SLRG Omnibus Study - Winter 2011

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Results from SLRG's study of over 1,200 sports fans' attitudes and perceptions on current issues including potential work stoppages in professional sports, the economy and how they spend their leisure time.

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SLRG Omnibus Study - Winter 2011

  1. 1. Sports Fan Mindset --2011 Presented February 8, 2011 1
  2. 2. Two Minute Take-Aways•  An uptick in sports fan optimism about the year ahead, relative to recent years. Concurrently, fans still perceive lingering effects of the economic downturn. They just see themselves as breaking out of the malaise and inertia.•  The NFL, MLB, and NCAA Sports continue to grow their following. But nearly 75% feel that there are too many college bowl games.•  Fans are still struggling to manage their time/priorities, and technology isn’t making it any easier.•  70% of fans do not believe that there will be work stoppages in the NFL or NBA in 2011-12. 2
  3. 3. Background, Objectives and Methodology•  Winter 2011 SLRG Sports Omnibus –  Assess the attitudes and perceptions of sports fans•  Sports and Leisure Research Group launched the survey in 2009, with multiple and regular tracking waves to assess dynamic change.•  The January 2011 online survey included a national sample of 1,250 Sports Fans 3
  4. 4. Sports People are WatchingNFL , NCAA Football and Basketball, MLB Continue to grow their following. NASCAR has slipped 88% 6% NFL Football 79% Mens Tennis 7% 67% 9% 73% 5% NCAA Football 60% Soccer 5% 39% 5% 64% 4% MLB 55% Horse Racing 6% 47% 3% 57% 4%Mens NCAA Basketball 44% Indy Car Racing 8% 25% 3% 24% 4% NBA 25% Womens Tennis 7% 23% 7% 22% NHL 18% 3% 15% Boxing 6% 3% 10% NASCAR 17% 2% 21% WNBA 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% Winter 2011 Winter 2010 Summer 2009 Top 3 Box 4
  5. 5. Recreational Sports Participation Slight Uptick in Recreational Running, Cycling, Tennis 62% 9% Walking 50% Tennis 7% 70% 6% 21% 7% Bicycle Riding 17% Boating/Sailing 5% 17% 9% 20% 6%Running/Jogging 15% Hunting 6% 11% 8% 15% 6%Baseball/Softball 13% Football 5% 14% 9% 14% 3% Basketball 10% Motorcycle Riding 3% 12% 6% 13% 3% Swimming 13% Soccer 2% 19% 3% 12% 2% Fishing 16% 24% Ice Hockey 1% 2% 11%Hiking/Camping 11% 1% 16% Scuba Diving 2% 1% 9% Bowling 10% 1% 12% Ice Skating 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% Winter 2011 Winter 2010 Summer 2009 Top 3 Box 5
  6. 6. Professional Sports Gaining Popularity 76% 20% NFL 64% NASCAR 38% 56% 47% 67% 20% NBA 19% NCAA Football 59% 28% 41% 13% 56% LPGA Tour Golf 18% NCAA Men’s Basketball 43% 20% 34% 6% 34% Indy Car Racing 14%NCAA Women’s Basketball 23% 21% 21% 5% WNBA 7% 34% 15% MLB 33% 33% 4% Men’s Tennis 8% 31% 14% Soccer 26% 34% 4% Horse Racing 6% 11% 26% PGA Tour Golf 39% 4% 38% Women’s Tennis 10% 15% 23% NHL 19% 3% 23% Boxing 5% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Winter 2011 Winter 2010 Summer 2009 Top 3 Box 6
  7. 7. Professional Sports Popularity Remaining Steady 57% 51% Men’s Tennis 62% LPGA Tour Golf 58% 69% 59% 57% 50% NCAA Women’s Basketball 60%Women’s Tennis 60% 62% 66% 45% 57% Soccer 50% NHL 56% 47% 58% 43% 56% NASCAR 45% MLB 54% 42% 55% 42% WNBA 49% 56% 57% Horse Racing 58% 64% 41% NCAA Men’s Basketball 52% 54% 59% NBA 56% 58% 27% Boxing 38% 45% 53% PGA Tour Golf 50% 23% 54% NFL 34% 41% 53%Indy Car Racing 57% 23% 60% NCAA Football 39% 54% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% Winter 2011 Winter 2010 Summer 2009 Top 3 Box 7
  8. 8. Professional Sports Losing Popularity 70% 26% Boxing 57% NBA 25% 46% 14% 54% 24% Soccer 24% WNBA 44% 19% 29% 21% 41% NHL 25%Indy Car Racing 29% 19% 19% 20% 40% PGA Tour Golf 12% Horse Racing 36% 8% 25% 15% NCAA Women’s Basketball 15% 39% 18%Women’s Tennis 30% 18% 10% MLB 12% 39% 11% Men’s Tennis 31% 17% 2% NCAA Men’s Basketball 5% 7% 37% NASCAR 17% 1% 11% NCAA Football 2% 4% 36%LPGA Tour Golf 24% 1% 20% NFL 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25% 30% Winter 2011 Winter 2010 Summer 2009 Top 3 Box 8
  9. 9. Net Change in Popularity Net Change in Popularity (percentage points) Summer 2009 Winter 2010 Winter 2011 NFL 54 63 75 NCAA Football 37 57 66 NCAA Mens Basketball 27 21 54 MLB 22 21 24 NCAA Womens Basketball 3 -6 19 Soccer 15 2 7 PGA Tour Golf 30 27 6 NHL 4 -6 2 NBA 14 8 - 6 LPGA Tour Golf 0 -15 - 13 NASCAR 36 38 - 17 Indy Car Racing 2 -6 - 35 Mens Tennis -3 -20 - 35 Womens Tennis -3 -23 - 35 Horse Racing -14 -37 - 36 WNBA -14 -30 - 49 Boxing -37 -52 - 67The NFL and NCAA Football had the greatest net increase, followedby NCCA Men’s Basketball, MLB, and NCAA Women’s Basketball 9
  10. 10. League Commissioners and NCAA Attitudes Approval Rating for Commissioners NCAA Attitudes 7.7Roger Goodell, NFL 7.7 7.8 74% 7.0Tim Finchem, PGA 6.8 7.9 There are too many college bowl 48% 6.4 games David Stern, NBA 6.4 56% 5.9Gary Bettman, NHL 5.7 5.7 Bud Selig, MLB 5.7 6.5 42% Winter 2011 Winter 2010 Summer 2009 College coaches who violate NCAA recruiting regulations should be 50% banned from coaching 52% 0% 10% 20% 30% 40% 50% 60% 70% 80% Top 3 Box 2011 Sports Fans 2010 Non Sports Fans 2010 Sports Fans 10
  11. 11. Sports Fans Look for Service as Differentiator While Showing Slight Uptick in Optimism70% 62% 63%60% 58% 54% 52% 51% 49%50% 47% 44% 41%40% 31% 29%30% 20%20% 18% 10%10%0% Quality service can make the Compared to my parents, Im If I see something I like, I don’t Its important to try new things This year will be a better year ultimate difference in what I buy more self indulgent worry about the price for me than last year was 2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box 11
  12. 12. …Retirement Prospects Appear Less Daunting!60%50% 48% 47% 46% 47% 42% 39% 39%40% 38% 38% 36% 36% 35% 34% 31% 30%30% 27% 21% 19%20%10%0% I invest so I can retire early Im confident that I will I plan to continue working I feel that I will be more I plan to spend actively on Its important for my life to have enough to reitre in even in retirement comfortable in my useful pastimes in my include a variety of unique comfort retirement than my parents retirement experiences are/were 2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box 12
  13. 13. But the Future is a Mixed Bag, When it Comes to Experiential Optimization50% 45% 44%45% 41% 40% 41% 41% 41% 40%40% 37% 37% 34%35% 33% 31% 31% 29%30% 26% 24%25%20% 15%15%10%5%0% I view retirement more as a I plan to scale down my Im looking forward to my I consider myself to be The best years of my life Age 60 is the new 40 time to experience new lifestyle in my retirement "golden years" health conscious are still to come things, than as a time to relax 2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box 13
  14. 14. ..As Sports Fans are Still Stressedand Trying to Balance Their Lives! 80% 73% 70% 71% 70% 60% 50% 39% 40% 35% 32% 32% 32% 30% 24% 20% 10% 0% We live in an age of constant updates Im spending more time these days with Theres too much new technology to friends and family, than I did in the past keep up with 2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box 14
  15. 15. Sports Fans are Starting to Emerge from the cocoon, But “Child Centricity” is Still Acute 55% A college education is more critical forprofessional success today than when I was a kid 63% 65% The world is less safe for children today than when I was a growing up 64% Spending time with and caring for children and 15%aging parents will reduce the time I can dedicate to playing sports and attending sporting events 21% 0% 10% 20% 30% 40% 50% 60% 70% 2011 Sports Fans 2010 Sports Fans Top 3 Box 15
  16. 16. Greater Intent to Spend Time out of home and with Business Associates! Is the Hangover Lifting? 32% Im spending more time at home than I did two years ago 47% 47% Im planning to take a major vacation this year 36% 51%Id rather spend time with family than friends or business associates 57% 0% 10% 20% 30% 40% 50% 60% 2011 Sports Fans 2010 Sports Fans Top 3 Box 16
  17. 17. Economic Concerns Linger…But Sports Fans Perceive Themselves to Be In Better Shape Than Others Getty Images Theres really no such thing as job security 60% anymore 64% We have seen the U.S. unemployment rate reach 25% bottom, and it will add jobs in 2010 26% Im more budget conscious today than I was two 46% years ago 55% Today, I have to make more difficult decisions 33%about discretionary purchases than I did five years 46% ago I feel better about my financial situation today 35% than I did a year ago 22%People will go back to spending freely on luxuries 5% again in 2011 7% 0% 10% 20% 30% 40% 50% 60% 70% 2011 Sports Fans 2010 Sports Fans Top 3 Box 17
  18. 18. No Love For LeBron; Confidence in Positive NBA Labor Outcome; Yankees are still MLB’s Mercenaries The Phillies and Red Sox have 13% 25%replaced the Yankees as "the best Im a fan of Lebron Jamesmajor league baseball teams that money can buy" Its time for MLB to reinstate 51% 17% Pete rose and allow his The Miami Heat will win the consideration for Hall of Fame 2010-11 NBA Championship inductionInstant replay should be used in 58% 29%Major League Baseball to review There will be a “work stoppage” questionable calls 66% in the NBA in 2011-12 0% 10% 20% 30% 40% 50% 60% 70% 0% 5% 10% 15% 20% 25% 30% 35% 2011 Sports Fans 2010 Sports Fans Top 3 Box 18
  19. 19. NFL Topical Issues—Growing, but not Overwhelming Concern for a Work Stoppage!70%60% 57% 51%50%40% 33% 30%30% 25%20%10%0% There will be a “work stoppage” in the Brett Favre has seriously tarnished his Voters should look past Michael Vicks The NFL has been appropriate in NFL in 2011 legacy over the last couple of years prior transgressions and give him full disciplinary policies with players consideration for the NFL MVP honor regarding unnecessary roughness during this season the 2010 season 2010 Sports Fans 2011 Sports Fans Top 3 Box 19
  20. 20. Perceptions: On Field Matters More than Off the Field; OnSite Fan Experience Bests TV; Tiger Comeback? 32% Professional athletes are role models 34% 35% The golfing public is rooting for Tiger Woods to come back strong in 2011 Once an athlete becomes a public 20% figure, it is acceptable for his or herprivate life to be open to public scrutiny 27% I’m interested in learning more about 6% the private lives of top sports stars. 7% 43% I expect Tiger Woods to make a big comeback on the PGA TOUR in 2011Professional sports leagues should limit 30% and manage player usage of Twitter Id rather watch pro sports on TV than 34% attend a live game 43% Tiger Woods will ultimately go down in history as the greatest golfer of all time.There is too much emphasis on winning 53% 69% in youth sports, today 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2011 Sports Fans 2010 Sports Fans Top 3 Box 20

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