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ÜBER SPORTSNATION
Yahoo! Sports US Audience Research, Confidential 2
By understanding the path of ÜBER SPORTS FANS online and their need for greater engagement, advertisers learn to optimize and value different sports content appropriately
Yahoo! Sports US Audience Research, Confidential
Agenda
TAKING SPORTS ONLINE
WHO IS THE ÜBER FAN?
OPTIMIZING ADS ON SPORTS SITES
ÜBER FANS AND YAHOO!
Yahoo! Sports US Audience Research, Confidential
1,010 everyday online sports fans 18 years of age or older Normalized to actual behavior panel via comScore, must
visit online sports sites more than once a week
WHO
20-minute online surveyWHAT
November 2009WHEN
Study run byHOW
How we did it
Yahoo! Sports US Audience Research, Confidential
ÜBER
Engagement is the key to increasing connection
Regular
+E
NG
AG
EM
EN
T
-
- AD EXPECTATION +
Casual
- AD ATTENTION +
-IN
FL
UE
NC
ER
VA
LU
E+
5
They go deep & expect the most
TAKING SPORTS ONLINE
(WE KNOW YOU GET IT BUT IT HAS TO BE SAID)
Yahoo! Sports US Audience Research, Confidential
Key Facts
7
STATS• A quarter of free time is
spent on sports
• The majority are online while watching sports
• Sports is about community and sometimes not even my local team
• It’s about multiple sports – following 4.6 to be exact
• Weekdays & weekend consumption habits differ
Yahoo! Sports US Audience Research, Confidential
Sports is part of daily life…
42%
43%
47%
67%
68%
72%
74%
8
S13. Please indicate how much you agree with each statement on a 10 point scale?Base: Total Online Sports Users, A18+, N=1010
Other people think that I am fanatical about sports
I love to host a party to watch a game/event
I follow my individual players every day
I am passionate about sports
I watch games/events, even if my favorite team(s) are not playing
I follow my favorite sports teams every day
I like to watch sports with my friends and family
STRONGLY AGREE - TOP 3 BOX (10PT. SCALE)
Yahoo! Sports US Audience Research, Confidential 9
…and users prove it by spending a quarter of their free time on it
TIME SPENT ON SPORTS
11.6Hours spent on Sports
25%Of Free Time spent on Sports
54%Visit Online Sports Sites Daily
6.1Hours Spent on Online Sports Sites
Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.?Q2. What proportion of your free time is spent on sports or sports activities?S5. Online Sports Sites - Typically, how often do you visit online sports sites in general?S6. And, about how many hours per week do you spend visiting online sports sites?Base: Total Online Sports Users, A18+, N=1010
Yahoo! Sports US Audience Research, Confidential
They follow multiple sports
4.6
Other (SPECIFY)
Soccer
NASCAR
Golf
All others (NET)
Hockey
Baseball
College Basketball
NBA
Basketball (NET)
College Football
NFL
Football (NET)
11%
19%
34%
37%
67%
36%
70%
51%
53%
70%
67%
85%
91%
ALL SPORTS INTERESTED IN
10
NUMBER OF SPORTS INTEREST IN…
Q3. What are all of the sports in which you are interested or that you like?Base: Total Online Sports Users, A18+, N=1010
Yahoo! Sports US Audience Research, Confidential
Online engagement patterns differ by parts of the week
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
1.1
1.2Weekday Weekend
In the morning
before I go to work or school
At work or school during unscheduled
breaks
At work or school during
scheduled breaks
Mid-afternoon at online
sports sites
At home in the late
afternoon at online sports
At home in the evening
at online sports
At home during late
night at online sports
When traveling
MEAN HOURS SPENT BY DAYPARTS
HRS
Q14. Thinking about a typical week day, how many hours do you spend at online sports sites during the times or occasions below?Q15. Thinking about a typical weekend day, how many hours do you spend at online sports sites during the times or occasions below?Base: Total Online Sports Users, A18+, N=1010
11
Yahoo! Sports US Audience Research, Confidential
Media meshing is part of the daily “game”
Radio
Television
Broadcast Media (NET)
Internet Radio
Blog websites
Social networking websites
Fantasy sports websites
College/university websites
Team websites or webpages
Internet search engines
League websites
Sports content websites
Internet using a computer
INTERNET (NET)
65%
95%
97%
23%
25%
33%
38%
41%
70%
73%
74%
85%
93%
100%
68% of Online Sports Fans go Online While Watching a Game or Event
SOURCES USED…
S4. In which of the following activities do you participate? Q6. Which of the following types of media or sources do you use for sports entertainment or to get sports information?Base: Total Online Sports Users, A18+, N=1010
12
Yahoo! Sports US Audience Research, Confidential
92%
84%
76%
75%
60%
54%
51%
82%
74%
69%
Online runs parallel to game time…
Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Base: Online A18+, n=946
GAME TIME
NEWS
I GO ONLINE TO DO THE FOLLOWING…
Checking scores
Getting info before a game/event
When watching highlights after game
Getting info during a game/event
Watching or listening to games/events
Watching or listening to championship games
Watching or listening to playoffs…
Reading articles
Getting info when players are...
Getting info during players scandals
13
Yahoo! Sports US Audience Research, Confidential
…and enable fans who want more
85%
43%
34%
73%
63%
45%
FANTASY
PASSION
Checking player statistics
Managing fantasy team
Organizing fantasy league
Watching videos
Getting info during drafts
Blogging
I GO ONLINE TO DO THE FOLLOWING…
Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Base: Online A18+, n=946
14
Yahoo! Sports US Audience Research, Confidential
Internet is a preferred media across sports activities…
Watch Games/ Events
Watch Videos
Check Scores
Check Player
StatisticsRead
ArticlesResearch
Sports
Manage Fantasy
Team
Organize Fantasy
Team
TOTAL ONLINE SPORTS USERS
Q11. Which of the different types of media do you prefer to use most to perform each of the following activities?Base sizes vary
15
Yahoo! Sports US Audience Research, Confidential
…with dedicated sports sites as top destinations
READ ARTICLES
CHECK SCORES
WATCH VIDEOS
CHECK PLAYER
STATISTICS
ORGANIZE FANTASY
TEAM
MANAGE FANTASY
TEAM BLOG
Sports Content Website
Sports Content Website
Sports Content Website
Sports Content Website
Fantasy Sports
Website
Fantasy Sports
Website
Blog Website
Internet Search Engines
Internet Search Engine
Internet Search Engines
League Website
Sports Content Website
Sports Content Website
Sports Content Website
Team Website
League Website
Team Website
Team Website
Team Website
League Website
Social Networking
Site
Q11. Which of the different types of media do you prefer to use most to perform each of the following activities? Internet on a Computer SourcesBase sizes vary
I USE
DEPTH OF ENGAGEMENT
WHEN I DO THE FOLLOWING ACTIVITY… I USE
16
WHO IS THE ÜBER FAN?
Yahoo! Sports US Audience Research, Confidential
ÜBER FANS EVERYDAY CASUAL
TIME • Spent ~14-hours visiting online sports sites on average per week
• Spends ~6-hours visiting online sports sites on average per week
• Spends ~2-hours visiting online sports sites on average per week
SPORTS ENGAGEMENT
• High online & offline sports engagement – owning season tickets, playing in fantasy
• Average online & offline sports engagement – such as following sports live online and subscribing to sports magazines
• Lower online & offline sports engagement than other segments – but nearly 70% still check stats online daily
FUN FACT • More likely to spend money online
• Have higher HH incomes • Have large, active social
networks • More receptive to ads from
sponsors who help bring them free sports content
• One in three say that when they find a great new product or service, they tend to tell everyone they know.
• 4 in 10 will go online while watching a game.
Defining our fans
18
Yahoo! Sports US Audience Research, Confidential
We aren’t talking peanuts
60.2 MillionTotal Online Sports Fans9.6 Million Casual Online Sports Fans
BASED ON THE ESTIMATES OF THIS STUDY, THERE ARE…
35.5 Million The Everyday Online Fans
15.1 Million Über Online Fans
19
Yahoo! Sports US Audience Research, Confidential
ÜBER FANS
17.6 HrsMean # hrs spent on sports
39%% of Free Time Spent on Sports
14.1 HrsMean # hrs spent on online sports sites
Fans are frequently engaging with sports content online and off
Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.?Q2. What proportion of your free time is spent on sports or sports activities?S6. And, about how many hours per week do you spend visiting online sports sites?Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
CASUAL FANS
6.3 HrsMean # hrs spent on sports
14%% of Free Time Spent on Sports
2.1 HrsMean # hrs spent on online sports sites
EVERYDAY FANS
11.7 HrsMean # hrs spent on sports
27%% of Free Time Spent on Sports
5.6 HrsMean # hrs spent on online sports sites
20
Yahoo! Sports US Audience Research, Confidential
100% 98%
88%84% 83%
75%
96% 96%
66%
44% 44%
33%
91% 90%
43%
13% 14%
5%
Uber Everyday Casual
Nearly all online sports fans watch events live on TV and rely on the web for a variety of sports activities
Indicates percent is significantly higher/lower than total online sports users at 90% confidence
SPORTS FAN MEDIA ACTIVITIES…
S4. In which of the following activities do you participate?Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
21
ÜBER FANS GO THE DISTANCE
CASUAL FANS ARE…
EVERYDAY FANS ARE ALSO…
Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Internet Media. Represents Activities which 60% or more of fans perform online
Checking scores Checking player statistics
Getting info before a game/event Reading articles Researching sports
Getting info/watching highlights after a game/event
Getting info when players are injured Getting info during a game/event
Watching Videos Getting info during player scandals
Getting info during drafts Watching or listening to games/events
Watching or listening to playoffs/tournamentsWatching or listening to championship games
Checking scores Checking player statistics
Getting info before a game/event Reading articles Researching sports
Getting info/watching highlights after a game/event
Getting info when players are injured Getting info during a game/event
Watching Videos Getting info during player scandals
Getting info during drafts Watching or listening to games/events
Watching or listening to playoffs/tournaments
Watching or listening to championship games
Blogging Organizing fantasy teamManaging fantasy team
Yahoo! Sports US Audience Research, Confidential
Check stats on-line next day
Follow sports games/events
online
Go online while I am watching a
game/event
Follow sports games/events
on my cell phone or PDA
Participate in a fantasy league
Subscribe to fantasy league
publications
Organize or run a fantasy league
97% 96%93%
71%75%
53%47%
86% 84%
72%
25%
33%
14% 14%
68% 68%
40%
4%10%
3% 1%
Uber Everyday Casual
The depth of engagement and gap is what surprises
ONLINE SPORTS FAN ACTIVITIES…
S4. In which of the following activities do you participate?Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than
total online sports users at 90% confidence
23
Yahoo! Sports US Audience Research, Confidential
Check stats of in-dividual players
Check scores of sports games/
events
Research sports Watching sports games/events
Reads articles or blogs online re-garding sports events/games
Watch videos
59%
52% 52% 52%49%
43%
49%
45%
41%
37%
30%
22%
Uber Everyday
Fantasy sports opens new opportunities for doing more online
DOING MORE…
Q16. Thinking about the time you’ve started playing Fantasy Sports, would you say you are doing the following things more often, about the same, or less often than before you started playing Fantasy Sports? Base: Everyday: n=208; Über Fans n=195
Indicates percent is significantly higher/lower than total online sports users at 90% confidence
24
Yahoo! Sports US Audience Research, Confidential
ÜBER FANS carry that love through other expressions
97% Follow favorite teams every day
94% Own team apparel
56% Have season tickets to one or more teams
96% Like to watch sports with friends and family
80% Love to host a party to watch a game or event
25
S4. In which of the following activities do you participate?S13. Please indicate how much you agree with each statement on a 10 point scale? Top 3 Box (10pt. scale)Base: Über Fans: n=251
OPTIMIZING ADS ON SPORTS SITES
Yahoo! Sports US Audience Research, Confidential
Key Facts
27
STATS• Speak to them how you want
to be perceived, not how you think they want you to speak to them
• Ads they want aren’t exactly the ads they expect
• ÜBER FANS are great targets for your message
• It’s not always just about sports content online
Yahoo! Sports US Audience Research, Confidential
Users have high expectations when it comes to good advertising, ÜBER FANS want engagement
The more engaging the advertising the more engaged I stay with the site
If the advertising on site is from brands I like, I think more highly of the site
Advertising from well known brands suggests the site is here to stay
If the advertising is distracting it spoils my viewing experience and I will leave the site
46%
51%
54%
62%
69%of über sports users
strongly agree with this statement compared
to only 32% of casual fans
I STRONGLY AGREE WITH THE FOLLOWING WHEN IT COMES TO ADS ON SPORTS SITES…
Q20. Please indicate how much you agree with each statement below. Top 3 Box (10pt. Scale)Base: Total Online Sports Users, A18+, N=1010
28
Yahoo! Sports US Audience Research, Confidential
Ads they expect to see don’t necessarily align with interests…
EXPECTTO SEE
INTERESTEDTO SEE GAP
RETAIL (NET) 77% 90% = +13
Groceries food items 18% 62% = +44
Groceries beverage items 23% 63% = +39
Home goods 13% 39% = +26
Pet care supplies 9% 33% = +24
Clothing, shoes, or accessories 31% 53% = +23
Office supplies 15% 36% = +21
Skin or hair care 9% 27% = +18
Baby care supplies 5% 13% = +9
Sporting goods 64% 71% = +7
AUTO (NET) 55% 60% = +5
I EXPECT TO SEE THESE ADS VS. ADS I’M INTERESTED IN SEEING
Q24. Which of the following categories of products would you expect to see advertised on online sports sites? Base: Total Online Sports Users, A18+, N=10110Q25. And, of these categories of products, in which are you interested? Base: n=973
29
Yahoo! Sports US Audience Research, Confidential
…with the discrepancy across multiple categories
EXPECTTO SEE
INTERESTEDTO SEE GAP
ENTERTAINMENT (NET) 69% 87% = +18
Books 11% 51% = +40
Music 27% 63% = +36
Movies 40% 68% = +29
Events 41% 56% = +16
Video games 47% 51% = +5
TECHNOLOGY (NET) 53% 77% = +24
Computer related 31% 68% = +37
Consumer electronics 47% 73% = +25
TRAVEL (NET) 42% 57% = +15
I EXPECT TO SEE THESE ADS VS. ADS I’M INTERESTED IN SEEING
Q24. Which of the following categories of products would you expect to see advertised on online sports sites? Base: Total Online Sports Users, A18+, N=10110Q25. And, of these categories of products, in which are you interested? Base: n=973
30
Yahoo! Sports US Audience Research, Confidential
Sports users want brands to be themselves: Tone-of-voice is IMPORTANT…
AUTO
FINANCE
ENTERTAINMENT
HEALTH
POLITICS
RETAIL
TECHNOLOGY
TELECOM
TRAVEL
Informative Informative Entertaining Informative Informative Informative Informative Informative Informative
Believable Credible Funny Serious Relevant Trendy Innovative Innovative Entertaining
Funny Believable Imaginative Credible SeriousSticks in
MindBelievable Relevant Imaginative
Users could choose from a list of over 15-attributes such as: passionate, funny, trendy, and believable:
IF ADVERTISERS SPOKE IN THIS TONE ON A SPORTS SITE, I’D FIND THEIR ADS MORE COMPELLING…
31
Yahoo! Sports US Audience Research, Confidential
…but that voice varies by sports
BASEBALLNCAA
HOOPS NBA HOCKEY GOLFNCAA
FOOTBALL NFL NASCAR SOCCER
Ads that are relevant to me
Having ads pertaining to products that you like
Having ads on brands that you like
Ads not repeating more than once during my watching experience
Having the ability to choose the ad I want to watch
Subject matter of the ads are consistent with the online sports site
Advertisers who sponsor the experience but don’t show "TV type" commercials
Ads refresh and rotate constantlyAds that are interactive with the page
Ads that appear while content is loading
Ads that have an exclusive online limited time offer
Ads that appear when you fast forward or pause the content
Having one brand take over all the ads on the page
IN ORDER TO IMPROVE ADS ON SPORTS SITES, I’D LIKE THE FOLLOWING
GREY MEANS STATISTICALLY DIFFERENT FROM AVERAGE
Q19. In order to improve the advertising on online sports sites, please rate the desirability of rate the desirability of the following statements. Top 3 Box (10pt. Scale)Base sizes vary
32
Yahoo! Sports US Audience Research, Confidential
ÜBER FANS, specifically, want more out of the ads…
ÜBER FANSEVERYDAY
FANSCASUAL
FANS
Ads that are relevant to me
Having ads pertaining to products that you like
Having ads on brands that you like
Ads not repeating more than once during my watching experience
Having the ability to choose the ad I want to watch
Advertisers who sponsor the experience but don’t show "TV type" commercials
Ads refresh and rotate constantly
Ads that are interactive with the page
GREY INDICATES THAT >60% STRONGLY AGREE (TOP 3 BOX (10PT. SCALE)) THAT [STATEMENT] WOULD IMPROVE ADS ON
SPORTS SITES…
Q19. In order to improve the advertising on online sports sites, please rate the desirability of rate the desirability of the following statements. Top 3 Box (10pt. Scale)Base: Casual: n=159; Everyday: n=600; Über Fans n=251
33
Yahoo! Sports US Audience Research, Confidential 34
…and expect to see ads, even on paid sites
ÜBER FANSEVERYDAY
FANS CASUAL FANS
I expect to see ads on a free fantasy sports website 78% 58% 52%
More likely to pay attention to an ad on a sports site than other sites 74% 49% 21%
If a company is advertising on a sports site, their products will fit with my interests 73% 48% 28%
I think brands that advertise on sports websites are cool 72% 44% 22%
More likely to purchase products from a company that advertises on a sports site than other sites 69% 40% 18%
More likely to play a fantasy sports contest that is sponsored by a company/brand I recognize 69% 37% 16%
I expect to see ads on a fantasy sports website where I pay to play 63% 33% 20%
SPORTS FANS AGREE…
Q23. Now we’d like you to think about advertising. For each one, please mark the box that comes closest to describing how much you agree or disagree(Strongly/Somewhat Agree) Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
Yahoo! Sports US Audience Research, Confidential
ÜBER FANS are people you’d like to connect with
Indicates percent is significantly higher/lower than total online sports users at 90% confidence
S14. Which of the following products and services that you own for personal use (not for business)? Q36. Please indicate which statement you most agree with? : Top Box Summary Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
Personally own…
An HDTV/Flat Screen 88% 77% 60%
A Smartphone/iPhone 69% 35% 18%
Strongly agree…
If I find a great new product /service, I tend to tell everyone I know
47% 32% 16%
Online shopping is a great way to buy most things 45% 32% 14%
Advertising can be a great way to learn about products 41% 27% 14%
I have a large social network 35% 14% 3%
I look to others to find out what’s hot or cool 47% 12% 7%
ÜBER FANS EVERYDAY CASUAL
35
Yahoo! Sports US Audience Research, Confidential
Thinking about the consumer out of their sports lives is key for cross selling ad opportunities
Track stock quotes, other financial in-formation, trading
Watch TV program clips or movies
Get entertainment/celebrity news
Get information about TV shows
Visiting social network sites
Read news
22%
23%
24%
25%
33%
62%
84%
Several times a dayOnce or twice a dayColumn1
I GO ONLINE TO DO THE FOLLOWING AT LEAST ONCE A DAY…
Q38. How often do you use the Internet to do each of the following on a desktop, laptop or notebook computer? Base: Total Online Sports Users, A18+, N=1010
36
ÜBER FANS & YAHOO!
Yahoo! Sports US Audience Research, Confidential
Yahoo! goes deep with the advertising in mind
“It has all the information that I
want.”
“It’s all inclusive and easy to navigate.”
“They have all sports available on
the home page. Also, on Rivals.com you can
get many college scores easily.”
“Because of the layout, limited ads, and user
interactivity (e.g. message boards for college
football).”
“Yahoo is my home page and I spend quite a bit
of time there.”
“It has a nice balance of
everything I am interested in.”
38
Yahoo! Sports US Audience Research, Confidential
MONTHLY UNIQUE VISITORS (MM)
AVERAGE DAILY UNIQUE (000)
MONTHLY PAGE VIEWS (MM)
4,336 1,017
3,879 1,382
1,791 584
2,157 434
1,118 247
1,044 8210.4
12.4
17.3
20.2
26.3
32.3
39
SOURCE: comScore | US Total Audience | January 2010
TOP GENERAL SPORTS SITES - comScore
Yahoo! is the Leading Property in the Sports Space
Yahoo! Sports US Audience Research, Confidential 40
Yahoo! Sports users prove it by spending more time doing sports related activities online
TIME SPENT ON SPORTS
Mean Hours per Week Spent Online
4.4
7.9
11.1
Yahoo! Sports
& Rivals.com Users
General Online Sports Users
Yahoo! FantasyUsers
S6. And, about how many hours per week do you spend visiting online sports sites?Base: General Online Sports Users n=206; Yahoo! Sports/Rival Users: n=804; Yahoo! Fantasy Users: n=176
Yahoo! Sports US Audience Research, Confidential
…and Yahoo! Sports Users are more passionate about following multiple sports online
Other
Soccer
Golf
NASCAR
All others (NET)
Hockey
Baseball
College
NBA
Basketball (NET)
College
NFL
Football (NET)
8%
17%
26%
31%
54%
31%
64%
46%
55%
70%
57%
79%
87%
SPORTS GO ONLINE FORYahoo! Sports Users
41
Q3A. For which sports do you go online to watch games/highlights, read news about, check stats, etc.?Base: Yahoo! Sports/Rivals.com Users n=804
Indicates percent is significantly higher/lower than general online sports users at 90% confidence
Yahoo! Sports US Audience Research, Confidential
AGREE
Yahoo! Sports Users are positive about brands that sponsor sports sites and are more likely to be advocates
• 52% think that brands that advertise on sports websites are cool
• 56% more likely to pay attention to/notice an advertisement on a sports site than other sites
• 35% strongly agree if they find a great new product or service, they tend to tell everyone they know
42
Q23. Now we’d like you to think about advertising. For each one, please mark the box that comes closest to describing how much you agree or disagree. (Top 2 Box (5pt. Scale))Q36. How much do you agree with each of the following? (Top Box (4pt. Scale))Base: Yahoo! Sports /Rivals.com Users: n=804
Yahoo! Sports US Audience Research, Confidential
Other
Another type of Smart phone
An iPhone
A desktop or laptop computer or a netbook
24%
33%
29%
85%
44%
59%
73%
97%
Yahoo! Fantasy Users Yahoo! Sports/ Rivals Users
VISITING YAHOO! BY TECHNOLOGY
Yahoo! extends sports with a mobile experience
Q35A. Which devices do you use to access Yahoo!?Base: Yahoo! Sports/Rival Users: n=804; Yahoo! Fantasy Users: n=176
43
Yahoo! Sports US Audience Research, Confidential
Yahoo! Sports attracts a greater proportion of ÜBER FANS…
General Online Sport Users Yahoo! Sports/Rivals.com Users
Yahoo! Fantasy Users
32%
12%5%
60%
59%
51%
8%
29%
44%
Super Fan Online Fans Everyday Online Fans Casual Online Fans
44
Yahoo! Sports US Audience Research, Confidential 45
ÜBER FANS EVERYDAY FANS CASUAL FANS
PROFESSIONAL
NFL 61% 35% 14%
NBA 50% 23% 10%
MLB 46% 26% 11%
NASCAR 35% 16% 9%
Soccer 34% 12% 3%
NHL 34% 16% 3%
Golf 31% 10% 6%
COLLEGE
College Football 49% 26% 12%
College Basketball 41% 20% 8%
College Baseball 34% 16% 4%
College Hockey 31% 9% 3%
…that visit more DAILY across our many sports offerings, including blogs and video
Indicates percent is significantly higher/lower than all others at 90% confidence
Q28. How often do you visit these specific areas on Yahoo! Sports/Rivals.com sites? DAILYBase: Casual: n=93; Everyday: n=476; Über Fans n=234
Scale Pages
Yahoo! Sports US Audience Research, Confidential 46
ÜBER FANS EVERYDAY FANS CASUAL FANS
NICHE
Other action sports 33% 9% 3%
Boxing 33% 11% 4%
Tennis 31% 10% 4%
UFC 31% 11% 5%
DEEP ENGAGEMENT
Video 44% 18% 6%
Blogs 39% 11% 3%
FANTASY
Fantasy Football 50% 19% 3%
Fantasy Baseball 38% 13% 3%
Fantasy Basketball 35% 14% 2%
Fantasy Hockey 32% 11% 2%
Fantasy Auto Racing 31% 10% 1%
…that visit more DAILY across our many sports offerings, including blogs and video
Indicates percent is significantly higher/lower than all others at 90% confidence
Q28. How often do you visit these specific areas on Yahoo! Sports/Rivals.com sites? DAILYBase: Casual: n=93; Everyday: n=476; Über Fans n=234
Deeper Pages
RichestEngagement
Yahoo! Sports US Audience Research, Confidential
ÜBER
Engagement is the key to increasing connection
Regular
+E
NG
AG
EM
EN
T
-
- AD EXPECTATION +
Casual
- AD ATTENTION +
-IN
FL
UE
NC
ER
VA
LU
E+
47
They go deep & expect the most
Yahoo! Sports US Audience Research, Confidential
Conclusions
48
Sports Fans are actively engaged online– Online Sports Fans spend 25% of their free time on sports and 54% of
fans visit online sports sites daily
– Fans prefer both the depth of information and the availability of real-time information provided by the Internet
Sport Fans appreciate sponsors who help bring them free sports content– As long as the content of the advertising is personally relevant to their
needs and to the site content
– Ads need to be fresh (avoid repetition), relevant, and compelling
A broader mix of categories may satisfy their desire for less repetitive advertising– Advertising interests include stereotypical male-orientated categories
(i.e. beer and cars), but also reach well beyond to include just about all types of household categories
48
Yahoo! Sports US Audience Research, Confidential
Conclusions
49
Sports Fans are looking for advertising to be authentic– What makes compelling advertising for Sport users varies by category
Yahoo! Sports Users are marketers’ sweet spot– They have a greater proportion of ÜBER FANS– They spend a lot of time online doing sport activities and spend time
across a wide range of Yahoo! properties - both via their PC and mobile devices.
– They appreciate site sponsors and also tend to be influencers
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Yahoo! Sports US Audience Research, Confidential
Implications
IMPLICATIONMore ad value should be given to this content
The Über sports fan are most engaged with fringe areas of sports sites such as blogs, stats
and draft information
They are influencers and new product loversIMPLICATION
This is the right audience for your message
Über Fans have differing expectations for advertisement
IMPLICATIONAdvertising should be further optimized as you go
on deeper connection pages than even the large
scale pages like the front page
Their ad expectations of sports sites don’t match their interest
IMPLICATIONHelp make a better experience for high user
engagement
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Yahoo! Sports US Audience Research, Confidential
And Your Yahoo! Insights Team….
edwinwong
director, b2b primary research
818-524-4538
amyjanis
senior manager, b2b market research
212-381-6825
radhasubramanyam
head, global market research
212-571-8101
51
iraamilhussin
senior manager, insights
310-907-2707
APPENDIX
Yahoo! Sports US Audience Research, Confidential
Online Sports Users Are Male, Skew Older, and a Higher Income Group
TOTAL ONLINE SPORTS USERS CENSUS ESTIMATES*
Male 76% 49%
Female 24% 51%
18-44 45% 55%
45-64 43% 24%
65+ 12% 16%
<$75K 69% 77%
$75K+ 27% 23%
Caucasian 80% 83%
Non-Caucasian 20% 17%
Married 58% 50%
Not married 41% 50%
Base: Total Online Sports Users, A18+, N=1010 Indicates percent is significantly higher/lower than July 2009 Census Estimates at 90% confidence
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Yahoo! Sports US Audience Research, Confidential
Super Fans Expect Advertising to be Relevant and Have Higher Expectations for Creativity and Freshness
ÜBERONLINE FANS
EVERYDAY ONLINE FANS
CASUAL ONLINE FANS
Ads that are relevant to me 77% 69% 47%
Having ads pertaining to products that you like 79% 66% 48%
Having ads on brands that you like 77% 65% 43%
Ads not repeating more than once during my watching experience 79% 60% 52%
Having the ability to choose the ad I want to watch 76% 58% 42%
Subject matter of the ads are consistent with the online sports site 76% 57% 36%
Advertisers who sponsor the experience but don’t show "TV type" commercials 71% 51% 33%
Ads refresh and rotate constantly 69% 50% 30%
Ads that are interactive with the page 67% 42% 12%
Ads that have an exclusive online limited time offer 61% 40% 19%
Ads that appear while content is loading 66% 38% 17%
Q19. In order to improve the advertising on online sports sites, please rate the desirability of the following statements. Top 3 Box (10pt. Scale) Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than
total online sports users at 90% confidence
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Yahoo! Sports US Audience Research, Confidential
It’s not just about sports
Track stock quotes, other financial information, trading
Sharing photos or audio/video files
Post blogs, bulletin boards, forums, etc
Research products for purchase
Read blogs, bulletin boards, forums, etc
Watch TV show clips or movies
Get entertainment/celebrity news
Get info about TV shows
Visiting social network sites
Read news
Use search engines
Get sports scores/news
16%
3%
4%
8%
9%
14%
14%
15%
19%
65%
52%
37%
84%
24%
20%
17%
25%
24%
25%
27%
28%
36%
63%
57%
61%
83%
40%
41%
43%
44%
44%
44%
46%
46%
56%
73%
74%
75%
80%
Uber Fan
Everyday Fan
Casual Fan
ONLINE ACTIVITIES DO AT LEAST DAILY…
Q38. How often do you use the Internet to do each of the following on a desktop, laptop or notebook computer? Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
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Yahoo! Sports US Audience Research, Confidential
Fans are Frequently Engaging with Sports Content Online and Off
Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.?S6. And, about how many hours per week do you spend visiting online sports sites? Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
ÜBER ONLINE FANS:
17.6 HrsMean # hrs spent on sports
14.1 HrsMean # hrs spent on online sports sites
CASUAL ONLINE FANS:
6.3 HrsMean # hrs spent on sports
2.1 HrsMean # hrs spent on
online sports sites
EVERYDAY ONLINE FANS:
11.7 HrsMean # hrs spent on sports
5.6 HrsMean # hrs spent on online sports sites
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Yahoo! Sports US Audience Research, Confidential
REASONS FOR PARTICIPATING IN FANTASY SPORTS…
Fantasy Sports is About Competition and Friendship
6%
11%
18%
30%
34%
1ST CHOICE
Q17. Of the reasons for participating in Fantasy Sports, please select the top-three reasons. Base: n=340
Competition
Friendship/Camaraderie
For the prize money
Proving sports superiority/ “bragging rights”
Networking at the office
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Yahoo! Sports US Audience Research, Confidential
and they actively participate in sports offline
19%
27%
30%
43%
54%
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Q5. In which of the following sports activities do you participate? Base: Total Online Sports Users, A18+, N=1010
Actively participate in sports (NET)
I actively participate in an individual sport
I participate/play pick-up games
I actively participate in/play a team sport
I pay to participate/play in a league
OFFLINE SPORTS ACTIVITIES
Yahoo! Sports US Audience Research, Confidential
STRONGLY AGREE
Über fans are receptive to advertising online and are brand advocates/casual fans are less brand loyal
ÜBER ONLINE FANS
EVERYDAY ONLINE FANS
CASUAL ONLINE FANS
If I find a great new product or service, I tend to tell everyone I know 47% 32% 16%
Online shopping is a great way to buy most things 45% 32% 14%
Advertising can be a greatway to learn about products, services and promotions 41% 27% 14%
I work hard to convince others about things I believe in 36% 20% 9%
I tend to be brand loyal 28% 21% 13%
I have a large social network 35% 14% 3%
I look to others to find out what’s hot or cool 27% 12% 7%
Indicates percent is significantly higher/lower than total online sports users at 90% confidenceQ36. Please indicate which statement you most agree with? : Top Box Summary
Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251
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Yahoo! Sports US Audience Research, Confidential
WANT TO SEE…
So what do fans want to see on sports sites?...
Beverages
Sports food / drinks
Clothing brands
Food products
Food Brands
Sports clothing / apparel
Apparel / clothing
Adidas
Sports equipment / sports gear
Food (unsp.)
Accessories
Restaurants
Beverage Brands
Automobiles
Nike
Beer / beer brands
3%
3%
3%
4%
4%
5%
5%
5%
5%
6%
6%
6%
8%
8%
15%
15%
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Q18. Please type below all your favorites you would want to see, not just the ones you expect to see. Base: Total Online Sports Users, A18+, N=1010
Sporting, beverages, auto, clothing and accessories, and
restaurants - categories of ads they
would want to see.
Yahoo! Sports US Audience Research, Confidential
REASONS FOR PREFERENCE
Yahoo! Sports Users Prefer The Internet for its Unique Features
More detailed information/everything that I want in one place
Current /up-to-date information
Quick/fast
Easy to use/convenient
All about sport/has every sport
Ease of access/can do at any time
Provide accurate/get the information straight away
Good/I like it
Easy to search
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Q8. Why is <MEDIA USE MOST OFTEN IN Q7> the best for doing sports fan activities? Base: Yahoo! Sports /Rivals.com Users: n=506
Yahoo! Sports US Audience Research, Confidential 62
ÜBER FANS EVERYDAY FANS CASUAL FANS
NFL 61% 35% 14%Fantasy Football 50% 19% 3%NBA 50% 23% 10%College Football 49% 26% 12%MLB 46% 26% 11%Video 44% 18% 6%College Basketball 41% 20% 8%Blogs 39% 11% 3%Fantasy Baseball 38% 13% 3%NASCAR 35% 16% 9%Fantasy Basketball 35% 14% 2%Soccer 34% 12% 3%College Baseball 34% 16% 4%NHL 34% 16% 3%Other action sports 33% 9% 3%Boxing 33% 11% 4%Fantasy Hockey 32% 11% 2%Tennis 31% 10% 4%Fantasy Auto Racing 31% 10% 1%Golf 31% 10% 6%UFC 31% 11% 5%College Hockey 31% 9% 3%
…that visit more DAILY across our many sports offerings, including blogs and video
Indicates percent is significantly higher/lower than all others at 90% confidence
Q28. How often do you visit these specific areas on Yahoo! Sports/Rivals.com sites? DAILYBase: Casual: n=93; Everyday: n=476; Über Fans n=234
Yahoo! Sports US Audience Research, Confidential
CASUAL FANEVERYDAY FANÜBER FAN
Über nation!
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