ÜBER SPORTS NATION. Yahoo! Sports US Audience Research, Confidential 2 By understanding the path of...

ÜBER SPORTSNATION

Yahoo! Sports US Audience Research, Confidential 2

By understanding the path of ÜBER SPORTS FANS online and their need for greater engagement, advertisers learn to optimize and value different sports content appropriately

Yahoo! Sports US Audience Research, Confidential

Agenda

TAKING SPORTS ONLINE

WHO IS THE ÜBER FAN?

OPTIMIZING ADS ON SPORTS SITES

ÜBER FANS AND YAHOO!


1,010 everyday online sports fans 18 years of age or older Normalized to actual behavior panel via comScore, must

visit online sports sites more than once a week

WHO

20-minute online surveyWHAT

November 2009WHEN

Study run byHOW

How we did it


ÜBER

Engagement is the key to increasing connection

Regular

+E

NG

AG

EM

EN

T

-

- AD EXPECTATION +

Casual

- AD ATTENTION +

-IN

FL

UE

NC

ER

VA

LU

E+

5

They go deep & expect the most

TAKING SPORTS ONLINE

(WE KNOW YOU GET IT BUT IT HAS TO BE SAID)


Key Facts

7

STATS• A quarter of free time is

spent on sports

• The majority are online while watching sports

• Sports is about community and sometimes not even my local team

• It’s about multiple sports – following 4.6 to be exact

• Weekdays & weekend consumption habits differ


Sports is part of daily life…

42%

43%

47%

67%

68%

72%

74%

8

S13. Please indicate how much you agree with each statement on a 10 point scale?Base: Total Online Sports Users, A18+, N=1010

Other people think that I am fanatical about sports

I love to host a party to watch a game/event

I follow my individual players every day

I am passionate about sports

I watch games/events, even if my favorite team(s) are not playing

I follow my favorite sports teams every day

I like to watch sports with my friends and family

STRONGLY AGREE - TOP 3 BOX (10PT. SCALE)


…and users prove it by spending a quarter of their free time on it

TIME SPENT ON SPORTS

11.6Hours spent on Sports

25%Of Free Time spent on Sports

54%Visit Online Sports Sites Daily

6.1Hours Spent on Online Sports Sites

Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.?Q2. What proportion of your free time is spent on sports or sports activities?S5. Online Sports Sites - Typically, how often do you visit online sports sites in general?S6. And, about how many hours per week do you spend visiting online sports sites?Base: Total Online Sports Users, A18+, N=1010


They follow multiple sports

4.6

Other (SPECIFY)

Soccer

NASCAR

Golf

All others (NET)

Hockey

Baseball

College Basketball

NBA

Basketball (NET)

College Football

NFL

Football (NET)

11%

19%

34%

37%

67%

36%

70%

51%

53%

70%

67%

85%

91%

ALL SPORTS INTERESTED IN

10

NUMBER OF SPORTS INTEREST IN…

Q3. What are all of the sports in which you are interested or that you like?Base: Total Online Sports Users, A18+, N=1010


Online engagement patterns differ by parts of the week

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

1.1

1.2Weekday Weekend

In the morning

before I go to work or school

At work or school during unscheduled

breaks

At work or school during

scheduled breaks

Mid-afternoon at online

sports sites

At home in the late

afternoon at online sports

At home in the evening

at online sports

At home during late

night at online sports

When traveling

MEAN HOURS SPENT BY DAYPARTS

HRS

Q14. Thinking about a typical week day, how many hours do you spend at online sports sites during the times or occasions below?Q15. Thinking about a typical weekend day, how many hours do you spend at online sports sites during the times or occasions below?Base: Total Online Sports Users, A18+, N=1010

11


Media meshing is part of the daily “game”

Radio

Television

Broadcast Media (NET)

Internet Radio

Blog websites

Social networking websites

Fantasy sports websites

College/university websites

Team websites or webpages

Internet search engines

League websites

Sports content websites

Internet using a computer

INTERNET (NET)

65%

95%

97%

23%

25%

33%

38%

41%

70%

73%

74%

85%

93%

100%

68% of Online Sports Fans go Online While Watching a Game or Event

SOURCES USED…

S4. In which of the following activities do you participate? Q6. Which of the following types of media or sources do you use for sports entertainment or to get sports information?Base: Total Online Sports Users, A18+, N=1010

12


92%

84%

76%

75%

60%

54%

51%

82%

74%

69%

Online runs parallel to game time…

Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Base: Online A18+, n=946

GAME TIME

NEWS

I GO ONLINE TO DO THE FOLLOWING…

Checking scores

Getting info before a game/event

When watching highlights after game

Getting info during a game/event

Watching or listening to games/events

Watching or listening to championship games

Watching or listening to playoffs…

Reading articles

Getting info when players are...

Getting info during players scandals

13


…and enable fans who want more

85%

43%

34%

73%

63%

45%

FANTASY

PASSION

Checking player statistics

Managing fantasy team

Organizing fantasy league

Watching videos

Getting info during drafts

Blogging

I GO ONLINE TO DO THE FOLLOWING…

Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Base: Online A18+, n=946

14


Internet is a preferred media across sports activities…

Watch Games/ Events

Watch Videos

Check Scores

Check Player

StatisticsRead

ArticlesResearch

Sports

Manage Fantasy

Team

Organize Fantasy

Team

TOTAL ONLINE SPORTS USERS

Q11. Which of the different types of media do you prefer to use most to perform each of the following activities?Base sizes vary

15


…with dedicated sports sites as top destinations

READ ARTICLES

CHECK SCORES

WATCH VIDEOS

CHECK PLAYER

STATISTICS

ORGANIZE FANTASY

TEAM

MANAGE FANTASY

TEAM BLOG

Sports Content Website




Fantasy Sports

Website

Fantasy Sports

Website

Blog Website

Internet Search Engines

Internet Search Engine

Internet Search Engines

League Website




Team Website

League Website

Team Website

Team Website

Team Website

League Website

Social Networking

Site

Q11. Which of the different types of media do you prefer to use most to perform each of the following activities? Internet on a Computer SourcesBase sizes vary

I USE

DEPTH OF ENGAGEMENT

WHEN I DO THE FOLLOWING ACTIVITY… I USE

16

WHO IS THE ÜBER FAN?


ÜBER FANS EVERYDAY CASUAL

TIME • Spent ~14-hours visiting online sports sites on average per week

• Spends ~6-hours visiting online sports sites on average per week

• Spends ~2-hours visiting online sports sites on average per week

SPORTS ENGAGEMENT

• High online & offline sports engagement – owning season tickets, playing in fantasy

• Average online & offline sports engagement – such as following sports live online and subscribing to sports magazines

• Lower online & offline sports engagement than other segments – but nearly 70% still check stats online daily

FUN FACT • More likely to spend money online

• Have higher HH incomes • Have large, active social

networks • More receptive to ads from

sponsors who help bring them free sports content

• One in three say that when they find a great new product or service, they tend to tell everyone they know.

• 4 in 10 will go online while watching a game.

Defining our fans

18


We aren’t talking peanuts

60.2 MillionTotal Online Sports Fans9.6 Million Casual Online Sports Fans

BASED ON THE ESTIMATES OF THIS STUDY, THERE ARE…

35.5 Million The Everyday Online Fans

15.1 Million Über Online Fans

19


ÜBER FANS

17.6 HrsMean # hrs spent on sports

39%% of Free Time Spent on Sports

14.1 HrsMean # hrs spent on online sports sites

Fans are frequently engaging with sports content online and off

Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.?Q2. What proportion of your free time is spent on sports or sports activities?S6. And, about how many hours per week do you spend visiting online sports sites?Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

CASUAL FANS




EVERYDAY FANS




20


100% 98%

88%84% 83%

75%

96% 96%

66%

44% 44%

33%

91% 90%

43%

13% 14%

5%

Uber Everyday Casual

Nearly all online sports fans watch events live on TV and rely on the web for a variety of sports activities

Indicates percent is significantly higher/lower than total online sports users at 90% confidence

SPORTS FAN MEDIA ACTIVITIES…

S4. In which of the following activities do you participate?Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

21

ÜBER FANS GO THE DISTANCE

CASUAL FANS ARE…

EVERYDAY FANS ARE ALSO…

Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Internet Media. Represents Activities which 60% or more of fans perform online

Checking scores Checking player statistics

Getting info before a game/event Reading articles Researching sports

Getting info/watching highlights after a game/event

Getting info when players are injured Getting info during a game/event

Watching Videos Getting info during player scandals

Getting info during drafts Watching or listening to games/events

Watching or listening to playoffs/tournamentsWatching or listening to championship games

Checking scores Checking player statistics

Getting info before a game/event Reading articles Researching sports

Getting info/watching highlights after a game/event

Getting info when players are injured Getting info during a game/event

Watching Videos Getting info during player scandals

Getting info during drafts Watching or listening to games/events

Watching or listening to playoffs/tournaments

Watching or listening to championship games

Blogging Organizing fantasy teamManaging fantasy team


Check stats on-line next day

Follow sports games/events

online

Go online while I am watching a

game/event

Follow sports games/events

on my cell phone or PDA

Participate in a fantasy league

Subscribe to fantasy league

publications

Organize or run a fantasy league

97% 96%93%

71%75%

53%47%

86% 84%

72%

25%

33%

14% 14%

68% 68%

40%

4%10%

3% 1%

Uber Everyday Casual

The depth of engagement and gap is what surprises

ONLINE SPORTS FAN ACTIVITIES…

S4. In which of the following activities do you participate?Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than

total online sports users at 90% confidence

23


Check stats of in-dividual players

Check scores of sports games/

events

Research sports Watching sports games/events

Reads articles or blogs online re-garding sports events/games

Watch videos

59%

52% 52% 52%49%

43%

49%

45%

41%

37%

30%

22%

Uber Everyday

Fantasy sports opens new opportunities for doing more online

DOING MORE…

Q16. Thinking about the time you’ve started playing Fantasy Sports, would you say you are doing the following things more often, about the same, or less often than before you started playing Fantasy Sports? Base: Everyday: n=208; Über Fans n=195


24


ÜBER FANS carry that love through other expressions

97% Follow favorite teams every day

94% Own team apparel

56% Have season tickets to one or more teams

96% Like to watch sports with friends and family

80% Love to host a party to watch a game or event

25

S4. In which of the following activities do you participate?S13. Please indicate how much you agree with each statement on a 10 point scale? Top 3 Box (10pt. scale)Base: Über Fans: n=251

OPTIMIZING ADS ON SPORTS SITES


Key Facts

27

STATS• Speak to them how you want

to be perceived, not how you think they want you to speak to them

• Ads they want aren’t exactly the ads they expect

• ÜBER FANS are great targets for your message

• It’s not always just about sports content online


Users have high expectations when it comes to good advertising, ÜBER FANS want engagement

The more engaging the advertising the more engaged I stay with the site

If the advertising on site is from brands I like, I think more highly of the site

Advertising from well known brands suggests the site is here to stay

If the advertising is distracting it spoils my viewing experience and I will leave the site

46%

51%

54%

62%

69%of über sports users

strongly agree with this statement compared

to only 32% of casual fans

I STRONGLY AGREE WITH THE FOLLOWING WHEN IT COMES TO ADS ON SPORTS SITES…

Q20. Please indicate how much you agree with each statement below. Top 3 Box (10pt. Scale)Base: Total Online Sports Users, A18+, N=1010

28


Ads they expect to see don’t necessarily align with interests…

EXPECTTO SEE

INTERESTEDTO SEE GAP

RETAIL (NET) 77% 90% = +13

Groceries food items 18% 62% = +44

Groceries beverage items 23% 63% = +39

Home goods 13% 39% = +26

Pet care supplies 9% 33% = +24

Clothing, shoes, or accessories 31% 53% = +23

Office supplies 15% 36% = +21

Skin or hair care 9% 27% = +18

Baby care supplies 5% 13% = +9

Sporting goods 64% 71% = +7

AUTO (NET) 55% 60% = +5

I EXPECT TO SEE THESE ADS VS. ADS I’M INTERESTED IN SEEING

Q24. Which of the following categories of products would you expect to see advertised on online sports sites? Base: Total Online Sports Users, A18+, N=10110Q25. And, of these categories of products, in which are you interested? Base: n=973

29


…with the discrepancy across multiple categories

EXPECTTO SEE

INTERESTEDTO SEE GAP

ENTERTAINMENT (NET) 69% 87% = +18

Books 11% 51% = +40

Music 27% 63% = +36

Movies 40% 68% = +29

Events 41% 56% = +16

Video games 47% 51% = +5

TECHNOLOGY (NET) 53% 77% = +24

Computer related 31% 68% = +37

Consumer electronics 47% 73% = +25

TRAVEL (NET) 42% 57% = +15

I EXPECT TO SEE THESE ADS VS. ADS I’M INTERESTED IN SEEING

Q24. Which of the following categories of products would you expect to see advertised on online sports sites? Base: Total Online Sports Users, A18+, N=10110Q25. And, of these categories of products, in which are you interested? Base: n=973

30


Sports users want brands to be themselves: Tone-of-voice is IMPORTANT…

AUTO

FINANCE

ENTERTAINMENT

HEALTH

POLITICS

RETAIL

TECHNOLOGY

TELECOM

TRAVEL

Informative Informative Entertaining Informative Informative Informative Informative Informative Informative

Believable Credible Funny Serious Relevant Trendy Innovative Innovative Entertaining

Funny Believable Imaginative Credible SeriousSticks in

MindBelievable Relevant Imaginative

Users could choose from a list of over 15-attributes such as: passionate, funny, trendy, and believable:

IF ADVERTISERS SPOKE IN THIS TONE ON A SPORTS SITE, I’D FIND THEIR ADS MORE COMPELLING…

31


…but that voice varies by sports

BASEBALLNCAA

HOOPS NBA HOCKEY GOLFNCAA

FOOTBALL NFL NASCAR SOCCER

Ads that are relevant to me

Having ads pertaining to products that you like

Having ads on brands that you like

Ads not repeating more than once during my watching experience

Having the ability to choose the ad I want to watch

Subject matter of the ads are consistent with the online sports site

Advertisers who sponsor the experience but don’t show "TV type" commercials

Ads refresh and rotate constantlyAds that are interactive with the page

Ads that appear while content is loading

Ads that have an exclusive online limited time offer

Ads that appear when you fast forward or pause the content

Having one brand take over all the ads on the page

IN ORDER TO IMPROVE ADS ON SPORTS SITES, I’D LIKE THE FOLLOWING

GREY MEANS STATISTICALLY DIFFERENT FROM AVERAGE

Q19. In order to improve the advertising on online sports sites, please rate the desirability of rate the desirability of the following statements. Top 3 Box (10pt. Scale)Base sizes vary

32


ÜBER FANS, specifically, want more out of the ads…

ÜBER FANSEVERYDAY

FANSCASUAL

FANS

Ads that are relevant to me

Having ads pertaining to products that you like

Having ads on brands that you like

Ads not repeating more than once during my watching experience

Having the ability to choose the ad I want to watch

Advertisers who sponsor the experience but don’t show "TV type" commercials

Ads refresh and rotate constantly

Ads that are interactive with the page

GREY INDICATES THAT >60% STRONGLY AGREE (TOP 3 BOX (10PT. SCALE)) THAT [STATEMENT] WOULD IMPROVE ADS ON

SPORTS SITES…

Q19. In order to improve the advertising on online sports sites, please rate the desirability of rate the desirability of the following statements. Top 3 Box (10pt. Scale)Base: Casual: n=159; Everyday: n=600; Über Fans n=251

33


…and expect to see ads, even on paid sites

ÜBER FANSEVERYDAY

FANS CASUAL FANS

I expect to see ads on a free fantasy sports website 78% 58% 52%

More likely to pay attention to an ad on a sports site than other sites 74% 49% 21%

If a company is advertising on a sports site, their products will fit with my interests 73% 48% 28%

I think brands that advertise on sports websites are cool 72% 44% 22%

More likely to purchase products from a company that advertises on a sports site than other sites 69% 40% 18%

More likely to play a fantasy sports contest that is sponsored by a company/brand I recognize 69% 37% 16%

I expect to see ads on a fantasy sports website where I pay to play 63% 33% 20%

SPORTS FANS AGREE…

Q23. Now we’d like you to think about advertising. For each one, please mark the box that comes closest to describing how much you agree or disagree(Strongly/Somewhat Agree) Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251


ÜBER FANS are people you’d like to connect with


S14. Which of the following products and services that you own for personal use (not for business)? Q36. Please indicate which statement you most agree with? : Top Box Summary Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

Personally own…

An HDTV/Flat Screen 88% 77% 60%

A Smartphone/iPhone 69% 35% 18%

Strongly agree…

If I find a great new product /service, I tend to tell everyone I know

47% 32% 16%

Online shopping is a great way to buy most things 45% 32% 14%

Advertising can be a great way to learn about products 41% 27% 14%

I have a large social network 35% 14% 3%

I look to others to find out what’s hot or cool 47% 12% 7%

ÜBER FANS EVERYDAY CASUAL

35


Thinking about the consumer out of their sports lives is key for cross selling ad opportunities

Track stock quotes, other financial in-formation, trading

Watch TV program clips or movies

Get entertainment/celebrity news

Get information about TV shows

Visiting social network sites

Read news

E-mail

22%

23%

24%

25%

33%

62%

84%

Several times a dayOnce or twice a dayColumn1

I GO ONLINE TO DO THE FOLLOWING AT LEAST ONCE A DAY…

Q38. How often do you use the Internet to do each of the following on a desktop, laptop or notebook computer? Base: Total Online Sports Users, A18+, N=1010

36

ÜBER FANS & YAHOO!


Yahoo! goes deep with the advertising in mind

“It has all the information that I

want.”

“It’s all inclusive and easy to navigate.”

“They have all sports available on

the home page. Also, on Rivals.com you can

get many college scores easily.”

“Because of the layout, limited ads, and user

interactivity (e.g. message boards for college

football).”

“Yahoo is my home page and I spend quite a bit

of time there.”

“It has a nice balance of

everything I am interested in.”

38


MONTHLY UNIQUE VISITORS (MM)

AVERAGE DAILY UNIQUE (000)

MONTHLY PAGE VIEWS (MM)

4,336 1,017

3,879 1,382

1,791 584

2,157 434

1,118 247

1,044 8210.4

12.4

17.3

20.2

26.3

32.3

39

SOURCE: comScore | US Total Audience | January 2010

TOP GENERAL SPORTS SITES - comScore

Yahoo! is the Leading Property in the Sports Space


Yahoo! Sports users prove it by spending more time doing sports related activities online

TIME SPENT ON SPORTS

Mean Hours per Week Spent Online

4.4

7.9

11.1

Yahoo! Sports

& Rivals.com Users

General Online Sports Users

Yahoo! FantasyUsers

S6. And, about how many hours per week do you spend visiting online sports sites?Base: General Online Sports Users n=206; Yahoo! Sports/Rival Users: n=804; Yahoo! Fantasy Users: n=176


…and Yahoo! Sports Users are more passionate about following multiple sports online

Other

Soccer

Golf

NASCAR

All others (NET)

Hockey

Baseball

College

NBA

Basketball (NET)

College

NFL

Football (NET)

8%

17%

26%

31%

54%

31%

64%

46%

55%

70%

57%

79%

87%

SPORTS GO ONLINE FORYahoo! Sports Users

41

Q3A. For which sports do you go online to watch games/highlights, read news about, check stats, etc.?Base: Yahoo! Sports/Rivals.com Users n=804

Indicates percent is significantly higher/lower than general online sports users at 90% confidence


AGREE

Yahoo! Sports Users are positive about brands that sponsor sports sites and are more likely to be advocates

• 52% think that brands that advertise on sports websites are cool

• 56% more likely to pay attention to/notice an advertisement on a sports site than other sites

• 35% strongly agree if they find a great new product or service, they tend to tell everyone they know

42

Q23. Now we’d like you to think about advertising. For each one, please mark the box that comes closest to describing how much you agree or disagree. (Top 2 Box (5pt. Scale))Q36. How much do you agree with each of the following? (Top Box (4pt. Scale))Base: Yahoo! Sports /Rivals.com Users: n=804


Other

Another type of Smart phone

An iPhone

A desktop or laptop computer or a netbook

24%

33%

29%

85%

44%

59%

73%

97%

Yahoo! Fantasy Users Yahoo! Sports/ Rivals Users

VISITING YAHOO! BY TECHNOLOGY

Yahoo! extends sports with a mobile experience

Q35A. Which devices do you use to access Yahoo!?Base: Yahoo! Sports/Rival Users: n=804; Yahoo! Fantasy Users: n=176

43


Yahoo! Sports attracts a greater proportion of ÜBER FANS…

General Online Sport Users Yahoo! Sports/Rivals.com Users

Yahoo! Fantasy Users

32%

12%5%

60%

59%

51%

8%

29%

44%

Super Fan Online Fans Everyday Online Fans Casual Online Fans

44


ÜBER FANS EVERYDAY FANS CASUAL FANS

PROFESSIONAL

NFL 61% 35% 14%

NBA 50% 23% 10%

MLB 46% 26% 11%

NASCAR 35% 16% 9%

Soccer 34% 12% 3%

NHL 34% 16% 3%

Golf 31% 10% 6%

COLLEGE

College Football 49% 26% 12%

College Basketball 41% 20% 8%

College Baseball 34% 16% 4%

College Hockey 31% 9% 3%

…that visit more DAILY across our many sports offerings, including blogs and video

Indicates percent is significantly higher/lower than all others at 90% confidence

Q28. How often do you visit these specific areas on Yahoo! Sports/Rivals.com sites? DAILYBase: Casual: n=93; Everyday: n=476; Über Fans n=234

Scale Pages



NICHE

Other action sports 33% 9% 3%

Boxing 33% 11% 4%

Tennis 31% 10% 4%

UFC 31% 11% 5%

DEEP ENGAGEMENT

Video 44% 18% 6%

Blogs 39% 11% 3%

FANTASY

Fantasy Football 50% 19% 3%

Fantasy Baseball 38% 13% 3%

Fantasy Basketball 35% 14% 2%

Fantasy Hockey 32% 11% 2%

Fantasy Auto Racing 31% 10% 1%




Deeper Pages

RichestEngagement


ÜBER

Engagement is the key to increasing connection

Regular

+E

NG

AG

EM

EN

T

-

- AD EXPECTATION +

Casual

- AD ATTENTION +

-IN

FL

UE

NC

ER

VA

LU

E+

47

They go deep & expect the most


Conclusions

48

Sports Fans are actively engaged online– Online Sports Fans spend 25% of their free time on sports and 54% of

fans visit online sports sites daily

– Fans prefer both the depth of information and the availability of real-time information provided by the Internet

Sport Fans appreciate sponsors who help bring them free sports content– As long as the content of the advertising is personally relevant to their

needs and to the site content

– Ads need to be fresh (avoid repetition), relevant, and compelling

A broader mix of categories may satisfy their desire for less repetitive advertising– Advertising interests include stereotypical male-orientated categories

(i.e. beer and cars), but also reach well beyond to include just about all types of household categories

48


Conclusions

49

Sports Fans are looking for advertising to be authentic– What makes compelling advertising for Sport users varies by category

Yahoo! Sports Users are marketers’ sweet spot– They have a greater proportion of ÜBER FANS– They spend a lot of time online doing sport activities and spend time

across a wide range of Yahoo! properties - both via their PC and mobile devices.

– They appreciate site sponsors and also tend to be influencers

49


Implications

IMPLICATIONMore ad value should be given to this content

The Über sports fan are most engaged with fringe areas of sports sites such as blogs, stats

and draft information

They are influencers and new product loversIMPLICATION

This is the right audience for your message

Über Fans have differing expectations for advertisement

IMPLICATIONAdvertising should be further optimized as you go

on deeper connection pages than even the large

scale pages like the front page

Their ad expectations of sports sites don’t match their interest

IMPLICATIONHelp make a better experience for high user

engagement

50


And Your Yahoo! Insights Team….

edwinwong

director, b2b primary research

[email protected]

818-524-4538

amyjanis

senior manager, b2b market research

[email protected]

212-381-6825

radhasubramanyam

head, global market research

[email protected]

212-571-8101

51

iraamilhussin

senior manager, insights

[email protected]

310-907-2707

APPENDIX


Online Sports Users Are Male, Skew Older, and a Higher Income Group

TOTAL ONLINE SPORTS USERS CENSUS ESTIMATES*

Male 76% 49%

Female 24% 51%

18-44 45% 55%

45-64 43% 24%

65+ 12% 16%

<$75K 69% 77%

$75K+ 27% 23%

Caucasian 80% 83%

Non-Caucasian 20% 17%

Married 58% 50%

Not married 41% 50%

Base: Total Online Sports Users, A18+, N=1010 Indicates percent is significantly higher/lower than July 2009 Census Estimates at 90% confidence

53


Super Fans Expect Advertising to be Relevant and Have Higher Expectations for Creativity and Freshness

ÜBERONLINE FANS

EVERYDAY ONLINE FANS

CASUAL ONLINE FANS

Ads that are relevant to me 77% 69% 47%

Having ads pertaining to products that you like 79% 66% 48%

Having ads on brands that you like 77% 65% 43%

Ads not repeating more than once during my watching experience 79% 60% 52%

Having the ability to choose the ad I want to watch 76% 58% 42%

Subject matter of the ads are consistent with the online sports site 76% 57% 36%

Advertisers who sponsor the experience but don’t show "TV type" commercials 71% 51% 33%

Ads refresh and rotate constantly 69% 50% 30%

Ads that are interactive with the page 67% 42% 12%

Ads that have an exclusive online limited time offer 61% 40% 19%

Ads that appear while content is loading 66% 38% 17%

Q19. In order to improve the advertising on online sports sites, please rate the desirability of the following statements. Top 3 Box (10pt. Scale) Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than

total online sports users at 90% confidence

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It’s not just about sports

Track stock quotes, other financial information, trading

Sharing photos or audio/video files

Post blogs, bulletin boards, forums, etc

Research products for purchase

Read blogs, bulletin boards, forums, etc

Watch TV show clips or movies

Get entertainment/celebrity news

Get info about TV shows

Visiting social network sites

Read news

Use search engines

Get sports scores/news

E-mail

16%

3%

4%

8%

9%

14%

14%

15%

19%

65%

52%

37%

84%

24%

20%

17%

25%

24%

25%

27%

28%

36%

63%

57%

61%

83%

40%

41%

43%

44%

44%

44%

46%

46%

56%

73%

74%

75%

80%

Uber Fan

Everyday Fan

Casual Fan

ONLINE ACTIVITIES DO AT LEAST DAILY…

Q38. How often do you use the Internet to do each of the following on a desktop, laptop or notebook computer? Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

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Fans are Frequently Engaging with Sports Content Online and Off

Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.?S6. And, about how many hours per week do you spend visiting online sports sites? Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

ÜBER ONLINE FANS:



CASUAL ONLINE FANS:


2.1 HrsMean # hrs spent on

online sports sites

EVERYDAY ONLINE FANS:



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REASONS FOR PARTICIPATING IN FANTASY SPORTS…

Fantasy Sports is About Competition and Friendship

6%

11%

18%

30%

34%

1ST CHOICE

Q17. Of the reasons for participating in Fantasy Sports, please select the top-three reasons. Base: n=340

Competition

Friendship/Camaraderie

For the prize money

Proving sports superiority/ “bragging rights”

Networking at the office

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and they actively participate in sports offline

19%

27%

30%

43%

54%

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Q5. In which of the following sports activities do you participate? Base: Total Online Sports Users, A18+, N=1010

Actively participate in sports (NET)

I actively participate in an individual sport

I participate/play pick-up games

I actively participate in/play a team sport

I pay to participate/play in a league

OFFLINE SPORTS ACTIVITIES


STRONGLY AGREE

Über fans are receptive to advertising online and are brand advocates/casual fans are less brand loyal

ÜBER ONLINE FANS

EVERYDAY ONLINE FANS

CASUAL ONLINE FANS

If I find a great new product or service, I tend to tell everyone I know 47% 32% 16%

Online shopping is a great way to buy most things 45% 32% 14%

Advertising can be a greatway to learn about products, services and promotions 41% 27% 14%

I work hard to convince others about things I believe in 36% 20% 9%

I tend to be brand loyal 28% 21% 13%

I have a large social network 35% 14% 3%

I look to others to find out what’s hot or cool 27% 12% 7%

Indicates percent is significantly higher/lower than total online sports users at 90% confidenceQ36. Please indicate which statement you most agree with? : Top Box Summary

Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

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WANT TO SEE…

So what do fans want to see on sports sites?...

Beverages

Sports food / drinks

Clothing brands

Food products

Food Brands

Sports clothing / apparel

Apparel / clothing

Adidas

Sports equipment / sports gear

Food (unsp.)

Accessories

Restaurants

Beverage Brands

Automobiles

Nike

Beer / beer brands

3%

3%

3%

4%

4%

5%

5%

5%

5%

6%

6%

6%

8%

8%

15%

15%

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Q18. Please type below all your favorites you would want to see, not just the ones you expect to see. Base: Total Online Sports Users, A18+, N=1010

Sporting, beverages, auto, clothing and accessories, and

restaurants - categories of ads they

would want to see.


REASONS FOR PREFERENCE

Yahoo! Sports Users Prefer The Internet for its Unique Features

More detailed information/everything that I want in one place

Current /up-to-date information

Quick/fast

Easy to use/convenient

All about sport/has every sport

Ease of access/can do at any time

Provide accurate/get the information straight away

Good/I like it

Easy to search

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Q8. Why is <MEDIA USE MOST OFTEN IN Q7> the best for doing sports fan activities? Base: Yahoo! Sports /Rivals.com Users: n=506



NFL 61% 35% 14%Fantasy Football 50% 19% 3%NBA 50% 23% 10%College Football 49% 26% 12%MLB 46% 26% 11%Video 44% 18% 6%College Basketball 41% 20% 8%Blogs 39% 11% 3%Fantasy Baseball 38% 13% 3%NASCAR 35% 16% 9%Fantasy Basketball 35% 14% 2%Soccer 34% 12% 3%College Baseball 34% 16% 4%NHL 34% 16% 3%Other action sports 33% 9% 3%Boxing 33% 11% 4%Fantasy Hockey 32% 11% 2%Tennis 31% 10% 4%Fantasy Auto Racing 31% 10% 1%Golf 31% 10% 6%UFC 31% 11% 5%College Hockey 31% 9% 3%





CASUAL FANEVERYDAY FANÜBER FAN

Über nation!

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ÜBER SPORTS NATION. Yahoo! Sports US Audience Research, Confidential 2 By understanding the path of...

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