In our attention economy, marketers are constantly seeking opportunities to reach a committed and engaged audience. Live sports delivers a highly sought-after, passionate audience in mass to advertisers.
To understand more about the where, how, why and who is viewing live sports, VAB conducted a custom research study of over 1,000 sports fans, ranging from casual to avid with additional analysis across age, gender, and ethnicity.
Here are the 5 Insights Essentials from Best Seats in the House - and go deep and download the full marketer's guide for additional analysis.
- For sports fans, their “fandom” is an essential part of who they are
- 40% of sports fans say sports are a “core passion” of their lives. This is true across fans. For example, 36% of female fans say sports are a "core passion" and 51% feel personally connected to the teams they root for. Check out page 17.
- Regardless of age, gender, ethnicity, or level of sports fan, the majority prefer to view live sports at home
- 7 out of 10 fans prefer to watch at home. Check out page 23.
- In-home viewing satisfies the 6 need-states of sports fans – Connection, Camaraderie & Community, Commitment, Contact, Comprehension, Comfort & Convenience
- 91% of casual fans and 93% of avid fans praise "home viewing" for convenience and ease of experience. Check out page 30.
- Fans attend sporting events in person to enjoy an immersive experience and to celebrate team pride with other fans
- Over 90% of avid fans attend to see everything happening on the field/court and to immerse themselves in the gameday atmosphere. Check out page 36.
- Over 90% of avid fans attend to see everything happening on the field/court and to immerse themselves in the gameday atmosphere. Check out page 36.
- Sports fans are engaged with brand messaging, both at home and in-stadium; however, TV viewers are particularly motivated to take action
- Sports fans are 32% more likely to have purchased a product or service they saw advertised while watching sports on TV than a product or service they saw advertised within a stadium or arena. Check out page 45.
To learn more about where, how, and why viewers watch live sports, download the Best Seats in the House marketer's guide.
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