Brand Share-Of-Market Update


We’re excited to announce that we’ve added four new sport categories to our Brand Share-of-Market data, all of which are accessible from the “Brand Share-of-Market” link in the gold bar near the top of any page.

The additions are:

  • Total All Fans. This report features an analysis of brand share-of-market data within the overall sports fan market base of 173,000,000 individuals age 13 +. This includes all individuals who attended and/or viewed (TV or online) at least one game or event over the past year.
  • Minor League Baseball Fans
  • Minor League Hockey Fans
  • High School Football Fans

New Premium Service

Are you aware of our new premium service  Brand Share Index? It’s Brand Share of Market Data on overdrive! To see a sample report, click on the “Brand Share-of-Market” link in the gold bar and scroll to the bottom of the landing page.

The complete Brand Share Index, available April 1, includes reports similar to the sample report for 14 sport categories (NFL, NBA, MLS, NHL, MLB, College FB, College BB, NASCAR, IndyCar, Golf, Tennis, Running, Soccer-non-USA, and Mixed Martial Arts), along with two total market reports.
To learn more, please contact us at richard@sbrnet.com or 609-896-1996.

TV Viewership Gains in 2015

After two relatively soft years, the number of fans viewing games on TV rose in 2015 for all five major league sports categories in 2015, as shown in Chart 1 below.



A combination of factors most likely contributed to increased viewership, including but not necessarily limited to expanding Fox Sports programming, NFL Thursday Night Football on CBS, and expanded NBA coverage. It’s interesting that TV audience growth occurred despite rapidly growing streaming online viewership (already documented in the January 19 Newsletter, accessible from the Newsletter link in the gold links bar).

Trends Within Age Group and the Western Region

The Percentage of TV Viewers grew among fans age 35+ and among fans living in the western region of the country, as shown in Charts 2 and 3 below.



Our hypothesis is that growth of online viewing, which appeals to a younger audience, has had it’s effect on the number of TV viewers, and future growth of online (streaming) viewing will have a negligible effect on TV audiences. Certainly the TV broadcasters would like this to be the case; only future tracking will allow this hypothesis to be either supported or refuted.



It’s interesting to note that growth rate in the Western region increased over the past two years (2013-2015), whereas growth among older fans occurred only in the past year. At least one factor contributing to regional growth could be increased broadcast programming, notably among PAC-12 schools.

SBRnet Adds High School Fan Market Analytics

Access to fan market analytics for High School Football have been added to the “Football” sport page. As reflected in the charts below, the high school football fan market is quite different in many respects from the NFL and college football fan markets.

Market Size
As shown in Chart 4 below, the high school football market is the smallest of the three football fan market segments:



Media Habits (TV, Online Viewership, Social Media)
As is evident in Chart 5 below, high school football fans are significantly less likely to view games on TV, and also less likely to view games, but more likely to use social media for sports-related purposes.



Brand Share-of-Market
The new 2015 Fan Market Reports include analysis of brand share data for 15 different consumer product categories separately for each sport category. In our analysis comparing the three football categories, we’ve selected two consumer product categories…automobiles and brokerage services…for analysis below. As shown in Chart 6, among fans of the three football fan market segments, high school football fans are least likely to use Merrill Lynch brokerage services and drive Hyundai automobiles.



*Brand Share Index is calculated by dividing the brand’s Share of Market of the total market for a product (such as Hyundai cars) compared the brand share of the same product among NFL fans or college football or high school football fans and multiplying by 100.

Attendance
As shown in Chart 7 below, among fans of the three football fan market segments, high school football fans are most likely to attend at least one game during the season and also to attend at least 4+ games during the season.



Summary
High school football fans differ in many respects from NFL and College Football fans, thus presenting a unique football fan market for sponsors. This data confirms a recurring theme throughout our analysis of the sports fan marketplace that not only are there significant demographic and behavioral differences between fans of different sports, differences exist even among components of as single sport, such as football, as demonstrated in the facts cited above.

SBRnet Usage Tips

Arrange for one student in your class who, for whatever reason, is proficient with SBRnet analytics, to have that student show the class how he or she uses SBRnet for best advantage.

Visit one sport page of a major sport, such as football, and use this page to explain the contents. Click on each link on the page so that students can digest the full scope of SBRnet’s content. This won’t take more than a few minutes (plus questions or comments as you move along), and we’ve found it to be very enlightening.

 

Posted: 3/9/2016 2:29:25 PM

About Us

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.

Contact Info

Phone: (609) 896-1996
Email: richard@sbrnet.com
Address: PO Box 2378 • Princeton, NJ 08543


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