Fan Engagement 2012

2012 Fan Engagement Study Summary Findings

• To provide insights into the continuing convergence of sports and digital media among sports fans

• Identify opportunities for brands to engage in the sports digital media landscape

Objectives

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Research Approach• Vision Critical conducted on an online survey

among 1,934 avid sport fans aged 13-64 who follow, discuss or engage with sports using digital media

• The following quotas were set to permit a deep dive into use of social media by sport:

• NFL: 574• MLB: 500• College Basketball: 489• NBA: 486• MMA: 493• College Football: 491

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Information Sources of the Avid Sports Fans

Gains for Digital, Small Loses for TV as Primary and Trusted Source

What are your primary sources of [SPORT] related information? What do you consider your most trusted sources for [SPORT] related information? Please rank the following sources from 1 to 6 where 1 is the most trusted source, 2 is second most trusted, etc.

Average Rank – Primary Sports Info Source (Age 18-64) 2012 Rank 2011 2012Television 1.4 1.6 1Non-social web 3.7 3.4 2Social media 3.7 3.6 3Newspapers 3.6 3.8 4Radio 3.9 4.0 5Magazines 4.6 4.8 6

Average Rank – Trusted Sports Info Source (Age 18-64) 2012 Rank 2011 2012

Television 1.6 1.7 1Non-social web 3.6 3.2 2Newspapers 3.3 3.5 3Radio 3.9 3.8 4Social media 4.2 4.2 5Magazines 4.4 4.6 6

Base: 18-64 year-old social media sports fans (excluding MMA only fans)

Post-Game Social Media Activity on Gameday is Up

Facebook

Twitter

YouTube

45%

53%

28%

45%

55%

29%

65%

55%

63%

Thinking about a typical gameday, which of the following, if any, do you use before, during, and after [SPORT] games? Please select all that apply.

When Fans Engage in Each Social Network on Gameday (among fans who use each network to follow sports)Before During After

Facebook

Twitter

YouTube

48%

58%

25%

46%

61%

28%

74%

68%

66%

2011 2012

Base: 18-64 year-old social media sports fans

Facebook, YouTube & Twitter Remain the Dominant Social Networks for Following or Discussing Sports

Facebook

YouTube

Twitter

Google +

Pinterest

FourSquare

81%

40%

30%

17%

14%

13%

Which of the following, if any, social media sites do you use to follow or discuss [sport]?

Use Social Media Site to Follow or Discuss a Favorite Sport

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Which of the following, if any, social media sites do you use to follow or discuss [sport]?

Usage of Facebook is Nearly Universal; YouTube, Twitter & Foursquare Skew Younger

Total Male Female 13-17 18-34 35-49 50-64 AA 18-34

Hispanic 18-34

Facebook 81% 77% 87% 77% 83% 82% 80% 78% 78%

YouTube 40% 46% 30% 54% 45% 32% 25% 46% 59%

Twitter 30% 32% 28% 31% 36% 29% 16% 43% 42%

Google+ 17% 20% 13% 22% 21% 14% 8% 20% 26%

Pinterest 14% 15% 11% 16% 17% 11% 6% 17% 22%

foursquare 13% 15% 10% 14% 19% 10% 4% 18% 24%

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If you could keep just one of these devices to follow sports, which one would it be?

Young Non-White Fans Would Also Rather Keep their Digital Devices than TV

Total Male Female 13-17 18-34 AA 18-34

Hispanic 18-34

TV 54% 48% 63% 52% 46% 46% 42%

Desktop/laptop 27% 31% 21% 28% 28% 24% 28%

Mobile phone /tablet 16% 17% 14% 19% 20% 24% 28%

Gameday on Social Media

10

22%

24%

41%

51%

29%

30%

42%

53%

37%

37%

42%

53%

19%

25%

52%

53%

31%

30%

45%

50%

47%

31%

39%

60%

Across All Sports, Fan Frequently Engage With Social Networks While they Watch or Listen to the Game

While you are watching or listening to a live [SPORT] game how often are you also following the game using either of these sites?

Among fans who use social network to follow sports

63%

76%

Most of the time Sometimes

NFLCollege Football College

BasketballMajor League

Baseball NBA MMA

Facebook

Twitter

70%

82%

79%

89%

71%

78%

76%

80%

86%

91%

Twitter, FourSquare & Instagram are Gametime; YouTube & Facebook are Post Game

Twitter

Facebook

YouTube

38%

39%

23%

53%

45%

26%

46%

55%

52%

Thinking about a typical gameday, which of the following, if any, do you use before, during, and after [SPORT] games? Please select all that apply.

When Fans Engage in Each Social Network on Gameday (among fans who use each network to follow sports)

Before During After

Instagram

Foursquare

Pinterest

22%

27%

23%

33%

37%

29%

26%

25%

26%

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“Celebrating victories” Ranks #1 for Engaging in Social Media Sports Activities

To celebrate favorite team’s victories

Connect with friends who follow this sport

I want others to know how big a fan I am of my team/ the sport/ an athlete

To talk smack about my team/ the sport/ and athlete

Meet people with similar interests

To share / learn about great ticket/sports deals

67%

64%

48%

48%

37%

35%

Which of the following reasons best describe why you use social media sites to engage with others in the sport(s) you have mentioned below?

70% agree they participate in more conversations/engage in more content when their favorite team is winning

69% say that they are more active on social media after the team they are rooting for wins

Reasons for Engaging with Others on Social Media for Sports

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Social Media Influencers

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Alongside Traditional Sources, Many Fans Also Follow “Super Fans”

NFL College Football

College Basketball MLB NBA MMA

Teams 71% 74% 83% 72% 77% n/aMedia 54% 68% 78% 58% 70% 76%Leagues 50% 61% 75% 56% 66% 71%Athletes 46% 57% 73% 54% 64% 76%

Super-fans 31% 40% 58% 30% 49% 61%

Celebrities 27% 36% 53% 28% 45% 59%

Bloggers 21% 36% 53% 22% 39% 50%

During the [SPORT] season, how frequently do you follow each of these sources on social media for [SPORT]? 15

“Super Fans” Have an Especially Strong Following Among Younger and Non White Fans

Total

Male

Female

13-17

18-34

35-49

50-64

AA 18-34

Hispanic 18-34

16%

15%

12%

22%

18%

12%

8%

20%

23%

30%

30%

27%

39%

30%

29%

22%

39%

36%

Often Sometimes

During the [SPORT] season, how frequently do you follow each of these sources on social media for [SPORT]?

How Often Follow Super Fans for Sports (regular people who write about sports and have a big social network)

46%

45%39%

60%48%

41%

30%

60%

59%

16

Entertainment and Insight Trump Accuracy for Social Media Influencers

Entertaining

Insightful

Accurate

61%

39%

26%

Which of the following words or phrases would you use to describe each of these social media sources for [SPORT] information?

How Social Media Sports Fans Describe their Social Media Sources for Sports (Overall)

NFL College Football College Basketball MLB NBA MMA

Entertaining 61% 57% 63% 58% 66% 63%

Insightful 36% 35% 43% 32% 39% 45%

Accurate 18% 21% 33% 22% 26% 33%

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Brand Engagement

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Have you ever “followed” or “liked” a brand on Twitter or Facebook?

Yes85%

No15%

Liked a Brand on Facebook

Yes67%

No33%

Followed a Brand on Twitter

Fans Engage With Brands on Facebook and Twitter

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NFL fans College Football fans

College Basketball fans MLB fans NBA fans MMA fans

Liked a brand on Facebook 78% 77% 82% 79% 76% 80%

Followed a brand on Twitter 22% 30% 42% 26% 34% 39%

More than Half of Fans are More Likely to Buy a Brand Mentioned by a Favorite Athlete on Social Media

Total

Male

Female

13-17

18-34

35-49

50-64

AA 18-34

Hispanic 18-34

16%

16%

11%

22%

19%

13%

8%

22%

26%

37%

36%

38%

47%

36%

35%

30%

35%

40%

Much more likely Somewhat more likely

How much more likely would you be to purchase a brand that a favorite [SPORT] athlete mentioned on Facebook and/or Twitter?

53%

52%

48%

69%

55%

48%

37%

58%

66%

Tangible Benefits Lead But Not the Only Motivators to Like or Follow a Brand

Provide a coupon or discount

Offer a contest where I could win a prize related to the sport

Show that they support my favorite team

Support a charity cause supported by the team

Give me a chance to meet a favorite athlete

51%

48%

43%

39%

38%

In which of the following ways would a brand be most likely to motivate you to ‘Like’ or follow them when it comes to the sport(s) you mentioned?

Overall

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Applying Learnings to Our Digital Engagement Approach

Brands Must Be Fans• Timing is everything

• Connect with individual teams and their fans on specific passion points

• You are expected to have a point of view

• Be entertaining and insightful

• Secondary platforms are key to younger, non-white fans

• Connect and engage with the super fans

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