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2011 Fan Engagement Study
Study Purpose
• Provide a detailed inventory of social
  media usage of avid fans of the NFL, MLB,
  NBA and College football and basketball

• Gain a deep understanding of similarities
  and differences of consumers by their
  favorite leagues, channel usage, and
  demographic groups

• Assess fan brand affinity for the
  automotive, spirits, insurance and financial
  service

• Understand Social Media’s Impact on
  Fandom
    • For Fans
    • For Brands
Research Approach
     • Vision Critical conducted on an online survey
       among a sample of 2,111 avid sport fans:
         • 1,579 use social media sites to follow
            sports (“social media fans”)
         • 532 do not use social media sites to follow
            sports (“general fans”)

     • The total number of completes among leagues
         • College Basketball: 503
         • College Football: 510
         • MLB: 507
         • NBA: 301
         • NFL: 506

Margin of error- Social media fans: +/- 2.5; General fans: +/- 4.2; All sports leagues except the
NBA: +/- 4.4; NBA fans: +/- 5.6
Key Findings
TV is the Top Ranked Source of Information as well as the Most Trusted
                               Primary Source                                                                Trusted Source
                                             Social                                                          Social
                                                                 General
                                             Media                                                           Media     General Fans
                                                                  Fans
                                              Fans                                                            Fans
        Television                              1.4                  1.3                    Television         1.5            1.5
        Newspapers                                                                          Newspapers
                                                3.5                2.9                                         3.2            2.8

        Websites (non-social                                                                Websites (non-
                                                3.7                  3.5                    social media)      3.6            3.6
        media)
        Radio                                   3.8                  3.4                    Radio              3.7            3.4
        Social Media                                                                        Social Media
                                                3.8                5.5                                         4.4            5.6
        Magazines                               4.8                  4.4                    Magazines          4.5            4.2

                                            N=1,579               N=532                                      N=1,579      N=532

What are your primary sources of [SPORT] related information? (Rank 1-5)
What do you consider your most trusted sources of [SPORT] related information? (Rank 1-5)
Facebook is the Dominant Social Media Source but Not Necessarily the
       Most Impactful
                                                                                                Facebook

                                                                                                80%
                                                                                                Youtube

                                                                                                30%
                                                                                                Twitter

                                                                                                23%
                                                                                                Four Square

                                                                                                4%
                                                                                                SCVNGR

                                                                                                3%
Which of the following, if any, social media sites do you use to follow and/or discuss......?
Fans who use Location Based Services Partake in More Engaging Behaviors
with Leagues, Players, and Brands

                           •More likely to participate in a fantasy league

                           •More likely to use tablets and smartphones

                           •More likely to use mobile solutions to fill content voids

                           •Say they are bigger fans since started using social media

                           •More likely to use social media during game

                           •Spend more time watching sports since started using social media

                           •More likely to purchase brand mentioned by athletes
NCAA Basketball Fans are the Most Digitally Connected
                                                        Coll. Basketball                   Coll. Football   NBA                  MLB   NFL

          Facebook                                             76%                              79%         76%              82%       85%
          YouTube                                             39%                               33%         39%                  27%   18%

          Twitter                                             28%                               25%         27%                  23%   16%

          Flickr                                              11%                               7%          4%                   4%    3%

          Four Square                                         8%                                6%          2%                   3%     0

          SCVNGR                                               6%                               5%          4%                   2%     0


                                                   •   More likely to use any social media channel (except FB)
                                                   •   Most likely to use mobile solutions
                                                   •   Say they are bigger fan since started using suing social media
                                                   •   Spend more time watching sports since started using social media
                                                   •   More likely to use social media to stay connected to far away favorites
                                                   •   More connected to team
Which of the following, if any, social media sites do you use to follow and/or discuss......?
Fans Primarily use Social Media Tools After the Game

                                                                                                      Post-game- to discuss or analyze the
                                                                                                      game once it is over: 58%


                                                                                                      During the game- getting immediate
                                                                                                      feedback and connections with friends
                                                                                                      and other fans: 23%



                                                                                                      Pre-game- to discuss expectations,
                                                                                                      match-ups and stats for your
                                                                                                      favorite team: 19%



At which ONE of the following times would you say that you would use social media the most while following the [SPORT]?
Fans Primarily use Social Media Tools After the Game
                                                                   Game Day Usage
                                                                      Before the game                       During the game   After the game

Twitter                                                                     47%                                  49%               55%
Facebook                                                                      40%                                40%              65%
YouTube                                                                       22%                                21%              63%
Four Square                                                                   29%                               52%                34%
SCVNGR                                                                        37%                               50%                36%
Sports blogs (such as Deadspin or Shutdown
Corner)
                                                                              10%                                12%              24%
Official message boards (such as Extremeskins.com
or Packerchatters.com)
                                                                              9%                                 10%              18%


Thinking about game day which of the following, if any, do you use before, during, and after sport games?
Young, Non-White Fans are More Mobile and Social than other Demographic Groups

                              More likely to:
                              • Participate in fantasy leagues
                              • Use and trust social media
                              • Use any social media channel
                              • Use mobile solutions to fill content voids
                              • Use social media during games
                              • Say they are a bigger fan since using social media
                              • Spend more time watching games since using social media
                              • Be interested in athletes’ personal life, travel and brands
                                preferences
Athlete Product Mentions on Social Channels Drive Purchase




                                                                                 55%
                                                                                 Of respondents are more likely to
                                                                                 purchase a brand that their favorite
                                                                                 athlete mentions of Twitter or
                                                                                 Facebook



How much more likely would be to purchase a brand that your favorite athlete mentions of Twitter and/or Facebook?
Fans who use Social Media are More Passionate and Engaged
   •      70% of avid sports fans feel more connected to their team
   •      57% say they’re more engaged with their favorite sport
   •      57% say favorite brands are better able to reach them because of more targeted social
          media messages and promotions
   •      40% say they are bigger fans


                                                 Total SM Fans                      Age 18-34                   Young Non-white


                    Bigger                             40%                              53%                              71%

                                                    N=1,579                           N=353                             N=99


Please indicate your level of agreement with the following statements below…
How much bigger of a [SPORT] fan are you now since you started sharing information and following the [SPORT] using social media?
Summary of Key Findings
•   TV is by far the top ranked information source as well as the most trusted
•   Facebook is the dominant social media source, but fans who use location-based services
    (SCVGNR, foursquare) participate in more engaging behaviors with leagues, players, and
    brands
•   NCAA Basketball fans are the most digitally connected
•   Fans primarily use social media tools after the game
•   Young, non-white fans are more mobile and social than other demographic groups
•   Athlete brand mentions on social media channels drive purchase
•   Fans who use social media are more passionate and engaged fans
For a more in-depth review of the findings, or
information about Catalyst Public Relations and
how the agency is developing and executing
innovative digital programs for its client partners,
please contact Bret Werner, Managing Partner, at
212-714-7900 or
bwerner@catalystpublicrelations.com
New York   •    Los Angeles      •   Charlotte
       www.catalystpublicrelations.com
NOTICE

                            THESE MATERIALS CONTAIN
                                        ******
INFORMATION THAT IS CONFIDENTIAL AND PROPRIETARY OR PROTECTED BY
                          US INTELLECTUAL PROPERTY LAWS
                                        ******
  By participating in this presentation and reviewing the materials provided to you, you
  agree to be bound by the following:
  All of this information and materials are confidential and proprietary and shall remain
  the sole property of Catalyst Public Relations, Inc. and you shall have no rights to or
  in such information. You shall hold such information in strict confidence. You shall
  not make any disclosure of such information (including methods or concepts utilized
  therein) to anyone without the express written consent of Catalyst Public Relations,
  Inc.. All information herein is protected by applicable US intellectual property laws
  and is owned by Catalyst Public Relations, Inc. or other third parties. No licenses or
  rights under any patent, copyright, or trademark are granted or are to be implied by
  disclosure of these materials to you. All rights reserved.

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Catalyst 2011 fan engagement study

  • 2. Study Purpose • Provide a detailed inventory of social media usage of avid fans of the NFL, MLB, NBA and College football and basketball • Gain a deep understanding of similarities and differences of consumers by their favorite leagues, channel usage, and demographic groups • Assess fan brand affinity for the automotive, spirits, insurance and financial service • Understand Social Media’s Impact on Fandom • For Fans • For Brands
  • 3. Research Approach • Vision Critical conducted on an online survey among a sample of 2,111 avid sport fans: • 1,579 use social media sites to follow sports (“social media fans”) • 532 do not use social media sites to follow sports (“general fans”) • The total number of completes among leagues • College Basketball: 503 • College Football: 510 • MLB: 507 • NBA: 301 • NFL: 506 Margin of error- Social media fans: +/- 2.5; General fans: +/- 4.2; All sports leagues except the NBA: +/- 4.4; NBA fans: +/- 5.6
  • 5. TV is the Top Ranked Source of Information as well as the Most Trusted Primary Source Trusted Source Social Social General Media Media General Fans Fans Fans Fans Television 1.4 1.3 Television 1.5 1.5 Newspapers Newspapers 3.5 2.9 3.2 2.8 Websites (non-social Websites (non- 3.7 3.5 social media) 3.6 3.6 media) Radio 3.8 3.4 Radio 3.7 3.4 Social Media Social Media 3.8 5.5 4.4 5.6 Magazines 4.8 4.4 Magazines 4.5 4.2 N=1,579 N=532 N=1,579 N=532 What are your primary sources of [SPORT] related information? (Rank 1-5) What do you consider your most trusted sources of [SPORT] related information? (Rank 1-5)
  • 6. Facebook is the Dominant Social Media Source but Not Necessarily the Most Impactful Facebook 80% Youtube 30% Twitter 23% Four Square 4% SCVNGR 3% Which of the following, if any, social media sites do you use to follow and/or discuss......?
  • 7. Fans who use Location Based Services Partake in More Engaging Behaviors with Leagues, Players, and Brands •More likely to participate in a fantasy league •More likely to use tablets and smartphones •More likely to use mobile solutions to fill content voids •Say they are bigger fans since started using social media •More likely to use social media during game •Spend more time watching sports since started using social media •More likely to purchase brand mentioned by athletes
  • 8. NCAA Basketball Fans are the Most Digitally Connected Coll. Basketball Coll. Football NBA MLB NFL Facebook 76% 79% 76% 82% 85% YouTube 39% 33% 39% 27% 18% Twitter 28% 25% 27% 23% 16% Flickr 11% 7% 4% 4% 3% Four Square 8% 6% 2% 3% 0 SCVNGR 6% 5% 4% 2% 0 • More likely to use any social media channel (except FB) • Most likely to use mobile solutions • Say they are bigger fan since started using suing social media • Spend more time watching sports since started using social media • More likely to use social media to stay connected to far away favorites • More connected to team Which of the following, if any, social media sites do you use to follow and/or discuss......?
  • 9. Fans Primarily use Social Media Tools After the Game Post-game- to discuss or analyze the game once it is over: 58% During the game- getting immediate feedback and connections with friends and other fans: 23% Pre-game- to discuss expectations, match-ups and stats for your favorite team: 19% At which ONE of the following times would you say that you would use social media the most while following the [SPORT]?
  • 10. Fans Primarily use Social Media Tools After the Game Game Day Usage Before the game During the game After the game Twitter 47% 49% 55% Facebook 40% 40% 65% YouTube 22% 21% 63% Four Square 29% 52% 34% SCVNGR 37% 50% 36% Sports blogs (such as Deadspin or Shutdown Corner) 10% 12% 24% Official message boards (such as Extremeskins.com or Packerchatters.com) 9% 10% 18% Thinking about game day which of the following, if any, do you use before, during, and after sport games?
  • 11. Young, Non-White Fans are More Mobile and Social than other Demographic Groups More likely to: • Participate in fantasy leagues • Use and trust social media • Use any social media channel • Use mobile solutions to fill content voids • Use social media during games • Say they are a bigger fan since using social media • Spend more time watching games since using social media • Be interested in athletes’ personal life, travel and brands preferences
  • 12. Athlete Product Mentions on Social Channels Drive Purchase 55% Of respondents are more likely to purchase a brand that their favorite athlete mentions of Twitter or Facebook How much more likely would be to purchase a brand that your favorite athlete mentions of Twitter and/or Facebook?
  • 13. Fans who use Social Media are More Passionate and Engaged • 70% of avid sports fans feel more connected to their team • 57% say they’re more engaged with their favorite sport • 57% say favorite brands are better able to reach them because of more targeted social media messages and promotions • 40% say they are bigger fans Total SM Fans Age 18-34 Young Non-white Bigger 40% 53% 71% N=1,579 N=353 N=99 Please indicate your level of agreement with the following statements below… How much bigger of a [SPORT] fan are you now since you started sharing information and following the [SPORT] using social media?
  • 14. Summary of Key Findings • TV is by far the top ranked information source as well as the most trusted • Facebook is the dominant social media source, but fans who use location-based services (SCVGNR, foursquare) participate in more engaging behaviors with leagues, players, and brands • NCAA Basketball fans are the most digitally connected • Fans primarily use social media tools after the game • Young, non-white fans are more mobile and social than other demographic groups • Athlete brand mentions on social media channels drive purchase • Fans who use social media are more passionate and engaged fans
  • 15. For a more in-depth review of the findings, or information about Catalyst Public Relations and how the agency is developing and executing innovative digital programs for its client partners, please contact Bret Werner, Managing Partner, at 212-714-7900 or bwerner@catalystpublicrelations.com
  • 16. New York • Los Angeles • Charlotte www.catalystpublicrelations.com
  • 17. NOTICE THESE MATERIALS CONTAIN ****** INFORMATION THAT IS CONFIDENTIAL AND PROPRIETARY OR PROTECTED BY US INTELLECTUAL PROPERTY LAWS ****** By participating in this presentation and reviewing the materials provided to you, you agree to be bound by the following: All of this information and materials are confidential and proprietary and shall remain the sole property of Catalyst Public Relations, Inc. and you shall have no rights to or in such information. You shall hold such information in strict confidence. You shall not make any disclosure of such information (including methods or concepts utilized therein) to anyone without the express written consent of Catalyst Public Relations, Inc.. All information herein is protected by applicable US intellectual property laws and is owned by Catalyst Public Relations, Inc. or other third parties. No licenses or rights under any patent, copyright, or trademark are granted or are to be implied by disclosure of these materials to you. All rights reserved.