Tom Reutter Scarborough Presentation

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Tom Reutter Scarborough Presentation

  1. 1. Minnesota Wild Sponsor Summit 2010 Tom Reutter Scarborough Sports Marketing May 19, 2010
  2. 2. AGENDA  Introduction to Scarborough Research  MN Wild and NHL in Minneapolis/St. Paul  Social Media in Minneapolis/St. Paul  Social Media and the MN Wild  Q&A
  3. 3. Introduction to Scarborough
  4. 4. SCARBOROGH RESEARCH  Local market syndicated study  Measures retail behavior, media usage, demographics and lifestyle  80 markets measured  Two phase methodology  Telephone interview, mailed product booklet and TV diary  Diverse client base  Sports teams/leagues, newspapers, radio, television, cable, advertisers and agencies
  5. 5. TWO-PHASED METHODOLOGY Phase I Telephone interview (newspapers, radio, internet & demographics) Phase II Mailed, self-administered consumer survey and TV diary (retail behavior, product/service usage, lifestyle) with cover letter and cash incentive
  6. 6. SCARBOROUGH METHODOLOGY  Scarborough data released twice per year  We will look at the first release of 2010 data  Data from February 2009 – January 2010  questions are “…past 12 months”  Unique adults 18+
  7. 7. MN Wild and NHL in MSP
  8. 8. MINNESOTA WILD AND NHL IN THE TWIN CITIES Any Interest in NHL 42% Wild Fan (w,a,l) 34% Wild TV Viewer 32% Wild Attendee 9% Very Interested in NHL 9% Any Interest – 1.4 million Wild Radio Listener 8% Wild Fan (w,a,l) – 1.2 million Purchase NHL apparel 5% Wild Attendee – 290,000 Play hockey 3% Wild.com past 30 days 3% 0 Scarborough Minneapolis/St. Paul 2010 Release 1
  9. 9. WILD FAN 5 YEAR TREND 1,200,000 1,199,000 1,151,000 1,000,000 1,079,000 800,000 806,000 600,000 676,000 +70% +7% 400,000 -4% 200,000 21% of 34% of DMA DMA 0 2006 2007 2008 2009 2010 Scarborough Minneapolis/St. Paul 2006-2010
  10. 10. NATIONAL MARKET RANKER NHL FAN (WATCH,ATTEND,OR LISTEN) Pittsburgh 57% Detroit 57% Buffalo 56% Flint/Saginaw 39% Grand Rapids 37% Of the top 10 NHL markets, Boston 35% Minn/St. Paul produces the 5th Minn/St. Paul 35% largest projected NHL Fan base. Denver 33% Philadelphia 31% St. Louis 30% 0 Scarborough Multi-Market R2 2009
  11. 11. MSP VS. U.S. VERY INTERESTED IN SPORT Index =100 NFL 107 Olympics 110 MLB 132 College Football 48 College Basketball 78 NHL 208 PGA 110 H.S. Sports 107 Nascar 66 NBA 51 0 50 100 150 200 250 Scarborough USA+ 2009 Release 2
  12. 12. DEMOGRAPHIC ANALYSIS DEMOGRAPHIC MSP FANS ATTENDEES Median age 45 41 41 Median HHI $61,000 $70,200 $77,700 Median home value $219,500 $236,800 $245,000 College grad+ 29% 32% 49% 1+ kids in HH 42% 49% 62% Children < age 5 19% 21% 29% Men 25-49 24% 33% 39% Employed FT 48% 56% 65% White collar occup. 43% 52% 69% Minority 13% 15% 12% Scarborough Minneapolis/St. Paul 2010 Release 1
  13. 13. WILD FAN MAP FAN BY ZIP CODE OF RESIDENCE 93.0 to 100.0 61.0 to 92.9 50.4 to 60.9 38.0 to 50.3 29.7 to 37.9 18.0 to 29.6 1.0 to 17.9 0.0 to 0.9
  14. 14. MN WILD DELIVER THE LOCAL SPORTS FANS  34% of MSP adults  83% of Gopher Hockey Fans  69% of Gopher Basketball Fans  65% of Gopher Football Fans  58% of Timberwolves Fans  47% of Twins Fans  44% of Vikings Fans Scarborough Minneapolis/St. Paul 2010 Release 1
  15. 15. Social Media in MSP
  16. 16. NATIONAL MARKET RANKER SOCIAL NETWORKING ONLINE PAST 30 DAYS San Francisco 21.7% Washington DC 21.3% Austin 21.1% Baltimore 20.8% Salt Lake City 20.3% Colorado Springs 20.1% Dallas 19.8% Atlanta 19.8% Columbus 19.6% MSP is #11 market for Norfolk/Portsmouth 19.4% online social Minn/St. Paul 19.4% networking. Seattle 19.3% Tulsa 19.1% Boston 19.1% Portland 18.9% Scarborough Multi-Market R2 2009 0
  17. 17. 2009-2010 SOCIAL NETWORKING GROWTH MSP ADULTS/SOCIAL NETWORKING PAST 30 DAYS Major demographic shifts… - Adults 35-50 (11% to 47%) - HHI $75K-$150K (15% to 44%) 1,400,000 - 6-11 year old in HHLD (15% to 51%) 1,200,000 1,300,000 1,000,000 800,000 600,000 400,000 519,000 200,000 15% of DMA 38% of DMA 0 2009 2010 Scarborough Minneapolis/St. Paul 2009-2010 Release 1 (Current)
  18. 18. Social Media and MN Wild
  19. 19. DEMOGRAPHIC ANALYSIS 59% Male 65% 49% 41% Female 35% 51% 48% Age 18-34 37% 30% 71% Age 25-54 61% 57% 16% Minority 15% 13% 25% HHI $100K+ 26% 21% 77% College Educated 69% 63% 59% Children in HHLD 49% 42% Social Networking 59% Wild Fans Employed FT 56% 48% Wild Fans Scarborough Minneapolis/St. Paul 2010 Release 1 MSP Adult
  20. 20. DEMOGRAPHIC ANALYSIS MSP Social Media Networkers Wild Fans (w,a,l) Median Age - 37 Median Age – 41 Median HHLD Income - $67,000 Median HHLD Income - $70,000 72% College Educated 69% College Educated Wild Fan Social Networkers Median Age – 36 Median HHLD Income - $68,000 77% College Educated Scarborough Minneapolis/St. Paul 2010 Release 1
  21. 21. WILD FANS REPRESENT MUCH OF MSP SOCIAL NETWORKING ACTIVITY # of MSP # that are Wild Fans % that are Wild Fans Activity Adults Own a smartphone/handheld pc/etc 616,400 341,200 55% Facebook in past 30 days 1.27M 530,500 42% LinkedIn past 30 days 244,800 140,800 58% MySpace past 30 days 102,300 24,100 24% Twitter past 30 days 162,000 78,800 49% Read a blog in past 30 days 440,900 115,100 26% Use wireless for social networking 185,200 112,900 61% Any Social networking past 30 days 1.3M 546,000 42% Spend 20+ hours/week online 351,000 191,800 55% Scarborough Minneapolis/St. Paul 2010 Release 1
  22. 22. SOCIAL NETWORKING WILD FANS ARE ACTIVE CONSUMERS Index =100 Drank a pop in past week 113 Plan to buy furniture 223 Plan to switch wireless carrier 169 Plan to buy energy saving appliance 194 Drank liquor past month 133 Spend $200+/week on groceries 208 Addition to home 243 Took 3+ trips outside US (past 3 yr.) 152 Plans to buy a new car 120 Obtain coupons online 189 0 50 100 150 200 250 Scarborough Minneapolis/St. Paul 2010 Release 1
  23. 23. QUESTIONS? Tom Reutter treutter@scarborough.com
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