A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S...
Transcript of A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S...
BRACKET/FANTASY SPORTS GAMERS AND 2015 NCAA MEN’S BASKETBALL TOURNAMENT
03/21/2016
A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS
NCAA Viewership Analysis
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ANALYSIS DETAILSReport Type: Reach & Frequency
Playback Period: Live + Same Day
Programs: 2015 NCAA Men’s Basketball Tournament
Total TournamentEarly Rounds (64 & 32)Sweet SixteenElite EightFinal FourChampionship Game
Demographics: Persons, Males, Females 18+
Composite (Total)Bracket/Fantasy GamersNon-Bracket/Fantasy Gamers
Bracket/Fantasy Gamers are any individual who went to a fantasy/ bracket site or mobile appBracket Sites:• sports.yahoo.com/college-basketball/bracket/• tournament.fantasysports.yahoo.com•cbssports.com/collegebasketball/ncaa-
tournament/brackets/games•ncaa.com/bracketchallenge•games.espn.go.com/tournament-challenge-
bracket/2016/en/bracket•dailybracket.com/• teamrankings.com/ncaa-
tournament/bracketology/• runyourpool.com/march-madness-pools.cfm
Mobile Apps:•ESPN Tournament challenge•NCAA March Madness Live•Yahoo Fantasy App•Daily Bracket
Nielsen’s viewership analysis of bracket/fantasy gamers and the 2015 NCAA Men’s Basketball Tournament leveraged Nielsen’s TV/Digital Fusion, which uses Nielsen’s behavioral panels (Nielsen’s National TV Panel and Nielsen’s Online and Mobile Panels). Nielsen segmented out bracket/fantasy gamers, and then crossed that segment with TV viewership of the 2015 NCAA Tournament. Their viewership was then compared to non-bracket/fantasy gamers and the general population.
• The 2015 NCAA Men’s Basketball Tournament reached a larger concentration of Bracket/Fantasy Gamers, compared to the Total Population; this was consistent across each round of the tournament.
• Bracket/Fantasy Gamers spent 21% more minutes and watched 20% more NCAA Tournament Games than Non-Gamers. This was especially true for the Early Round Games.
• Overall Bracket/Fantasy Gamers watch more NCAA Tournament basketball than Non-Gamers, but Mobile Bracket/Fantasy Gamers are the most avid viewers. Mobile Gamers averaged 36% more minutes watching the Total Tournament.
American Gaming Association | Key Insights
425
288
140 149 125 75
508
341
150 148 124 76
422
286
139 149 125 75
Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship
Average Minutes | P18+ | 2015 NCAA Men’s Basketball Tournament
Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
584 548
635
526 526 526
Total Fantasy Gamers Online Fantasy Gamers Mobile Fantasy Gamers
Avg. Minutes |M18+ | Total NCAA Tournament ‘15
Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
PERSONS 18+
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THE HIGHER CONCENTRATION OF BRACKET/FANTASY GAMERS HOVERS AROUND A 20% LIFT IN REACH PERCENT COMPARED TO NON-USERS ACROSS EVERY ROUND OF THE TOURNEY
39.0
28.5
18.6 17.2 15.3 16.8
46.2
36.0
23.5 22.3 20.8 23.1
38.8
28.2
18.4 17.0 15.2 16.6
Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship
Reach Percent | P18+ | 2015 NCAA Men’s Basketball Tournament
Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing
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BRACKET/FANTASY GAMERS SPEND ABOUT 21% MORE MINUTES WATCHING THE NCAA TOURNEY, MOSTLY DURING THE EARLY ROUNDS OF THE TOURNAMENT
425
288
140 149 125
75
508
341
150 148 124
76
422
286
139 149 125
75
Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship
Average Minutes | P18+ | 2015 NCAA Men’s Basketball Tournament
Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing
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BRACKET/FANTASY GAMERS ALSO AVERAGE ABOUT 20% MORE GAMES WATCHED, DUE IN LARGE PART TO THE EARLY ROUNDS
7.5
5.7
2.7 2.1
1.7 1.0
8.9
6.6
2.9 2.0 1.8
1.0
7.4
5.7
2.7 2.1
1.7 1.0
Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship
Avg. Games Watched | P18+ | 2015 NCAA Men’s Basketball Tournament
Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing
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OVERALL BRACKET/FANTASY GAMERS WATCH MORE NCAA TOURNAMENT BASKETBALL THAN NON GAMERS, BUT MOBILE BRACKET/FANTASY GAMERS ARE THE MOST AVID VIEWERS
8.9 8.4
9.8
7.4 7.4 7.4
Total FantasyGamers
Online FantasyGamers
Mobile FantasyGamers
Avg. # Games | P18+ | Total NCAA Tournament ‘15
Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing
508 473
573
422 422 422
Total FantasyGamers
Online FantasyGamers
Mobile FantasyGamers
Avg. Minutes | P18+ | Total NCAA Tournament ‘15
Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
MALES 18+
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THE HIGHER CONCENTRATION OF GAMERS CONTINUES TO GROW AS THE TOURNAMENT PROGRESSES, STARTING WITH ABOUT 13% AND ENDING AT 21%
43.0
32.5
22.5 21.8 19.2 20.8
48.3
37.2
26.3 26.0 23.0 25.0
42.8
32.3
22.3 21.6 19.1 20.6
Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship
Reach Percent | M18+ | 2015 NCAA Men’s Basketball Tournament
Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing
FEMALES 18+
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THE HIGHER CONCENTRATION OF BRACKET/FANTASY GAMERS STARTS OFF VERY STRONGLY, DROPS IN THE MIDDLE, BUT THEN PICKS UP AGAIN FOR THE FINAL FOUR AND CHAMPIONSHIP GAME
35.3
24.7
14.9 12.9 11.7 13.0
40.2
32.6
15.6 11.9
14.8 18.0
35.2
24.6
14.9 12.9 11.7 12.9
Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship
Reach Percent | F18+ | 2015 NCAA Men’s Basketball Tournament
Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing