Census-based demographic reports can be a source of syndicated data for a sport marketer.

Chapter 4 – Market Research in the Sport Industry

Market research – the provision of insight and information about sports fans.

Sources of Information

Two general categories of data sources: syndicated data and custom research.

Syndicated Data

Syndicated data – data that have been collected, organized and repackaged for consumption.

Syndicated data suppliers typically monetize their businesses by selling subscriptions to their

data sources. The ongoing subscriber fees cover the investment required to accumulate and

process the data.

Since multiple clients purchase the data, the company can charge a lower price.

Examples: NPD, Nielsen, IRI and the U.S. Government.

U.S. Census

Provides information about the demographic makeup of the U.S. population.

Enumerate the U.S. population every 10 years.

Identifies trends in the evolving makeup of the U.S. population both for the country as a whole

and by state, county, city and zip code.

Available online free of charge.

Demographic Profiling

Syndicated research companies such as Scarborough and Simmons provide a more detailed

of the U.S. population than the U.S. Census, and tailor their offerings to specific clients by

looking at the population as sets of customers.

They conduct phone interviews, survey booklets, television diaries, and internet surveys that

detail their consumer habits across leading product categories.

In the sport and live entertainment industry, Scarborough has higher penetration among the

rights holders.

The ESPN Sports Poll profiles sports fans in the United States on their interests, behaviors,

and preferences.

Audience Measurement

Media rights fees have escalated to be the sport properties’ biggest source of revenue.

A sport marketer must have a basic understanding of audience ratings.

Nielsen is the most used source of television metrics, such as total viewers and their own

“Nielsen ratings”.

In each country in which the operate, they recruit a large sample of households,

representative of all households in that country who own a television.

They generally use devices called “People Meters”, which are attached to the TV sets, and

then the panelists indicate who watched the respective programming.

Nielsen monetizes the business through paid subscriptions for its services.

Properties want to know how to price advertising slots for sponsors and brands that buy ad

space during related programming.

The rise in importance of digital media has created a marketplace for measurement of

online behavior.

Which of the following is an example of marketing through sport?

When sports marketers establish a marketing planning process?

What can a sport marketer manipulate to make the brand associations more positive?

What is the first step in the marketing planning process MPP )?