
cities and metropolitan areas
(Price, 2017)
Residing in metropolitan cities
31% hold a Bachelor’s degree, in
comparison to their parents (19%) (Price,
2017). Just under half of millennials fall into
the white collar occupation category, yet
income is below average. Many still describe
themselves as affluent (Price, 2017)
Educated yet underpaid

16. Product Analysis
Jessica
My name is Jessica, and I am 26 years old. I am single
and I don’t have kids, so I live with other young adults.
I graduated with a bachelor degree from university, and
work full time in my field. Despite having my degree, I
am underpaid for my age, but I still have enough money
to enjoy myself.
I care a lot about what’s going on in the world, from
climate change issues to being an advocate for equal
rights.
I like being connected socially 24/7, and spend a lot of
my time watching Gilmore Girls and other chick-flicks.
More times than not, I’m doing both at the same time.

17. %
%
%
%
%
admit to going online “almost constantly,” meaning
24/7 connection to media (Content Science, 2016)
are online between 8pm-12:00am, making
this the most popular time slot (Lehr, 2015)
rank social advertising as the most influential
form of digital advertising (Deloitte, 2016)
use ad-blocking software, making them the
highest users of this (Deloitte, 2016)
multi-task when using media, 58% of the time
that includes with their smart phone (Deloitte,
2016)
Media Consumption
35
36
43
45
88
Statistics show they share the same amount of close friends as older generations, however social media friends are almost twice
as many, meaning they network that influences them is greater, and is connected 24/7 (McCrindle, 2017)

18. Day in the Life of Jessica
Noon
2:00pm
8am
7:30am
Check phone in bed
Shower
Make quick breakfast
Change and go
8:00pm
Commute to work on bus
Music playing, scrolling
phone
Work
Eat packaged lunch
Scroll phone
Run to toilet to
check phone
Try not to get caught
5:00pm
Finish work
Commute home on bus
Scroll phone for world news
6:00pm
Eat dinner
Watch TV
Catch up with
housemates
Shower
Get ready for bed
Do chores
12:00pm
Scroll on phone
Put devices on
charge

19. Jessica’s Life
in Pictures

20. Influences & What’s Important
more likely to be influenced by blogs or
social networking sites (Moraes, 2015)
247%
identifying social recommendations as having
a high influence on their buying decisions,
making word of mouth the primary influencer
on purchase decisions (Deloitte, 2016)
76%
recognize digital reviews as a key influencer,
surpassing television (Deloitte, 2016)
58%
prefer to spend money on a desirable
experience, education or a 'shared' good rather
than a material possession (Robin, 2017)
75%
to their own personal networks, and, less
consistently, to brands and employers. Primary
loyalty is their immediate social circle (Syrett &
Lamminman, 2004)
Loyalty
of social and world issues (Syrett & Lamminman, 2004)
Awareness
They rely heavily upon their social network, and are
heavily influenced by others. Millennials are, in fact,
connected to and shaped by their peers more than
any other generation (McCrindle, 2017). For this reason,
consumer behaviour theories such as Veblenian
Social-Psychological Model (Kotler, 1965) are applicable
and should be explored.
This means

21. How to Connect and Influence
Social Networking
Humour
68% saying they’re
more likely to
remember an ad if it is
humorous, and 69%
saying they're more
likely to share it if its
humorous (Forer, 2017)
Personalized
Experiences
Robin, 2017,
recommends searching
for unique, often
personalised experiences
Demers, 2016, recommends
targeting highly specific niche
audiences, and interacting with
your users on an individual level
59% of millennials say they have
shared ads on social media (Forer, 2017) 51% agree that companies’ use of
social networking sites improved
perceptions of the company or
brand (Deloitte, 2016)
Deloitte, 2016, recommends
transparency and honesty,
use of irony, humour, and
unvarnished truth
Gera, 2016, recommends reaching
them through social media, with
62% saying they are likely to
remain loyal customers through
constant engagement
World Awareness
Deloitte, 2016, and Price,
2017, recommend supporting
the common causes and
social issues

22. “The future promise of any nation can be
directly measured by the present prospects of
its youth.” John F. Kennedy
““More educated, connected, digitally empowered and
demanding than their parents, Millennials are the most
powerful consumer cohort in history,"
Macquarie's strategists (Robin, 2017)
“Generation Y shaping the future of our
consumption habits,” (Deloitte, 2016)

23. Key Insight
Some would say people are too busy and impecunious to do something, others
would say they’re just indolent.

24. Abboud, L. (2016, November 25). Switch Off the Football. Retrieved September 03, 2017, from https://www.bloomberg.com/gadfly/amp/
articles/2016-11-25/tv-sport-loses-its-allure-for-younger-viewers
ABS. (2011, March 23). 4102.0 - Australian Social Trends, Mar 2011. Retrieved September 03, 2017, from http://www.abs.gov.au/
ausstats/abs@.nsf/mediareleasesbytitle/893B1EDB5A62C4C5CA2578BD0013DC8E?OpenDocument
ABS. (2011, February 17). Chapter - Links between education and health. Retrieved September 03, 2017, from http://www.abs.gov.au/
AUSSTATS/abs@.nsf/lookup/4704.0Chapter365Oct 2010
ABS. (2017, June 27). 3101.0 - Australian Demographic Statistics, Dec 2016. Retrieved September 03, 2017, from http://
www.abs.gov.au/AUSSTATS/abs@.nsf/mf/3101.0
AFL Aus. (2014, March 27). AFL signs new six-year, $2.5 billion broadcast rights deal. Retrieved September 03, 2017, from http://
www.afl.com.au/news/2015-08-18/afl-on-the-verge-of-signing-new-tv-deal
AQX Supercars Competitive Data [XLSX]. (2016).
BCG. (2017). U.S. Millennials Comprise Six Distinct Segments [Digital image]. Retrieved September 3, 2017, from https://
www.bcgperspectives.com/content/articles/consumer_insight_marketing_millennial_consumer/?chapter=4#chapter4
Content Science. (2016). Millennial Content Consumption Fact Sheet [Review of online Multiple Sources]. Content Science. Retrieved
August 23, 2016, from https://review.content-science.com/2016/08/millennial-content-consumption-fact-sheet/#.
Deloitte. (2016). Media Consumer Survey 2016 (Research Report). Retrieved September 3, 2017, from Deloitte website: http://
landing.deloitte.com.au/rs/761-IBL-328/images/Media_Consumer_Survey_Report.pdf
Deloitte. (2017). The 2017 Deloitte Millennial Survey (Rep.). Retrieved September 3, 2017, from Deloitte website: https://
www2.deloitte.com/content/dam/Deloitte/au/Documents/about-deloitte/deloitte-au-about-millennial-survey-2017-030217.pdf
Demers, J. (2016, June 27). 7 Ways To Target Millennials Through Content Marketing. Forbes. Retrieved September 3, 2017, from
https://www.forbes.com/sites/jaysondemers/2016/06/27/7-ways-to-target-millennials-through-content-marketing/#1d30c2263e7f
Bibiography

25. EMoney Adviser. (2017). The Millennial State of Mind [Digital image]. Retrieved September 3, 2017, from http://
blog.emoneyadvisor.com/wp-content/uploads/2014/08/Millennial-Infographic-FINAL.pn
Forer, L. (2017, March 2). Millennials Media Consumption Survey [Digital image]. Retrieved September 3, 2017, from https://
i.marketingprofs.com/assets/images/daily-chirp/170302-infographic-2016-millennials-media-consumption-survey-full.jpg
Gera, I. (2016, August 09). Diving Into the Millennial Mindset: Is Your Social Media Strategy Enough to Convert Them? Social Media
Today.
Global (2016, September 07). The Keys to Unlocking the Millennial Mindset. Retrieved September 02, 2017, from http://
www.nielsen.com/au/en/insights/news/2016/keys-to-unlocking-the-millennial-mindset.html
Harvey, P. W., & Thurnwald, I. (2009). Ageing well, ageing productively: The essential contribution of australia's ageing population to the
social and economic prosperity of the nation. Health Sociology Review, 18(4), 379-386. Retrieved from http://gateway.library.qut.edu.au/
login?url=https://search-proquest-com.ezp01.library.qut.edu.au/docview/203150815?accountid=13380
Kassaye, W. W., & Hutto, A. (2016). Advertising Implications of Millennials Motives and Device-Platform Consideration Sets: An
Exploratory Study. Journal of Promotion Management, 22(1), 16-33. doi:10.1080/10496491.2015.1107008
Koeppel Direct. (2017). Millennials and Media Consumption [Digital image]. Retrieved September 3, 2017, from https://
www.digitalpulse.pwc.com.au/wp-content/uploads/2014/10/Millennials.jpg
Kotler, P. (1965). Behavioral Models for Analyzing Buyers. Journal of Marketing, 29(4), 37. doi:10.2307/1249700
Lehr, A. (2015, May 16). Exposing The Generational Content Gap: Three Ways to Reach Multiple Generations [Web log post]. Retrieved
September 3, 2017, from https://moz.com/blog/the-generational-content-gap-three-ways-to-reach-multiple-generations
McCrindle. (2017). Generation Z Defined Global, Visual, and Digital (Research Analysis). Retrieved September 3, 2017, from McCrindle
Research website: http://mccrindle.com.au/SocialAnalysis/2012/Generation-Z-Defined-Global-Visual-Digital_McCrindle-
Research-2013.pdf
Moraes, M. (2015, August 12). 8 Modern Tips for Marketing to Millennials. Hubspot. Retrieved September 3, 2017, from https://
blog.hubspot.com/marketing/marketing-to-millennials#sm.0009n0sw21661e3er0p2ni22cbwll
O'Brien, S. (2017, June 27). Supercars put ‘pro t before common good’, say residents. Green Left Weekly. Retrieved September 3,
2017, from http://search.informit.com.au.ezp01.library.qut.edu.au/fullText;dn=916386603209470;res=IELHSS

26. Phelps, J. (2017, May 17). SUPERCARS COMPETITION UP FOR SALE FOR $100 MILLION. Daily Telegraph. Retrieved September 3,
2017, from http://www.dailytelegraph.com.au/sport/motor-sport/v8-supercars/supercars-competition-up-for-sale-for-100-million/news-
story/9a15173cf5cbe636a28dbef8236e43b4
Price, J. (2017, March 15). Millennial Myth Busting: Tapping into the Buying Power of the Connected Generation. Retrieved September
02, 2017, from http://www.nielsen.com/au/en/insights/news/2017/millennial-myth-busting-tapping-into-the-buying-power-of-the-
connected-generation.html
Robin, M. (2017, June 19). How Millennials will shift Australia's spending habits: Macquarie. The Sydney Morning Herald. Retrieved
September 02, 2017, from How Millennials will shift Australia's spending habits: Macquarie
Robinson, T., Nguyen, V., & Wang, J. (2017). The Australian Economy in 2016–17: Looking Beyond the Apartment Construction Boom.
The Australian Economic Review, 50(1), 5-20. doi:10.1111/1467-8462.12212
Roy Morgan. (2014, March 14). AFL is clearly Australia's most watched Football Code, while V8 Supercars have the local edge over
Formula 1. Retrieved September 03, 2017, from http://www.roymorgan.com/findings/5488-sports-viewing-on-tv-201403140213
Supercars Australia. (2017). About Supercars. Retrieved September 03, 2017, from http://www.supercars.com/about-supercars/
Super Cars Roy Morgan Workbook [XLSX]. (2017). Roy Morgan
Syrett, M., & Lamminman, J. (2004). Advertising and millennials. Young Consumers, 5(4), 62-73. doi:10.1108/17473610410814355
Tanyel, F., Stuart, E. W., & Griffin, J. (2013). Have “Millennials” Embraced Digital Advertising as They Have Embraced Digital Media?
Journal of Promotion Management, 19(5), 652-673. doi:10.1080/10496491.2013.829161
TEF. (2012). Estimating the Speed of Exponential Technological Advancement. Retrieved September 3, 2017, from http://
theemergingfuture.com/docs/Speed-Technological-Advancement.pdf
9Finance. (2017, March 17). V8 Supercars on sale for a reported $100 million [Fancy buying the fourth largest sport in the country? If
you've got a spare $100 million around the house, you could be the next controlling owner of Supercars.]. Retrieved September 3, 2017,
from https://finance.nine.com.au/2017/05/17/14/02/v8-supercars-on-sale-for-100-million

27. [Business man in suit]. (n.d.). Retrieved September 3, 2017, from https://cdn.mrgoodlife.net/wp-content/uploads/2015/08/This-Poor-
Man-Was-Rejected-Featured-1170x600.jpg
[Man on Cliff Edge]. (n.d.). Retrieved September 3, 2017, from https://i.kinja-img.com/gawker-media/image/upload/t_original/
951820009082492817.jpg
Takeaway [Digital image]. (n.d.). Retrieved September 3, 2017, from http://www.milfordonsea.org/communities/5/004/007/012/115/
images/4526120143.jpg
[People Dancing]. (n.d.). Retrieved September 3, 2017, from http://img.mensjournal.com/article-leads-horizontal/
gosling1-99c22b33-6be9-4caf-8e41-bfeb419461bf.jpg
Business iPhone [Digital image]. (n.d.). Retrieved September 3, 2017, from http://jasmeet.io/wp-content/uploads/2016/10/Jasmeet-
Sawhney-Content-Marketing-Always-On-Media-Business.jpg
Dinner [Digital image]. (n.d.). Retrieved September 3, 2017, from http://bjxcenter.com/wp-content/uploads/2015/05/dinner.jpg
Business [Digital image]. (n.d.). Retrieved September 3, 2017, from http://study.com/cimages/course-image/praxis-ii-business-
education-test_118084_large.jpg
POF App [Digital image]. (n.d.). Retrieved September 3, 2017, from https://store-images.s-microsoft.com/image/apps.
57311.9007199266249351.c912cfc4-4afe-4364-97a2-addcf9a14104.8bc9ebd7-5d99-4f94-9c20-c7446ade41b0?w=472&h=787&q=60
Media Images [Digital image]. (n.d.). Retrieved September 3, 2017, from http://weshosford.ca/uploads/269/soilmediastrategy.jpg
[AFL]. (n.d.). Retrieved September 3, 2017, from http://cdn.newsapi.com.au/image/v1/41ff4edd63e1dddc20503ed605ff962c?width=1024
Rugby League [Digital image]. (n.d.). Retrieved September 3, 2017, from https://c2.eb-cdn.com.au/website/videos/images/screenshots/
225531_screenshot_01_l.jpg
Image Credit

28. Millennial [Digital image]. (n.d.). Retrieved September 4, 2017, from https://c1.sfdcstatic.com/content/dam/blogs/us/October2015/
millenn.jpg
Millennial Lady [Digital image]. (n.d.). Retrieved September 4, 2017, from http://wileyactual.com/wiley-biz/wp-content/uploads/2015/04/
Wiley_Biz_750x500_02_0002_Drucker-03A-750x400.jpg
Social Issues [Digital image]. (n.d.). Retrieved September 4, 2017, from http://www.quotemaster.org/images/4e/
4ec5462957aa5c535e55e3fc5e2e3ac7.jpg
Gilmore Girls [Digital image]. (n.d.). Retrieved September 4, 2017, from http://digitalspyuk.cdnds.net/16/42/640x320/
landscape-1476795534-gilmoregirls-1sht-fall-uk.jpg
Gossip Girl [Digital image]. (n.d.). Retrieved September 4, 2017, from http://junkee.com/wp-content/uploads/2017/04/
Gossip_girl_wallpaper_1280x1024_6.jpg
Work Life Balance [Digital image]. (n.d.). Retrieved September 4, 2017, from https://www.jove.com/wp-content/uploads/2016/07/work-
life-balance.jpg
Work [Digital image]. (n.d.). Retrieved September 4, 2017, from https://d1o50x50snmhul.cloudfront.net/wp-content/uploads/
2016/05/27164518/p1264m1066840f.jpg
Friends [Digital image]. (n.d.). Retrieved September 4, 2017, from http://hdwallpapersrocks.com/friendship/sweet-and-happy-friends-
together/