Post on 10-Feb-2017
Social Media & Sports in the U.S.
Overview
• Age Waves and the Millennial Generation• The Importance of Media Rights to Sports Organizations• The Meaning of “Disruption”• How We Consume Media Now• Using Social Media to Reach a New Type of Fan
Age Wave
An “age wave” broadly defines a cluster of people to identify unique generational patterns and interests.
Baby Boomers Generation X Millennials
• Born: 1946 – 1964• Currently 51 - 69 years old• 80 million people
• Born: 1965 – 1980• Currently 35 – 50 years old• 51 million people
• Born: 1981 – 2000• Currently 15 - 34 years old• 75 million people
2005 2025
Millennial
Baby Boomer
$8.3 Trillion
$6.4 Trillion
$1.1 Trillion
Demographics: Purchasing Power
Gen X
$5.4 Trillion
$5.7 Trillion
$0.8 Trillion
As other generational purchasing power plateaus or wanes, Millennials’ explodes.
“Sports is the only segment that guarantees huge reach and live-audiences...”
Reaching a Millennial AudienceMarketers sought to reach this increasingly important market with the best tool they had: sports.
Reaching a Millennial Audience
2009 2014
$6.3
$8.5
Advertising Spending on U.S. Sports Television (billions)
Reaching a Millennial Audience
In 2014, 37% of all TV
advertising revenue is
sports-related
Leagues and teams have benefitted greatly from this advertiser focus on sports.
2014: $7.3 billion in media rights revenue
About $6.3 billion
from TV contracts.
About $1 billion from sponsorships,
licensing, etc.
1 Super Bowl2 NFC Championship3 AFC Championship4 NFC Playoff5 AFC Wildcard6 Academy Awards7 Grammy Awards8 NFC Playoff9 AFC Div Playoff10 AFC Div Playoff11 NFL Playoff12 NFC Wildcard13 Super Bowl Pre-
Game14 NFL Sunday15 NFL Thursday
RED = 2015 top TV rated shows that were sports related (all were NFL).
In 2014, each NFL team received $200 million from league TV contracts
Ticket Revenue League TV Revenue
2005 2008 2011 2014 2017 2019
$13.2$15.1 $16.1
$17.7$19.4
$20.1
$7.0$8.5
$10.9
$14.6
$19.2
$20.6
By 2018, media rights will surpass ticket sales as the greatest source of revenue for US sports teams.
So, yes, the NFL and other sports love their TV media dollars.
But storm clouds are on the horizon.
ESPN Primetime Viewership: 2015 v 2016
Jan Feb Mar Apr May Jun Jul Aug Sept500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2015 2016
Hou
seho
lds
(000
s) -16%
+1%-25%-4%
-2%
-19% +4%-4%
-17%
DISRUPTION
Most people are pointing to the incredible disruption currently taking place in media.
A “disruption” is something that significantly alters the way that businesses operate.
There is a ‘before’ the disruption, and there is an ‘after’.
BEFORE AFTERDISRUPTION
Media is currently going through its own major period of disruption.
BEFORE
DISRUPTION
AFTER
2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
200
400
600
800
1,000
1,200
1 6 1250
150
350
608
845
1,006
1,150
6
8 26150
500555
1 10 3080
150
Bill
ions
of U
sers
Today, the average American spends 16 minutes of every hour on social media (more than email.)
For avid fans, 72% of that social media time is spent on sports.
US Adults: Hours Spent on Major Media per Day
2011 2012 2013 2014 2015
3:40 4:20
4:51
5:15
5:38
4:34 4:38
4:31
4:22 4:15
Sports Fans and Social Media
At Work
86%
58%
In the Bathroom
74%
At a Party
69%
During a Meal In a Movie
25%
At Church
9%
Changing the Way Fans Relationship with Sports Media
41%13% 4%
Percentage of fans using different media to check sports news and scores.
2nd Screening
Using a mobile device while watching television, especially to access additional content or applications.
2nd Screening + Social Media = Sports Fan Heaven
87% of TV viewers use a 2nd device while watching. And their social media use is prolific.
Peer 2 Peer Live Streaming
Peer 2 Peer Live Streaming
Transmit or receive live video and audio coverage of (an event) over the Internet.
FB Live serving 8 billion videos per day
APRIL 2015
“We’re not worried. Television coverage will almost certainly be better than someone broadcasting on Periscope of Meerkat.”
- NFL Spokesperson Brian McCarthy
MAY 2015
NFL bans use of Periscope and Meerkat at training camps.
SEPTEMBER 2016
NFL bans teams from live streaming and distributing animated .gifs.
Cord Cutting
• Cord Cutting: Using alternative (non-paid) means to access video content (Internet, Set Top Boxes, etc).
• Fees that networks receive from pay TV providers are instrumental to driving huge sports media deals.
• ESPN’s huge revenue from pay TV is the reason Disney bought ABC.
• July 2016, 25% of US Households do not pay for TV.• Millennial households: 38%
$ChangingAudiences
Internet Everywhere
Quickly Changing Technology
Rise of Social Media
The NFL (other pro sports) primary revenue source is under assault.
• Most likely to have social media accounts
• Most likely to watch NFL games online
• Least likely to identify as NFL fans
• Least likely to watch NFL games on TV
MILLENNIALS
And the next generation of fans is less likely to be engaged with traditional media.
21-25 years old
18-21 years old
16-17 years old
17%
34%
49%
“I’m a Bigger Sports Fan Because of Social Media.”
So What Do We Know?
•The way fans consume/interact with sports has changed.
• Social media is essential to engaging this new type of fan.
•Meaningfully engaging with these fans through social media will be key to growing both existing and new revenue streams.
So What Do We Know?
When developing a social media strategy for a sports property, consider the following six principals.
1. A means to an end
2. Choose the right tools
3. Keep it ‘authentic’
4. Develop a voice
5. Grant unprecedented access
6. Encourage fans to contribute
1. A Means to an End
STEP 1Begin Social
Media Activity
STEP 2Start
Collecting New Revenue
A traditional mindset.
1. A Means to an End
Awareness RetentionReach Conversion Loyalty
Social media as a way to impact every phase of the sales cycle.
SOCIAL MEDIA
Traditional Media
Direct Marketing
Events
2. Keep It Authentic
2. Keep It Authentic
Social media must reflect the excitement, joy, frustration and tension of a sports fan.
“Don’t pick your ammunition until you know what you’re hunting.”
3. Choose the Right Tools
3. Choose the Right Tools
0%5%
10%15%20%25%30%35%40%45%50%
49%
24%
16%10% 9%
NFL fans with active social media accounts (used or contributed to in the last month)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
41% 39% 37% 28% 24%
16-24 25-34 35-44 45-54 55-64
3. Choose the Right ToolsActive users of social platforms (used or contributed to in last month) by age.
4. Choose the Right Tools
Engage EXISTING fans Engage POTENTIAL fans
4. Develop a Voice
• Related to “authentic”. • How do you present your
league/team/athlete on social media?
Los Angles Kings@lakings
To everyone in Canada outside of BC, you’re welcome.
20,000+ New followers13,000 Retweets
4. Develop a VoiceFollowing LA Kings defeat of Vancouver Canucks (one of most despised teams in Canada.)
5. Grant Unprecedented Access
Social media can be the eyes and ears of the fan. What can you give them that they can’t get anywhere else?
5. Give Unprecedented Access
6. Let Fans Contribute
Old Model: Broadcast• Team/League in control
• Team league creates/delivers content
• Communication goes 1 way
New Model: Social Media• Everyone has some control
• Fans modify, repackage, and
• Communication goes everyway
Summary• Media is changing and will continue to change.• Social media presents both opportunities and challenges for sports
businesses.• Smart sports businesses will use social media to connect with and
engage a new type of fan.• Revenue from social media comes through a deeper, more
meaningful relationship with fans.