Abstract
This report explores how sports fans access and consume sports content when not attending a live sporting event. It goes beyond a discussion of market trends and segment performance to offer the following insights:
- How innovators are integrating competing media and establishing partnerships to share and distribute sports content
- How market operators expect to generate revenue through live game streaming
- How different segments of the market compete against one another for fan loyalty
- What print media operators can do to draw back readers who are migrating online
- The rise of online video and how sports media operators use it to drive up site usage
- How professional sports leagues are affecting the market through flagship cable networks
- Where growth remains for media operators and what they must do to groom it
- How major telecoms compete for premium sports packages
- Where sports advertisers are spending their money
- How to draw women further into sports media participation
- Prevalent trends in sports media television spots and how to make marketing more distinct
- Knowing which ethnic groups access sports media content the most and why
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Sports media moving from single- to multi-tier content platforms
- Advertisers can now create integrated media campaigns
- Live game streaming in real time expected to become mainstream
- Professional sports leagues becoming independent content carriers
- Sports thriving on cable while network television suffers in ratings
- Mobile phone sports content not yet critical mass
- Internet sites have siphoned sports fans from print media
- Magazines dedicated to luxury sports thrive
- Sirius-XM merger increases radio competition
- Sports fans prefer to watch sports communally than alone
- Males aged 25-34 should be targeted most
- Competitive Context
- Pay TV carriers compete with premium sports packages
- Figure 1: Breakdown of premium sports packages, by the top pay TV
carriers, August 2008
- Satellite carriers struggle against surge in cable growth
- Figure 2: Pay TV subscribers in the U.S., by company, 2005 and 2007
- Figure 3: Pay TV revenues in the U.S., 2005 and 2007
- Premium sports packages on broadband emerging as competition
- Segment Performance
- Key points
- Four sports distribution segments are integrating content; ESPN is the
leader
- Sports media positioning fans to take charge of programming
- Segment Performance -- Online Media -- Overview
- Key points
- Sports fans are online and growing
- Segment Performance -- Online Media -- Sports Sites
- Key points
- Sports sites encourage multitasking, deepening brand awareness
- Advertising on sports sites to increase 138% through 2012
- Figure 4: U.S. sports site revenues, by segment, 2007-12
- Sports sites are where you' ll find young male consumers
- Figure 5: Change in online sports site activity, by gender, May-June 2008
- Figure 6: Change in online sports site activity, by age, May-June 2008
- Online sports sites drive coverage that goes beyond traditional media
- NFL-NBC partnership a barometer of real time video streams
- Television news sites preferred for checking statistics, updates
- Figure 7: Types of online sites used for reading articles and getting
scores, by age, May-June 2008
- Figure 8: Types of online sites used for reading articles and getting
scores, by gender, May-June 2008
- Online sports video: ESPN is the leader
- Figure 9: Types of online sports sites for watching sports highlights,
by age, May-June 2008
- Segment Performance -- Online Media -- Social Networking
- Key points
- Social networking communities play on tribal nature of sports fans
- Social networks offer advertisers way to target niche sports fans
- Figure 10: U.S. online social network advertising spending, 2006-12
- Figure 11: Top 50 sports social networking websites and value *, June
2008
- Segment Performance -- Mobile Phones
- Key points
- Mobile phone applications offer game highlights in video, audio, text
- Mobile content is split between exclusive partnerships, mass availability
- Limitations prevent mobile sports content from reaching critical mass
- Mobile phones have yet to have mass influence on sports fans
- Figure 12: Accessing sports information, by gender, May-June 2008
- Figure 13: Accessing sports information, by age, May-June 2008
- Accessing sports phone content via phone is decreasing
- Figure 14: Cell phone use for sports information compared to last
season, by gender, May-June 2008
- Figure 15: Cell phone use for sports information compared to last
season, by age, May-June 2008
- Segment Performance -- Print Media -- Overview
- Key points
- Online media are driving readers away from newspapers, magazines
- Figure 16: Attitudes regarding internet activity vs other
media/entertainment, by gender, January-November 2007
- Print media struggle to keep readers, from teens to adults
- Figure 17: Attitudes regarding internet activity vs other
media/entertainment, by age, January-November 2007
- How print media operators are retooling business model to compete
- Segment Performance -- Print Media -- Newspapers
- Key points
- Newspaper readership, advertising in decline
- Figure 18: Newspapers--total paid circulation, 1996-2006
- Figure 19: Annual newspaper advertising revenue, 1997-2007
- Newspapers consider sports sections essential, advertisers do not
- Figure 20: What top U.S. newspaper editors consider "essential" sections
or features, January-February 2008
- Readers of newspaper sports sections remain steady but skew older
- Figure 21: Newspaper use for sports information compared to last season,
by gender, May-June 2008
- Figure 22: Newspaper use for sports information compared to last season,
by age, May-June 2008
- Segment Performance -- Print Media -- Magazines
- Key points
- Magazines declining in advertising, single copy sales
- Figure 23: Magazine editorial versus advertising pages, 1997-2007
- Figure 24: Magazine subscription/single copy sales, 1997-2007
- Sports Illustrated and ESPN The Magazine reach a combined 5 million fans
- Total magazine titles decreasing; luxury sports titles on the rise
- Figure 25: Number of sports magazines, by category, 1997-2007
- Younger readers most inclined to pick up sports titles
- Figure 26: Magazine use for sports information compared to last season,
by gender, May-June 2008
- Figure 27: Magazine use for sports information compared to last season,
by age, May-June 2008
- Segment Performance -- Broadcast Media -- Overview
- Key points
- Television landscape for sports viewing in transition across different
media
- For respondents, television sports watching up compared to last season
- Figure 28: Television use for sports information compared to last
season, by gender, May-June 2008
- Figure 29: Television use for sports information compared to last
season, by age, May-June 2008
- Segment Performance -- Broadcast Media -- Network
- Key points
- Network television struggles under cable' s dominance of sports coverage
- Figure 30: World Series television ratings, by rating and share,
1987-2007
- Figure 31: NBA Finals, by rating, 1988-2008
- Network television losing or splitting sports content to pay TV
- Monday Night Football
- Segment Performance -- Broadcast Media -- Cable and Satellite
- Key points
- Sports dominate all cable programming
- Figure 32: Top 25 cable programs, 2007/08 regular season (September-May)
- Professional sports leagues investing in flagship cable networks
- Disputes over pricing and content deals prevent channels from reaching
critical mass
- NFL Network fails to win over FCC, resulting in losses in subscribers,
revenue
- MLB sets precedent for how to make league networks reach masses
- Segment Performance -- Broadcast Media -- Sports Package Potential
- Key points
- Sports packages have major growth potential for cable/satellite carriers
- Figure 33: Sports viewing habits, by gender, May-June 2008
- Viewers aged 25-34 driving sports subscription packages
- Figure 34: Sports viewing habits, by age, May-June 2008
- Segment Performance -- Broadcast Media -- Radio
- Key points
- Three leading radio networks supply sports programming to major markets
- Satellite radio merger consolidates sports coverage under one banner
- XM Satellite Radio
- Sirius Satellite Radio
- Mobile radio streams sports programming to mobile phones
- Sports radio has greatest growth potential with those aged 25-34
- Figure 35: Radio use for sports information compared to last season, by
gender, May-June 2008
- Figure 36: Radio use for sports information compared to last season, by
age, May-June 2008
- Market Drivers
- Survey respondents attending less live games rather than more
- Figure 37: Live game attendance compared to previous season, by gender,
May-June 2008
- Figure 38: Live game attendance compared to previous season, by age,
May-June 2008
- Professional sports leagues becoming content providers
- Broadband proliferation goes mainstream
- Figure 39: Residential IPTV and VoIP subscribers and broadband
households in the U.S., 2007 and 2012
- Over half of all Americans now watch online video
- Figure 40: U.S. online video viewers, 2006-12
- On Demand puts sports fans in control of programming
- DTV transition drives consumers to sports on cable and satellite
- Video game consoles drive HD sports viewing
- Sports viewers prefer football over all sports
- Figure 41: Ten most popular sports, 2007
- Innovation and Innovators
- NBC and the NFL partner to stream live games in real time
- The Sporting News revitalizes brand despite troubling times for print media
- ESPN creates multimedia platforms to give advertisers endless options
- Advertising and Promotion
- Overview
- Figure 42: Value of sports business industry, by segment, 2007
- Figure 43: Breakdown of advertising spent on sports business industry,
2007
- Figure 44: Breakdown of internet value for sports business industry, 2007
- Sports media are creating a multi-platform marketplace
- Analysis of commercial television spots
- Premium upgrades are sold through incentives, empathy with viewer
- Figure 45: NBA League Pass, 2008
- Figure 46: AT&T Advanced TV, 2008
- Figure 47: TiVo, 2007
- Professional sports leagues emphasize direct access from source
- Figure 48: NFL Network, 2008
- Online sports sites target hardcore sports fans, promising authority
- Figure 49: espn360.com, 2007
- Figure 50: nfl.com, 2007
- Print media rely on incentives to sign up readers, promising expertise
- Figure 51: Sports Illustrated, 2008
- Figure 52: ESPN The Magazine, 2007
- Race and Hispanic Origin
- Key points
- Live game attendance
- Figure 53: Live game attendance compared to previous season, by
race/Hispanic origin, May-June 2008
- Sports viewing habits
- Figure 54: Sports viewing habits, by race/Hispanic origin, May-June 2008
- Sports radio participation
- Figure 55: Radio use for sports information compared to last season, by
race/Hispanic origin, May-June 2008
- How sports content is consumed
- Figure 56: Accessing sports information, by race/Hispanic origin,
May-June 2008
- Where sports content is consumed online
- Figure 57: Types of online sports sites used for reading articles and
getting scores, by race/Hispanic origin, May-June 2008
- Appendix: Other Useful Consumer Tables
- Media consumption according to sport
- Football
- Figure 71: Football interest activities, by gender, May-June 2008
- Basketball
- Figure 72: Basketball interest activities, by gender, May-June 2008
- Baseball
- Figure 73: Baseball interest activities, by gender, May-June 2008
- Hockey
- Figure 74: Hockey interest activities, by gender, May-June 2008
- Golf
- Figure 75: Golf interest activities, by gender, May-June 2008
- NASCAR
- Figure 76: NASCAR interest activities, by gender, May-June 2008
- Soccer
- Figure 77: Soccer interest activities, by gender, May-June 2008
- Wrestling
- Figure 78: Wrestling interest activities, by gender, May-June 2008
- College football
- Figure 79: College football interest activities, by gender, May-June 2008
- College Basketball
- Figure 80: College basketball interest activities, by gender, May-June
2008
- Attendance of live games by sport
- Figure 81: Level of sports attendance, by sport, May-June 2008
- Internet influence on media participation
- Figure 82: Attitudes regarding internet activity, by gender,
January-November 2007
- Figure 83: Attitudes regarding internet activity, by age,
January-November 2007
- Appendix: Trade Associations and Publications
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