Post on 27-Jun-2015
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Sports Fan Mindset --2011
Presented February 8, 2011
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Two Minute Take-Aways
• An uptick in sports fan optimism about the year ahead, relative to recent years. Concurrently, fans still perceive lingering effects of the economic downturn. They just see themselves as breaking out of the malaise and inertia.
• The NFL, MLB, and NCAA Sports continue to grow their following.
But nearly 75% feel that there are too many college bowl games.
• Fans are still struggling to manage their time/priorities, and technology isn’t making it any easier.
• 70% of fans do not believe that there will be work stoppages in the NFL or NBA in 2011-12.
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Background, Objectives and Methodology
• Winter 2011 SLRG Sports Omnibus – Assess the attitudes and perceptions of sports fans
• Sports and Leisure Research Group launched the survey in 2009, with multiple and regular tracking waves to assess dynamic change.
• The January 2011 online survey included a national sample of 1,250 Sports Fans
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Sports People are Watching
21%
15%
23%
25%
47%
39%
67%
17%
18%
25%
44%
55%
60%
79%
10%
22%
24%
57%
64%
73%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NASCAR
NHL
NBA
Men's NCAA Basketball
MLB
NCAA Football
NFL Football
Winter 2011 Winter 2010 Summer 2009
1%
3%
7%
3%
3%
5%
9%
4%
6%
7%
8%
6%
5%
7%
2%
3%
4%
4%
4%
5%
6%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%
WNBA
Boxing
Women's Tennis
Indy Car Racing
Horse Racing
Soccer
Men's Tennis
NFL , NCAA Football and Basketball, MLB Continue to grow their following. NASCAR has slipped
Top 3 Box
5
Recreational Sports Participation
12%
16%
24%
19%
12%
14%
11%
17%
70%
10%
11%
16%
13%
10%
13%
15%
17%
50%
9%
11%
12%
13%
14%
15%
20%
21%
62%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Bowling
Hiking/Camping
Fishing
Swimming
Basketball
Baseball/Softball
Running/Jogging
Bicycle Riding
Walking
Winter 2011 Winter 2010 Summer 2009
1%
1%
2%
3%
6%
9%
8%
9%
6%
1%
2%
1%
2%
3%
5%
6%
5%
7%
1%
1%
2%
3%
3%
6%
6%
7%
9%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%
Ice Skating
Scuba Diving
Ice Hockey
Soccer
Motorcycle Riding
Football
Hunting
Boating/Sailing
Tennis
Slight Uptick in Recreational Running, Cycling, Tennis
Top 3 Box
6
Professional Sports Gaining Popularity
23%
38%
34%
33%
21%
34%
41%
56%
19%
39%
26%
33%
23%
43%
59%
64%
23%
26%
31%
34%
34%
56%
67%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
NHL
PGA Tour Golf
Soccer
MLB
NCAA Women’s Basketball
NCAA Men’s Basketball
NCAA Football
NFL
Winter 2011 Winter 2010 Summer 2009
9%
15%
11%
14%
15%
21%
20%
28%
47%
5%
10%
6%
8%
7%
14%
18%
19%
38%
3%
4%
4%
4%
5%
6%
13%
20%
20%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Boxing
Women’s Tennis
Horse Racing
Men’s Tennis
WNBA
Indy Car Racing
LPGA Tour Golf
NBA
NASCAR
Top 3 Box
7
Professional Sports Popularity Remaining Steady
60%
54%
58%
64%
55%
58%
66%
69%
57%
50%
56%
58%
54%
56%
60%
62%
53%
53%
54%
56%
56%
57%
57%
57%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Indy Car Racing
PGA Tour Golf
NBA
Horse Racing
MLB
NHL
Women’s Tennis
Men’s Tennis
Winter 2011 Winter 2010 Summer 2009
54%
41%
45%
59%
57%
42%
47%
62%
59%
39%
34%
38%
52%
49%
45%
50%
60%
58%
23%
23%
27%
41%
42%
43%
45%
50%
51%
0% 10% 20% 30% 40% 50% 60% 70%
NCAA Football
NFL
Boxing
NCAA Men’s Basketball
WNBA
NASCAR
Soccer
NCAA Women’s Basketball
LPGA Tour Golf
Top 3 Box
8
Professional Sports Losing Popularity
20%
11%
17%
18%
25%
19%
29%
46%
24%
17%
31%
30%
36%
29%
44%
57%
36%
37%
39%
39%
40%
41%
54%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
LPGA Tour Golf
NASCAR
Men’s Tennis
Women’s Tennis
Horse Racing
Indy Car Racing
WNBA
Boxing
Winter 2011 Winter 2010 Summer 2009
2%
4%
7%
11%
18%
8%
19%
19%
14%
1%
2%
5%
12%
15%
12%
25%
24%
25%
1%
1%
2%
10%
15%
20%
21%
24%
26%
0% 5% 10% 15% 20% 25% 30%
NFL
NCAA Football
NCAA Men’s Basketball
MLB
NCAA Women’s Basketball
PGA Tour Golf
NHL
Soccer
NBA
Top 3 Box
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Net Change in Popularity
Net Change in Popularity (percentage points) Summer 2009 Winter 2010 Winter 2011
NFL 54 63 75 NCAA Football 37 57 66 NCAA Men's Basketball 27 21 54 MLB 22 21 24 NCAA Women's Basketball 3 -6 19 Soccer 15 2 7 PGA Tour Golf 30 27 6 NHL 4 -6 2 NBA 14 8 - 6 LPGA Tour Golf 0 -15 - 13 NASCAR 36 38 - 17 Indy Car Racing 2 -6 - 35 Men's Tennis -3 -20 - 35 Women's Tennis -3 -23 - 35 Horse Racing -14 -37 - 36 WNBA -14 -30 - 49 Boxing -37 -52 - 67
The NFL and NCAA Football had the greatest net increase, followed by NCCA Men’s Basketball, MLB, and NCAA Women’s Basketball
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League Commissioners and NCAA Attitudes
6.5
7.9
7.8
5.7
5.7
6.4
6.8
7.7
5.7
5.9
6.4
7.0
7.7
Bud Selig, MLB
Gary Bettman, NHL
David Stern, NBA
Tim Finchem, PGA
Roger Goodell, NFL
Winter 2011 Winter 2010 Summer 2009
Approval Rating for Commissioners
52%
56%
50%
48%
42%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
College coaches who violate NCAA recruiting regulations should be
banned from coaching
There are too many college bowl games
2011 Sports Fans 2010 Non Sports Fans 2010 Sports Fans
NCAA Attitudes
Top 3 Box
11
58%
31%
10%
49%
29%
62%
41%
18%
54%
47%
63%
44%
20%
52% 51%
0%
10%
20%
30%
40%
50%
60%
70%
Quality service can make the ultimate difference in what I buy
Compared to my parents, I'm more self indulgent
If I see something I like, I don’t worry about the price
It's important to try new things This year will be a better year for me than last year was
2009 Sports Fans 2010 Sports Fans 2011 Sports Fans
Sports Fans Look for Service as Differentiator While Showing Slight Uptick in Optimism
Top 3 Box
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…Retirement Prospects Appear Less Daunting!
21% 19%
38%
27%
35%
48%
36%
31% 34%
36%
46% 47%
38% 39%
30%
42%
47%
39%
0%
10%
20%
30%
40%
50%
60%
I invest so I can retire early I'm confident that I will have enough to reitre in
comfort
I plan to continue working even in retirement
I feel that I will be more comfortable in my
retirement than my parents are/were
I plan to spend actively on useful pastimes in my
retirement
It's important for my life to include a variety of unique
experiences
2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box
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But the Future is a Mixed Bag, When it Comes to Experiential Optimization
41%
26%
33% 34%
41%
37%
45%
24%
31%
41% 41% 40% 40%
15%
44%
37%
31% 29%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I view retirement more as a time to experience new things, than as a time to
relax
I plan to scale down my lifestyle in my retirement
I'm looking forward to my "golden years"
I consider myself to be health conscious
The best years of my life are still to come
Age 60 is the new 40
2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box
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..As Sports Fans are Still Stressed and Trying to Balance Their Lives!
70%
35%
24%
71%
32% 32%
73%
32%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
We live in an age of constant updates I'm spending more time these days with friends and family, than I did in the past
There's too much new technology to keep up with
2009 Sports Fans 2010 Sports Fans 2011 Sports Fans Top 3 Box
15
Sports Fans are Starting to Emerge from the cocoon, But “Child Centricity” is Still Acute
21%
64%
63%
15%
65%
55%
0% 10% 20% 30% 40% 50% 60% 70%
Spending time with and caring for children and aging parents will reduce the time I can dedicate to playing sports and attending sporting events
The world is less safe for children today than when I was a growing up
A college education is more critical for professional success today than when I was a kid
2011 Sports Fans 2010 Sports Fans Top 3 Box
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Greater Intent to Spend Time out of home and with Business Associates! Is the Hangover Lifting?
57%
36%
47%
51%
47%
32%
0% 10% 20% 30% 40% 50% 60%
I'd rather spend time with family than friends or business associates
I'm planning to take a major vacation this year
Im spending more time at home than I did two years ago
2011 Sports Fans 2010 Sports Fans Top 3 Box
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Economic Concerns Linger…But Sports Fans Perceive Themselves to Be In Better Shape Than Others
7%
22%
46%
55%
26%
64%
5%
35%
33%
46%
25%
60%
0% 10% 20% 30% 40% 50% 60% 70%
People will go back to spending freely on luxuries again in 2011
I feel better about my financial situation today than I did a year ago
Today, I have to make more difficult decisions about discretionary purchases than I did five years
ago
I'm more budget conscious today than I was two years ago
We have seen the U.S. unemployment rate reach bottom, and it will add jobs in 2010
There's really no such thing as job security anymore
2011 Sports Fans 2010 Sports Fans Top 3 Box
Getty Images
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66%
58%
51%
25%
0% 10% 20% 30% 40% 50% 60% 70%
Instant replay should be used in Major League Baseball to review
questionable calls
It's time for MLB to reinstate Pete rose and allow his
consideration for Hall of Fame induction
The Phillies and Red Sox have replaced the Yankees as "the best major league baseball teams that
money can buy"
2011 Sports Fans 2010 Sports Fans
No Love For LeBron; Confidence in Positive NBA Labor Outcome; Yankees are still MLB’s Mercenaries
29%
17%
13%
0% 5% 10% 15% 20% 25% 30% 35%
There will be a “work stoppage” in the NBA in 2011-12
The Miami Heat will win the 2010-11 NBA Championship
I'm a fan of Lebron James
Top 3 Box
19
25% 30%
57%
51%
33%
0%
10%
20%
30%
40%
50%
60%
70%
There will be a “work stoppage” in the NFL in 2011
Brett Favre has seriously tarnished his legacy over the last couple of years
Voters should look past Michael Vick's prior transgressions and give him full consideration for the NFL MVP honor
this season
The NFL has been appropriate in disciplinary policies with players
regarding unnecessary roughness during the 2010 season
2010 Sports Fans 2011 Sports Fans
NFL Topical Issues—Growing, but not Overwhelming Concern for a Work Stoppage!
Top 3 Box
20
7%
27%
34%
53%
34%
30%
6%
20%
32%
0% 10% 20% 30% 40% 50% 60%
There is too much emphasis on winning in youth sports, today
I'd rather watch pro sports on TV than attend a live game
Professional sports leagues' should limit and manage player usage of Twitter
I’m interested in learning more about the private lives of top sports stars.
Once an athlete becomes a public figure, it is acceptable for his or her
private life to be open to public scrutiny
Professional athletes are role models
2011 Sports Fans 2010 Sports Fans
Perceptions: On Field Matters More than Off the Field; OnSite Fan Experience Bests TV; Tiger Comeback?
69%
43%
43%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Tiger Woods will ultimately go down in history as the greatest golfer of all time.
I expect Tiger Woods to make a big comeback on the PGA TOUR in 2011
The golfing public is rooting for Tiger Woods to come back strong in 2011
Top 3 Box