Secondary Research on the Popularity of ESPN

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The task set for this presentation was to perform secondary research on any subject. Being that me and my partner are big sports fans, we chose the popularity of ESPN. The professor made it clear this task was directly for the information, but to provide an extensive analysis on the procedures endured. The professor stated that post presentation, "No one has ever captured the mission of the assignment as closely as you guys did."

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Secondary Research on the Popularity of ESPN

  1. 1. Anchors: Justin Gardiner Kaleigh Courville
  2. 2. - Secondary Research <ul><li>Data that has been previously gathered. </li></ul>
  3. 3. - Secondary Research <ul><li>Key Advantages: </li></ul><ul><li>Can help to clarify or refine the issue or problem. </li></ul><ul><li>Might provide solution to research problem. </li></ul><ul><li>might provide primary data research alternatives. </li></ul><ul><li>can alert the researcher to other problems. </li></ul><ul><li>Provides background information enhancing research credibility. </li></ul><ul><li>Key Disadvantages: </li></ul><ul><li>Might be outdated or questionable. </li></ul><ul><li>Qualitative nature makes analyses difficult. </li></ul><ul><li>Could be misapplied to your situation. </li></ul><ul><li>Might be biased (intentionally or unintentionally) </li></ul><ul><li>Lack of available data on your topic. </li></ul>
  4. 27. ESPN
  5. 38. Brand Strength <ul><li>- Awareness of ESPN : 97% </li></ul><ul><li>- #1 Media Brand in Sports </li></ul><ul><li>#4 Leading Name in Sports </li></ul><ul><li>1) NFL 4) ESPN 7) NASCAR </li></ul><ul><li>2) Nike 5) Adidas 8) NHL </li></ul><ul><li>3) NBA 6) MLB 9) NCAA </li></ul>Source: Brand Research Study, Keleman & Associates Inc. 2006
  6. 42. - Secondary Research ESPN Radio reaches over 22 million * listeners a week in 2008 *9% increase over 2006 63% of ALL sports formatted stations are ESPN affiliates. 23% of ALL news, talk or sports stations in the U.S. are ESPN affiliates. Source: BIA Research Affiliates; #’s as of 01/31/07
  7. 44. Only link?
  8. 45. Percentages Source: SRI Knowledge Networks, 2006 102 MM use an ESPN property in Average week 57% of Men use ESPN media in average week 81% of Avid Fans use ESPN media every week 25% of ALL media time consumed by Avid Male Fans is to ESPN
  9. 46. - Secondary Research
  10. 47. - Secondary Research KEY FACTS : 265 M HH Worldwide 196 Countries 182 Countries with Sportscenter 16 Languages 10 Websites 7 Continents 1 Worldwide Leader in Sports

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