While the American auto industry is no doubt facing an uncertain future, the Big Three can look to NASCAR for some positive news. Not only are the top five drivers in the Sprint Cup Standings all driving American, but also NASCAR fans, long known for their brand loyalty, are staying patriotic when it comes to their vehicles.

According to data from Nielsen’s People Meter sample fused with the respondents of MRI’s Survey of the American Consumer, NASCAR race viewers in Q1′09 were more likely than the average consumer to drive American:

• Drivers of Chevrolet, sponsor of Tony Stewart and Hendrick Motorsports, had 70% higher ratings compared to the composite.
• Drivers of Ford, who sponsors one of NASCAR’s brightest stars in Carl Edwards, had 64% higher ratings.
• Drivers of Dodge, which is now partially owned by a Fiat, is still considered by many an American car, and had 59% higher ratings.

It should be no surprise that NASCAR’s racing teams work closely with the automakers not just under the hood, but also on ways to increase sponsorship visibility - including car signage, uniform apparel, and training the drivers to weave in audio mentions to their interviews - all in hopes of moving the needle when their fans head out to their local car dealership.

As the Big Three American automakers attempt to change public perception and get their cars back on the right track, NASCAR may be the best sponsorship vehicle.

Two of the “Big Three” U.S. automakers have gone bankrupt.  Car sales continue to decline.  This would appear to be the most challenging period for the automotive industry in its history.  But despite the gloom, there are some bright spots for auto makers, according to new research from The Nielsen Company.
The re-designed Forester boosted sales …

For the week of June 22-28, 2009, TV host Glenn Beck’s book, Common Sense: The Case Against an Out-of-Control Government, Inspired by Thomas Paine topped the non-fiction charts as books from Janet Evanovich’s Stephanie Plum series, Finger Lickin’ Fifteen and Fearless Fourteen dominated the fiction charts. Both authors also locked up the top three spots …

TV viewers seem more immune to pitches for allergy medications this spring when compared to the year before, according to a new study from Nielsen IAG. Overall, recall among allergy sufferers aged 25-54 for all the ads on air from January through May this year was 10 points lower than during the same period a …

Since the June 12 switch to digital television, more than 800,000 homes have readied themselves to receive digital broadcasts. As 400,000 new homes upgraded in the last week, this now leaves only 1.7 million, or 1.5%, of U.S. homes classified as “completely unready” for digital TV.
% Of Homes Completely Unready For DTV

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With a focus on information and irreverence, Mediaweek has launched MediaFreakBlog.com, joining sister sites Adfreak and Brandfreak. Jim Cooper, Executive Editor, AdweekMedia and editor of Mediafreak explains the strategy behind Nielsen’s most recent blog offering.
What’s the goal of Mediafreak?
Jim Cooper: Mediaweek’s mantra has always been cover the content and follow the dollars, and Mediafreak will …

The effects of the recession may be seen on the BBQ grill this Fourth of July. Sales of hot dogs have been going up in recent months while register rings for more expensive bratwurst and knockwurst have been declining, according to new research from The Nielsen Company. This is a reversal of sales trends the …

Indians are increasing their expectations of what companies should be doing with respect to corporate social responsibility (CSR) according to the latest Nielsen India Corporate Image Monitor.  CSR can be an effective way of building goodwill for a company, and survey respondents most admired Reliance Industries, the nation’s largest conglomerate, Tata Motors and Tata Steel.  …

Retail grocery prices in the U.S. continue to creep higher overall compared with 2008, according to new research from The Nielsen Company. The good news is price increases appear to be slowing compared with the price spikes experienced by shoppers in the spring of 2008 and 2007.
These were some of the findings from the …

Summer blockbuster season is in full swing, bringing with it video games tied to the latest cinematic franchises. Additionally, this spring and summer features game releases that are offshoots of the classic Batman, Ghostbusters and The Godfather franchises. Though dismissed in the past, movie games are garnering more attention in the entertainment industry as studios …