Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
-
- Cost of attendance keeps rising
- Most fans prefer living room to stadium
- Stadiums aim for luxury in response
- Fan Vision brings living room experience to stadium
- Fans want ability to watch every game
- Online and mobile viewership delivers
- Innovators like Txtstation partner with teams to fill market
- Ads multidimensional as brands, leagues, teams compete for viewers
- Sports sponsorship dollars increase 3.4% to $11.7 billion
- NFL most popular
- Women in on football
- NFL lockout threatens $12 billion in revenue, goodwill
- Fantasy sports a significant business
- Sports enthusiasts themselves active
- Traditional and local media still in favor
- Young sports fans most social, talking about teams
- Sports content ideal for 3-D ads
- Team support sells branded clothing
Insights and Opportunities
-
- Access to VIP events provides value for fans
- Brand exposure in sports video games increases impact
- User-generated content in sports video games may increase engagement
- Leagues and brands turn to charities to promote goodwill
Inspire Insights
-
- Inspire Trend: “Carnivore, Herbivore... Locavore”
Market Drivers
-
- Key points
- Nightly local game no longer enough as viewers want access to every event
- Looking for mobile access, viewers increasingly watch online
- NFL lockout threatens $12 billion in revenues, goodwill of fans
- 3-D technology young, but potentially future of sports viewing, advertising
- Ticket prices rise despite recent recession
-
- Figure 1: U.S. major league attendance cost for a family of four, 2009-10
- Figure 2: U.S. sports ticket sales, 2005-10
- Landmark events provide marketing opportunities
- Fantasy sports help drive traffic to sports sites
- Top sports sites connect fantasy games to social media
-
- Figure 3: Interest in fantasy sports, by age, 2010
Sports Sponsorship
-
- Key points
- Sports sponsorship dollars increase 3.4% to $11.7 billion
-
- Figure 4: U.S. sports sponsorship spending, at current prices, 2006-12
- Sponsorship activity
- Beer and beverage
- Financial services
- Travel
- Food and food service
- Food brands market the stay-at-home experience
- Tiger Woods still tops list of athlete endorsers
-
- Figure 5: Top 10 athlete endorsers, 2010
Innovations and Innovators
-
- Txtstation partners with NFL, NHL, NBA teams to market via mobile phones
- NBA TV uses fan voting to create American Idol–like hype
- NFL’s Fan Vision brings home-viewing experience to the stadium
Marketing Strategies
-
- Key points
- NFL leads spending, increases ad buys 6.6% to $139.5 million
-
- Figure 6: Sports league advertisement spending, 2008-09
- NFL sponsors
-
- Figure 7: Top NFL advertisers, by ad spend, 2009-10
- NFL web advertising
- Verizon takes NFL everywhere
-
- Figure 8: Verizon ad, 2010
- Using TV to advertise online viewings
-
- Figure 9: NFL.com ad, 2010
- MLB sponsors
-
- Figure 10: Top MLB advertisers, by ad spend, 2009
- MLB web advertising
- MLB emphasizes changing strengths of the game
-
- Figure 11: MLB TV ad, 2010
- 2K sports promotes video game as test of skill
-
- Figure 12: 2K Sports ad, 2010
- NBA sponsors
-
- Figure 13: Top NBA advertisers, by ad spend, 2009-10
- NBA web advertising
- Kia shares fans’ excitement by hyping start of new season
-
- Figure 14: Kia ad, 2010
- NBA uses humor to emphasize game’s superstars
-
- Figure 15: NBA ad, 2010
- NHL sponsors
-
- Figure 16: Top NHL advertisers, by ad spend, 2009-10
- NHL web advertising
- Promoting special events to build league excitement
-
- Figure 17: NBC TV ad, stills of fans and players, 2010
- Verizon promotes mobile as only way to keep up with the action
-
- Figure 18: Verizon TV ad, men play hockey at airport, 2010
- NCAA football
-
- Figure 19: Top NCAA football advertisers, by ad spend, 2009-10
- NCAA basketball
-
- Figure 20: Top NCAA basketball advertisers, by ad spend, 2009-10
Profile of the Sports Enthusiast
-
- Key points
- Men more enthused
-
- Figure 21: Number of sports interested in, by gender, age, and household income, 2010
- Sports enthusiasts far from couch potatoes
-
- Figure 22: Participation in sports, by level of sports enthusiasm, 2010
Viewership
-
- Key points
- NFL most watched, female viewership significant
-
- Figure 23: Professional sports viewership, by gender, February 2011
- Strong age skews in multiple sports
-
- Figure 24: Professional sports viewership, by age, February 2011
- Collegiate sports viewership
- College football most watched, followed by basketball
-
- Figure 25: Collegiate sports viewership, by gender, February 2011
How Fans Watch Sports
-
- Key points
- Home is primary location for sports viewing
-
- Figure 26: How fans watch sports, by gender, February 2011
- Young fans more likely to seek out social venues
- Younger fans also more likely to watch via PC and handhelds
-
- Figure 27: How fans watch sports, by age, February 2011
- More affluent more likely to buy tickets
-
- Figure 28: How fans watch sports, by household income, February 2011
Media Used to Keep Up with Sports News
-
- Key points
- Catching up on sports via traditional media and local outlets
-
- Figure 29: Media used to keep up with sports, by gender, February 2011
- ESPN most trafficked sports site
-
- Figure 30: Top sports mobile internet sites, by traffic, 2009
Interest in New Ways to View Sports
-
- Key points
- Respondents interested in streaming game video
-
- Figure 31: Interest in new ways to watch sports, by gender, February 2011
- Young fans most interested in streaming, 3-D
-
- Figure 32: Interest in new ways to watch sports, by age, February 2011
Catching Up with Other Fans
-
- Key points
- “In person” remains most common interaction
-
- Figure 33: Methods of interaction among sports fans, by gender, February 2011
- Spreading the word with 18-34s
-
- Figure 34: Methods of interaction among sports fans, by age, February 2011
Attitudes Toward Sports Viewing
-
- Key points
- Two in three prefer to watch from home
-
- Figure 35: Attitudes toward sports viewing, by gender, February 2011
- Younger fans more interested in attending live
-
- Figure 36: Attitudes toward sports viewing, by age, February 2011
Attitudes Toward Team-branded Clothing
-
- Key points
- Style versus team support as a driver for purchase
-
- Figure 37: Attitudes toward team-branded clothing, by age, February 2011
- Collegiate, NFL most commonly purchased branded clothing
-
- Figure 38: Sports-branded clothing purchased in last 12 months, by gender, 2010.
- One in eight would appreciate new styles
-
- Figure 39: Ways to make team-branded clothing more desirable, by gender, February 2011
Impact of Race/Hispanic Origin
-
- Blacks follow more sports on average
-
- Figure 40: Professional sports viewership, by race/Hispanic origin, February 2011
- Whites, blacks more likely to be watching all year long
-
- Figure 41: Number of sports followed in past 12 months, by race/Hispanic origin, 2010
- Minorities like online streaming games
-
- Figure 42: Interest in new ways to watch sports, by race/Hispanic origin, February 2011
- Branded clothing: blacks more keen on style, less keen on team support
-
- Figure 43: Attitudes toward team-branded clothing, by race/Hispanic origin, February 2011
Custom Groups
-
- Parents more likely to watch at home
-
- Figure 44: How fans watch sports, by number of children under age 18 in household, February 2011
- Parents wear team-branded clothing regardless of logo
-
- Figure 45: Attitudes toward team-branded clothing, by number of children under age 18 in household, February 2011
- Parents more interested in alternative ways of viewing
-
- Figure 46: Interest in new ways to watch sports, by number of children under age 18 in household, February 2011
- Parents enjoy high-tech graphics
-
- Figure 47: Attitudes toward sports viewing, by number of children under age 18 in household, February 2011
Cluster Analysis
-
- Traditionalists
- Characteristics
- Demographics
- Opportunity
- Technofans
- Characteristics
- Demographics
- Opportunities
- Characteristic tables
-
- Figure 48: Sports enthusiast clusters, February 2011
- Figure 49: Methods of viewing sports, by sports enthusiast clusters, February 2011
- Figure 50: Attitudes toward branded clothing, by sports enthusiast clusters, February 2011
-
- Figure 51: Interest in new ways of watching sports, by sports enthusiast clusters, February 2011
- Figure 52: Attitudes toward sports viewership, by sports enthusiast clusters, February 2011
- Demographic tables
-
- Figure 53: Sports enthusiast clusters, by gender, February 2011
- Figure 54: Sports enthusiast clusters, by age, February 2011
- Figure 55: Sports enthusiast clusters, by household income, February 2011
- Figure 56: Sports enthusiast clusters, by race, February 2011
- Figure 57: Sports enthusiast clusters, by Hispanic origin, February 2011
- Cluster methodology
Appendix—Other Useful Consumer Tables
-
-
- Figure 58: Interest in professional vs. college sports, by gender, 2010
-
- Figure 59: Interest in professional vs. college sports, by age, 2010
-
- Figure 60: Interest in professional vs. college sports, by household income, 2010
-
- Figure 61: Interest in professional vs. college sports, by race/Hispanic origin, 2010
-
- Figure 62: Attitudes toward sports viewing, by race/Hispanic origin, February 2011
-
- Figure 63: Method of sports viewership, by age, February 2011
-
- Figure 64: Attitudes toward sports viewing, by household income, February 2011
-
Action and Extreme Sports Viewership
-
- Key points
- Overview
-
- Figure 65: Incidence of watching select action and extreme sports games/championships, December 2010
- Men more likely to watch action and extreme sports
-
- Figure 66: Any viewing of action and extreme sports on TV in past year, by gender, December 2010
- 18-34s most likely to watch these events
-
- Figure 67: Any viewing of action and extreme sports on TV in past year, by age, December 2010
Appendix—Trade Associations
Back to top