Top 10 NYC Landmarks US Open Attendees also Visited
The US Open Tennis Championships is one of the most heavily attended sporting events in the world. With nearly 700,000 attendees each year, it presents a prime opportunity for marketers to reach their audiences and promote their brand. Over the course of the tournament, xAd analyzed visitation to matches to learn which events drew in the biggest crowds, where those spectators were coming from, and where else they went.
2016 US Open: Serving Up Insights Around NYC’s Big Tennis Event
Daily Attendance(Indexed Foot Traffic by Day)
Average Hourly Foot Traffic(Indexed Foot Traffic by Time of Day)
Are sponsors reaching the right audiences?
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Foot trafficUS OPEN
9
6
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12
3
47 10
Prospect Park
9/11 Memorial
Grand Central Terminal
TIME SQUAREPenn Station Rockefeller Center
New York Botanical Garden
Arthur Ashe Stadium
Thursday, September 1st was the highest day for foot traffic to Arthur Ashe stadium — 73% higher than average daily visits and 103% higher than Match Day 1. This day featured big names such as Andy Murray, Serena & Venus Williams, and eventual champion Stan Wawrinka.
The same players drew in crowds on the second highest day of attendance, Match Day 6.
Attendance dropped towards the end of the tournament when there are typically only 2-3 marquee matches per day verse the action packed start of US Open.
Attendance on Labor Day weekend was 36% higher than the tournament average, although Labor Day did see a slight dip with many fans. celebrating the holiday.
After the always popular Williams sisters exited the tournament, the Women’s final saw a significant drop in foot traffic.
Overall foot traffic throughout the tournament peaks around 3pm, once the crowds for the day session have all filled in.
(Indexed to subset of brands as compared to general population)
Source: xAd Foot Traffic Data, August 1 — September 12, 2016
9:00 AM
11:00 Am
1:00 pm
3:00 pm
5:00 pm
7:00 pm
9:00 pm
11:00 pm
Coney Island
Moma
Central Park
As one of the most visited tourist attractions in the country, it’s no surprise that Central Park was the top visited NYC landmark for US Open goers. In fact, they were 80% more likely to be seen at Central Park than the general population. It certainly doesn’t hurt that the park boasts a tennis center as well.
US Open goers were 33% more likely to be seen at Grand Central (potentially catching the 7 train to Billie Jean King tennis center!).
m T W Th F S Su M t w th f s su
29 AUG 30 AUG 31 AUG 1 Sep 2 Sep 3 Sep 4 Sep 5 Sep 6 Sep 7 Sep 8 Sep 9 Sep 10 Sep 11 SepBelow Average
Above Average
Top States for Visitation to the US Open
52
3
4
1
Just under 50% of US Open attendees came from New York
Spain and Italy were the top two countries outside the US
Us Open Visitors State
Relative Likelihood of Attendees to Visit Businesses Leading up to the Tournament
+107% +14% +12%
Several big brand names have a presence around the grounds to reach prospective customers at the US Open. Foot traffic patterns can show whether or not they are actually reaching the right audience.
xAd data found that all brands had strong affinities, with those who attended the US Open being more likely than average to also visit their businesses. Attendees were over 100% more likely to visit a Chase location, partially driven by regional presence.
48%
