Nearly one-third (31.5%) of sports fans cite the Internet or TV programming (30.4%) as the best resource for sports-related news and information according to a new survey from Burst Media.
Overall, either national television programming or the Internet are most often cited by sports fans – 30.8% and 25.7%, respectively – as their primary source of sports news and information. Male sports fans are significantly more likely than female sports fans (32.1% vs. 16.4%) to cite Internet content as their primary sports information source. National television sports programming is more popular with female sports fans: one-third (34.8%) cite it as their primary sports information source.
Sports fans use the Internet to check scores and stats (59.2%); read sports-related news stories and commentary (47.4%); and watch sports-related videos and clips (35.6%). The bulk (31.3%) of respondents cites between 5 p.m. and 8 p.m. as when they are most likely to visit sports-related sites and resources on the Internet.
Social platforms such as Facebook or Twitter can help brands be more effective with endorsement programs: overall, one-quarter (24.7%) of sports fans currently or have at one time or another followed their favorite athletes in social media. Among 18-24 year-old sports fans, 36.5% turn to social media. One-third (33.0%) of 25-34 year-olds follow their favorite sports stars, as does one-quarter (27.4%) of 35-44 year-olds.
Among all sports fans, 32.1% identify themselves as “avid” fans who “try to stay updated as much as possible” on sports scores and news, and 67.9% are “casual" fans who say they “follow sports from time to time.” In the avid sports fans segment, two-thirds (67.9%) are between the ages of 25-54, with nearly half (46.3%) being 35-54 years old. More than half (55.1%) of avid fans have graduated from college and one-quarter (27.3%) report a household income of $75,000 or more.
“Brands of all kinds have a significant opportunity to reach and engage a loyal and savvy audience in online sports content,” said Mark Kaefer, Director of Marketing at Burst Media.
“By rounding out broadcast and print media campaigns with an online component, advertisers can reach a targeted audience of educated and affluent consumers.”