Who's Watching Sports Online?
Who's Watching Sports Online?
A deeper look at the demographics of sports watchers, their online destinations, advertisers, impressions and ad types.
| Top 10 Online Sports Destinations Week ending September 23, 2007 US, Home and Work | ||
| Brand or Channel | Unique Audience (000) | Active Reach (%) |
| Yahoo! Sports | 11,912 | 8.84 |
| ESPN | 9,031 | 6.7 |
| FOX Sports on MSN | 6,881 | 5.11 |
| CBSSports/CSTV Network | 6,155 | 4.57 |
| NFL Internet Network | 6,091 | 4.52 |
| MLB.com | 5,549 | 4.12 |
| eBay Sports | 3,421 | 2.54 |
| AOL Sports | 2,846 | 2.11 |
| SI.com | 2,841 | 2.11 |
| Turner Sports New Media | 2,229 | 1.65 |
| Source: Nielsen//NetRatings NetView | ||
| Demographic Data for Sports Category Month of August 2007 US, Home and Work | |||
| Category | Target | Unique Audience (000) | Audience Composition (%) |
| Total |
| 70,645 | 100 |
| Male |
| 41,099 | 58.18 |
| Female |
| 29,546 | 41.82 |
| Age | 2 - 11 | 2,336 | 3.31 |
|
| 12 - 17 | 5,597 | 7.92 |
|
| 18 - 24 | 3,760 | 5.32 |
|
| 25 - 34 | 9,932 | 14.06 |
|
| 35 - 49 | 25,422 | 35.98 |
|
| 45+ | 32,205 | 45.59 |
|
| 55+ | 14,915 | 21.11 |
|
| 65+ | 5,509 | 7.8 |
| HH Income | $ 0 - 24999 | 3,603 | 5.1 |
|
| $ 25000 - 49999 | 12,916 | 18.28 |
|
| $ 50000 - 74999 | 17,865 | 25.29 |
|
| $ 75000 - 99999 | 15,018 | 21.26 |
|
| $ 100000 - 149999 | 12,376 | 17.52 |
|
| $ 150000+ | 7,408 | 10.49 |
|
| No Response | 1,458 | 2.06 |
| Source: Nielsen//NetRatings NetView | |||
Data on the Entertainment Sports Leagues & Teams Week ending September 23, 2007 US, Home and Work
| Top 20 Advertisers | ||
|
| Impressions (000) | Share of all Impressions |
| NBA | 4,148 | 12.3% |
| Fairfield University | 2,521 | 7.4% |
| Nascar | 2,244 | 6.6% |
| USA Football, Inc. | 2,124 | 6.3% |
| PGA TOUR, Inc. | 1,361 | 4.0% |
| Zuffa | 1,334 | 3.9% |
| FedEx Corporation | 1,186 | 3.5% |
| Major League Baseball | 1,175 | 3.5% |
| Echostar Communications Corporation | 1,159 | 3.4% |
| National Underclassmen Combine | 923 | 2.7% |
| Breeders' Cup Ltd. | 837 | 2.5% |
| Cablevision Systems Corporation | 825 | 2.4% |
| Atlanta Motor Speedway | 778 | 2.3% |
| UEFA | 715 | 2.1% |
| Rugby World Cup Limited | 700 | 2.1% |
| Iowa Hawkeyes | 687 | 2.0% |
| Baltimore Ravens | 559 | 1.7% |
| New Orleans Saints | 547 | 1.6% |
| Miami Dolphins Official Homepage | 527 | 1.6% |
| Charlotte 49ers | 418 | 1.2% |
| Total | 33,846 |
|
| Source: Nielsen//NetRatings AdRelevance | ||
| Top Ad Sizes | |||
|
| Dimensions | Impressions (000) | Share of all Impressions |
| Leaderboard | (728x90) | 11,691 | 34.5% |
| Medium Rectangle | (300x250) | 6,043 | 17.9% |
| Wide Skyscraper | (160x600) | 5,565 | 16.4% |
| Full Banner | (468x60) | 4,647 | 13.7% |
| Button #1 | (120x90) | 1,806 | 5.3% |
| Non-Standard Dimension |
| 1,256 | 3.7% |
| Button #2 | (120x60) | 879 | 2.6% |
| Half Banner | (234x60) | 516 | 1.5% |
| Vertical Banner | (120x240) | 495 | 1.5% |
| Square Button | (125x125) | 330 | 1.0% |
| Skyscraper | (120x600) | 167 | 0.5% |
| Micro Bar | (88x31) | 149 | 0.4% |
| Rectangle | (180x150) | 138 | 0.4% |
| Square | (250x250) | 90 | 0.3% |
| Large Rectangle | (336x280) | 67 | 0.2% |
| Vertical Rectangle | (240x400) | 15 | 0.0% |
| Total |
| 33,854 | 100.0% |
| Source: Nielsen//NetRatings AdRelevance | |||
| Ad Delivery Types | ||
|
| Impressions (000) | Share of all Impressions |
| In-Page | 33,564 | 99.1% |
| Expanding | 202 | 0.6% |
| Transitional | 37 | 0.1% |
| Pop-Up | 28 | 0.1% |
| Over-Page | 21 | 0.1% |
| Total | 33,852 | 100.0% |
| Source: Nielsen//NetRatings AdRelevance | ||
Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
JACK LOECHNER
Center for Media Research
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