Abstract
The Internet is reshaping the sports marketing landscape by offering fans the
ability to participate in their favorite sports with instant access to scores,
news, trivia, statistics, blogs, bulletin boards, social networks, fantasy
sports services, highlights and live game streaming.
The Sports Site Marketing report analyzes how emerging media are delivering
loyal, targeted audiences to sports marketers, who traditionally spend
billions of dollars each year on television advertising and event sponsorships.
While TV continues to dominate as both a distribution platform for sports
content and an advertising medium, online and mobile platforms are evolving,
and will soon be an important part of the sports media and marketing mix.
eMarketer estimates that US advertising revenues at sports-related Web sites
will reach $1.1 billion in 2011, up from $407 million in 2006. As a percentage
of overall sports advertising, the Internet' s share will double to 10% by
2011, up from 4.9% in 2006.
Key questions the "Sports Site Marketing" report answers:
- How are sports leagues and sports marketers extending their brands from
television to new media channels?
- What are the top sports sites around the world?
- Who is visiting them?
- How are the viewing habits of sports fans changing?
- How are marketers using the Web and mobile channels to increase their
reach at major sporting events?
- In what ways are sports brands, video game publishers and fantasy sports
services leveraging one another' s audiences?
- And many others...
eMarketer Reports- On-Target and Up-to-Date
The Sports Site Marketing report aggregates the latest data from sports,
marketing and communications researchers with eMarketer numbers, projections
and analysis to provide the information you need to make the right business
decisions- right now.
Table of Contents
Executive Summary
- US Online Advertising Revenues at Sports Sites*, 2006-2011 (millions and %
change)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers: Sports Site Marketing
Online Sports Marketing
- Online Advertising
- US Online Advertising Revenues at Sports Sites*, 2006-2011 (millions and
% change)
- US Advertising Revenues on Sports Media*, 2006-2011 (millions)
- US Online Advertising Revenues at Sports Sites* As a Percent of Total
Advertising Revenues on Sports Media**, 2006-2011
- US Advertising Professionals' Opinions Regarding the Best Subject Matter
for an Ad-Supported Web Site, January 2007 (% of respondents)
- Sports Video Online
- Types of Content that US Consumers Say They Are "Likely" to Stream,
January 2007 (% of respondents)
- Types of Online Video Watched by US Adult Internet Users, 2006 (% of
total)
- Types of Online Video Viewed by US Online Video Viewers, by Age,
November 2006 (% of respondents)
- Sports Blogs and Social Networks
- Sponsor Sites
The Top Sports Sites
- US
- Top 10 Sports Web Sites among US Internet Users, Ranked by Unique
Visitors, August & September 2006 (thousands and % increase/decrease vs.
prior month)
- Top 10 Online Video Properties among US Internet Users, Ranked by Unique
Streamers, August 2006 (thousands and % reach)
- Worldwide
- Select Sports Web Sites Worldwide with at Least One Million Unique
Monthly Visitors, April 2006-March 2007
- Top 10 Countries Worldwide, Ranked by Unique Visitors to NBA.com, April
2007 (thousands and % of total)
- Top 10 Countries Worldwide for Official FIFA World Cup Web Site Usage,
Ranked by Daily Page Views per Unique Visitor, June 9-July 9, 2006 (average)
- Top Local-Language Sections of FifaWorldCup.Yahoo.com Worldwide, April
2006 (thousands of unique visitors and % of total)
- Top 12 Football Club Web Sites Worldwide, Ranked by Unique Visitors,
March 2007 (thousands and % of users from home vs. non-home country)
The Audience for Online Sports
- Types of Online Video Watched by US Online Video Viewers, by Gender and
Age, February-March 2006 (% of respondents)
- Types of Online Video Watched by US Online Video Viewers, by Gender, 2006
(% of respondents in each group)
- Demographic Profile of US Internet Users Who Visit Sports Web Sites,
December 2006 (thousands of unique visitors and % of total audience)
Marketing Sports Events Online
- Average Network TV Advertising Rates for a 30-Second Advertisement for US
Major Sporting Events, 2006 (thousands)
- Super Bowl
- Super Bowl Advertising Rates and Total Advertising Revenues, 1986-2006
- Average Number of Super Bowl Viewers, 2000-2007 (millions)
- NCAA March Madness
- US Postseason TV Advertising Revenues, by Sport, 2006 (millions)
- FIFA World Cup
- Top 10 Sports and Gambling Web Sites in the UK during the First Week of
the 2006 FIFA World Cup, June 5-11, 2006 (thousands of unique visitors and
minutes per user)
- Olympic Games
Sports Video Games and Fantasy Sports
- Sports Gaming
- Top 10 Video and Computer Games among US Males and Females Ages 17-25,
2007 (% of respondents)
- Top 10 Video Games among US Males and Females Ages 16-25, Q2 2006 (% of
respondents)
- Fantasy Sports
- Market Share of US Online Fantasy Sports Services, 2006
Sports on the Go
- Leading Ad-Supported Mobile Internet Sites among US Business Mobile
Subscribers, November 2006 (% reach)
- Leading Mobile TV Channels, Ranked by Audience Share, 2006 (% of total)
- Leading Mobile Phone Internet Activities among US Mobile Phone Internet
Subscribers, October-November 2006 (% of respondents)
- Types of FIFA World Cup Mobile Content Accessed by Mobile Subscribers in
Western Europe, Q3 2006 (% of respondents)
Related Information and Links
- Related Links
- Contact
- Report Contributors
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