September 30, 2009

Sports is an International Online Phenomenon

Bryan Segal
VP Sales

In a time of media fragmentation, economic uncertainty, and increasing consumer participation in media….there is one certainty, people still love sports! Over the last year, on average, one third of the Internet population visited a sports entity during the period of a month. It’s good to know that it’s not only me!

In a time of media fragmentation, economic uncertainty, and increasing consumer participation in media….there is one certainty, people still love sports! Over the last year, on average, one third of the Internet population visited a sports entity during the period of a month. It’s good to know that it’s not only me!

A deeper look into this phenomenon shows that Canadians are the biggest lovers of their sports content online, with 50% of Canadian Internet users visiting the sports site category in a month. The popularity of sports visitation in Canada is followed by the U.K and then the USA.

  Avg. Monthly % Reach
 June 2008 - July 2009
Canada 50.2
U.K. 44.2
U.S. 44.1
Spain 39.4
Brazil 34.2

Source: comScore Inc, All Location, Sports Category, % Reach

There are many different ways that people are getting their sports fix online, including viewing sports content through their portals, visit league websites, using sports aggregators/broadcasters, or watching highlights/programs/player interviews through video.

Sports entities are viewed online by over 360 million people worldwide, proving just how attracted consumers are to sports content. Exposure to the sports category in the U.S. covers all demographics with high indices for men and higher income households.

Demographic Segment % Average Composition of Sports Category Average Index Visitors to Sports Category Relative to Total Internet
Persons: 2-17 15.7 78
Persons: 18-24 12.0 93
Persons: 25-34 18.1 109
Persons: 35-44 21.5 115
Persons: 45-54 18.6 111
Persons: 55+ 14.2 96
All Males 55.9 111
All Females 44.1 89
HHI US: Under $60K 41.5 88
HHI US: $60K+ 58.5 110
HHI US: $75K+ 46.6 113
HHI USD: 100,000 or more 28.6 117

Source: comScore US data, All Locations, Sports Category, Aug 2008 – Aug 2009

No to be forgotten is women’s viewing of online sports content. Women represent more than 44% of the visitors to the sports category. Importantly, however, we see that women age 21 or older with household income above $75,000 account for 12.8% of the online population in August 2009, but represent 16.3% of visitors to the sports site category. Taking a deeper look, you can see that 18.3% of the NHL Network is composed of this coveted demographic.

Women Age 21+ with HHI >$75K Average In-Season
 Percent Composition
Total Internet Audience 12.8
Sports Category 16.3
MLB 17.0
NFL 16.6
NBA 13.5
NHL 18.3

To further that point, we looked into the online buying power index (BPI) of women age 18-34 with children in the US. Here are the in-season BPIs for the professional sports leagues, showing that each over indexes in the online buying power of moms, with the NHL the clear leader. I guess that’s why there is so much fuss about “hockey moms” and the buying power they represent.

Women Age 18-34 with Children
Sports League BPI
NFL 166
MLB 224
NHL 259
NBA 160

Being from Canada, one might think we eat, sleep and drink hockey….but, truth be told, we’re just sports crazy.

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