x games austin ‘15 attendee research...2 summary methodology attendee research for x games austin...

X Games Austin ‘15 Attendee Research

June 2015

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Summary

METHODOLOGY Attendee research for X Games Austin ‘15 in Austin, TX was conducted utilizing a “recruit and online recontact” methodology. At X Games Austin ‘15, a random sample of 1,035 attendees was recruited to complete a short survey on-site (no gender and age quotas were set, though respondents needed to be 12 or older to participate). Those respondents (and other attendees whose names and email addresses were collected) were then asked for their participation in a follow-up online survey. The recontact survey was completed by 298 of those respondents. The following report includes data collected from this year’s research, as well as comparisons between 2015 data and 2014 results where appropriate.

GETTING TO X GAMES AUSTIN ‘15 Repeat Visitors: 2014 was the first year the X Games were held in Austin, in 2015 (41%) of respondents had previously attended X Games while (59%) were first-time visitors this year. Intention to Attend: Attending X Games Austin ‘15 seemed to be a planned activity, with a slight majority of respondents (58%) indicating that they had come specifically to see the X Games. Additionally, roughly six in ten (56%) indicated that they had come to see a specific competitor. Who Attended: More males (66%) than females (34%) attended X Games Austin ’15. Nearly half (46%) of attendees indicated being younger (ages 12-24) and reported a median age of 28, (higher than 2014). About four in ten respondents (35%) reported a household income of $75,000 or more, and roughly one-half (45%) of those ages 18-24 had at least some college education.

X GAMES AUSTIN ‘15 EXPERIENCE They Had a Great Time: When asked how they would rate X Games Austin ‘15, the majority of on-site attendees (52%) gave the event the highest rating (“Excellent”) and the vast majority (91%) felt that it was either “Excellent” or “Very good.” A Valuable Experience: As a way of deducing the value placed on the X Games Austin ‘15 experience, attendees were charged $59-$109 basic admission (depending on seating) to watch the events and attend the various festival villages. Nearly four in ten respondents (37%) felt that paying $59-$109 to watch X Games Austin ‘15 events was an “Excellent” or “Very Good” value, with an additional 26% perceiving it as a “Good” value. Strong Perception of X Games Austin ‘15: A factor that contributed to enjoyment (and attendance) was spectators’ awareness of the quality of competition and that competing in X Games Austin ‘15 is important for these athletes. Over eight in ten respondents (82%) agreed with the depiction of the Games as “The most important event for athletes who compete in summer action or extreme sports.” When it came to agreeing that X Games Austin ‘15 is “The best place to see the top competitors” in these types of sports, the vast majority of respondents (88%) agreed. The X Games Music concert series also contributed to attendees’ enjoyment of the Games, with nearly three in ten (27%) agreeing that “The X Games is the best place to see top music groups.”

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X GAMES AUSTIN ‘15 SPONSORS Positive Association: When asked whether sponsorship of X Games Austin ‘15 made them feel “More favorable” or “Less favorable” towards the sponsors, or if the sponsorship had “No effect,” nearly one-third of respondents (31%) felt “More favorable” and a negligible portion of the sample felt “Less favorable” (3%). When asked specifically how they felt toward sponsors with long-term relationships with the X Games, “More favorable” ratings (61%) grew slightly in comparison to the same rating in general sponsorship testing. The next question concerned whether respondents had “More interest” or “Less interest” in purchasing sponsors’ products, or if the sponsorship had “No effect.” Roughly half of respondents indicated being “More interested” (52%), and no respondents felt “Less interested” (0%). Sponsors’ Image: Three-fourths (76%) of respondents agreed that a sponsor of the X Games has an appealing image to younger people and that X Games Austin ‘15 sponsors were providing the funding necessary for the event to take place, demonstrating that respondents understand the roles and contributions of sponsors to be more than simply advertisers. The majority of respondents also agreed that X Games sponsorship makes them feel good about the sponsoring company (62%) and makes a company seem like a leader in its industry (57%). Over one-half agreed that it makes a company look more professional (53%) and that a company’s sponsorship of the X Games makes purchasing that company’s product more desirable (41%). Nearly two-thirds (62%) agreed that an X Games sponsorship makes them more likely to visit a sponsor’s store, website, etc., while very few (9%) indicated they think an X Games sponsorship makes a company seem too commercial. Galleria: When asked whether sponsorship of the Galleria made them feel “More favorable” or “Less favorable” towards the sponsors, or if the sponsorship had “No effect,” about nearly one-half (47%) felt “More favorable” and almost no respondents (2%) felt “Less favorable.” When asked to rate the Galleria, half of visitors (49%) rated it either “Excellent” or “Very good,” with an additional 42% rating it “Good.” Only 8% gave it a score of “Fair,” and no visitors rated it “Poor.”

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Our Respondents Results from those who attended X Games Austin ‘15 showed a median age of 28 years old, slightly higher than last year’s median age of 25.6. All age groups were more likely to be male than female, with the lowest incidence of female attendees observed among respondents ages 12-17.

2014 2015

Total Male Female Total Male Female

12+ 1066 699 367 12+ 1035 678 357

Horz% 65% 35% Horz% 66% 34%

12-17 149 119 30 12-17 169 123 46

Vert % 14% 17% 8% Vert % 16% 18% 13%

Horz % 80% 20% Horz % 73% 27%

18-24 341 233 108 18-24 307 205 102

Vert % 32% 33% 29% Vert % 30% 30% 29%

Horz % 68% 32% Horz % 67% 33%

25-34 297 185 112 25-34 303 185 118

Vert % 28% 26% 31% Vert % 29% 27% 33%

Horz % 62% 38% Horz % 61% 39%

35+ 279 162 117 35+ 256 165 91

Vert % 26% 23% 32% Vert % 25% 24% 25%

Horz % 58% 42% Horz % 64% 36% Median = 25.6 Median = 28.0 Survey Respondents by Income Over one third of respondents ages 18+ reported HH incomes of $75,000 or more (35%), and just under one-fourth reported HH incomes of $100,000 or more (20%). Income tended to be higher among older adults, with the majority (62%) of those 35 or older including themselves in the $75,000-plus group and nearly one-half (44%) reporting HH incomes of $100,000 or more.

Total HH Income Before Taxes*

Total <$40,000 $40,000-$74,999

$75,000-$99,999 $100,000+

18+ 866 166 298 127 174 Horz% 19% 34% 15% 20% 18-34 610 149 235 80 62

Vert % 70% 90% 79% 63% 36% Horz % 24% 39% 13% 10% 35+ 256 17 63 47 112

Vert % 30% 10% 21% 37% 64% Horz % 7% 25% 18% 44%

*Base: Those who responded, among respondents ages 18+

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Survey Respondents by Education The majority of attendees (67%) reported having at least some college education. Not surprisingly, level of education increased with age; over two-thirds (64%) of those 35 or older reported having completed college or postgraduate work.

Last Level Of Education Completed

Total

Some HS or less

HS Grad / Vo-Tech

Some College

College Grad /

Postgrad 12+ 1035 181 163 269 422 Horz% 17% 16% 26% 41% 12-34 779 179 125 217 258

Vert % 75% 99% 77% 81% 61% Horz % 23% 16% 28% 33% 35+ 256 2 38 52 164

Vert % 25% 1% 23% 19% 39% Horz % 1% 15% 20% 64%

Survey Respondents by Marital Status Overall, nearly one-half of respondents were single (49%) while one-third of respondents were married (33%). Respondents 35 years or older who reported being married (68%) was much lower than in 2014 (82%).

Total* Married

Living with Someone Single

Divorced Widowed

18+ 298 99 47 145 7 0 Horz% 33% 16% 49% 2% 0% 18-34 177 31 37 108 1 0

Vert % 59% 31% 79% 74% 14% 0% Horz % 18% 21% 61% 1% 0% 35+ 100 68 10 16 6 0

Vert % 34% 69% 21% 11% 86% 0% Horz % 68% 10% 16% 6% 0%

*Base: Recontact study respondents ages 18+ only

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Survey Respondents by Occupation Three in ten attendees (30%) from the recontact portion of the study indicated that they were employed in professional, administrative or managerial jobs, while roughly two in ten (21%) confirmed being students.

Total

Professional / Administrative /

Managerial Student Sales / Clerical

Craft / Service / Technical /

Laborer 12+ 298 90 63 26 65 Horz% 30% 21% 9% 22% 12-34 198 46 61 17 38

Vert % 66% 51% 97% 65% 58% Horz % 23% 31% 9% 19% 35+ 100 44 2 9 27

Vert % 34% 49% 3% 35% 42% Horz % 44% 2% 9% 27%

Survey Respondents who Have Children Over three in ten recontact respondents (31%) confirmed having children under the age of 18; among respondents ages 35+, nearly two-thirds (63%) reported having children under the age of 18.

Total*

Have children ages <18 [NET]

Have children ages 12-17

Have children ages <12

18+ 277 87 55 62 Horz% 31% 20% 22% 18-34 177 24 3 23

Vert % 64% 28% 5% 37% Horz % 14% 2% 13% 35+ 100 63 52 39

Vert % 36% 72% 95% 63% Horz % 63% 52% 39%

*Base: Recontact study respondents ages 18+ only

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Survey Respondent Ethnicity Just under one-third of attendees (30%) confirmed being Hispanic; the majority (65%) of Hispanic respondents indicated being between the ages of 18 and 34. Over one-quarter (26%) of respondents reported speaking a language other than English at home.

Total Hispanic

Non- Hispanic

Refused

12+ 1035 315 715 5 Horz % 30% 69% 0% 12-17 169 45 122 2

Vert % 16% 14% 17% 40% Horz % 27% 72% 1% 18-34 610 204 403 3

Vert % 59% 65% 56% 60% Horz % 33% 66% 0% 35+ 256 66 190 0

Vert % 25% 21% 27% 0% Horz % 26% 74% 0%

Among those NOT of Hispanic origin, roughly nine in ten (89%) indicated being Caucasian, while 4% indicated being African American and 3% indicated being Asian / Pacific Islander.

Total Caucasian

African American

Asian / Pacific

Islander

Native American /

Alaskan Native / Inuit Other

Indo-European /

Indian Refused 12+ 720 642 29 20 10 3 7 9 Horz % 89% 4% 3% 1% 0% 1% 1% 12-17 124 111 7 2 2 1 0 1

Vert % 17% 17% 24% 10% 20% 33% 0% 11% Horz % 90% 6% 2% 2% 1% 0% 1% 18-34 406 354 19 16 7 2 5 3

Vert % 56% 55% 66% 80% 70% 67% 71% 33% Horz % 87% 5% 4% 2% 0% 1% 1% 35+ 190 177 3 2 1 0 2 5

Vert % 26% 28% 10% 10% 10% 0% 29% 56% Horz % 93% 2% 1% 1% 0% 1% 3%

*Base: Those who indicated NOT being of Hispanic origin, plus those who opted out of the question.

“Do you speak a language other than English at home?”

2015 (%)

Yes 26 No 74

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Getting to X Games Austin ‘15 Since 2014 was the first year that the X Games were held in Austin, first-time attendees dropped from 96% to 59%. Over four in ten (41%) attendees had been to the X Games previously. “Have you been to X Games in previous years or is this your first time attending X Games?”

2014 (%)

2015 (%)

Been Previously 4 41 First Time 96 59

At the time of the recruitment interview, over one-quarter of attendees confirmed having been at X Games Austin ‘15 for greater than 4 hours (28%). “How long have you been here at the X Games?”

2014 (%)

2015 (%)

1-2 Hours 67 40 2-4 Hours 19 33 4+ Hours 14 28

“Which days did you attend X Games Austin 2015?”

2014 (%)

2015 (%)

Day 1 (Thursday) 35 30 Day 2 (Friday) 64 63 Day 3 (Saturday) 79 76 Day 4 (Sunday) 65 68

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Respondents identified a variety of ways that they had heard about the X Games. The top sources of awareness were ESPN (48%), followed by social media sources (42%), word of mouth (40%), Internet (38%), local media (36%), and XGames.com (32%). Roughly two in ten (18%) cited ESPN2 as an awareness source. The role of ESPN and XGames.com as awareness sources grew sharply year-over-year, while the role of local media dropped.

“How did you hear about the X Games?”

2014 (%)

2015 (%)

ESPN 44 48 Social Media: Facebook, Twitter, YouTube

42 42

Word of mouth 37 40 Internet 43 38 Local media (TV, radio or print)

44 36

XGames.com 30 32 ESPN2 21 18 National radio 10 9 Sponsor promotions 9 9 Other national TV 8 5 National print ads 6 4 Been in the Past NA 4 Long-time fan 2 4 Circuit of the Americas/COTA NA 2 Chamber of Commerce 1 1 Ticketmaster 1 1 Don’t know 3 1

Attending X Games Austin ‘15 seemed to be a planned activity, with the slight majority of respondents (58%, a drop from 2014) indicating that they had come specifically to see the event. A majority (56%) also indicated that they had come to see a specific competitor.

“Did you come to Austin specifically to see the X Games, or would you have come here anyway?”

2014

(%) 2015 (%)

Specifically to see the X Games

61 58

Would have come anyway 39 42

“Did you come to the X Games to watch any specific competitors?”

2014 (%)

2015 (%)

Yes 69 56 No 31 44

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Among those athletes proving to be specific draws, Travis Pastrana (39%) was the most sought out athlete, followed closely by Bob Burnquist (30%), Nyjah Huston (29%) and Ryan Scheckler (24%). Pastrana was significantly more popular this year than last year.

“Which athletes did you come to see?” 2014

(%) 2015

(%) Travis Pastrana 23 39

Bob Burnquist 13 30 Nyjah Huston 21 29

Ryan Sheckler 25 24 Ken Block 18 17

Tony Hawk 19 15 Paul Rodriguez 13 11

Chase Hawk 8 11 Morgan Wade 7 11

Tom Schaar NA 10 Curran Caples NA 9

Bucky Lasek 13 7 Tanner Foust 8 7 Brian Deegan 4 7 Rusty Wallace NA 6

Jeremy “Twitch” Stenberg 4 6 Torey Pudwill 5 5 Leticia Bufoni NA 5

Chaz Ortiz 2 5 Ronnie Renner 1 5

Shane O’Neill 1 5 Pierre-Luc Gagnon 1 4

Nate Adams 1 4 Scott Speed NA 4

Robby Gordon NA 4 Ryan Nyquist 3 4

Jamie Bestwick 3 3 Kyle Baldock NA 3

Luan Oliveira 1 3 Andy McDonald 3 2 Daniel Sandoval NA 2

Colton Satterfield NA 2 Blake Williams NA 2

Torey Pudwill NA 2 Alex Midler NA 2

Jarryd McNeil NA 2 Jagger Eaton NA 2

Mitchie Brusco 2 1 Chad Kagy 2 1 Chris Cole 3 1

Josh Hansen 1 1 Mike Mason NA 1

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Kevin Robinson NA 1 Chris Doyle NA 1 Todd Potter NA 1

Ryan Decenzo NA 1 All of them / No one specific 16 8

*Base: Came to see specific competitor or sport

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X Games Austin ‘15 Experience When asked how they would rate X Games Austin ‘15 at the time of recruitment, over half (55%) gave the event the highest rating (“Excellent”) and about eight in ten (81%) felt that it was either “Excellent” or “Very good.” Perceptions of the Games were more positive once the event was over, with the vast majority (91%) recontact respondents rating the Games either “Excellent” or “Very good.” “Overall, how would you rate the X Games?”

2012 Recruit

(%)

2012 Recontact

(%)

2013 Recruit

(%)

2013 Recontact

(%)

2014 Recruit

(%)

2014 Recontact

(%)

2015 Recruit

(%)

2015 Recontact

(%) Excellent 51 58 54 57 55 42 55 52 Very Good 33 33 29 30 26 37 26 39 ↑ Top Two Boxes 84 92 83 87 81 79 81 91 Good 14 7 15 11 15 13 15 7 ↓ Bottom Two Boxes

3 2 2 2 4 8 4 2

Fair 2 1 1 2 3 5 4 2 Poor <1 <1 <1 0 1 2 0 1

All comments regarding why respondents rated the Games “Excellent” included:

2014 (%)

2015 (%)

Enjoyable time / Fun time 18 14 Great experience Nice Layout

9 NA

12 6

Very organized 7 6 A lot of things to do 7 6 Awesome overall 8 5 Always wanted to go 6 5 Very exciting / A lot of action 3 5 Good atmosphere 7 4 The music was great NA 4 It was well run NA 4 First time going 6 3 I am a fan of extreme sports 2 3 A good family oriented environment 2 3 Performance – skill was excellent 3 3 Amazing 3 3 Good competition 1 3 Loved the meet and greet 2 2 Once-in-a-lifetime 3 1 Watching the athletes / Pros 3 1 Like the Austin location 3 1 Really into skating / Skateboarding Free stuff Always excellent

NA NA NA

1 1 1

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*Base: Rated X Games “Excellent”

The following are some of the general comments of what would make the Games better:

2014 (%)

2015 (%)

Need shaded areas 12 20 Too hot / Weather 6 8 Lower food prices 9 5 Better selection of music 2 4 More water stations / More affordable water bottles 5 3 Better seating / Seating selection process 17 3 Less exclusive VIP areas NA 3 Less walking in between events 2 3 It was good 1 3 More food vendors / Better selection 2 3 More competitions / Stunts / Tricks / Events 1 3 Lower ticket prices <1 3 More clarification of events (where / what time) <1 3 Seeing more events / Spending more time 3 2 Free / Cheaper / Better parking <1 2 More knowledgeable event staff 2 2 Security was inadequate 2 2 Need a schedule of events / Better schedule of events 1 2 Don’t cancel scheduled events 2 2 Better layout / organization Lower prices overall

2 NA

2 2

Better directions 2 1 More time for autographs 1 1 More X Games merchandise Have more accessible walkways Torchy’s Tacos

1 NA NA

1 1 1

Free stuff 1 1 More restrooms More / bigger video screens

1 NA

1 1

Have more activities 1 1 More time between events 1 1 More shuttle buses 1 1 “Preferred Passes” to go anywhere 1 1 Make it free <1 1 Lower beer prices <1 1 No suggestions NA 10

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As a way of deducing the value placed on the X Games Austin ‘14 experience, attendees were charged a $59-$109 ($1,300 3 day VIP) admission to watch the events and attend the various festival villages. We asked them if they thought it was worth the value. Nearly four in ten (37%) thought the value was either “Very good” or “Excellent,” while nearly two-thirds (63%) thought the value was at least “Good.” Results were slightly lower than 2014.

“Currently there is a $59 to $109 basic & $1,300 3 day VIP admission charge, (2014: $25-$165) to watch the events. Do you feel this is an ‘Excellent’ value, a ‘Very Good’ value, a ‘Good’ value, a ‘Fair’ value or a ‘Poor’ value?”

2014

(%) 2015 (%)

Excellent 14 13 Very Good 26 24 ↑ Top Two Boxes 40 37 Good 33 26 ↓ Bottom Two Boxes 27 37 Fair 21 25 Poor 6 12

Contributing to enjoyment (and, likely, to attendance) was spectators’ recognition of the quality of competition and the importance of competing in the X Games for the athletes. Over eight in ten respondents (82%) agreed that the Games is “The most important event for athletes who compete in summer action sports.” When it came to agreeing that X Games Austin ‘15 is “The best place to see the top competitors” in these types of sports, the vast majority (88%) again agreed. While the athletes and competition are the main event draws, X Games Music also contributed to attendees’ enjoyment of the Games, with three in ten attendees (27%) agreeing that “The X Games is the best place to see top music groups.”

“The X Games is the most important event for athletes who compete in summer action sports to take part in.”

2014

(%) 2015 (%)

Strongly Agree 49 43 Agree 32 39 Agree (Net) 81 82 Neutral 14 13 Disagree 3 3 Strongly Disagree

2 2

“The X Games is the best place to see the top competitors in each of the summer action sports events.”

2014

(%) 2015 (%)

Strongly Agree 57 57

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Somewhat Agree 28 31 Agree (Net) 86 88 Neutral 9 8 Disagree 3 1 Strongly Disagree

2 3

“The X Games is the best place to see the top music groups.”

2014

(%) 2015 (%)

Strongly Agree 11 9 Somewhat Agree 17 18 Agree (Net) 28 27 Neutral 38 38 Disagree 20 27 Strongly Disagree

14 8

“Does attending the X Games make you “Feel better,” “The same,” or “Not as good” about ESPN than you felt before attending the Games?”

“Does attending the X Games make you “Feel better,” “The same,” or “Not as good” about Austin than you felt before attending the Games?”

Nearly half of respondents (48%) indicated a better opinion of ESPN after attending the X Games, and just under six in ten (59%) indicated the same improvement of their feelings toward Austin. Opinion of ESPN After Attending the X Games

2014 (%)

2015 (%)

Feel Better 50 48 Not As Good 3 2 About the Same 48 51

Opinion of Austin After Attending the X Games

2014

(%) 2015 (%)

Feel Better 64 59 Not As Good 2 2 About the Same 34 39

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In gauging attendees’ enjoyment of the X Games, respondents were asked a series of questions related to their awareness of and experience with X Games Music at the event.

“X Games Music now has a special concert series featuring various artists. Which of the following performances did you know about prior to coming to the X Games, if any?”

2015

(%) Nicki Minaj, Metallica at the Super Stage

93

Residual Kid, Digital Wild, Zeale, Walker Lukens, Ume, Talib Kweli, Kid Ink on Saturday at the Sound Factory Stage

26

Flesh Lights, The Blind Pets, The Happen Ins, A. Sinclair, Deltron 3030, The Glitsh Mob on Sunday at the Sound Factory Stage

21

A Giant Dog, Phranchze, SipSip, Golden Dawn Arkestra, Bright Lights Social Hour, Pennywise, Joywave on Friday at the Sound Factory Stage

21

I did not know about any of these performances prior to coming to the X Games

6

Over half of attendees (58%) reported that knowing about the performances increased their interest in attending the X Games.

“Did knowing this increase your interest in coming to the X Games?”

2014 (%)

2015 (%)

Yes 54 58 No 46 42

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*Base: Those aware of performances Among those who did experience the performances, the majority reported that it made their X Games experience “Much better” (59%), and a negligible number reported it made their experience “Much worse” (3%).

“Which of the following describes you? The special music concert series…”

2014 (%)

2015 (%)

Made my X Games experience much better 76 59

Had no effect on my X Games experience 23 38

Made my X Games experience much worse 2 3

*Base: Those who experienced performances

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X Games Austin ‘15 Merchandise There was merchandise for sale at X Games Austin ‘15. Two-thirds (66%) confirmed having purchased any merchandise. “While at the X Games, did you purchase any official merchandise?”

2014 (%)

2015 (%)

Yes 55 66 No 45 34

Respondents who did not purchase merchandise were asked why. The top justifications were that the merchandise was too expensive or they had no money (57%) or that they didn’t like the designs (19%). In 2014, 30% mentioned that they didn’t purchase merchandise because it was out of stock; however, in 2015 only 5% mentioned merchandise being out of stock as a reason.

“Why didn’t you purchase any official merchandise while at the X Games?”

2014 (%)

2015 (%)

Too expensive / No money 46 57 Didn’t like the designs 18 19 Didn’t want to buy anything 5 13 Didn’t see any merchandise for sale

7 10

Out of stock 30 5 Didn’t have time 2 4 Didn’t like the quality 6 2 Didn’t have what I was looking for 4 2

*Base: Did not purchase official merchandise In order to provide a better understanding of attendees’ interests, respondents were also asked what kinds of music they liked in a later portion of the survey. The top responses were “Alternative” (67%), “Classic Rock” (60%) and “Hip Hop” (53%). “Which of the following types of music do you regularly listen to?”

2014 (%)

2015 (%)

Alternative 61 67 Classic Rock 59 60 Hip Hop 60 53 Hard Rock 36 46 Country 41 44 Rap 46 43 R&B 40 35 Dance 29 35 All types 32 33 Heavy Metal 26 32 Oldies 29 31 Soft Rock 29 29

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X Games Austin ‘15 Sponsors When asked whether sponsorship of X Games Austin ‘15 made them feel more favorable or less favorable towards the sponsors, or if the sponsorship had no effect, nearly one-third (31%) felt more favorable and a negligible portion of the sample felt less favorable (3%).

Favorability Toward X Games Sponsors

2014 (%)

2015 (%)

More Favorable 55 50 Less Favorable 1 1 No Effect 44 50

When asked specifically how they felt toward sponsors with long-term relationships with the X Games, more favorable ratings (61%) grew somewhat in comparison to the same rating in general sponsorship testing.

Favorability Toward Long-Term X Games Sponsors

2014

(%) 2015 (%)

More Favorable 63 61 Less Favorable 1 1 No Effect 36 38

The next question concerned whether respondents had more interest or less interest in purchasing sponsors’ products, or if the sponsorship had no effect. The majority of respondents indicated being more interested (52%), and no respondents felt less interested (0%). Interest in Purchasing from Sponsors

2014 (%)

2015 (%)

More Interested 53 52 Less Interested 0 0 No Effect 46 47

The recontact study provided an opportunity to touch on image statements pertaining to sponsors. Three-fourths of respondents agreed that a sponsor of the X Games has an appealing image to younger people and X Games sponsors were providing the funding necessary for the event to take place (76%). The majority of respondents also agreed that sponsoring the X Games makes them feel good about the sponsoring company (62%), and that X Games sponsors are leaders in their

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industries (57%). Relatively few respondents agreed that a company sponsoring the X Games says the sponsor is too commercial (9%).

Sponsorship Image Statements % Who Strongly / Somewhat Agree

2014 (%)

2015 (%)

A sponsor of the X Games has an appealing image to younger people 75 76

It says the sponsor is providing necessary funding for the X Games to take place

70 76

A sponsor of the X Games makes me feel good about that company 60 62

A sponsor of the X Games is a leader in its industry 59 57

It makes a company look more professional 47 53

A company that sponsors the X Games makes me want to buy that company’s product

45 41

It makes me want to shop at an X Games sponsor’s store 41 39

It says the sponsor is too commercial 12 9

As an additional follow-up question, respondents were asked the likelihood of actually visiting a sponsor’s store or website because of the company’s involvement. Roughly two-thirds of respondents (62%) indicated that they would be more likely to do so as a result of a company’s involvement with the X Games.

“How likely are you to visit a sponsor’s store, website, etc. because of its sponsorship of the X Games?”

2014

(%) 2015 (%)

Much More Likely 19 16 Somewhat More Likely 45 45 Likely (Net) 64 62 Neither likely nor unlikely 34 38 Somewhat Less Likely 1 0 Much Less Likely 1 1

When asked whether a company’s presence in the Galleria made respondents feel “More favorable” or “Less favorable” towards the sponsors, or if the sponsorship had no effect, roughly four in ten visitors (47%) felt “More favorable” and few respondents (2%) felt “Less favorable.”

Favorability Toward Sponsors In the Galleria

2014 2015

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(%) (%) More Favorable 42 47 Less Favorable 1 2 No Effect 57 51

When asked to rate the Galleria, half of visitors (49%) gave it a score of either “Excellent” or “Very good.” Only 9% gave it a score of either “Fair” or “Poor.”

“Overall, how would you rate the Galleria?”

2014 (%)

2015 (%)

Excellent 18 19 Very Good 32 30 ↑ Top Two Boxes 50 49 Good 35 42 ↓ Bottom Two Boxes 15 9 Fair 14 8 Poor 1 0

Watching Sports on TV Roughly one-half of attendees (53%) confirmed having watched at least some part of X Games Austin 2015 on television.

“As you may know, all four days of the X Games Austin 2015 were televised LIVE by ESPN or ABC from June 4th through 7th. Did you get a chance to watch any of the X Games on television?”

2014

(%) 2015 (%)

Yes 48 53 No 42 47

The wide majority (84%) indicated that watching the event live added to the enjoyment of watching it on television.

“Did watching the X Games LIVE Add to your enjoyment, Take away from your enjoyment, or did it have No effect on your enjoyment of the X Games?”

2014

(%) 2015 (%)

Added to enjoyment 84 84 Had no effect 15 15 Took away from 1 1

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enjoyment *Base: Those who watched the X Games on television

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Seven in ten of attendees (69%) confirmed having watched the previous year’s X Games Austin; slightly fewer attendees (62%) confirmed having watched this year’s X Games Aspen.

“Did you watch X Games Austin 2014 on ESPN, ESPN2 or ABC when they were on television last June?”

2014

(%) 2015 (%)

Yes 67 69 No 33 31

“Did you watch any of X Games Aspen 2015 when they were on television earlier this year in January?”

2014

(%) 2015 (%)

Yes 66 62 No 34 38

Roughly two-thirds of respondents (63%) indicated that they would be “More interested” in watching action sports on ESPN in the future because they attended the X Games.

“In the future, do you think you will be “More Interested,” “Less Interested,” or “Just as interested as before” in watching action sports on ESPN because you attended the X Games?”

2014 (%)

2015 (%)

More interested 68 63 Less interested 3 1 Just as interested 29 36

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Sports Participation & Attendance When attendees were asked about which other types of events they have attended in the past year, the majority reported having attended a movie (90%), a concert (87%) or a sporting event (81%). “Which of the following events have you attended in the past 12 months?”

2014 (%)

2015 (%)

Movie 90 90 Concert 81 87 Sporting event 75 81 Fashion show 6 4 Theater / Broadway NA 1 Comedy show 1 0 None of these 1 2

The vast majority of respondents (84%) indicated watching action sports-related programs on ESPN or ESPN 2 either “Frequently” (44%) or “Occasionally” (40%).

“How frequently do you watch action sports-related programs on ESPN or ESPN2? Would you say…?”

2014

(%) 2015 (%)

Frequently 42 44 Occasionally 42 40 Frequently / Occasionally (Net)

84 84

Rarely 15 13 Never 1 3

Action Sports Related Internet Usage Recontact respondents were also interviewed on the subject of internet usage related to action sports.

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Nearly one-half of respondents (44%) indicated visiting XGAMES.com for action sports highlights, news or information either “Frequently” (9%) or “Occasionally” (36%).

“How frequently do you visit XGAMES.com for action sports highlights, news or information?”

2014

(%) 2015 (%)

Frequently 10 9 Occasionally 27 36 Frequently / Occasionally (Net)

37 44

Rarely 32 33 Never 31 23

When attendees were asked to rate the importance of a number of possible action sports website features, the most important elements appeared to be video clips of action sports highlights (83%), the latest news and information on the action sports world (77%), feature stories on athletes (65%), streaming or downloading of entire action sports events (68%), and athlete photos (59%). The least important element by a considerable margin was chatting / instant messaging (11%).

“When you visit action sports websites, how important is it for these specific sites to have the following features? For each one mentioned, please rate it on a scale of 1 to 5, where 5 means it is ‘Extremely important’ and 1 means it is ‘Not at all important.’”

2014

(%) 2015 (%)

Video clips of action sports highlights Important - Top 2 Box 75 83

Not important – Bottom 2 Box 9 6 Latest news and information on the action sports world

Important - Top 2 Box 73 77 Not important – Bottom 2 Box 12 9

Feature stories on athletes Important - Top 2 Box 67 65

Not important – Bottom 2 Box 11 10 Streaming or downloading of entire action sports events


Athlete photos Important - Top 2 Box 64 59

Not important – Bottom 2 Box 14 17 Gear and equipment reviews


Contests and giveaways Important - Top 2 Box 53 51

Not important – Bottom 2 Box 23 20 Purchase action sports merchandise

Important - Top 2 Box 51 40

26

2014 (%)

2015 (%)

Not important – Bottom 2 Box 21 27 User profiles


Being able to take part in opinion polls Important - Top 2 Box 35 27

Not important – Bottom 2 Box 39 44 Blogs / message boards


Chatting / IM Important - Top 2 Box 21 11

Not important – Bottom 2 Box 54 69

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Product & Service Usage One of the areas that help sponsors and advertisers better target attendees and their purchasing habits is the product usage section. The largest percentage of attendees indicated owning Nike (73%) athletic shoes, followed by adidas (27%), Vans (20%) and Asics (15%).

“What brands of athletic shoes do you own?”

Mentions of 2% or More 2014 (%)

2015 (%)

Nike 79 73 adidas 28 27 Vans 17 20 Asics 9 15 New Balance 12 12 Converse 6 11 Reebok 5 9 DC 5 7 Puma 8 5 Brooks 6 5 Sketchers 4 5 Under Armour 5 4 Saucony 3 3 Jordans 4 2 Mizuno 4 2 Etnies 2 2 DVS NA 2 None NA 3

Coca-Cola was the most frequently mentioned brand when respondents were asked to name their favorite soft drink (28%), followed closely by Dr. Pepper (23%); together, the two brands dominated the category by a considerable margin.

“What is your favorite brand of soft drink?”


2015 (%)

Coca-Cola 25 28 Dr. Pepper 26 23 Pepsi 9 8 Sprite 4 6 Mt. Dew 5 5 Monster NA 3 Bottled Water NA 3 Red Bull 2 2

28

Nike was the most mentioned brand (12%) when respondents were asked to name their favorite brand of clothing.

“What is your favorite brand of clothing?”


2015 (%)

Nike 8 12 Levi’s 4 7 Vans 4 6 Fox NA 3 Volcom 3 3 American Eagle 2 3 Pac Sun NA 3 Hurley 2 3 Under Armour 2 3 Oakley NA 2 Polo NA 2 J. Crew 2 2 Polo 5 2 None / Don’t have a favorite / Any / All

40 31

Respondents were most likely to report owning an SUV or a pickup truck (33%) each followed by a motorcycle (14%).

“Which of the following vehicles do you own?”

2014 (%)

2015 (%)

Sports utility vehicle (SUV) 39 33 Pickup truck 33 33 Motorcycle 15 14 Boat 10 7 ATV 8 7 Personal watercraft 4 2 RV (motor home) 3 2 Snowmobile 1 NA Do not drive / None of these 35 42

Attendees were also asked about their ownership of various consumer electronic products, and appear to be relatively tech savvy, as many of the items were owned by the majority of attendees. The vast majority of attendees have a smartphone (96%), a computer or laptop (88%), an HDTV (76%) and / or a video game console (72%); more than six in ten have a tablet (66%) and over half own a DVR (56%).

“Which of the following media devices do you personally own?”

29

2014 (%)

2015 (%)

Smartphone 97 96 Computer or laptop 87 88 HDTV 77 76 Video game console 76 72 Tablet 62 66 DVR 53 56 3D television 12 11 Regular cell phone without internet access

5 8

Among those attendees with a cellular or mobile phone, four in ten (41%) indicated using such a device to access or download sports information, news or highlights on a daily basis. Nearly one-fourth (22%) indicated doing so weekly.

“How often do use your cellular or mobile phone to access or download sports information, news or highlights?”

2014

(%) 2015 (%)

Daily 40 41 Weekly 24 22 Monthly 12 10 Rarely 18 22 Never 6 4

When asked about sports-related social networking site activity, the vast majority of respondents indicated visiting YouTube (94%) for sports. A majority also reported using Facebook (81%) and Instagram (67%). Facebook was the social site used most often for sports on a daily basis (49%).

“How often do you visit each of the following social networking sites for sports?”

2014

(%) 2015 (%)

YouTube 90 94 Daily 27 34

Weekly 31 34 Monthly 15 14

Rarely 16 13 Facebook 76 81

Daily 47 49 Weekly 14 16

Monthly 6 5

30

Rarely 8 10 Instagram 60 67


Monthly 6 4 Rarely 8 12

Twitter 50 58 Daily 21 25

Weekly 11 11 Monthly 7 6

Rarely 11 15 Foursquare 10 10


Monthly 2 1 Rarely 6 6

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The wide majority of respondents own some kind of video game console. Over one-half of respondents reported owning a Nintendo brand console (53%), and one-half reported owning a Microsoft console (50%) or a Sony console (51%). In terms of specific consoles, the Sony PlayStation (1, 2, 3, 4, PSP or Vita) was owned by the greatest percentage of respondents (51%), followed by the Microsoft Xbox, Xbox 360, or Xbox One (49%). Among respondents who own an Xbox 360 / Xbox One, few (9%) watched X Games Austin 2015 on their device; over two-thirds (69%) reported not watching on their device. The remaining respondents (23%) did not watch on their device because they were unaware they could watch X Games Austin 2014 on their Xbox 360.

“Which video game consoles, if any, do you own?”

2014 (%)

2015 (%)

Nintendo [NET] 62 53 Nintendo Wii (or WiiU) 44 42

Nintendo DS (DS Lite, DSi, DSi-XL, 3DS or 3DS-XL)

24 21

Nintendo GameBoy (Advance or Color) 18 19 Nintendo 64 17 16

Nintendo GameCube 10 13 Super Nintendo 1 1

Microsoft [NET] 55 50 Microsoft Xbox, Xbox 360, or Xbox One 52 49

Microsoft Xbox Kinect (or Xbox 360 Kinect) 24 20 Sony [NET] 53 51

Sony PlayStation (1, 2, 3, 4, PSP or Vita) 53 51 Sony PlayStation Move 3 2

Other / None 13 19 None 13 19

“Did you watch any of X Games Austin 2015 on your Xbox?”

2014

(%) 2015 (%)

Yes 5 9 No 67 69 Didn’t know I could 28 23

*Base: Those who own Xbox / Xbox 360 / Xbox On

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Zip Code Map Respondents were asked to provide their home zip code. These codes have been used to generate a map showing where respondents traveled from in order to get to X Games Austin ‘15.

x games austin ‘15 attendee research...2 summary methodology attendee research for x games austin...

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