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SOCCER + DIGITAL MEDIA IN THE …
2015
REPORT
NATIONAL DATA
WIDE SCALE TV COVERAGE
PROPERTIES & MEDIA PARTNERS
MEMORABLE LIVE EXPERIENCES
The soccer water cooler can
be found at the bar, online,
and yes, even at the office
ACCESS TO CONVERSATION
CONSUMER LANDSCAPE
20152015
REPORT
SOCCER FANS PROFILES
EUROPHILES DOEMSTCIS
AGNOSTICS
MULTIPLE
PASSION POINTS
UNIQUE &
COMPLEX
soccer
PARTICIPATION
NATIONAL
TEAMS
CLUB FANDOM
USA
COLOMBIA
FIFA
WORLD
CUP
MEXICO
GOLD CUP
US
YOUTH
SOCC...
DIFFERENT
PROFILES
2 3
4 5
1
6
FAN OF INTERNATIONAL SOCCER LEAGUES AND MAJOR LEAGUE
SOCCER
THE AGNOSTIC
35.0 9.3
 59% “follow” 5+ Club Teams
 36% multi...
REALLY INTERESTED IN THE BIG EVENTS LIKE THE FIFA WORLD
CUP
THE EVENT SEEKER
36.1 7.9
 Follows 1.6 Club Teams on
average
...
MAINLY INTERESTED IN INTERNATIONAL SOCCER LEAGUES,
SPECIFICALLY EUROPEAN SOCCER
THE EUROPHILE
28.8 9.5
 Predominantly mal...
FOLLOW INTERNATIONAL SOCCER LEAGUES BUT HIS PRIMARY
INTEREST IS MAJOR LEAGUE SOCCER
THE DOMESTIC
36.6 9.0
 30% Female
 7...
NOT REALLY A “FAN” – INTERESTS PRIMARILY TIED TO HIS KIDS
INVOVLEMENT IN THE SPORT
THE OBSERVER
43.9 7.1
 72% Female
 74...
MAINLY FOLLOW SOCCER FROM MEXICO AND/OR CENTRAL & SOUTH
AMERICAN COUNTRIES
EL FANATICO
28.6 9.5
 Most popular league Liga...
FANS SOCIAL ECONOMICS
DIGITAL INSIGHTS
20152015
REPORT
USA DIGITAL LANDSCAPE
DIGITAL LANDSCAPETIME SPENT ON LINE
INTERNET USE SOCIAL MEDIA USE
MOBILE USE ACTIVITIES & INDICATORS
ACTIVITIES ON MOBILE MOBILE USE
MOBILE INTERNET INDICATORS SMART PHONE USE
SMART PHONES PROJECTION
MLS APP + 1M. DLWD
https://play.google.com/store/apps/details?id=com.mlssoccer
https://itunes.apple.com/us/app/mls/id39730...
http://www.mlssoccer.com/fans/social-media
MLS SOCIAL MEDIA + 3M.
+ 7M.
SOCCER SEASON VIEWER V/S TWEETS
– Herve DELHUMEAU –
Co-Founder & Managing Director
www.hd-cg.com
Boutique Consulting in
Digital Marketing & Social Media
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Soccer and Digital Media in the USA 2015

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Digital has already changed the way we interact with the world around us, shrinking the globe, vastly increasing the array of products and services on offer and changing
the way we access them.

In this new normal, everything we ever thought we knew about success will be challenged, tested and in many cases forced to change.

To a large degree, football is not an exception. As market barriers continue to be torn down, the time from disruption to normalisation is now mere months or even week.

This report explore the actual situation of Soccer and Digital Media in the USA.

Everything is about to happen !!!

Published in: Social Media
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Soccer and Digital Media in the USA 2015

  1. 1. SOCCER + DIGITAL MEDIA IN THE … 2015 REPORT
  2. 2. NATIONAL DATA
  3. 3. WIDE SCALE TV COVERAGE
  4. 4. PROPERTIES & MEDIA PARTNERS
  5. 5. MEMORABLE LIVE EXPERIENCES
  6. 6. The soccer water cooler can be found at the bar, online, and yes, even at the office ACCESS TO CONVERSATION
  7. 7. CONSUMER LANDSCAPE 20152015 REPORT
  8. 8. SOCCER FANS PROFILES EUROPHILES DOEMSTCIS AGNOSTICS MULTIPLE PASSION POINTS
  9. 9. UNIQUE & COMPLEX soccer PARTICIPATION NATIONAL TEAMS CLUB FANDOM USA COLOMBIA FIFA WORLD CUP MEXICO GOLD CUP US YOUTH SOCCER SOCCER CAMPS AYSO NSCAA ADULT SOCCER MLS LIGA MX LA LIGA PREMIER LEAGUE UEFA CHAMPIONS LEAGUE1
  10. 10. DIFFERENT PROFILES 2 3 4 5 1 6
  11. 11. FAN OF INTERNATIONAL SOCCER LEAGUES AND MAJOR LEAGUE SOCCER THE AGNOSTIC 35.0 9.3  59% “follow” 5+ Club Teams  36% multicultural (non-white)  Became a fan at different ages: • 28% before age 10 • 32% after age 25 1
  12. 12. REALLY INTERESTED IN THE BIG EVENTS LIKE THE FIFA WORLD CUP THE EVENT SEEKER 36.1 7.9  Follows 1.6 Club Teams on average  37% became a fan after age 25  Top Leagues: MLS and EPL 2
  13. 13. MAINLY INTERESTED IN INTERNATIONAL SOCCER LEAGUES, SPECIFICALLY EUROPEAN SOCCER THE EUROPHILE 28.8 9.5  Predominantly male  29% are “Eurosnobs” – only care about top Euro teams  Heavy “Brit” influence – love Ian Darke, Martin Tyler and Ray Hudson 3
  14. 14. FOLLOW INTERNATIONAL SOCCER LEAGUES BUT HIS PRIMARY INTEREST IS MAJOR LEAGUE SOCCER THE DOMESTIC 36.6 9.0  30% Female  77% cheer for the USA only  Landon Donovan more popular than Messi 4
  15. 15. NOT REALLY A “FAN” – INTERESTS PRIMARILY TIED TO HIS KIDS INVOVLEMENT IN THE SPORT THE OBSERVER 43.9 7.1  72% Female  74% have 2+ kids  Other sport interests: NFL and MLB 5
  16. 16. MAINLY FOLLOW SOCCER FROM MEXICO AND/OR CENTRAL & SOUTH AMERICAN COUNTRIES EL FANATICO 28.6 9.5  Most popular league Liga MX, followed by UCL  64% became a fan before age 10  49% cheer for both their country of origin and the USA 6
  17. 17. FANS SOCIAL ECONOMICS
  18. 18. DIGITAL INSIGHTS 20152015 REPORT
  19. 19. USA DIGITAL LANDSCAPE DIGITAL LANDSCAPETIME SPENT ON LINE INTERNET USE SOCIAL MEDIA USE
  20. 20. MOBILE USE ACTIVITIES & INDICATORS ACTIVITIES ON MOBILE MOBILE USE MOBILE INTERNET INDICATORS SMART PHONE USE
  21. 21. SMART PHONES PROJECTION
  22. 22. MLS APP + 1M. DLWD https://play.google.com/store/apps/details?id=com.mlssoccer https://itunes.apple.com/us/app/mls/id397303467?mt=8
  23. 23. http://www.mlssoccer.com/fans/social-media MLS SOCIAL MEDIA + 3M. + 7M.
  24. 24. SOCCER SEASON VIEWER V/S TWEETS
  25. 25. – Herve DELHUMEAU – Co-Founder & Managing Director www.hd-cg.com Boutique Consulting in Digital Marketing & Social Media

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