Fantasy Sports Analytics

SBRnet’s new analysis of fantasy sports activity on a sport-by-sport basis is now posted.

To obtain this information, fans in each of nine sport categories (NFL, NBA, NHL, MLB, MLS, College Football, College Basketball, Golf and NASCAR) were asked about the level of involvement in both season-long and short term/daily fantasy activity.
The following information was obtained separately for season-long and short term/daily fantasy activity within a sport category:
  1. Number of players, in total number as well as a percentage of total fans;
  2. Number of games/leagues in which participate;
  3. Demographics (age, gender, annual HH income and geographic region);
  4. For short-term/daily players, number of days played during a week;
  5. For short-term/daily players, the top 10 Fantasy website used most often, ranked by % used most often.
SBRnet subscribers can access fantasy analytics data by visiting the “Fan Market” portion of each sports page where they are available, namely: Baseball, Basketball, Football, Golf, Ice Hockey, Motorsports, and Soccer. When you get to the page, use the “Fantasy Sports” link in the appropriate “Fan Market” section.

Fantasy Fans Rank Well Above Average on SBRnet’s Sponsorship Influence Index (SII)…

Fantasy fans were much more likely than the average fan to look favorably on sponsors’ products, as reflected in SBRnet’s Sponsorship Influence Index (SII), a measure that compares level of interest in sponsors’ products within a particular segment (in this case, involvement in Fantasy Sports) to the level of interest among all fans within the sport category.
The chart below reflects the Sponsorship Influence Index among fantasy players for the eight sport categories.

 
As shown in the chart, every SII for fantasy players, regardless of the sport category, was above 100. Among season-long players, the SII ranged from 155 for NFL players to a high of 407 for MLS players. Among short-term/daily players, the SII ranged from 188 among NFL players to a high of 327 among MLB players.

This finding can lead to some interesting classroom discussions. Here are some questions one might use to open a discussion:

  1. To what extend is the SSI among season-long players driven by age. This can be a hypothesis because NFL fans (with a lower SII than other sports) are older than MLS fans (how have the highest SII).

  2. What factors might be influencing SII scores among short-term/daily players? Gambling Propensity? Age?

These issues need to be examined as sponsors explore marketing and advertising opportunities among fantasy sports fans.

Searching For Millennial Analytics Has Just Been Simplified

Millennials are an important, evolving market segment for sports events, sporting goods products and sports participants. SBRnet contains over 300 statistical tables containing the importance of millennials in the overall sports marketplace.
 
Subscribers can now access all these tables for all sports, organized by sport, in one menu by simply typing the word “millennials” in the search box at the top of any page (do not use quotation marks when typing in the word).
 
Each table appearing in the search result contains information either for 18 to 34-year-olds combined or separately for 18 to 24-year-olds and 25 to 34-year-olds.
 
When search results appear, simply click on “View all Research” or “View all Articles” under the menu and the complete results will appear.
 
The tables can be used for a wide variety of analytical assignments. Here are two suggestions:

  1. Compare the percentage of college basketball fans represented by millennials with other fan market segments i.e. NBA fans or college football fans. What differences if any exist, and what are the growth trends? If there are differences, how can they be explained?

  2. Compare the historical trends in millennials as a percentage of all soccer segments…fans, participants and soccer ball buyers. What are the similarities between these three segments, and what are the differences? If there are differences, how do you explain them?

Posted: 7/20/2016 11:25:57 AM

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SBRnet serves any individual or organization with an interest in the business of sports with "one-stop" access to multiple resources, including Industry-developed Market Research, Government Statistics, Facility Reports and News, International Market Publications, Customized Research, and Directories

Only SBRnet provides nationwide analysis of statistical trends in each major segment of the sports market and the extent to which they interrelate.

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