ANNUAL SURVEY OF THE AMERICAN FOOTBALL CONSUMER
+
96% of that viewing is live
NFL Football accounts for 1/3 of sports viewing on TV
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Source: MAGNA GLOBAL analysis of Nielsen TV data
Super Bowl XLVIII2014 NFL Draft
The 56th Annual Grammy Awards2014 MTV EMAs
2014 MTV Video Music Awards2014 FIFA World Cup: First Semifinal
The OscarsBET Awards
2014 FIFA World Cup: Final2014 FIFA World Cup: Round of 16
2014 NBA Finals2014 American Music Awards2014 Billboard Music Awards
NFL Football: NFC Championship GameTeen Choice 2014
Source: MAGNA GLOBAL analysis of Nielsen social data
Sports are a social currency - 7 of the most tweeted-about broadcasts in 2014 were sports events. The NFL made #1!
Sports Tweets
Non-Sports Tweets
IPG Media Lab and DIRECTV are partnering on an annual “Survey of the American Football Consumer”
The survey is designed to measure the following: • The NFL Viewing Experience • NFL Fans’ Passion for the Game • Consumption Habits of NFL Fans • Brand Relevance to NFL Audiences
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Methodology
General population (n=997) and general NFL fans (n=624) from representative online panel
General NFL Fans: Average/Passionate NFL fans who watch NFL
Traditional brand metrics: Awareness, Affinity,
Purchase Intent, Association of brands with NFL, and custom
brand-chosen questions
Survey questions about NFL viewing habits, NFL fandom, and engaging
with the NFL in the 21st Century
Two Sample Sources
DIRECTV’s NFL Sunday Ticket(NFLST) Subscribers via e-mail
recruit (n=3,700)
The Fan and the Game The Fan and the Brand The Fans
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Randomly Assigned to 2 of 4 categories
Who is the NFL fan?
Fans, and especially Sunday Ticket Subscribers, are highly educated with disposable income
GEN POP NFL FANS
Dem
ogra
phic
s
Male 58% 73%
Average Age 48.9 48.8
Have 4-year or postgraduate degree 34% 50%
High income ($75k+) 27% 65%
Home Owners 65% 86%
Married 59% 78%
Live with spouse and children 28% 43%
NFL STSUBS
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Base: Total Respondents
44% 42%
NFLST Subscribers more willing to make big purchases
Base: NFL FansQ26b: How much do you agree with each of the following statements?
Positive Opinion on Economy
23%29%
Willingness to Spend Money Before Economy Improves
GEN POP NFL FANS
GEN POP NFL FANS NFL ST
SUBSNFL STSUBS
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Fans purchase key products
GEN POP NFL FANS
Likelihood to purchase insurance within next year 51% 57%
Purchase/lease car often 18% 24%
Have purchased speakers to improve football viewing experience 15% 20%
Have purchased bigger TV to improve football viewing experience 31% 42%
NFL STSUBS
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INSURANCE: Base: NFL Fans and assigned to insurance group who will purchase insurance at some point in foreseeable future / Q53: When is the next time you are likely to switch insurance companies?AUTO: Base: NFL Fans and assigned to automotive group / Q53: Which of the following best describes you? (I purchase a new car every few years/Iease a new car every few year(s)ELECTRONICS: Base: NFL Fans assigned to Consumer Electronics Group / Q65: In the past year, which of the following items have you purchased in order to improve your football game watching experience? Select all that apply
What, Where, When & Why of Fans’ Passion
They are more passionate about the NFL…
% “Passionate” Fans
Base: NFL FansQ7 How would you describe your interest in each of the following professional sports?
60%
GEN POP NFL FANS
92%
NFL STSUBS
11
“I am a football junkie… On game day Sunday,
I'm on the couch from 11AM until approximately
12AM watching pre-games, checking match ups,
watching games and then viewing highlights.
Now that I subscribed to NFL[ST] Max and
can watch games on my iPad in addition to
the split screen games on the TV, I have
the best of all worlds.”
– NFLST MAX Subscriber
FOOTBALL MOMENTS
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Q27: Tell us what you LOVE about NFL football!
GEN POPULATION NFL FANS NFL SUNDAY TICKET SUBSCRIBERS
Watch nearly 2x as many games as other NFL fans
47% Watch NFLAll the Time
3.8 Average # of Games Watched on Sunday
88% Watch NFL All the Time
6.7 Average # of Games Watched on Sunday
Base: NFL FansQ9: During a regular NFL season, how often do you watch live NFL football games?Q10: On a typical Sunday, approximately how many NFL games do you watch all or part of on television?
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“What is there not to love about
the NFL Football?! You pull for
your team, no matter what and
your best friend pulls for a different
team, you still watch the games
together sometimes and give
each other a hard time.”
– NFLST Subscriber
FOOTBALL MOMENTS
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Q27: Tell us what you LOVE about NFL football!
90%
Are more likely to watch games at home
% of Time Watch Games at Home
78%
GEN POP NFL FANS NFL ST
SUBS
Base: NFL FansQ11: During the regular NFL season, what percentage of the time do you watch games at the following locations?
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“When I went to New Orleans to see them play in the Superdome against arch rival Atlanta Falcons at the 2013 home season opener it was the trip of a lifetime. To top it all off, the game was a typical fiercely fought battle between division rivals that came down to the last play where an unexpectedly tough Saints defense intercepted a last second goal line end zone pass to clinch the game 23-17. I got to see that happen in person in the end zone right in front of me. What a thrill! I love this game!”
– NFLST Subscriber
FOOTBALL MOMENTS
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Q27: Tell us what you LOVE about NFL football!
And travel the distance
GEN POP NFL FANS
% Traveled to See Team Play 24% 52%
Longest Distance Traveled 538Miles
951Miles
Average Amount Spent $550 $665
Base: NFL Fans with Favorite TeamQ25: Have you ever traveled to an away game to watch your favorite team play?Q26_1: What is the longest distance you have traveled to watch your favorite team play?Q26_2: How much money did you spend on your travel and hotel accommodations?
NFL STSUBS
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“I have been a fan of the Dallas Cowboys since the early 90s because of my dad… I love the trash-talking with friends and bragging after a big win. I love watching the Cowboys in primetime. I love that I'm such a huge fan that anytime any big Cowboys news comes out I'm instantly getting texts or messages from friends asking what I think about it. In my life, people associate the Cowboys with me and it always sparks fun conversations. There are very few people out there that can say they've been passionate about something for 20+ years, but I am definitely one of them.”
– NFLST Subscriber
FOOTBALL MOMENTS
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Q27: Tell us what you LOVE about NFL football!
3.8
They follow more than just their favorite team
Average # of Teams Currently Follow
3.4
GEN POP NFL FANS NFL ST
SUBS
Base: NFL FansQ16: Which NFL team(s) do you regularly/plan to follow during the 2015 NFL season?
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They follow more than just their favorite team
#1: America’s Team:Dallas Cowboys – 10%
#2: Super Bowl Champions:Green Bay Packers – 9%
#3: Most Super Bowl Titles:Pittsburgh Steelers – 9%
NFL ST Subscribers Top 3 Favorite Teams
#1: Super Bowl Champions:Green Bay Packers – 9%
#2: America’s Team:Dallas Cowboys – 9%
#3: Current Super Bowl Champions:New England Patriots – 8%
Gen Pop Top 3 Favorite Teams
Base: NFL Fans with Favorite TeamQ17: Which NFL team is your favorite?
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General NFL Fans are passionate about regional team
General NFL Fans: Favorite Teams by State*
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*Sample sizes vary by state. Use caution if making decisions based on individual state data.Base: NFL Fans with Favorite TeamQ17: Which NFL team is your favorite?
NFLST Fans are highly displaced
NFLST Subscribers: Favorite Teams by State*
*Sample sizes vary by state. Use caution if making decisions based on individual state data.Base: NFL Fans with Favorite TeamQ17: Which NFL team is your favorite?
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“In my family we each have our own teams. My
sister loves the Dallas Cowboys… and my team
is the New York Giants. I took my sister to Dallas
last year to see the game with my beloved NYG.
It was for her birthday. When we got back home
in Los Angeles she told me that ‘that was the
best day of her life.’”
– NFLST MAX Subscriber
FOOTBALL MOMENTS
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Q27: Tell us what you LOVE about NFL football!
A brand’s relationship to favorite team highly valued
Base: NFL Fans and Assigned to Consumer Electronics GroupQ67: I would rather see my favorite brand affiliate with…
12% 9%
88% 91%NFL Team
NFL Player
Sponsorship Preference
GEN POP NFL FANS NFL ST
SUBS
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A team commitment is a life-long commitment
Base: NFL Fan and Prefer NFL Team Associated with BrandQ69: You mentioned you would rather see your favorite brand associate with your favorite NFL player. Which of the following describe your reason(s)?
Reasons for Sponsorship with NFL Team
GEN POP NFL FANS NFL ST
SUBS
12%
4%
10%
21%
33%
36%
47%I am very passionate about my favorite NFL team
I like how my favorite NFL team is viewed in the media
I like that my favorite NFL team advocates for my favorite brand
I trust my favorite NFL team's opinions
I make purchase decisions based on the products my favorite NFL team recommends
Other
None of the above 11%
4%
7%
13%
22%
25%
69%
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They are willing to spend money to see their favorite team play
GEN POP NFL FANS
Regular Season Game $61 $90
Playoff Game $116 $156
Super Bowl $270 $401
Average Amount Willing to Spend on a Ticket to Watch Favorite Team at a…
Base: NFL Fans with Favorite TeamQ18: How much would you be willing to spend on a ticket to see the [INSERT FAVORITE TEAM] play at the stadium for a regular season game, a playoff game and at the Super Bowl?
NFL STSUBS
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“The NFL has a fan for life in me.
My bucket list would be going to the super
bowl before I die. Most likely that will never
happen but it would be the single greatest
experience I would ever have. Especially
if my beloved 49ers were in it and won.
… I LOVE FOOTBALL!!!”
– NFLST MAX Subscriber
FOOTBALL MOMENTS
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Q27: Tell us what you LOVE about NFL football!
Huge hype around fantasy football
Base: FansQ19 Which of the following Fantasy Football related activities do you plan to participate in this upcoming 2015 NFL season? Base: Play Fantasy Football Q20 How many Fantasy Football leagues do you plan to participate in during the 2015 NFL season? Please enter your numeric response in the text box below.
% Plan to Participate 32% 44%
Average # of Leagues 2.8 2.3
GEN POP FANSFantasy Football 2015 Season… NFL ST
SUBS
30%
52%
Die hard fans willing to go all-out for what they are passionate about
Base: NFL Fans with Favorite TeamQ33: Which of the following events would you be willing to miss to see your favorite team play in the Super Bowl? (Mom’s/Dad’s birthday party/Your own wedding)
Would Miss Mom’s/Dad’s Birthday Party to See their Favorite Team
Play in Super Bowl
13%22%
Would Miss Own Wedding to See their Favorite Team
Play in Super Bowl
GEN POP NFL FANS
GEN POP NFL FANS NFL ST
SUBSNFL STSUBS
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Consider building an association between your brand and the NFL's most popular teams • Establishing a "rooting interest" with audiences by rooting for a shared
outcome can be highly effective based on past IPG Lab research • Addressable TV could potentially be used to improve targeting
techniques associated with this approach Coordinate messaging between sponsorship elements available on the DIRECTV mobile app, the mobile app loading screen, and interactive elements within Sunday Ticket platform on TV. More than 1/2 of fans use other devices while watching the NFL on TV Capitalize on new innovation being integrated into the NFL. For example, consider how player tracking data (via RFID chips) can by used to create new media experiences such as tracking a favorite player’s stats within the Fantasy Zone “player tracker” on DIRECTV’s interactive TV platform
Recommendations
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Appendix
Base: NFL FansQ13: Which mobile devices, if any, do you use while watching NFL football on TV?
Device Usage While Watching NFL football on TV
2%
4%
19%
26%
33%Smartphone
Laptop
Tablet
Mobile Phone
Smartwatch 0%
2%
34%
22%
45%
GEN POP NFL FANS NFL ST
SUBS
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Base: NFL FansQ15: Check the following social media activities you do while watching NFL games. Select all that apply
Social Media Usage While Watching NFL football on TV
16%
19%
23%
57%I read/Post on
Facebook during game(s)
I Read/Post on Twitter during game(s)
I avoid ALL social media (Facebook,
Twitter, etc.) during games
None of the above 22%
29%
20%
41%
GEN POP NFL FANS NFL ST
SUBS
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