Finally, Sports Are Back
After a 4-month drought, the return of sports of is finally here – but not in their usual form. All the seasons have been cut short, and the NHL and NBA are confined to playing in a bubble to prevent the spread of COVID-19. The weirdest part about the return of sports? No fans. Some leagues are trying out virtual fan noise in an attempt to create some sense of normalcy for the players, even though these seasons will likely prove to be anything but.
One thing’s for sure, NHL, NBA and MLB fans alike couldn’t be more thrilled to see some good old-fashioned competition back on their screens, no matter how different the seasons will be. So, how are these fans watching their favorite teams? Using Resonate’s proprietary data on sports fans, we did a deep dive on two distinct groups: NBA / NHL / MLB fans who watch sports on TV and NBA / NHL / MLB fans who watch sports on a device such as a tablet, phone or computer. It’s critical for media companies to have a deep understanding of each of these groups in order to demonstrate your audience’s value to advertisers and grow revenue. As modified seasons begin, where do opportunities exist for media companies to come back stronger than ever? Our data has the answers.
WHO ARE SPORTS FANS THAT WATCH ON TV?
The NBA / NHL / MLB fanatics that watch their favorite teams on TV are mostly made up of married men between 45-54 with no children under 18, a full-time job and an annual household income between $25-50K. When it comes to personal values, this group puts emphasis on obeying laws and fulfilling obligations, being reliable/trustworthy and the freedom to determine their own actions. Not surprisingly they value athletic accomplishments, having a physically active family and keeping their work and personal life separate. They’re also 71% more likely to attend live sporting events than the average U.S. consumer (in a post-COVID-19 world, obviously).
Image: Resonate Ignite Platform, July 2020
WHERE CAN YOUR ADVERTISERS REACH THEM?
We already know these fans are watching sports on TV, but what channels and other digital touch points can your advertisers find them on? They’re 125% more likely to watch Fox Sports 1, 98% more likely to watch ESPN 2 and 77% more likely to watch ESPN than the average U.S. consumer. Their top paid streaming subscriptions are ESPN+, Showtime and HBO. This group is also 57% more likely to use sports mobile apps and 80% more likely to read Sports Illustrated. In fact, when it comes to print media, this group is 94% more likely to regularly read print sports magazines and 94% more likely to regularly read print newspapers. When it comes to cutting the cord, more than half of this group is not considering doing it any time soon, which makes sense as they’re 92% more likely to watch sports on TV via a set-top box. These fans are 114% more likely to listen to sports talk radio and 75% more likely to listen to sports podcasts. If your advertisers are looking to reach this segment on other digital touchpoints, advise them to consider targeting these fans with radio/podcast ads or running a print ad.
Image: Resonate Ignite Platform, July 2020
Of the three leagues, this group’s allegiance is with the NHL – they’re 147% more likely to watch the NHL. They’re also 143% more likely to watch the MLB and 132% more likely to watch the NBA,. Let advertisers know that NHL channels are where they should focus their ad spend if they want to connect with this group.
Image: Resonate Ignite Platform, July 2020
WHO ARE SPORTS FANS THAT WATCH SPORTS ON A COMPUTER, TABLET OR SMARTPHONE?
The NBA / NHL / MLB fans that watch sports on a device such as a computer, tablet or smartphone represent a younger segment. They’re mostly married men between ages 25-34 with no children, a full-time job and an annual household income between $25 – 50K. As for personal values, these fans put emphasis on acquiring wealth and influence, showing abilities and being admired, as well as enjoying life’s pleasures. This segment also values athletic accomplishments, a physically active family and buying nutritious food. Aside from watching pro sports online, this group is 220% more likely to play fantasy sports regularly. This would be an important insight to highlight if you’re looking to show your media company’s value to sports gambling advertisers.
WHERE CAN YOUR ADVERTISERS REACH THEM?
On which devices do these sports fans watch their favorite teams? They’re 1,035% more likely than the average U.S. consumer to watch sports on a tablet, 1,034% more likely to watch sports on a smartphone and 947% more likely to watch sports on a laptop. Being able to highlight a specific device where fans consume sports is of high value to advertisers so they know where to focus their ad spend.
Image: Resonate Ignite Platform, July 2020
When it comes to their most-used streaming services, they’re 178% more likely to watch ESPN+, 119% more likely to watch CBS All Access and 104% more likely to watch Starz. This group is also very active on social media, as 22% of this group spends 40+ hours a week online. Their most-used social media channels are TikTok, Reddit and Snapchat. They’re also 98% more likely to use sports apps on their phone. When it comes to podcast and radio genres, they’re 330% more likely to listen to sports podcasts and 217% more likely to listen to sports talk radio. When talking with advertisers, highlighting this group’s preference for sports podcasts over sports talk radio would be appreciated. Not surprisingly, this group is 83% more likely to consider cutting the cord than the average U.S. consumer so advice your advertisers to avoid spending on network TV.
Of the three leagues, this group’s allegiance is with the NBA. They’re 421% more likely to watch the NBA as compared to 365% more likely to watch the NHL and 242% more likely to watch the MLB, so let advertisers know that NBA channels are where they should focus their ad spend if they want to connect with this group.
Image: Resonate Ignite Platform, July 2020
DEEP INSIGHTS WILL LEAD TO A HOME RUN FOR ADVERTISERS
By having the deepest consumer understanding and the most relevant, person-level insights, you can be more than just a channel for your advertisers, you can highlight the value of your audience. Understanding them across all digital touchpoints will help your company and your advertisers create sustainable connections with viewers, readers, app users, website visitors, subscribers and more. Becoming a reliable partner to your advertisers will help you increase revenue and grow your bottom line.
Want to learn more about what the return of sports means in this “new normal”? Listen to our on-demand webinar with our all-star panel, Play Ball! The Future of Sports Fandom in a New Normal.
