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IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

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Live sports broadcasting is arguably the last bastion for live TV viewing. and NFL Football accounts for 1/3 of sports viewing. IPG Media Lab and DIRECTV partnered on an annual “Survey of the American Football Consumer,” which 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

Download and read our full report to learn more on how to fully connect with American football fans.

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IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

  1. 1. ANNUAL SURVEY OF THE AMERICAN FOOTBALL CONSUMER +  
  2. 2. 96% of that viewing is live NFL Football accounts for 1/3 of sports viewing on TV 2 Source: MAGNA GLOBAL analysis of Nielsen TV data
  3. 3. Super Bowl XLVIII 2014 NFL Draft The 56th Annual Grammy Awards 2014 MTV EMAs 2014 MTV Video Music Awards 2014 FIFA World Cup: First Semifinal The Oscars BET Awards 2014 FIFA World Cup: Final 2014 FIFA World Cup: Round of 16 2014 NBA Finals 2014 American Music Awards 2014 Billboard Music Awards NFL Football: NFC Championship Game Teen 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
  4. 4. 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 4
  5. 5. 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 BrandThe Fans 5 Randomly Assigned to 2 of 4 categories
  6. 6. Who is the NFL fan?
  7. 7. Fans, and especially Sunday Ticket Subscribers, are highly educated with disposable income GEN POP NFL FANS Demographics 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 ST
 SUBS 7 Base: Total Respondents
  8. 8. 44% 42% NFLST Subscribers more willing to make big purchases Base: NFL Fans Q26b: 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
 SUBS NFL ST
 SUBS 8
  9. 9. 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 ST
 SUBS 9 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
  10. 10. What, Where, When & Why of Fans’ Passion
  11. 11. They are more passionate about the NFL… % “Passionate” Fans Base: NFL Fans Q7 How would you describe your interest in each of the following professional sports? 60% GEN POP NFL FANS 92% NFL ST
 SUBS 11
  12. 12. “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 12 Q27: Tell us what you LOVE about NFL football!
  13. 13. GEN POPULATION NFL FANS NFL SUNDAY TICKET SUBSCRIBERS Watch nearly 2x as many games as other NFL fans 47% Watch NFL
 All 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 Fans Q9: 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? 13
  14. 14. “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 14 Q27: Tell us what you LOVE about NFL football!
  15. 15. 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 Fans Q11: During the regular NFL season, what percentage of the time do you watch games at the following locations? 15
  16. 16. “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 16 Q27: Tell us what you LOVE about NFL football!
  17. 17. And travel the distance GEN POP NFL FANS % Traveled to See Team Play 24% 52% Longest Distance Traveled 538 Miles 951 Miles Average Amount Spent $550 $665 Base: NFL Fans with Favorite Team Q25: 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 ST
 SUBS 17
  18. 18. “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 18 Q27: Tell us what you LOVE about NFL football!
  19. 19. 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 Fans Q16: Which NFL team(s) do you regularly/plan to follow during the 2015 NFL season? 19
  20. 20. 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 Team Q17: Which NFL team is your favorite? 20
  21. 21. General NFL Fans are passionate about regional team General NFL Fans: Favorite Teams by State* 21 *Sample sizes vary by state. Use caution if making decisions based on individual state data. Base: NFL Fans with Favorite Team Q17: Which NFL team is your favorite?
  22. 22. 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 Team Q17: Which NFL team is your favorite? 22
  23. 23. “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 23 Q27: Tell us what you LOVE about NFL football!
  24. 24. A brand’s relationship to favorite team highly valued Base: NFL Fans and Assigned to Consumer Electronics Group Q67: 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 24
  25. 25. A team commitment is a life-long commitment Base: NFL Fan and Prefer NFL Team Associated with Brand Q69: 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% 25
  26. 26. 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 Team Q18: 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 ST
 SUBS 26
  27. 27. “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 27 Q27: Tell us what you LOVE about NFL football!
  28. 28. Huge hype around fantasy football Base: Fans Q19 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
  29. 29. 30% 52% Die hard fans willing to go all-out for what they are passionate about Base: NFL Fans with Favorite Team Q33: 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
 SUBS NFL ST
 SUBS 29
  30. 30. 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 30
  31. 31. Appendix
  32. 32. Base: NFL Fans Q13: 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 32
  33. 33. Base: NFL Fans Q15: 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 33

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