two$minute$take-aways€¦ · two$minute$take-aways$ •...
TRANSCRIPT
Two Minute Take-‐Aways
• NFL, NCAA Football and MLB remain most popular, while the NHL and NBA are Neck and Neck; though it’s tough at the top as most popular sports show some slippage
• MMA surges in popularity while NCAA Football takes a hit. Boxing conEnues to struggle while horse racing becomes more popular in light of a triple crown winner
• Walking and fitness top recreaEonal sports as cycling surpasses running/jogging. All sports have increased their regular parEcipaEon compared to 2015, except fishing!
• Fan evaluaEons of commissioners show MLB’s Rob Manfred posEng a stellar rookie performance. NFL commissioner Goodell’s evaluaEon suffers once again
• There has been a marked declined in approval of the Four Team College Football Playoff in idenEfying the best team in NCAA College Football
• MLB Fans have become more tolerant for players switching teams. Pace of Play has paid off; there is a significant drop in those who think MLB Games take too long
2
Two Minute Take-‐Aways (conEnued) • Fewer NBA Fans believe that there aren’t enough teams capable of winning a championship. NBA fans have become more tolerant of one and done
• Less than half of sports fans support government regulaEon of daily Fantasy contests
• NFL fans remain concerned with concussions but many are sEll willing to “take the risk.” They show strong aversion to a European based NFL team
• Fans show concern with quality of officiaEng in the NFL this season and are more bullish on Marcus Mariota’s future prospects relaEve to Jameis Winston. Yet Winston has significantly closed the gap from a year ago
• American sports fans are anxious about the macro economy as the presidenEal elecEon cycle heats up. The paradox lies in that at the same Eme, fans assert a three year low in budget consciousness, less difficulty in making decisions about discreEonary purchases and rejecEon of the noEon that one will scale down their lifestyle in reErement.
3
Background, ObjecEves and Methodology
• Winter 2016 SLRG Sports Omnibus
– Assess the abtudes and percepEons of American sports fans
• IniEated by Sports and Leisure Research Group in 2009
• 2016 online survey of over 2,400 total respondents
4
Top Four Most Popular Sports Remain Consistent; NHL and NBA ConEnue See-‐Saw Bafle for Winter Popularity
5
86%
64% 59%
48%
29% 26%
10% 9% 6%
87%
69% 64%
51%
26% 28%
13% 10% 7%
88%
72% 68%
53%
24% 29%
10% 12% 10%
NFL Football NCAA Football MLB Men's NCAA Basketball
NBA NHL NASCAR Professional Soccer
Men's Tennis
Winter 2016 Winter 2015 Winter 2014
I watch and follow ______ closely Q
RecreaEonal Sports ParEcipaEon: All Sports Except Fishing Have Increased Their Regular ParEcipaEon Compared to 2015!
6
68%
43%
26% 24%
17% 15% 15% 13% 11%
68%
38%
21% 21%
13% 14% 11% 13% 12%
63%
40%
24% 27%
12% 13% 14% 18%
9%
Walking Weight Training/Fitness
Bicycle Riding Running/Jogging Swimming Hiking/Camping Basketball Baseball/Sonball Fishing
Winter 2016 Winter 2015 Winter 2014
Which of the following sports do you parEcipate in regularly, that is at least twice per month during season?
Q
Perceived Popularity of Spectator Sports: MMA Gains Popularity, While NCAA Football and NHL Slips
7
67% 66% 64%
47% 46% 40%
34% 31% 23%
71% 76%
48% 47% 52%
40%
27% 30% 30%
75% 70%
60%
51% 50%
39%
26%
35% 34%
NFL NCAA Football MMA (Mixed MarEal Arts)
European League Soccer
NCAA Men’s Basketball
MLS (American League Soccer)
NBA MLB NHL
Winter 2016 Winter 2015 Winter 2014
Please indicate whether you think this sport has become MORE popular Q
8
27% 25%
17% 15%
9% 6% 5% 4% 4% 4%
26%
6%
17%
8% 5% 5%
3% 3% 3%
26%
8%
16%
6% 5% 6% 6% 3%
Horse Racing NCAA Women’s Basketball
Women’s Tennis
NASCAR WNBA Indy Car Racing Men’s Tennis Track & Field Boxing
Winter 2016 Winter 2015 Winter 2014
Please indicate whether you think this sport has become MORE popular Q
Perceived Popularity of Spectator Sports: MMA Gains Popularity, While NCAA Football and NHL Slips
(conEnued)
WNBA, NASCAR Stem the NegaEve Tide, while Boxing, Track & Field ConEnue to Struggle
9
58%
34% 32% 30% 30% 26%
22% 19% 12%
67%
33% 37%
32% 30% 31%
41%
27%
15%
61%
31% 39% 35%
43%
27%
45%
26% 19%
Boxing Track & field Indy Car Racing NASCAR WNBA Men’s Tennis Horse Racing Women’s Tennis
NBA
Winter 2016 Winter 2015 Winter 2014
Please indicate whether you think this sport has become LESS popular Q
WNBA, NASCAR Stem the NegaEve Tide, while Boxing, Track & Field ConEnue to Struggle
10
10%
14% 13%
12% 11%
10%
4% 4%
17% 16%
14% 12%
11% 11%
4% 4%
12% 13% 14% 15%
12%
8%
2% 2%
MMA (Mixed MarEal Arts)
European League Soccer
NCAA Women’s Basketball
MLS (Major League Soccer)
NHL MLB NCAA Men’s Basketball
NFL
Winter 2016 Winter 2015 Winter 2014
Please indicate whether you think this sport has become LESS popular Q
(conEnued)
Difference Between Those Who Say A Sport is Gaining vs. Losing Popularity: Bring on More Football
11
63% 62%
54% 42%
33% 28%
22% 21%
12% 12%
5% -2%
-15% -21% -21%
-26% -30%
-54%
NFL Football NCAA Football
MMA (Mixed MarEal Arts)
NHL Hockey MLB Baseball
European League Soccer MLS (Major League Soccer)
NBA Basketball
NCAA Men's basketball
Track & Field
NASCAR
Men's Professional Tennis
Women's Professional Tennis
Indy Car Racing
NCCAA Women's Basketball
WNBA Basketball
Horse Racing
Boxing
7.3
7.0
6.2
4.6
7.6
6.3
6.3
4.8
6.5
6.1
5.8
7.1
Gary Befman, NHL
Roger Goodell, NFL
Winter 2016 Winter 2015 Winter 2014
Approval RaEngs on Commissioners: Silver ConEnues to Succeed, Manfred has stellar rookie performance and Goodell feels the heat
12
David Stern, NBA
Adam Silver, NBA
Bud Selig, MLB
Rob Manfred, MLB
Topical Issues: Fans Uncertain that College Football Playoff Has Ability to Crown a True Champion
13
TOP 3 BOX SUMMARY 2016 Sports Fans
2015 Sports Fans
2014 Sports Fans
There are too many college bowl games 66% 59% 57%
In general, college coaches are overpaid 52% 54%
The Four team College Football Playoff has done a great job in idenEfying the best team in NCAA College Football
39% 49%
College athletes should receive cash compensaEon for their parEcipaEon in Division I sports
32% 35% 27%
Major college conference realignment has been a posiEve for me, as a fan
16% 20% 14%
Topical Issues: MLB's Pace of Play IniEaEves are Reaping Dividends
14
TOP 3 BOX SUMMARY 2016 Sports Fans
2015 Sports Fans
2014 Sports Fans
I wish that MLB could find a way to keep star players on their original teams for more of their careers
52% 60% 57%
Commissioner Manfred acted properly in not lining the ban on Pete Rose.
45%
Major League Baseball games take too long 31% 48% 63%
The Chicago Cubs will win the 2016 World Series 11%
Topical Issues: Majority of Fans Embrace the 3-‐on-‐3 Playoff
15
57% 35%
8% Top 3 Box
Middle 4 Box
Bofom 3 Box
Level of Agreement: “The new NHL 3-‐on-‐3 playoff format has been a great change for hockey”
Topical Issues: Majority of NBA Fans Look For a Warriors Repeat; More Tolerance for "One and Done" College players
16
TOP 3 BOX SUMMARY 2016 Sports Fans
2015 Sports Fans
2014 Sports Fans
I'd like to see eligibility rules modified to require prospecEve NBA players to stay in school for at least two years
57% 67%
The Golden State Warriors will repeat as NBA Champions this season
53%
There aren't enough teams capable of winning a Championship in the NBA
29% 32% 48%
The NBA Dran Lofery system is working well for compeEEve balance in the league.
25%
Topical Issues: Fans Concerned With Quality of OfficiaEng
17
TOP 3 BOX SUMMARY 2016 Sports Fans
The quality of officiaEng was a major issue in the NFL, this season 53%
I’m excited about the prospects of the NFL returning to Los Angeles 14%
If given the choice, I’d rather watch NFL football on a streaming service than on broadcast television 5%
I'd be excited to see an NFL team based in Europe 5%
Topical Issues: Fans Reject Government RegulaEon of Daily Fantasy Contests
18
42%
31%
29% Top 3 Box
Middle 4 Box
Bofom 3 Box
Level of Agreement: “Government regulaEon of daily fantasy contests is necessary to protect the public interest”
The Concussions ContradicEon: The Concussions ContradicEon: A Serious Issue… But Over a Third of NFL Fans Would Risk the Threat for an NFL Career… And It’s Not Just Those Under 35
19
Assume for a moment, that a genie offers you the following proposiEon: You will be given the opportunity to live or re-‐live your life with the ability to become an All-‐Pro NFL player, recognized as one of the best at your posiEon in the league and compensated accordingly. You will enjoy a lucraEve 10 year career that enables you to reEre from the game with both celebrity and lifeEme financial security. However, at age 65, you will begin to show the onset of demenEa. Do you accept the genie's offer?
Q
34% 45%
37% 44% 39%
62%
Total Age Under 35
2016
2015
2014
% YES “The issue of concussions in football is among the most serious problems that must be dealt with”
62%
67% 65%
2016 2015 2014
Quarterback of the Future? NFL Fans Favor Mariota; Jameis Gains Popularity
20
Who will ulEmately have the befer NFL career? Q
63%
37% Marcus Mariota
Jameis Winston
Other Fan Abtudes: Drop in Agreement that Athletes are Role Models; Fans Feel Tiger Woods Career is Coming to an End
21
Top 3 Box Summary
2016 Sports Fans 2015 Sports Fans 2014 Sports Fans
*Base: Golfers
40%
35%
28%
17%
6%
6%
40%
35%
32%
23%
18%
5%
43%
41%
24%
16%
41%
6%
In general, professional and collegiate teams are too quick to fire head coaches or managers
I'd rather watch pro sports on TV than afend a live game
Professional athletes are role models
Once an athlete becomes a public figure, it is acceptable for his or her private life to be open to public scruEny
I expect Tiger Woods to win a Major in 2016*
I'm interested in learning more about the private lives of top sports stars
Other Fan Abtudes: Minimal Interest in Watching Sports in a Virtual Reality; Soccer Not SupplanEng Other U.S. Sports in popularity in the near future.
22
Top 3 Box Summary
*Base: Golfers
If given the opportunity, I’d be interested in watching sports in virtual reality 5%
Soccer will become the most popular sport in the U.S. within the next ten years 5%
69%
57%
48%
40%
14%
78%
57% 55%
45%
12%
67% 61%
53% 46%
19%
71%
62%
52%
38%
11%
Quality service can make the ulEmate difference in what I buy
It's important to try new things This year will be a befer year for me than last year
Compared to my parents, I'm more self indulgent
If I see something I like, I don't worry about the price
2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans
Sports Fan Abtudes: Skibsh Feelings About the Economy
23
Top 3 Box Summary
36% 38% 38% 34% 34%
29%
45% 44%
37% 36% 35% 31%
42% 38% 39%
31%
37% 32%
43% 43%
31%
25%
32% 27%
I plan to spend acEvely on useful pasEmes in my
reErement
It's important for my life to include a variety of unique experiences
I feel that I will be more comfortable in my reErement than my parents are/were
I'm confident that I will have enough money to
reEre in comfort
I invest so I can reEre early
I plan to conEnue working even in reErement
2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans
Sports Fan Abtudes: Less Likely to Spend Freely
24
Top 3 Box Summary
43%
36% 36% 37% 37%
20%
45% 41% 39% 38% 37%
24%
47%
36% 35%
41% 37%
25%
39% 41%
21%
40%
33%
26%
I'm looking forward to my "golden years"
The best years of my life are sEll to come
Age 60 is the new age 40 I view reErement more as a Eme to experience new things, than as a
Eme to relax
I consider myself to be very health conscious
I plan to scale down my lifestyle in my reErement
2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans
Sports Fan Abtudes: Fans less OpEmisEc about reErement, but less willing to scale down their lifestyle
25
Top 3 Box Summary
83%
45%
24% 28%
88%
51%
30% 26%
83%
46%
28% 28%
87%
44%
28% 36%
We live in an age of constant updates
There's too much new technology to keep up with
I'm spending more Eme these days with friends and family, than I did in
the past
I've embraced social media
2016 Sports Fan 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans
Sports Fan Abtudes: Info Overload Endures
26
Top 3 Box Summary
63%
61%
41%
34%
29%
30%
23%
7%
69%
60%
48%
40%
35%
35%
34%
13%
68%
63%
46%
41%
31%
30%
27%
7%
There's really no such thing as job security any more
The gap between the "haves" and "have nots" has become more problemaEc in the US in recent years
I'm more budget conscious today than I was two years ago
Today, I have to make more difficult decisions about discreEonary purchases than I did five years ago
I feel befer about my financial situaEon today than I did a year ago
There are so many good deals these days, that I rarely ever pay full price anymore
We have seen the U.S. unemployment rate reach bofom, and the economy will add jobs this year
People will go back to spending freely on luxuries again this year
2016 Sports Fan 2015 Sports Fans 2014 Sports Fans
Sports Fan Abtudes: CauEon Persists for Job Security
27
Top 3 Box Summary
67%
23%
68%
29%
67%
25%
64%
26%
The world is less safe for children, today than when I
was growing up
Spending Eme with and caring for children and aging parents will reduce the Eme I can dedicate to
playing sports and afending sporEng events
2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans
Sports Fan Abtudes: Fans to Find Time for Sports, Despite ConEnued Family Centricity
28
Top 3 Box Summary
59%
33%
38%
18%
64%
43%
39%
23%
64%
41%
43%
27%
51%
36%
35%
16%
I'd rather spend Eme with family than with friends or business
associates
I'm spending more Eme at home than I did two years ago
I'm planning to take a major vacaEon this year
I find that I'm taking more vacaEons of shorter duraEon
than I used to
2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans
Sports Fan Abtudes: Focus is SEll on Family Yet Fewer Spend More Time at Home
29
Top 3 Box Summary