Three different drivers can win the 2009 IndyCar Series championship by winning and leading the most laps in the finale at Homestead-Miami Speedway. Needless to say that the battle between Scott Dixon, Dario Franchitti and Ryan Briscoe is tight. Unfortunately, it seems that the resulting tension among auto racing consumers in the United States is less than palpable.
Talented as they are, the championship contenders have failed to establish a fan base. Why?
Let's return to IndyCar Maxim #4. I quote renowned marketing and strategy professor Clayton Christensen.
"...the job, not the customer, is the fundamental unit of analysis for the marketer who hopes to develop a product that consumers will buy." - Prof. Clayton Christensen, Harvard Business SchoolFew consumers are buying the IndyCar racing product. I would suggest that the core problem is that the IRL has no clue about the "job" that prospective racing consumers want to get done.
Christensen continues:
"With few exceptions, every job people need or want to do has a social, functional, and emotional dimension."This insight is extremely important. The IndyCar product is the brainchild of IRL Racing Operations Division President Brian Barnhart. The former racing mechanic possesses significant expertise with regard to the functional aspects of the product. One suspects that the social and emotional product dimensions might sound to Barnhart like so much gobbledygook.
If that is the case, then perhaps Barnhart should take a glance at the grandstands and the Nielsen numbers. This is why the IRL needs an IndyCar Series product manager. Sales and racing operations do not begin to cover the activities that are necessary if IndyCar is to ever succeed in the competitive marketplace.
Not just an Audience, a TV Audience
IndyCar's failure to attract an audience on television is attributable to multiple factors. Some are easily identified. For example, night races are consistently outperformed by daytime events. Viewership for at least three of the IRL's established oval events has declined as more road and street races - and therefore more international road racing drivers - have been added.
The IndyCar schedule is inconsistent, confused and arbitrary. Fans of NASCAR and Formula 1 know exactly what they can expect when they watch a race. IndyCar is hopelessly muddled - a predominantly road and street racing series that includes almost exclusively road racing drivers and that happens to include the world's most famous oval race. The schedule is a non-strategic amalgamation of events for which promoters will pay and teams will show up.
The cars and events are managed. The product is not.
NASCAR has mastered what sociologists call parasocial interaction: a relationship between two individuals in which only one is actively engaged. In the case of NASCAR, that individual is the fan. The object of the parasocial relationship is the driver. This is not the same as living vicariously through another. Parasocial interaction in NASCAR is about the fan perceiving that he or she and the driver share certain life experiences and values.
Interestingly, psychologists suggest that parasocial actors tend to be more solitary and detached than others. Watching racing on television is by definition a solitary activity. Yes, some watch in large gatherings, but most tend to view races either alone or in the company of immediate family. Therefore, those who tend to engage in parasocial relationships would seem to be outstanding candidates to watch racing - and they do watch NASCAR racing - week after week.
Conversely, fans who attend IndyCar street races are commonly believed to be seeking a vibrant and interactive social setting. They are therefore not interested in parasocial relations. Is it any wonder that few of them are willing to sit alone, watching an IndyCar race, when they are not actually attending the event?
NASCAR has a consistent culture that tends to attract natural television viewers. IndyCar has a variable and often contradictory culture that appeals to few who are likely to watch races on TV.
More Questions
Racing fans who like the kind of racing that produced Scott Dixon, Dario Franchitti and Ryan Briscoe are not likely to watch a lot of racing on television. In addition, fans who might want to have parasocial relationships with IndyCar drivers are not likely able to do so because the fans and the drivers lack the types of shared life experiences upon which parasocial involvement is established.
The IRL is fond of showing its drivers participating in other sporting activities that they enjoy. Unfortunately, this typically entails some type of soccer, rugby or Australian Rules event. This is a waste of time because it says to the parasocial prospect, "You're right. These guys really are nothing like you. They're interested only in things that you don't care about."
Parasocial relations are essential in sports for which the players do not wear jerseys that identify their home city or school. Fans who lack a home team are event-goers. In that, there is no inherent harm.
Just don't expect them to look for your product on television. And don't be surprised when a tight championship battle fails to induce tension.
Roggespierre
As one of the literally tens of people still tuned in at 1:00 EST on Saturday morning, watching the "excitement" in Japan, I found the sock puppets on the telecast (namely Jenkins) hyping the Homestead finale, as humorous and kinda lame at the same time.
ReplyDelete"Boy, I can't wait for Homestead!!!" Jenks said giddily. "Yea, me too!!!" said Engineering Dork Beekhuis.
I understand their paid to sound excited and its late, so they might have been drinking, but who are they kidding?
Yes, that epic points battle between a Kiwi, a Scot, and a Aussie, will just electrify America. Homestead probably got literally 2 or 3 calls today, looking for tickets. All 3 are probably decent guys and decent race drivers, but come on.
Indy Car is lost and has been lost for so long its not even funny anymore. Just end it already and start over with the 2 or 3 parts of the sport that might be salvigable.
Mr. Dickle,
ReplyDeleteI didn't last as long as you. A two-car race in front of an average Division II football crowd just doesn't do it for me.
In fairness, the announcers probably truly are excited about Homestead. Remember, they spend a lot of time with these drivers and teams. They really do care about them. That is a huge part of IndyCar's problem: the insiders are not inclined to approach the series from an outsider's perspective.
Just try to raise the issue in a press conference. Barnhart will get all huffy and try to tell you why you're wrong - never mind that you merely asked a question. After all, the teams are excited, so we must be, too!
There is zero recognition of customers. Absolutely nothing is done for their benefits. It's all about what the participants want.
It will continue for as long as the IMS, APEX Brasil and, increasingly, municipal governments are willing to subsidize it. Thanks to those three financing vehicles, the Zombie Racing Series might just remain undead for the foreseeable future.
Best Regards,
Roggespierre
We have ground this flour till it is talcum powder.
ReplyDeleteUntil and unless the "powers" at IMS--scream "ENOUGH"--this nonsense will continue.
What I think we might be best focusing on is providing, (if anybody will listen--which is far from certain), an alternative that in whole, or in part, might gain a foothold with those that will finally attempt a solution.
To that end---send this website to everyone who you know that is involved in, watches, or even gives a poop about racing.
I have reason to believe that some who are in position to affect the future are beginning to listen.
The need to have AMERICANS INVOLVED is beginning to resonate with people at the Speedway.
So is cost containment.
The fact that the Speedway has unsold (quality tickets) is not being lost on the bean counters or "The sisters".
A revolution is started as a whispers, and if it finds traction, it will become a shout.
We Americans are an impatient bunch---but when the ramparts are finally breached---things will change--for the better. (Could it be worse?)
The one thing that will bring American drivers is a cheaper race car.
Cheaper doesn't mean "junk" cars, but rather using what is readily available, at reasonable prices, and within the reach of many present builders and owners.
The present car has been around so long that it visually is unattractive. A brand new approach--is needed, we should not be racing "up-side-down-airplanes".
Any down force device that can be molded into the chassis (not add on wings) sure would bring back the visual interest we all have missed.
(I saw the first "lay-down" Belond Special and fell in love with it and when Sam Hanks won in it, retired as he drank the milk, I watched from a few feet away, and had tears in my eyes for Sam, both since he won and since he had survived--and it is a memory that remains till today).
Racing is visual, but has a audio component, as well as an emotional part, since humans drive these things, and we all are drawn to people who can do what we can not.
The "crash element", which used to involve "death" on a regular basis has been greatly reduced, but I am sure that as part of any new formula we need to reduce top speeds, (racing is about the difference between vehicles, not about terminal speed), before we have the crash that kills fans, as well as the people we envy for their skills.
I know I have harped on that, but I have lived when the chance of winning the Indy 500 were about equal to the chance of "dying" during the month of May.
Never again--with out a fight on my part.
I love racing, not crashing!!!
osca
Osca,
ReplyDeleteYes, a cheaper race car will help. But the mix of venues is equally important, I think. The series must be oval-centric. That's the way that the bulk of U.S. drivers work their way through the ranks. No series is going to change that. It's cultural.
Some road and street racing is fine - it might even be strategically advantageous in certain instances. But it must remain the exception rather than the rule.
IndyCar must serve a large U.S. audience if it is to be economically competitive. At present, it is not. That is why the only new additions to the schedule are those that are underwritten by either government entities (Barber) or large organizations that seek value in another market (APEX Brasil).
Best Regards,
Roggespierre
I agree that there is some evidence of people thinking about the issue of American drivers. But...only a little.
ReplyDeleteTim Cindric's recent comments about changing the start time of the Indy 500 to attract NASCAR stars is a case in point. Mr. Cindric is a really bright guy working for a brilliant mentor, so I would have expected more than this example of incrementalist thinking.
We've been there before. If the time changed, who would we pick up? John Andretti? Oh, yeah, he's been in the last two 500s... Oh, we could get Robby Gordon! Sorry, but much as I admire Robby's fire and car control, frankly, that's pretty darn lame. Now, Jeff Gordon, that would be talking! Bottom line, if your objective is to attract NASCAR "stars" to the 500, changing the start time is a bit of a joke. And a bad one at that.
More to the point, if Mr. Cindric wants American drivers in the series, he might try hiring someone other than Brazilians and Australians to drive his cars. With Will Power on the bench, there is no evidence the premier team in IndyCar is thinking about putting Americans in their cars even in the course of normal turnover.
I just can't take this "trend" seriously.
What's more, two other basic elements essential to success, design innovation and oval racing remain unaddressed. Or perhaps they are addressed and those of us who buy tickets and watch on TV don't like the answer.
Inbreeding is the issue here. We have an exclusive club that talks to itself and have grown accustomed to being allowed access to places and events that the masses are restricted from. What they don't seem to recognize is that no one cares about them or their exclusive club...
I truly believe that the powers that be believe the masses are dumb, fat and stupid! So my advice, is to offer free Brats with every ticket purchase. It's cheaper for the sponsors than paying for this ungodly mess. I think they will keep shoving this thing down are throats until we either a) walk away or b) actually buy in to this load of manure. Either way....it something has to give!
ReplyDeleteOldwrench,
ReplyDeleteI think that the powers that be have very little real power. Of course that does not mean that they would know how to use it if they had it.
Best,
Roggespierre