Commentary

Who's Watching Sports Online?

Who's Watching Sports Online?

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A deeper look at the demographics of sports watchers, their online destinations, advertisers, impressions and ad types.                                                 

Top 10 Online Sports DestinationsWeek 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 & TeamsWeek 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.

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