NBC Sports Regional Networks Travel & Tourism

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Completed during my internship in the NBC Sports Regional Network's Research and Sponsorship Solutions team during the Fall of 2012. The research and presentation was completed using Simmons and …

Completed during my internship in the NBC Sports Regional Network's Research and Sponsorship Solutions team during the Fall of 2012. The research and presentation was completed using Simmons and Scarborough data. It focuses on their five largest markets, and is targeted for the Travel and Tourism Industry.

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  • 1. TRAVEL AND TOURISM•Travel and Tourism Facts and Figures •National Market •CSN’s Top 5 Markets: San Francisco Chicago Philadelphia Boston Washington D.C.
  • 2. Facts and Figures
  • 3. Travel Industry Stimulates the Global Economy • The Travel & Tourism Industry grew by 3% over the course of the 2011 year (in terms of the Travel & Tourism’s contribution to GDP). • By 2022, the industry is expected to directly generate 120 million jobs, with total Travel & Tourism employment worldwide projected at 328 million. • Growth forecasts for the next 10 years are promising annual growth forecasted at 4.2% over the next 10 years.Source:http://www.wttc.org/site_media/uploads/downloads/Economic_impact_reports_Summary_v3.pdf.
  • 4. The Power of U.S. Travel • $1.8 trillion in total direct, indirect and induced travel-related output. • $117 billion in tax revenue for local, state and federal governments generated by the travel and tourism industry. • $758 billion in direct spending by domestic and international travelers.Source: http://www.denver.org/tourismpays/tourism-in-us
  • 5. Airline Industry to See Long-Term Growth • Yearly passenger totals are anticipated to climb from 713 million to nearly 1.3 billion in the next 20 years. • Domestic airline passengers are expected to increase by 3% this year over last and then climb by an average of 2.5% annually for the remainder of the next 20 years. •International traffic is forecast to surge this year by 7.8% and continue growing by 4.3%.Source: http://travel.usatoday.com/flights/story/2011/02/FAA-predicts-steady-growth-for-airline-industry/43752062/1
  • 6. Profile of the U.S. Cruise Industry •The cruise industry is the fastest growing segment of the travel industry – achieving more than 2,100% since 1970, when an estimated 500,000 people took a cruise. • The cruise industry generated nearly 314,000 American jobs, and direct spending by cruise lines and passengers on U.S. goods and services exceeded $17 billion. • CLIA reports that the cruise industry’s total economic benefit to the U.S. economy was $35.1 billion in 2009.Source: http://www.cruising.org/pressroom-research/cruise-industry-source-book/profile-us-cruise-industry
  • 7. NationalMarket
  • 8. Comcast SportsNet Basketball Viewers Stay In Hotels Affluent adults have an individual employment income of at least $100,000: 233 178 129 129 124 100 Market Average Read As: Affluent adults that have stayed in a hotel in the past 12 months are 78% more likely to watch the Bulls on Comcast SportsNet than the average adult in the market.Source: Scarborough Research: San Francisco Fe11-Ja12. Washington D.C, Mr11-Fe12. Chicago, Mr 11-Fe12. Boston, Mr11-Fe12. Philadelphia, Fe11-Ja12.
  • 9. Comcast SportsNet Basketball Viewers Travel Abroad 175 174 168 135 120 100 Market Average Read As: Men that have traveled abroad in the past 3 years are 75% more likely to watch the Sixers on Comcast SportsNet Philadelphia than the average adult in the market.Source: Scarborough Research: San Francisco Fe11-Ja12. Washington D.C, Mr11-Fe12. Chicago, Mr 11-Fe12. Boston, Mr11-Fe12. Philadelphia, Fe11-Ja12.
  • 10. Affluent CSN Basketball Viewers Love to Travel 159 135 115 112 107 100 Market Average Read As: Affluent men that love the idea of traveling abroad are 59% more likely to watch the Celtics on Comcast SportsNet New England than the average adult in the market.Source: Fall 2011 SimmonsLOCAL Chicago, San Francisco, Washington D.C.,Boston, Philadelphia
  • 11. Comcast SportsNet Viewers Fly Often 187 165 152 151 144 100 Market Average Read As: Men that have taken a flight in the past 12 months are 87% more likely to watch Comcast SportsNet New England than the average adult in the market.Source: Scarborough Research: San Francisco Fe11-Ja12. Washington D.C, Mr11-Fe12. Chicago, Mr 11-Fe12. Boston, Mr11-Fe12. Philadelphia, Fe11-Ja12.
  • 12. Comcast SportsNet Viewers Frequently Rent Cars 191 181 167 147 138 100 Market Average Read As: Men that have rented a car in the past 12 months are 91% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market.Source: Fall 2011 SimmonsLOCAL Chicago, San Francisco, Washington D.C.,Boston, Philadelphia
  • 13. Comcast SportsNet Bay Area
  • 14. CSN Viewers Try To Go Somewhere Different Men try to go somewhere different for vacation every time ( Agree ) 167 Read As: Men who try to go somewhere different for vacation every time are 67% more likely to watch Comcast SportsNet than the average adult in the market. 121 Top 40% of Radio Listeners 100 100 Market Local Prime 94 91 Average Viewer Local News Viewer Top 40% of Newspaper ReadersSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 15. CSN Viewers Use Travel Agents! 158 147 Read As: Men that have used a travel agent in the last Top 40% of 12 months are 58% more likely to watch Comcast Newspaper SportsNet than the average adult in the market. Readers 106 102 100 Top 40% of Radio Local News 98 Listeners Viewer Market Average Local Prime ViewerSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 16. Affluent Males Fly More Often Affluent Men Have An Individual Employment Income $75,000+ per year 152 Read As: Affluent men that have flown within the last year are 52% more likely to watch Comcast SportsNet than the average adult in the market. 107 106 Top 40% of 103 100 Top 40% of Radio Listeners Newspaper Readers Local Prime Viewer Market 95 Average Local News ViewerSource: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 17. CSN Traveler Viewer Profile Read As: 23.1% of Male Comcast SportsNet Viewers that have an individual income of $100,000+ have taken a vacation in the last 12 months, 13.5% higher than the market average. Market Viewers Average Adult Ind. Income $100k+ 13.1% 26.4% 26.4% 24.9% 33.5% 29.4% Men Ind. Income $100k+ 9.6% 23.1% 24.8% 20.4% 29.3% 27.6% M25-54 Ind. Income $100k+ 7.5% 17.5% 18.3% 16.1% 23.1% 22.4% Men 18-49 29.2% 39.8% 43.2% 39.1% 46.8% 46.1% Men 25-54 29.1% 44.4% 48.7% 41.2% 50.9% 52.5% Men 35+ 34.9% 56.2% 59.9% 47.4% 59.3% 56.8%Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 18. Male CSN Viewers Are Frequent Flyers Read As: Men that are enrolled in frequent flyer programs are 62% more likely to watch Comcast SportsNet than the average adult in 162 the market. 127 Top 40% of Newspaper Readers 106 100 98 Top 40% of Radio Market 96 Listeners Local News Average Local Prime Viewer ViewerSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 19. Foreign Travel
  • 20. CSN Viewers Travel Abroad 168 165 149 146 139 100 Market Average Read As: Men that have traveled abroad within the last 3 years are 68% more likely to watch the Warriors on Comcast SportsNet than the average adult in the market.Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 21. CSN Viewers Travel Abroad Read As: Men that have flown, either domestically or internationally, in the last 12 months are 90% more likely to watch the Warriors on 190 Comcast SportsNet than the average adult in the market. 168 157 152 144 100 Market AverageSource: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 22. CSN Viewers Vacation Abroad Read As: Men that have taken 3+ international vacations in the last 3 years are 93% more likely to watch the 211 Warriors on Comcast SportsNet than the average adult in the market. 193 171 165 137 100 Market AverageSource: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 23. Male CSN Viewers Spend On Travel 148 Read As: Men that have spent $3,000+ on foreign travel are 48% more likely to watch Comcast SportsNet than the average adult in the market. 104 100 Top 40% 97 Newspaper Readers Market Local Prime 94 Average Viewer Top 40% Radio Listeners 84 Local News ViewerSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 24. Male CSN Viewers Love To Travel 138 106 Top 40% 100 98 Radio Listeners 97 Market Top 40% Local Prime Average Newspaper Viewer Readers 82 Local News Viewer Read As: Men that love the idea of traveling abroad and have traveled in the last 3 years are 38% more likely to watch Comcast SportsNet than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 25. Domestic Travel
  • 26. Men Travel Domestically 156 Read As: Men that have traveled domestically in the last 12 months are 56% more likely to watch Comcast SportsNet than the average adult in the market. 105 105 Top 40% Top 40% 100 98 Radio Listeners Newspaper Readers Market Local Prime 94 Average Viewer Local News ViewerSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 27. Men Vacation Multiple Times 163 Read As: Men that have taken 2+ round trip domestic vacations in the past 12 months are 63% more likely to watch Comcast SportsNet than the average adult in the market. 119 Top 40% Newspaper 105 Readers Top 40% 100 98 97 Radio Market Listeners Local Prime Average Local News Viewer ViewerSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 28. Male CSN Viewers Fly and are Hotel Guests 160 110 Top 40% Newspaper 103 102 100 Readers Top 40% Radio Local Prime Viewer Market 94 Listeners Average Local News Viewer Read As: Men that have flown domestically and stayed in hotels within the past 12 months are 60% more likely to watch Comcast SportsNet than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 29. Male CSN Viewers Spend Domestically 158 Read As: Men that have spent $500+ on domestic travel are 58% more likely to watch Comcast SportsNet than the average adult in the market. 116 Top 40% Newspaper Readers 100 100 100 97 Market Local Prime Local News Average Viewer Top 40% Viewer Radio ListenersSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 30. Affluent Male Viewers Fly Domestically Affluent Men Have An Individual Employment Income $75,000+ per year 229 Read As: Affluent men that have taken at least 2 domestic flights in the past 12 months are 91% more likely to watch the Warriors on Comcast SportsNet than the average adult in the market. 191 177 163 148 100 Market AverageSource: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 31. Cruise
  • 32. Men 18-34 CSN Viewers Plan To Cruise Read As: Men 18-34 that plan to take a cruise within the next 12 151 months are 51% more likely to watch Comcast SportsNet than the average adult in the market. 139 Top 40% Radio Listeners 100 98 Market Local Prime Average Viewer 85 Top 40% Newspaper 75 Readers Local News ViewerSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 33. Male 18-34 CSN Viewers Take Cruises 238 Read As: Men 18-34 that have taken a cruise within the past 3 years are twice as likely to watch Comcast SportsNet than the average adult in the market. 100 94 Market 89 Average Top 40% Newspaper Local Prime 73 68 Readers Viewer Local News Viewer Top 40% Radio ListenersSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 34. Men 18-49 CSN Viewers Spend While Cruising 213 Read As: Men 18-49 that spent at least $800+ on their last cruise (excl. airfare) are twice as likely to watch Comcast SportsNet than the average adult in the market. 106 100 Top 40% 93 87 86 Newspaper Market Readers Average Local Prime Viewer Top 40% Local News Radio Viewer ListenersSource: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 35. Expenditures
  • 36. Male CSN Viewers Rent Cars 167 133 Top 40% Newspaper 121 Readers Top 40% Radio Listeners 105 104 Local Prime 100 Local News Viewer Viewer Market Average Read As: Men that have rented a car in the past 12 months are 67% more likely to watch Comcast SportsNet than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 37. Male CSN Viewers Car Rental Preferences Read As: Men that have rented cars in in the last 12 months from Enterprise are 95% more likely to watch Comcast SportsNet than the average adult in the market. Index Index 195 142 Top 40% of Newspaper 141 Top 40% of Newspaper 135 Top 40% of Radio 127 Top 40% of Radio 121 News Viewer 113 Prime Viewer 106 Prime Viewer 111 Market Average 100 Market Average 100 News Viewer 98 Index Index 157 176 Top 40% of Newspaper 144 Top 40% of Newspaper 140 Top 40% of Radio 115 News Viewer 110 News Viewer 108 Market Average 100 Market Average 100 Prime Viewer 79 Prime Viewer 93 Top 40% of Radio 78Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)
  • 38. Male CSN Viewers Prefer Hilton Properties 200 113 113 108 Top 40% Top 40% 103 100 Newspaper Radio Local News Readers Viewer Local Prime Listeners Market Viewer Average Read As: Men that have stayed at a full-service Hilton property in the last 12 months are twice as likely to watch Comcast SportsNet than the average adult in the market.Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough
  • 39. Comcast SportsNet Chicago
  • 40. Male CSN Viewers Go On Different Vacations 141 Read As: Men that try to go somewhere different for vacation are 41% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 103 100 Top 40% of 95 93 Newspaper Readers Market Average 92 Top 40% of Radio Local Prime Local News Listeners Viewer ViewerSource: Fall 2011 SimmonsLOCAL (Chicago)
  • 41. Men That Watch CSN Fly 151 112 111 Top 40% of Top 40% of 100 95 Radio Listeners Newspaper Market 91 Readers Local Prime Average Viewer Local News Viewer Read As: Men that have flown in the past 12 months are 51% more likely to watch Comcast SportsNet Chicago than the average adult in the market.Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 42. Foreign Travel
  • 43. Male CSN Love To Travel Abroad Read As: Men that love the idea of traveling abroad are 37% more likely to watch Comcast SportsNet 137 Chicago than the average adult in the market. 106 Top 40% of 100 Newspaper 95 92 Readers Market Average Top 40% of 89 Radio Local Prime Viewer Local News Listeners ViewerSource: Fall 2011 SimmonsLOCAL (Chicago)
  • 44. Male CSN Viewers Travel Abroad 160 Read As: Men that have traveled abroad in the last 3 years are 60% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 106 100 98 Top 40% of Newspaper 96 95 Market Top 40% of Readers Local News Local Prime Average Radio Viewer Viewer ListenersSource: Fall 2011 SimmonsLOCAL (Chicago)
  • 45. CSNC Viewers Vacation Outside The US Read As: Men that have taken 2+ vacations outside the US in the past 3 years are 50% more likely to 150 watch Comcast SportsNet Chicago than the average adult in the market. 112 Top 40% of 100 100 97 Newspaper Readers Market Top 40% of 92 Average Radio Local News Local Prime Listeners Viewer ViewerSource: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 46. White Collar Viewers Travel Outside US 135 104 102 Local Prime 100 100 Viewer Top 40% of Market Top 40% of Newspaper Readers Average Radio 91 Listeners Local News Viewer Read As: White Collar adults that have traveled outside the US in the past 3 years are 35% more likely to watch Comcast SportsNet Chicago than the average adult in the market.Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 47. Affluent CSN Viewers Travel Outside US Affluent Men Have An Individual Employment Income $75,000+ 192 Read As: Affluent men that have vacationed outside the US in the past 3 years are 92% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 125 116 Top 40% of Radio 111 Top 40% of Listeners Newspaper Local Prime 100 Readers Viewer Market 91 Average Local News ViewerSource: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 48. CSN Viewers Foreign Travel Viewers Market Average 14.0% 22.5% 25.4% 23.2% 21.4% A18+ 15.5% 25.2% 26.9% 23.7% 24.0% A18-49 14.6% 26.4% 31.6% 25.5% 25.2% A35-49 17.5% 29.8% 27.8% 26.7% 26.4% M18+ 21.4% 35.0% 34.2% 32.7% 36.7% M18-49 18.5% 37.9% 39.0% 33.9% 38.8% M35-49 24.6% 39.7% 37.2% 36.4% 41.4%Read As: 39.0% of Men 18-49 that watch the Bulls on ComcastSportsNet Chicago have taken a trip outside of the continentalUS in the past 3 years, 13.6% higher than the market average.Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 49. CSN Viewers Love To Travel Men That Love The Idea of Traveling Abroad (Agree) Read As: Men 18-49 who have taken 2+ round trip flights abroad in the past 3 years are 79% more likely to watch Comcast SportsNet Chicago as the average adult in the market. Men 18+ Index Men 18-49 Index 167 179 Top 40% of Newspaper 111 Market Average 100 Market Average 100 Prime Viewer 94 Top 40% of Radio 98 Top 40% of Newspaper 93 Prime Viewer 96 Top 40% of Radio 85 News Viewer 95 News Viewer 83 Men 18-34 Index Men 25-54 Index 212 157 Top 40% of Radio 117 Top 40% of Newspaper 101 Market Average 100 Market Average 100 Prime Viewer 99 Prime Viewer 92 News Viewer 83 News Viewer 91 Top 40% of Newspaper 59 Top 40% of Radio 81Source: Fall 2011 SimmonsLOCAL (Chicago)
  • 50. Domestic Travel
  • 51. Affluent Men Travel Domestically Read As: Men with a household income of $100k+ that have flown domestically two times in the last 12 months are 59% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 159 127 Top 40% of Newspaper 110 110 Readers Top 40% of Local Prime 100 Radio Listeners Viewer Market 88 Average Local News ViewerSource: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 52. Male CSN Viewers Travel Domestically Read As: Men that have traveled domestically in the last 12 months are 67% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 167 113 Top 40% of 101 100 97 97 Newspaper Top 40% of Market Readers Local Prime Local News Radio Average Listeners Viewer ViewerSource: Fall 2011 SimmonsLOCAL (Chicago)
  • 53. CSN Viewers Hit The Strip Adults 18+ Men 18+ 128 202 Local News Viewer 105 Local News Viewer 120 Top 40% of Newspaper Readers 102 Top 40% of Newspaper Readers 113 Top 40% of Radio Listeners 101 Top 40% of Radio Listeners 101 Market Average 100 Market Average 100 Local Prime Viewer 94 Local Prime Viewer 84Read As: Adults that have visited Las Vegas in the past 12 months are28% more likely to watch Comcast SportsNet Chicago than the averageadult in the market.Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 54. CSN Viewers Fly Domestically 151 112 111 Top 40% of Local News 100 Radio Viewer 95 Listeners Top 40% of 91 Newspaper Market Local Prime Readers Average Viewer Read As: Men that have flown domestically in the last 12 months are 51% more likely to watch Comcast SportsNet Chicago than the average adult in the market.Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 55. Hotels
  • 56. Adults That Cruise, Use Hotels! Read As: Adults that have stayed in a hotel/motel and gone a cruise in the in the last 12 months are 36% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 136 124 Top 40% of 115 Newspaper Local Prime 109 Readers Viewer Local News 100 Viewer Market 90 Average Top 40% of Radio ListenersSource: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 57. Blue Collar Workers Stay At Hotels Read As: Men with a blue collar job that have stayed at in hotel/motel in the past 12 months are 46% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 146 128 Top 40% of Radio Listeners 107 104 Local News 100 Top 40% of Viewer Market Newspaper Readers Average 77 Local Prime ViewerSource: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 58. Male CSN Viewers Stay At Hotels Read As: Men that stayed at a hotel while traveling domestically are 66% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 166 104 100 100 Top 40% of 95 94 Newspaper Market Top 40% of Average Radio Local Prime Local News Readers Listeners Viewer ViewerSource: Fall 2011 SimmonsLOCAL (Chicago)
  • 59. CSN Viewers Stay In Hotels Hotels Market Average 8.2% 10.0% 9.6% 10.5% 9.3% 9.0% 5.8% 11.4% 11.9% 10.0% 9.7% 10.7% 10.4% 15.7% 12.0% 14.9% 10.6% 12.7% 7.2% 8.7% 13.3% 14.1% 12.9% 12.6% Any 14.0% 16.2% 26.9% 28.9% 26.6% 24.6% Hotel Read As: 15.7% of Comcast SportsNet Chicago Viewers have stayed in a Holiday Inn, 5.3% higher than the market average.Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 60. TravelExpenditures
  • 61. Male CSN Viewers Are Frequent Flyers 181 134 Top 40% of Newspaper Readers 103 100 99 Local News Market 93 Viewer Local Prime Average Viewer Top 40% of Radio Listeners Read As: Men that are currently enrolled in frequent flyer programs are 81% more likely to watch Comcast SportsNet Chicago than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (Chicago)
  • 62. Airlines
  • 63. CSN Viewers Prefer Southwest 179 Read As: Men that have flown Southwest in the past 12 months are 79% more likely to watch Comcast SportsNet Chicago than the average adult in the market. 119 Top 40% of 111 Radio Listeners Top 40% of Newspaper 101 100 100 Readers Local Prime Market Local News Viewer Average ViewerSource: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough
  • 64. Comcast SportsNet Philadelphia
  • 65. Male CSN Viewers are Various Vacationers 178 Read As: Men that try to vacation to different places are 78% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 107 101 100 Top 40% of 96 96 Radio Top 40% of Market Listeners Newspaper Average Local News Local Prime Readers Viewer ViewerSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 66. More Travelers Watch CSN! Market Average Viewers Average Traveler $75,000+ Ind. Income 13.5% 21.6% 25.3% 29.0% 26.4% Male $75,000+ Ind. Income 9.7% 15.5% 20.7% 23.6% 23.6% Men 18-49 27.3% 30.4% 39.8% 43.2% 33.5% Men 25-54 26.2% 31.1% 47.5% 50.1% 46.1% Men 35+ 33.4% 34.2% 47.2% 46.5% 55.8% Read As: 47.5% of Comcast SportsNet Philadelphia Viewers that have traveled in the last 12 months were males 25-54, 19.3% higher than the market average.Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 67. Frequent Flyers Watch CSN 188 183 Read As: Men that are enrolled in frequent flyer programs are 88% more likely to be Comcast SportsNet Philadelphia viewers than the average adult in the market. 145 128 Top 40% of Newspaper Readers 102 101 100 Local News Viewer Top 40% of Market 93 Radio Average Local Prime Listeners ViewerSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 68. Male CSN Viewers Use Travel Agents 156 120 Top 40% of Newspaper Readers 103 100 Local Prime Viewer Market 92 92 Average Top 40% of Local News Radio Viewer Listeners Read As: Men that use travel agents are 56% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market.Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 69. Male CSN Viewers Use Travel Agents Fly More Read As: Men that have both flown in the last 12 months and used a travel agent are 69% more likely to be 169 Comcast SportsNet Philadelphia viewers than the average adult in the market. 117 Top 40% of 107 Newspaper 100 Readers Local Prime 93 Viewer Market Average 87 Top 40% of Radio Local News Listeners ViewerSource: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 70. Foreign Travel
  • 71. CSN Viewers Love Traveling Abroad Read As: Men that love to travel abroad are 69% more likely to watch Comcast SportsNet 169 Philadelphia than the average adult in the market. 104 100 100 Top 40% of Radio Market Top 40% of 92 Listeners Average Newspaper Local Prime 87 Readers Viewer Local News ViewerSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 72. M18-34 CSN Viewers Love Traveling Abroad 184 Read As: Men 18-34 that love to travel abroad are 84% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 100 Market Average 86 84 Local Prime Viewer Top 40% of 71 Radio Listeners Local News Viewer 47 Top 40% of Newspaper ReadersSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 73. Male CSN Viewers Go Abroad More Often 174 Read As: Men that have traveled abroad in the last 3 years are 74% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 107 100 99 96 Top 40% of Newspaper Market 93 Top 40% of Readers Average Local News Radio Local Prime Viewer Listeners ViewerSource: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 74. Male CSN Viewers Round Trip Flights Read As: Men that have taken 2+ round trip international 188 flights in the past 12 months are 88% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 125 Top 40% of Newspaper Readers 102 101 100 Top 40% of Local News Market 91 Radio Viewer Average Local Prime Listeners ViewerSource: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 75. Domestic Travel
  • 76. Affluent CSN Viewers Fly Domestically Affluent Adults Have An Individual Employment Income Of 159 $75,000+ Read As: Affluent adults that have taken 2+ domestic vacations in the past 12 months are 59% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 100 98 94 Market Average Local Prime Viewer Top 40% of 84 Newspaper Readers Local News 79 Viewer Top 40% of Radio ListenersSource: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 77. Men 25-54 Watch CSN And Fly 205 181 156 Read As: Men 25-54 that have taken 1 or more flights within the US in the past 12 months are 81% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 106 105 Top 40% Top 40% of 100 91 of Radio Newspaper Listeners Market Readers Average Local News Viewer 81 Local Prime ViewerSource: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough
  • 78. Blue Collar Viewers Fly Domestically 161 125 Top 40% of Radio Listeners 109 Local News 101 100 Viewer Top 40% of 96 Market Newspaper Average Local Prime Readers ViewerRead As: Adults with blue collar jobs that have taken at least one domestic flight are61% more likely to watch Comcast SportsNet Philadelphia than the average adult inthe market.
  • 79. Hotels
  • 80. Male CSN Viewers Stay In Hotels Read As: Men that have stayed in a hotel/motel while traveling domestically in the last 12 months are 79% more likely to watch Comcast SportsNet 179 Philadelphia than the average adult in the market. 103 100 99 Top 40% of Market Top 40% of 93 92 Radio Average Newspaper Local News Local Prime Listeners Readers Viewer ViewerSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 81. Male CSN Viewers Stay At The Hilton Read As: Men that have stayed at the Hilton while traveling domestically in the last 12 months are twice as likely to be watch Comcast SportsNet Philadelphia than the average adult in the market. Males 21+ Index Males 25-54 Index 277 285 Top 40% of Newspaper 142 Top 40% of Newspaper 122 Market Average 100 Top 40% of Radio 108 News Viewer 100 Market Average 100 Top 40% of Radio 98 News Viewer 97 Prime Viewer 97 Prime Viewer 97 Males 18+ Index 267 Top 40% of Newspaper 140 Top 40% of Radio 101 Market Average 100 Prime Viewer 97 News Viewer 94Source: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 82. Male CSN Viewers Stay At The Holiday Inn Read As: Men that have stayed at the Holiday Inn while traveling domestically in the last 12 months are twice as likely to be watch Comcast SportsNet Philadelphia than the average adult in the market. Males 21+ Index Males 25-54 Index 229 244 Top 40% of Newspaper 153 Top 40% of Radio 142 Top 40% of Radio 128 Top 40% of Newspaper 136 Prime Viewer 108 Prime Viewer 105 Market Average 100 Market Average 100 News Viewer 98 News Viewer 99 Males 18+ Index 201 Top 40% of Newspaper 162 Top 40% of Radio 104 News Viewer 101 Market Average 100 Prime Viewer 94Source: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 83. Male CSN Viewers Stay At The Marriott Read As: Men that have stayed at the Marriott while traveling domestically in the last 12 months are twice as likely to be watch Comcast SportsNet Philadelphia than the average adult in the market. Males 21+ Index Males 25-54 Index 240 227 Top 40% of Newspaper 143 Top 40% of Newspaper 125 News Viewer 112 Top 40% of Radio 116 Top 40% of Radio 107 News Viewer 101 Market Average 100 Market Average 100 Prime Viewer 93 Prime Viewer 91 Males 18+ Index 219 Top 40% of Newspaper 153 News Viewer 109 Market Average 100 Top 40% of Radio 97 Prime Viewer 83Source: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 84. Cruise
  • 85. Male CSN Viewers Cruise Read As: Men that have taken a cruise within the last 3 years are 86% more likely to watch the Sixers on Comcast SportsNet Philadelphia than the average adult in the market. 186 175 164 123 Top 40% of Newspaper Readers 100 99 96 Market Local News Top 40% 90 Average Viewer of Radio Local Prime Listeners ViewerSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 86. CSN Viewers 18-34 Plan To Cruise Read As: Adults 18-34 that plan to cruise in the next 12 months are 27% more likely to watch the Sixers on Comcast SportsNet Philadelphia than the average adult in the market. 127 103 100 Top 40% of 97 96 Radio Market Local Prime Local News Listeners Average Viewer Viewer 81 Top 40% of Newspaper ReadersSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 87. Males 25-54 CSN Viewers Plan To Cruise 183 124 Top 40% of 110 Radio Listeners 103 100 Local News Viewer Top 40% of 95 Market Average Newspaper Local Prime Readers Viewer Read As: Men 25-54 that plan on taking a cruise in the next 12 months are 83% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 88. Male CSN Viewers Spent On Cruises Read As: Men that have spent $1,000+ on cruises in the last 3 years are 42% more likely to watch Comcast SportsNet Philadelphia than the average adult in the market. 142 127 Top 40% of Newspaper Readers 104 100 Local News 91 Viewer Market Average 86 Local Prime Viewer Top 40% of Radio ListenersSource: Fall 2011 SimmonsLOCAL (Philadelphia)
  • 89. Comcast SportsNet New England
  • 90. CSN Viewers Try To Go To Different Places Read As: Men that strongly agree with the statement: “I try to go somewhere different for 122 vacation every time” are 22% more likely to watch Comcast SportsNet New England than the average adult in the market. 102 100 Top 40% of Radio Market 94 93 Listeners Average 91 Top 40% of Local News Newspaper Viewer Local Prime Readers ViewerSource: Fall 2011 SimmonsLOCAL (Boston)
  • 91. Men Love To Travel! 162 Read As: Men that love the idea of traveling abroad are 62% more likely to watch Comcast SportsNet New England than the average adult in the market. 100 99 Market Average Top 40% of 91 89 Newspaper Readers Local News 86 Top 40% of Viewer Local Prime Radio Listeners ViewerSource: Fall 2011 SimmonsLOCAL (Boston)
  • 92. Men Would Rather Travel Frequently Read As: Men that strongly agree with the statement: “I’d rather take two or three quick vacations, rather than one long one” are 26% more likely to watch Comcast SportsNet New England than the average adult in the market. 126 106 Top 40% of 100 Radio Listeners Market 96 96 95 Average Top 40% of Local News Local Prime Newspaper Viewer Viewer ReadersSource: Fall 2011 SimmonsLOCAL (Boston)
  • 93. Domestic Travel
  • 94. Men Fly Domestically Often Read As: Men that have taken 2+ domestic flights in the last 12 months are 97% more likely to watch the 197 Celtics on Comcast SportsNet New England than the average adult in the market. 121 119 Top 40% of Newspaper 104 100 Readers Local News 93 Viewer Market Average Local Prime 88 Viewer Top 40% of Radio ListenersSource: Fall 2011 SimmonsLOCAL (Boston)
  • 95. CSN Viewers Pay For Accommodations Read As: Men that have paid for accommodations while on vacation in the last 12 months are 36% more likely to watch Comcast SportsNet New England than the average adult in the market. 167 136 114 Top 40% of 104 102 Newspaper 100 Readers Top 40% of Radio Local News Market 95 Viewer Average Local Prime Listeners ViewerSource: Fall 2011 SimmonsLOCAL (Boston)
  • 96. Men Spend On Vacation 175 117 Top 40% of 108 104 Radio Listeners Top 40% of 100 99 Newspaper Local News Readers Viewer Market Local Prime Average Viewer Read As: Men that have spent at least $1,000 on their last vacation are 75% more likely to watch Comcast SportsNet New England than the average adult in the market.Source: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 97. Men That Spend Watch The C’s Spent $500+ on their last vacation 288 Read As: Men 18-34 that have traveled domestically within the last 12 months are 98% more likely to watch Comcast SportsNet New England than the average adult in the market. 198 195 168 164 153 138 100 Market AverageSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 98. Foreign Travel
  • 99. Men Travel Abroad Frequently! Read As: Men that have flown outside the US 2+ times in the past 3 years are 74% more likely to watch Comcast SportsNet New England than the average adult in the market. 200 174 111 109 Top 40% of Top 40% of 101 100 Newspaper Readers Radio Listeners Local News Viewer Market Average 89 Local Prime ViewerSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 100. Men Vacation Abroad Read As: Men that have vacationed outside the US in the past 3 years are 46 % more likely to watch Comcast SportsNet New England than the 146 average adult in the market. 120 118 Top 40% of Newspaper Readers 101 100 Top 40% of Radio Market 94 Average Listeners Local Prime Viewer 80 Local News ViewerSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 101. Affluent Men Travel Abroad Affluent men have an individual income of $75,000+ Read As: Affluent men that have traveled abroad in the last 3 years are 53% more likely 153 to watch Comcast SportsNet New England than the average adult in the market. 126 121 Top 40% of Radio Listeners 100 Market 92 Average Top 40% of Newspaper 83 Readers Local Prime Viewer 71 Local News ViewerSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 102. Cruise
  • 103. Men Spend While Cruising Read As: Men that spent at least $500 on their last cruise are 57% more likely to watch the Celtics on Comcast SportsNet New England than the average adult in the market. 157 113 112 Top 40% of Top 40% of 103 100 Radio Listeners Newspaper Readers Local News 96 Market Viewer Average Local Prime ViewerSource: Fall 2011 SimmonsLOCAL (Boston)
  • 104. CSN Male Viewers are Future Cruisers Read As: Men that plan to cruise within the next 12 167 months are 67% more likely to watch the Celtics on Comcast SportsNet New England than the average adult in the market. 140 Top 40% of Radio Listeners 124 Top 40% of Newspaper 115 Readers Local News 105 Viewer Local Prime 100 Viewer Market AverageSource: Fall 2011 SimmonsLOCAL (Boston)
  • 105. Celtics Viewers Cruise! Read As: Men that have went on a 186 cruise in the last 3 years are 86% more likely to watch the Celtics on Comcast SportsNet New England than the average adult in the market. 131 Top 40% of Newspaper Readers 111 Top 40% of 103 100 Radio Listeners Local Prime 96 Market Average Viewer Local News ViewerSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 106. Expenditures
  • 107. Men That Spend Visit Casinos Read As: Men that have spent $1,000+ on their last vacation and have visited a casino in the last 12 months are 49% more likely to watch Comcast SportsNet New England than the average adult in the 149 market. 122 120 Top 40% of Local News 107 106 Radio Listeners Viewer 100 Top 40% of Local Prime Newspaper Viewer Market Readers AverageSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 108. Men Stay In Hotels Read As: Men that have stayed in a hotel/motel while on vacation in the last 12 months are 46% more likely to watch Comcast SportsNet New England than the average adult in the market. 146 122 Top 40% of Radio Listeners 100 97 97 Market 93 Top 40% of Local News Average Newspaper Viewer Local Prime Readers ViewerSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 109. Viewers Vacation To Casinos 179 Read As: Men that have visited casinos in the last 12 months are 79% more likely to watch Comcast SportsNet New England than the average adult in the market. 122 Top 40% of Radio 106 102 Listeners Local News 100 98 Viewer Top 40% of Market Newspaper Local Prime Average Readers ViewerSource: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 110. CSNE Viewers Visit The Cape! 172 133 Top 40% of Radio 122 Listeners Top 40% of Newspaper 110 Readers 104 Local News Viewer 100 Local Prime Viewer Market Average Read As: Men that have visited Cape Cod in the last 12 months are 72% more likely to watch Comcast SportsNet New England than the average adult in the market.Source: Boston, MA-Syndicated, Mr11-Fe12, Scarborough
  • 111. Comcast SportsNet Mid-Atlantic
  • 112. Male CSN Viewers Fly Everywhere! 139 116 Top 40% of Radio 103 Listeners 100 100 Top 40% of Market Local Prime Newspaper Readers Average Viewer 91 Local News Viewer Read As: Men that have taken vacation/personal flights within the last 3 years are 39% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 113. Affluent Males Fly Affluent Males with a Household Income of $100,000+ Read As: Affluent men that have taken 2+ flights in the last 177 12 months are 77% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market. 128 Top 40% of Radio 112 107 Listeners Top 40% of Local Prime 101 100 Newspaper Viewer Local News Market Readers Viewer AverageSource: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 114. Male CSN Viewers Fly Frequently 142 129 Top 40% of Newspaper Readers 101 100 100 98 Top 40% of Local News Market Average Radio Listeners Viewer Local Prime Viewer Read As: Men currently enrolled in a frequent flyer program are 42% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (Washington, DC)
  • 115. Male Frequent Flyers Watch CSNM 156 156 Read As: Men 25-54 currently enrolled in a frequent flyer program are 56% more likely to 148 watch Comcast SportsNet Mid-Atlantic than Men 25-54 Men 35+ the average adult in the market Men 35-54 127 122 Men 18-49 Men 18-34 100 Market AverageSource: Fall 2011 SimmonsLOCAL (Washington, DC)
  • 116. Foreign Travel
  • 117. Males Love To Travel Abroad 139 104 Top 40% of 100 99 Newspaper Market Readers Average Top 40% of Radio 91 Listeners Local Prime Viewer 84 Local News Viewer Read As: Men that love the idea of traveling abroad are 39% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (Washington, DC)
  • 118. Affluent Males Travel Abroad Often Men with a Household Income of $100,000+ Read As: Affluent men that travel outside of the US at least 2 times within 3 years are 74% more likely to watch 174 Comcast SportsNet Mid-Atlantic than the average adult in the market. 120 116 Top 40% of Top 40% of 107 Newspaper Readers Radio Local Prime 100 Listeners Viewer Market 92 Average Local News ViewerSource: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 119. CSN Male Viewers Travel Overseas 125 113 Top 40% of Radio Listeners 103 101 100 Top 40% of Newspaper Local Prime Market Readers Viewer Average 88 Local News Viewer Read As: Men that have traveled outside of the US in the last 3 years are 25% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 120. CSN Male Viewers Travel To Europe 137 119 Top 40% of 114 Newspaper Readers Top 40% of Radio Listeners 104 Local Prime 100 Viewer Market Average 84 Local News Viewer Read As: Men that have traveled to Europe in the last 3 years are 37% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 121. Domestic Travel
  • 122. Male CSN Travel Domestically 209 Read As: Men that have taken 2+ domestic trips in the past 12 months are 71% more likely to watch the Capitals on Comcast SportsNet Mid- Atlantic as the average adult in the market. 171 157 117 Top 40% of 106 104 Radio Top 40% of 100 96 Listeners Local Prime Newspaper Market Viewer Local News Readers Average ViewerSource: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 123. Male CSN Viewers Fly Domestically 165 Read As: Men that have flown domestically in the last 12 months are 65% more likely to watch the Wizards 154 on Comcast SportsNet Mid-Atlantic than the average adult in the market. 147 117 Top 40% of Radio Listeners 100 100 100 Market Average Top 40% of Newspaper Local Prime Viewer 92 Readers Local News ViewerSource: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 124. Expenditures
  • 125. CSN Viewers Rent Cars Index Index 193 202 Top 40% of Newspaper 160 Top 40% of Newspaper 142 News Viewer 107 Top 40% of Radio 130 Prime Viewer 102 Prime Viewer 110 Market Average 100 News Viewer 107 Top 40% of Radio 89 Market Average 100 Males Index Males Index 179 249 Top 40% of Newspaper 159 Top 40% of Newspaper 145 News Viewer 106 Top 40% of Radio 110 Prime Viewer 103 Prime Viewer 106 Market Average 100 News Viewer 104 Top 40% of Radio 68 Market Average 100 Read As: Adults that rent cars from AVIS are twice as likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Fall 2011 SimmonsLOCAL (Washington, DC)
  • 126. Airlines
  • 127. Southwest Customers Prefer CSN 159 147 136 123 Top 40% of Radio Listeners 111 Local Prime Viewer 100 98 Market 96 Local News Average Top 40% of Viewer Newspaper Readers Read As: Adults who fly Southwest are 59% more likely to watch the Wizards on Comcast SportsNet Mid-Atlantic than the average adult in the market.Source: Washington, D.C.-Syndicated, Mr11-Fe12, Scarborough
  • 128. Cruise
  • 129. Male Wizard Viewers Cruise Read As: Men that have taken cruises within the last 3 years are 54% more likely to watch the Wizards on Comcast SportsNet Mid-Atlantic than the average adult in the market. 154 135 Top 40% of Newspaper Readers 112 Top 40% of Radio Listeners 101 100 99 Local News Market Viewer Local Prime Average ViewerSource: Fall 2011 SimmonsLOCAL (Washington, DC)
  • 130. Young Males Take Cruises 123 Read As: Men 18-34 that have taken a cruise within the last 3 years are 23% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market. 100 Market Average 89 Local Prime Viewer 79 76 Top 40% of Newspaper Local News 71 Readers Viewer Top 40% of Radio ListenersSource: Fall 2011 SimmonsLOCAL (Washington, DC)
  • 131. Men Who Spend On Cruises Are CSN Viewers 167 Read As: Males that spent $1,000+, on their last cruise are 67% more likely to watch Comcast SportsNet Mid-Atlantic than the average adult in the market. 137 Top 40% of Newspaper Readers 105 103 100 Top 40% of Local News 97 Radio Market Viewer Listeners Average Local Prime ViewerSource: Fall 2011 SimmonsLOCAL (Washington, DC)