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TRANSCRIPT
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
The sports world is slowly coming back and we all know it will look different moving
forward. Teams and Leagues are releasing new safety procedures and protocols every
week and adjusting game formats.
But what do the fans think? How will their behaviors and attitudes change when it
comes to sports?
Nielsen Sports recently launched a study to understand what fandom will look like in
2020 and beyond. Our data shows the path forward, looking at fan interest levels,
likelihood to attend events and willingness to watch new sports.
Source: Nielsen Sports Covid-19 U.S. Live Event Study in Collaboration with Dynata, n=2,000+
Over the next 12 months, 13% of the U.S. general population plans on attending a
live sporting event in person, while 25% do not plan to attend any live events for the
foreseeable future.
17%
13% 13%
12%
10%
MLB NFL NHL NBA MLS
Average
Planned
Attendance:
13%
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
Generation Z and Millennial fans are more likely to attend live sporting events moving
forward compared to individuals 35+. The younger generation of fans are also 3x more
likely than fans aged 35+ to think sponsors have an important role to play in developing
the “new normal” in the sports world.
8%
13%
20%
15%
17%
14%
4%
9%
Right away
1-2 Months
3-4 Months
5-6 Months
5-12 Months
1-2 Years
Never
2 Years +
Based on the current timeline
for business re-openings,
56% of the general
population is comfortable
returning to live events and
sports within 6 months,
compared to 65% of sports
fans in the same timeframe.
Aged 18-35
Aged 35+
Sports fans aged 18-35 think
sponsor involvement is 3x
more important compared to
fans aged 35+.
GENERAL POPULATION
Source: Nielsen Sports Covid-19 U.S. Live Event Study in Collaboration with Dynata, n=2,000+
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
How a team or league responds to the pandemic will have a lasting impact on
fandom.
The lack of live sports is increasing the demand; 14% of the general population are
more likely to watch sports highlights due to the temporary blackout,.
of Gen Pop are
more likely to
watch sports
highlights
48%
41%
34%
28%
19%
NFL MLB NBA NHL MLS
of Gen Pop agree or strongly agree that teams and leagues can lose them as a fan based on a poor pandemic response.
of Gen Pop agree or strongly agree that they will increase fandom of a particular team or league based on a positive pandemic response.
Source: Nielsen Sports Covid-19 U.S. Live Event Study in Collaboration with Dynata, n=2,000+
Nielsen Sports is the leading source of sports measurement and
analytics around the world, with solutions spanning cross-platform
media valuation, fan insights and digital & social analysis. With
unrivaled data, products and consulting services, Nielsen Sports is
uniquely positioned to help brands, leagues, teams, federations and
agencies optimize sponsorship portfolios and maximize investments
in sports. Nielsen Sports is part of Nielsen Holdings plc
(NYSE:NLSN) a S&P 500 company with operations in over 100
countries, covering more than 90% of the world’s population.
For more information visit
www.nielsensports.com
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.