Discover Boating Health Score Index: August 2026 Performance and Media Test Findings

As the summer boating season winds down, the latest Discover Boating Health Score Index (HSI) provides an updated look at consumer momentum—from building awareness and interest in boating to inspiring more people to get on the water—and the insights informing Discover Boating’s go-forward strategy.

Summer Test & Learn Wraps with Key Insights for FY27

The final phase of Discover Boating’s Spring/Summer 2026 Test & Learn initiative concluded in July, delivering measurable results that demonstrated Discover Boating’s effectiveness in driving market expansion and active boating participation.

Across the full Test & Learn effort, Discover Boating drove a 5% increase in boating-related search activity, approximately 3 million incremental on-water visits, and more than two times the growth in DiscoverBoating.com visitors and Hand Raisers compared with markets where Discover Boating media was not active.

As Discover Boating exited the Test & Learn period, August positioned the industry similarly to the same time last year, but with an important difference: Discover Boating now has a robust toolkit of proven learnings to inform FY27 strategy and investment decisions.

Discover Boating is already putting those insights into action. In addition to applying the learnings to its FY2027 market expansion strategy, key findings are being integrated into the Norwalk and Winter Discover Boating Boat Shows, particularly across targeting, media, creative and conversion strategies.

August Health Score Index Update

The Health Score Index for August 2026 registered at 74%, approximately 26 points below the August 2024 baseline, which is fixed at 100%. The score declined nine points month-over-month and is two points below year-over-year.

Key indicators show that boating continues to maintain strong visibility and participation, ensuring the category remains top of mind with consumers. At the same time, Discover Boating coming out of the FY26 Test & Learn provides a clear roadmap for FY27, ensuring high-quality engagement is achieved. For 2026, the focus remains on performance trends, momentum and, most importantly, the insights informing Discover Boating’s go-forward strategy and actions.

August HSI Metrics

Several metrics provide additional context behind August’s overall HSI performance:

• Market Visibility: Remained above benchmark and YoY, signaling continued strength in boating awareness and consumer interest.
• Boating Participation: Remained above both the benchmark and last year, reflecting favorable conditions and continued strong consumer participation on the water.
• Target Audience Reach: Improved for the sixth consecutive month, demonstrating stronger reach among priority boating prospects.
• Campaign Performance: Downshifted coming out of test & learn to a much lower media flight level to stretch remaining funds through the end of the fiscal.
• DB.com Engagement & Hand Raisers: Total users declined coming out of test and learn tapering down in spend. Comparatively the conversion rate of visitor to hand raisers was up from 14.6% to 18.3%
• Search Trends: Remained below benchmark, but volume improved 6% from June, consistent with seasonal increases in boating interest peaking this time each year.
• Social Engagement: Declined MoM and against benchmark, due to lower post volume. Average per post engagement improved month over month.
• Boat Shows: Remained unchanged on a rolling 12-month basis, reflecting continued softness in industry-wide attendance.

HSI Measurement Updates

The Participation Monthly Metric was adjusted to accurately allocate activity across months when a reporting week overlapped the end of one month and the beginning of the next.

Health Score Index (HSI) Measurement Note: As 2026 represents the first full year of the HSI framework, portions of the 2024 and 2025 baselines were estimated to establish historical benchmarks. As a result, year-over-year comparisons in 2026 should be viewed as directional. Beginning in 2027, comparisons will reflect consistent year-over-year methodology, providing greater precision and comparability.

HSI Dashboard & Resources

You can access the full HSI Dashboard, FAQs, and the introductory HSI webinar series by clicking HERE. For questions or more information, please contact NMMA’s Maggie Maskery at [email protected].