Sporting News Study Shows Radio Lagging Other Media For Sports Content Consumption
June 18, 2013 at 4:12 AM (PT)
A study by KANTAR MEDIA and TV SPORTS MARKETS commissioned by SPORTING NEWS MEDIA based on online surveys shows sports radio content consumption trailing other media as social networking and smartphone usage for sports increases.
Radio, the study indicates, trails television, online, and print as ways people consume sports content. The study shows that FACEBOOK, YOUTUBE, and Twitter have achieved significant penetration of the sports market, with a quarter of fans using them to follow sports, while over a third of fans are using their smartphones to access sports content, 36% of those doing so at least once a day.
Connected TVs are not making a lot of headway, with just 7% of fans saying they used a connected TV to consume sports and 19% believing connected TVs will have the biggest impact on how they consume sports in the next two years. Second-screen use is also limited, with only 4% of fans saying that second screen consumption of sports will have a big impact in the next two years.
SPORTING NEWS MEDIA President JEFF PRICE said, "In a fragmented media landscape, it's important for us to understand where and how sports fans are engaging with content. It's interesting to follow news on the latest gadgets and apps to hit the market for fans, but for business stakeholders like sports publishers, marketers and of course leagues, it's crucial to find and engage fans at scale. This annual report helps provide a snapshot of the market and focus on what is of most interest to most fans."
Read more and register for the complete report by clicking here.