Not All Sports Fans Created Equal

21 10 2009
According to the latest data from comScore, not all sports fans are created equally and should not be treated as such.

The digital research company measured web site visitor profiles for each of the four largest professional sports leagues in the United States: the National Basketball Association, the National Hockey League, Major League Baseball, and the National Football League.

The fan demographics compiled by comScore can be useful to team-owners and advertisers alike as the sports industry tries to increase revenues in their climb out of the recession

According to their analysis, NBA.com has the biggest international draw, with only 53% of its visitors logging on in North America.   This number – staggeringly high when compared to the average of 90% for the other three sites – points to an accessible online market for global companies such as Coca-Cola and EA Sports.

Though NBA.com attracts the most European traffic, NHL.com comes in second with 9.4%; a surprisingly high number, since Frenchmen and Spaniards are not the first to come to mind when thinking of NHL fans. 

Also surprising is that NHL.com has the average highest income for American visitors, with 36% of its fans making $100,000 or more a year.  What is most ironic about this statistic is that of the four leagues, NHL.com has the least amount of advertising on its site.

Though far less popular than the NFL or NBA, the National Hockey League presents a potentially lucrative consumer base — one that perhaps deserves a second look from corporate sponsors and national advertisers.

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