• by Jack Loechner , Staff Writer @mp_research, May 19, 2002

To Reach Sports Viewers on the Internet

Recently a reader requested some specific information for planning a media buy to reach sports viewers. In hopes that it may be useful to other planners and buyers, here is some of the data. The Center for Media Research welcomes requests and comments regarding data and information that may be individually or universally helpful.

Top 10 Sports Sites

Brand or Channel	Unique Audience (000)	Reach (%)
ESPN	3,392	4.28
Yahoo! Sports	1,738	2.2
nascar.com	1,203	1.52
MLB.com	1,197	1.51
Sportsline.com	1,135	1.43
CNNsi	999	1.26
NFL Internet Network	985	1.24
NBA Internet Network	602	0.76
FansOnly	494	0.62
NHL	316	0.4
Demographics For Sports Viewers
	Composition (%)
Male	70.4
Female	29.6
Age
2 - 11	2.92
12 - 17	10.25
18 - 20	3.93
21 - 24	4.78
25 - 34	23.02
35 - 49	35.48
50 - 54	7.35
55 - 64	8.21
65 - 99	4.07
Income
$ 0 - 24999	5.37
$ 25000 - 49999	25.44
$ 50000 - 74999	30.62
$ 75000 - 99999	18.48
$ 100000 - 149999	11.89
$ 150000 - 999999	6.51
No Response	1.68

Source: Nielsen//NetRatings based on audience measurement of more than 50,000 U.S. panelists who have home Internet access.

Audience Measurement Data Week ending April 28, 2002