2. AGENDA
Introduction to Scarborough Research
MN Wild and NHL in Minneapolis/St. Paul
Social Media in Minneapolis/St. Paul
Social Media and the MN Wild
Q&A
4. SCARBOROGH RESEARCH
Local market syndicated study
Measures retail behavior, media usage, demographics
and lifestyle
80 markets measured
Two phase methodology
Telephone interview, mailed product booklet and TV diary
Diverse client base
Sports teams/leagues, newspapers, radio, television,
cable, advertisers and agencies
5. TWO-PHASED METHODOLOGY
Phase I Telephone interview
(newspapers, radio, internet & demographics)
Phase II Mailed, self-administered
consumer survey and TV diary
(retail behavior, product/service
usage, lifestyle) with cover letter
and cash incentive
6. SCARBOROUGH METHODOLOGY
Scarborough data released twice per year
We will look at the first release of 2010 data
Data from February 2009 – January 2010
questions are “…past 12 months”
Unique adults 18+
8. MINNESOTA WILD AND NHL IN
THE TWIN CITIES
Any Interest in NHL 42%
Wild Fan (w,a,l) 34%
Wild TV Viewer 32%
Wild Attendee 9%
Very Interested in NHL 9%
Any Interest – 1.4 million
Wild Radio Listener 8%
Wild Fan (w,a,l) – 1.2 million
Purchase NHL apparel 5%
Wild Attendee – 290,000
Play hockey 3%
Wild.com past 30 days 3%
0
Scarborough Minneapolis/St. Paul 2010 Release 1
9. WILD FAN 5 YEAR TREND
1,200,000
1,199,000 1,151,000
1,000,000
1,079,000
800,000
806,000
600,000 676,000 +70%
+7%
400,000
-4%
200,000
21% of 34% of
DMA DMA
0
2006 2007 2008 2009 2010
Scarborough Minneapolis/St. Paul 2006-2010
10. NATIONAL MARKET RANKER
NHL FAN (WATCH,ATTEND,OR LISTEN)
Pittsburgh 57%
Detroit 57%
Buffalo 56%
Flint/Saginaw 39%
Grand Rapids 37%
Of the top 10 NHL markets,
Boston 35%
Minn/St. Paul produces the 5th
Minn/St. Paul 35% largest projected NHL Fan base.
Denver 33%
Philadelphia 31%
St. Louis 30%
0
Scarborough Multi-Market R2 2009
11. MSP VS. U.S.
VERY INTERESTED IN SPORT
Index =100
NFL 107
Olympics 110
MLB 132
College Football 48
College Basketball 78
NHL 208
PGA 110
H.S. Sports 107
Nascar 66
NBA 51
0 50 100 150 200 250
Scarborough USA+ 2009 Release 2
12. DEMOGRAPHIC ANALYSIS
DEMOGRAPHIC MSP FANS ATTENDEES
Median age 45 41 41
Median HHI $61,000 $70,200 $77,700
Median home value $219,500 $236,800 $245,000
College grad+ 29% 32% 49%
1+ kids in HH 42% 49% 62%
Children < age 5 19% 21% 29%
Men 25-49 24% 33% 39%
Employed FT 48% 56% 65%
White collar occup. 43% 52% 69%
Minority 13% 15% 12%
Scarborough Minneapolis/St. Paul 2010 Release 1
13. WILD FAN MAP
FAN BY ZIP CODE OF RESIDENCE
93.0 to 100.0
61.0 to 92.9
50.4 to 60.9
38.0 to 50.3
29.7 to 37.9
18.0 to 29.6
1.0 to 17.9
0.0 to 0.9
14. MN WILD DELIVER THE LOCAL SPORTS FANS
34% of MSP adults
83% of Gopher Hockey Fans
69% of Gopher Basketball Fans
65% of Gopher Football Fans
58% of Timberwolves Fans
47% of Twins Fans
44% of Vikings Fans
Scarborough Minneapolis/St. Paul 2010 Release 1
16. NATIONAL MARKET RANKER
SOCIAL NETWORKING ONLINE PAST 30 DAYS
San Francisco 21.7%
Washington DC 21.3%
Austin 21.1%
Baltimore 20.8%
Salt Lake City 20.3%
Colorado Springs 20.1%
Dallas 19.8%
Atlanta 19.8%
Columbus 19.6% MSP is #11
market for
Norfolk/Portsmouth 19.4%
online social
Minn/St. Paul 19.4% networking.
Seattle 19.3%
Tulsa 19.1%
Boston 19.1%
Portland 18.9%
Scarborough Multi-Market R2 2009
0
17. 2009-2010 SOCIAL NETWORKING GROWTH
MSP ADULTS/SOCIAL NETWORKING PAST 30 DAYS
Major demographic shifts…
- Adults 35-50 (11% to 47%)
- HHI $75K-$150K (15% to 44%)
1,400,000
- 6-11 year old in HHLD (15% to 51%)
1,200,000 1,300,000
1,000,000
800,000
600,000
400,000 519,000
200,000
15% of DMA 38% of DMA
0
2009 2010
Scarborough Minneapolis/St. Paul 2009-2010 Release 1 (Current)
19. DEMOGRAPHIC ANALYSIS
59%
Male 65%
49%
41%
Female 35%
51%
48%
Age 18-34 37%
30%
71%
Age 25-54 61%
57%
16%
Minority 15%
13%
25%
HHI $100K+ 26%
21%
77%
College Educated 69%
63%
59%
Children in HHLD 49%
42%
Social Networking
59% Wild Fans
Employed FT 56%
48% Wild Fans
Scarborough Minneapolis/St. Paul 2010 Release 1 MSP Adult
20. DEMOGRAPHIC ANALYSIS
MSP Social Media Networkers Wild Fans (w,a,l)
Median Age - 37 Median Age – 41
Median HHLD Income - $67,000 Median HHLD Income - $70,000
72% College Educated 69% College Educated
Wild Fan Social Networkers
Median Age – 36
Median HHLD Income - $68,000
77% College Educated
Scarborough Minneapolis/St. Paul 2010 Release 1
21. WILD FANS REPRESENT MUCH OF MSP
SOCIAL NETWORKING ACTIVITY
# of MSP
# that are Wild Fans % that are Wild Fans
Activity Adults
Own a smartphone/handheld pc/etc 616,400 341,200 55%
Facebook in past 30 days 1.27M 530,500 42%
LinkedIn past 30 days 244,800 140,800 58%
MySpace past 30 days 102,300 24,100 24%
Twitter past 30 days 162,000 78,800 49%
Read a blog in past 30 days 440,900 115,100 26%
Use wireless for social networking 185,200 112,900 61%
Any Social networking past 30 days 1.3M 546,000 42%
Spend 20+ hours/week online 351,000 191,800 55%
Scarborough Minneapolis/St. Paul 2010 Release 1
22. SOCIAL NETWORKING WILD FANS ARE
ACTIVE CONSUMERS
Index =100
Drank a pop in past week 113
Plan to buy furniture 223
Plan to switch wireless carrier 169
Plan to buy energy saving appliance 194
Drank liquor past month 133
Spend $200+/week on groceries 208
Addition to home 243
Took 3+ trips outside US (past 3 yr.) 152
Plans to buy a new car 120
Obtain coupons online 189
0 50 100 150 200 250
Scarborough Minneapolis/St. Paul 2010 Release 1
23. QUESTIONS?
Tom Reutter
treutter@scarborough.com
