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.

So what’s driving the data? There are no doubt a multitude of factors: exciting games, compelling storylines, and perhaps even the economy. But one that may go unnoticed is the NBA’s two year old advertising campaign: “Where Amazing Happens.”

Debuting in 2007, the “Where Amazing Happens” commercial spots featured still photos of NBA action accompanied by a signature piano riff. The ads were also supplemented with internet banner ads, print and outdoor extensions and are streaming on Youtube, NBA.com and other online video sites.

This season, “Where Amazing Happens” commercials evolved into CGI replays of some of the most memorable moments in NBA history. By slowing down the action, the commercials highlight the drama embedded in professional basketball that may occasionally go unnoticed with the game moving at such high speeds.

According to Monitor-Plus, Nielsen’s advertising tracking service, the NBA ran more 30-second spots within nationally broadcast games than any other advertiser. The league used this inventory, which is negotiated into the network contracts, to promote “Where Amazing Happens” and is expecting the promotion to help increase viewership and deliver more eyeballs to its official sponsors and network advertisers.

Whatever the reason for the ratings renaissance, a Nielsen Sportsquest survey finds that buzz in the NBA is definitely surging. As of April 2009, interest in the NBA was at it’s highest point since July ‘07, with 33% of total persons aged 12+ identifying themselves as avid NBA fans. The data also revealed that NBA fan interest is spilling over to increased awareness for their sponsors: NBA fans are 50% more likely to name official wireless sponsor T-Mobile as a cell phone provider and 37% more likely to have a favorable opinion of Nike.

Viewership is also higher among patrons of Nike and T-Mobile. Nielsen’s MRI fusion data shows that in Q4 2008, NBA viewership on TNT, ESPN, and ABC, was 47% higher among Nike Shoe wearers, and 23% higher for T-Mobile subscribers.

In a day and age where advertising campaigns often come and go very quickly, the NBA has stuck with “Where Amazing Happens” and its persistence looks like it’s paying off for the league and its partners.