IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

ANNUAL SURVEY OF THE AMERICAN FOOTBALL CONSUMER

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96% of that viewing is live

NFL Football accounts for 1/3 of sports viewing on TV

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Source: MAGNA GLOBAL analysis of Nielsen TV data

Super Bowl XLVIII2014 NFL Draft

The 56th Annual Grammy Awards2014 MTV EMAs

2014 MTV Video Music Awards2014 FIFA World Cup: First Semifinal

The OscarsBET Awards

2014 FIFA World Cup: Final2014 FIFA World Cup: Round of 16

2014 NBA Finals2014 American Music Awards2014 Billboard Music Awards

NFL Football: NFC Championship GameTeen Choice 2014

Source: MAGNA GLOBAL analysis of Nielsen social data

Sports are a social currency - 7 of the most tweeted-about broadcasts in 2014 were sports events. The NFL made #1!

Sports Tweets

Non-Sports Tweets

IPG Media Lab and DIRECTV are partnering on an annual “Survey of the American Football Consumer”

The survey is designed to measure the following: •  The NFL Viewing Experience •  NFL Fans’ Passion for the Game •  Consumption Habits of NFL Fans •  Brand Relevance to NFL Audiences

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Methodology

General population (n=997) and general NFL fans (n=624) from representative online panel

General NFL Fans: Average/Passionate NFL fans who watch NFL

Traditional brand metrics: Awareness, Affinity,

Purchase Intent, Association of brands with NFL, and custom

brand-chosen questions

Survey questions about NFL viewing habits, NFL fandom, and engaging

with the NFL in the 21st Century

Two Sample Sources

DIRECTV’s NFL Sunday Ticket(NFLST) Subscribers via e-mail

recruit (n=3,700)

The Fan and the Game The Fan and the Brand The Fans

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Randomly Assigned to 2 of 4 categories

Who is the NFL fan?

Fans, and especially Sunday Ticket Subscribers, are highly educated with disposable income

GEN POP NFL FANS

Dem

ogra

phic

s

Male 58% 73%

Average Age 48.9 48.8

Have 4-year or postgraduate degree 34% 50%

High income ($75k+) 27% 65%

Home Owners 65% 86%

Married 59% 78%

Live with spouse and children 28% 43%

NFL STSUBS

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Base: Total Respondents

44% 42%

NFLST Subscribers more willing to make big purchases

Base: NFL FansQ26b: How much do you agree with each of the following statements?

Positive Opinion on Economy

23%29%

Willingness to Spend Money Before Economy Improves

GEN POP NFL FANS

GEN POP NFL FANS NFL ST

SUBSNFL STSUBS

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Fans purchase key products

GEN POP NFL FANS

Likelihood to purchase insurance within next year 51% 57%

Purchase/lease car often 18% 24%

Have purchased speakers to improve football viewing experience 15% 20%

Have purchased bigger TV to improve football viewing experience 31% 42%

NFL STSUBS

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INSURANCE: Base: NFL Fans and assigned to insurance group who will purchase insurance at some point in foreseeable future / Q53: When is the next time you are likely to switch insurance companies?AUTO: Base: NFL Fans and assigned to automotive group / Q53: Which of the following best describes you? (I purchase a new car every few years/Iease a new car every few year(s)ELECTRONICS: Base: NFL Fans assigned to Consumer Electronics Group / Q65: In the past year, which of the following items have you purchased in order to improve your football game watching experience? Select all that apply

What, Where, When & Why of Fans’ Passion

They are more passionate about the NFL…

% “Passionate” Fans

Base: NFL FansQ7 How would you describe your interest in each of the following professional sports?

60%

GEN POP NFL FANS

92%

NFL STSUBS

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“I am a football junkie… On game day Sunday,

I'm on the couch from 11AM until approximately

12AM watching pre-games, checking match ups,

watching games and then viewing highlights.

Now that I subscribed to NFL[ST] Max and

can watch games on my iPad in addition to

the split screen games on the TV, I have

the best of all worlds.”

– NFLST MAX Subscriber

FOOTBALL MOMENTS

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Q27: Tell us what you LOVE about NFL football!

GEN POPULATION NFL FANS NFL SUNDAY TICKET SUBSCRIBERS

Watch nearly 2x as many games as other NFL fans

47% Watch NFLAll the Time

3.8 Average # of Games Watched on Sunday

88% Watch NFL All the Time

6.7 Average # of Games Watched on Sunday

Base: NFL FansQ9: During a regular NFL season, how often do you watch live NFL football games?Q10: On a typical Sunday, approximately how many NFL games do you watch all or part of on television?

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“What is there not to love about

the NFL Football?! You pull for

your team, no matter what and

your best friend pulls for a different

team, you still watch the games

together sometimes and give

each other a hard time.”

– NFLST Subscriber

FOOTBALL MOMENTS

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90%

Are more likely to watch games at home

% of Time Watch Games at Home

78%


SUBS

Base: NFL FansQ11: During the regular NFL season, what percentage of the time do you watch games at the following locations?

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“When I went to New Orleans to see them play in the Superdome against arch rival Atlanta Falcons at the 2013 home season opener it was the trip of a lifetime. To top it all off, the game was a typical fiercely fought battle between division rivals that came down to the last play where an unexpectedly tough Saints defense intercepted a last second goal line end zone pass to clinch the game 23-17. I got to see that happen in person in the end zone right in front of me. What a thrill! I love this game!”


FOOTBALL MOMENTS

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And travel the distance

GEN POP NFL FANS

% Traveled to See Team Play 24% 52%

Longest Distance Traveled 538Miles

951Miles

Average Amount Spent $550 $665

Base: NFL Fans with Favorite TeamQ25: Have you ever traveled to an away game to watch your favorite team play?Q26_1: What is the longest distance you have traveled to watch your favorite team play?Q26_2: How much money did you spend on your travel and hotel accommodations?

NFL STSUBS

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“I have been a fan of the Dallas Cowboys since the early 90s because of my dad… I love the trash-talking with friends and bragging after a big win. I love watching the Cowboys in primetime. I love that I'm such a huge fan that anytime any big Cowboys news comes out I'm instantly getting texts or messages from friends asking what I think about it. In my life, people associate the Cowboys with me and it always sparks fun conversations. There are very few people out there that can say they've been passionate about something for 20+ years, but I am definitely one of them.”


FOOTBALL MOMENTS

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3.8

They follow more than just their favorite team

Average # of Teams Currently Follow

3.4


SUBS

Base: NFL FansQ16: Which NFL team(s) do you regularly/plan to follow during the 2015 NFL season?

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They follow more than just their favorite team

#1: America’s Team:Dallas Cowboys – 10%

#2: Super Bowl Champions:Green Bay Packers – 9%

#3: Most Super Bowl Titles:Pittsburgh Steelers – 9%

NFL ST Subscribers Top 3 Favorite Teams

#1: Super Bowl Champions:Green Bay Packers – 9%

#2: America’s Team:Dallas Cowboys – 9%

#3: Current Super Bowl Champions:New England Patriots – 8%

Gen Pop Top 3 Favorite Teams

Base: NFL Fans with Favorite TeamQ17: Which NFL team is your favorite?

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General NFL Fans are passionate about regional team

General NFL Fans: Favorite Teams by State*

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*Sample sizes vary by state. Use caution if making decisions based on individual state data.Base: NFL Fans with Favorite TeamQ17: Which NFL team is your favorite?

NFLST Fans are highly displaced

NFLST Subscribers: Favorite Teams by State*

*Sample sizes vary by state. Use caution if making decisions based on individual state data.Base: NFL Fans with Favorite TeamQ17: Which NFL team is your favorite?

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“In my family we each have our own teams. My

sister loves the Dallas Cowboys… and my team

is the New York Giants. I took my sister to Dallas

last year to see the game with my beloved NYG.

It was for her birthday. When we got back home

in Los Angeles she told me that ‘that was the

best day of her life.’”


FOOTBALL MOMENTS

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A brand’s relationship to favorite team highly valued

Base: NFL Fans and Assigned to Consumer Electronics GroupQ67: I would rather see my favorite brand affiliate with…

12% 9%

88% 91%NFL Team

NFL Player

Sponsorship Preference


SUBS

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A team commitment is a life-long commitment

Base: NFL Fan and Prefer NFL Team Associated with BrandQ69: You mentioned you would rather see your favorite brand associate with your favorite NFL player. Which of the following describe your reason(s)?

Reasons for Sponsorship with NFL Team


SUBS

12%

4%

10%

21%

33%

36%

47%I am very passionate about my favorite NFL team

I like how my favorite NFL team is viewed in the media

I like that my favorite NFL team advocates for my favorite brand

I trust my favorite NFL team's opinions

I make purchase decisions based on the products my favorite NFL team recommends

Other

None of the above 11%

4%

7%

13%

22%

25%

69%

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They are willing to spend money to see their favorite team play

GEN POP NFL FANS

Regular Season Game $61 $90

Playoff Game $116 $156

Super Bowl $270 $401

Average Amount Willing to Spend on a Ticket to Watch Favorite Team at a…

Base: NFL Fans with Favorite TeamQ18: How much would you be willing to spend on a ticket to see the [INSERT FAVORITE TEAM] play at the stadium for a regular season game, a playoff game and at the Super Bowl?

NFL STSUBS

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“The NFL has a fan for life in me.

My bucket list would be going to the super

bowl before I die. Most likely that will never

happen but it would be the single greatest

experience I would ever have. Especially

if my beloved 49ers were in it and won.

… I LOVE FOOTBALL!!!”


FOOTBALL MOMENTS

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Huge hype around fantasy football

Base: FansQ19 Which of the following Fantasy Football related activities do you plan to participate in this upcoming 2015 NFL season? Base: Play Fantasy Football Q20 How many Fantasy Football leagues do you plan to participate in during the 2015 NFL season? Please enter your numeric response in the text box below.

% Plan to Participate 32% 44%

Average # of Leagues 2.8 2.3

GEN POP FANSFantasy Football 2015 Season… NFL ST

SUBS

30%

52%

Die hard fans willing to go all-out for what they are passionate about

Base: NFL Fans with Favorite TeamQ33: Which of the following events would you be willing to miss to see your favorite team play in the Super Bowl? (Mom’s/Dad’s birthday party/Your own wedding)

Would Miss Mom’s/Dad’s Birthday Party to See their Favorite Team

Play in Super Bowl

13%22%

Would Miss Own Wedding to See their Favorite Team

Play in Super Bowl

GEN POP NFL FANS


SUBSNFL STSUBS

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Consider building an association between your brand and the NFL's most popular teams •  Establishing a "rooting interest" with audiences by rooting for a shared

outcome can be highly effective based on past IPG Lab research •  Addressable TV could potentially be used to improve targeting

techniques associated with this approach Coordinate messaging between sponsorship elements available on the DIRECTV mobile app, the mobile app loading screen, and interactive elements within Sunday Ticket platform on TV. More than 1/2 of fans use other devices while watching the NFL on TV Capitalize on new innovation being integrated into the NFL. For example, consider how player tracking data (via RFID chips) can by used to create new media experiences such as tracking a favorite player’s stats within the Fantasy Zone “player tracker” on DIRECTV’s interactive TV platform

Recommendations

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Appendix

Base: NFL FansQ13: Which mobile devices, if any, do you use while watching NFL football on TV?

Device Usage While Watching NFL football on TV

2%

4%

19%

26%

33%Smartphone

Laptop

Tablet

Mobile Phone

Smartwatch 0%

2%

34%

22%

45%


SUBS

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Base: NFL FansQ15: Check the following social media activities you do while watching NFL games. Select all that apply

Social Media Usage While Watching NFL football on TV

16%

19%

23%

57%I read/Post on

Facebook during game(s)

I Read/Post on Twitter during game(s)

I avoid ALL social media (Facebook,

Twitter, etc.) during games

None of the above 22%

29%

20%

41%


SUBS

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IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

Marketing

Transcript of IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer