The 2011 Fan Engagement Study surveyed over 2,000 sports fans to understand their social media usage and brand interactions. Key findings include: - TV is the top information source and most trusted, but fans using location-based services engage more with leagues and brands. - Facebook is dominant but NCAA basketball fans are most digitally connected, using various social platforms. - Fans primarily use social media after games to discuss and analyze. Young, non-white fans are more mobile and social. - Athlete brand mentions on social media increase purchase likelihood. Fans using social media feel more connected and engaged.

1. 2011 Fan Engagement Study

2. Study Purpose
• Provide a detailed inventory of social
media usage of avid fans of the NFL, MLB,
NBA and College football and basketball
• Gain a deep understanding of similarities
and differences of consumers by their
favorite leagues, channel usage, and
demographic groups
• Assess fan brand affinity for the
automotive, spirits, insurance and financial
service
• Understand Social Media’s Impact on
Fandom
• For Fans
• For Brands

3. Research Approach
• Vision Critical conducted on an online survey
among a sample of 2,111 avid sport fans:
• 1,579 use social media sites to follow
sports (“social media fans”)
• 532 do not use social media sites to follow
sports (“general fans”)
• The total number of completes among leagues
• College Basketball: 503
• College Football: 510
• MLB: 507
• NBA: 301
• NFL: 506
Margin of error- Social media fans: +/- 2.5; General fans: +/- 4.2; All sports leagues except the
NBA: +/- 4.4; NBA fans: +/- 5.6

4. Key Findings

5. TV is the Top Ranked Source of Information as well as the Most Trusted
Primary Source Trusted Source
Social Social
General
Media Media General Fans
Fans
Fans Fans
Television 1.4 1.3 Television 1.5 1.5
Newspapers Newspapers
3.5 2.9 3.2 2.8
Websites (non-social Websites (non-
3.7 3.5 social media) 3.6 3.6
media)
Radio 3.8 3.4 Radio 3.7 3.4
Social Media Social Media
3.8 5.5 4.4 5.6
Magazines 4.8 4.4 Magazines 4.5 4.2
N=1,579 N=532 N=1,579 N=532
What are your primary sources of [SPORT] related information? (Rank 1-5)
What do you consider your most trusted sources of [SPORT] related information? (Rank 1-5)

6. Facebook is the Dominant Social Media Source but Not Necessarily the
Most Impactful
Facebook
80%
Youtube
30%
Twitter
23%
Four Square
4%
SCVNGR
3%
Which of the following, if any, social media sites do you use to follow and/or discuss......?

7. Fans who use Location Based Services Partake in More Engaging Behaviors
with Leagues, Players, and Brands
•More likely to participate in a fantasy league
•More likely to use tablets and smartphones
•More likely to use mobile solutions to fill content voids
•Say they are bigger fans since started using social media
•More likely to use social media during game
•Spend more time watching sports since started using social media
•More likely to purchase brand mentioned by athletes

8. NCAA Basketball Fans are the Most Digitally Connected
Coll. Basketball Coll. Football NBA MLB NFL
Facebook 76% 79% 76% 82% 85%
YouTube 39% 33% 39% 27% 18%
Twitter 28% 25% 27% 23% 16%
Flickr 11% 7% 4% 4% 3%
Four Square 8% 6% 2% 3% 0
SCVNGR 6% 5% 4% 2% 0
• More likely to use any social media channel (except FB)
• Most likely to use mobile solutions
• Say they are bigger fan since started using suing social media
• Spend more time watching sports since started using social media
• More likely to use social media to stay connected to far away favorites
• More connected to team
Which of the following, if any, social media sites do you use to follow and/or discuss......?

9. Fans Primarily use Social Media Tools After the Game
Post-game- to discuss or analyze the
game once it is over: 58%
During the game- getting immediate
feedback and connections with friends
and other fans: 23%
Pre-game- to discuss expectations,
match-ups and stats for your
favorite team: 19%
At which ONE of the following times would you say that you would use social media the most while following the [SPORT]?

10. Fans Primarily use Social Media Tools After the Game
Game Day Usage
Before the game During the game After the game
Twitter 47% 49% 55%
Facebook 40% 40% 65%
YouTube 22% 21% 63%
Four Square 29% 52% 34%
SCVNGR 37% 50% 36%
Sports blogs (such as Deadspin or Shutdown
Corner)
10% 12% 24%
Official message boards (such as Extremeskins.com
or Packerchatters.com)
9% 10% 18%
Thinking about game day which of the following, if any, do you use before, during, and after sport games?

11. Young, Non-White Fans are More Mobile and Social than other Demographic Groups
More likely to:
• Participate in fantasy leagues
• Use and trust social media
• Use any social media channel
• Use mobile solutions to fill content voids
• Use social media during games
• Say they are a bigger fan since using social media
• Spend more time watching games since using social media
• Be interested in athletes’ personal life, travel and brands
preferences

12. Athlete Product Mentions on Social Channels Drive Purchase
55%
Of respondents are more likely to
purchase a brand that their favorite
athlete mentions of Twitter or
Facebook
How much more likely would be to purchase a brand that your favorite athlete mentions of Twitter and/or Facebook?

13. Fans who use Social Media are More Passionate and Engaged
• 70% of avid sports fans feel more connected to their team
• 57% say they’re more engaged with their favorite sport
• 57% say favorite brands are better able to reach them because of more targeted social
media messages and promotions
• 40% say they are bigger fans
Total SM Fans Age 18-34 Young Non-white
Bigger 40% 53% 71%
N=1,579 N=353 N=99
Please indicate your level of agreement with the following statements below…
How much bigger of a [SPORT] fan are you now since you started sharing information and following the [SPORT] using social media?

14. Summary of Key Findings
• TV is by far the top ranked information source as well as the most trusted
• Facebook is the dominant social media source, but fans who use location-based services
(SCVGNR, foursquare) participate in more engaging behaviors with leagues, players, and
brands
• NCAA Basketball fans are the most digitally connected
• Fans primarily use social media tools after the game
• Young, non-white fans are more mobile and social than other demographic groups
• Athlete brand mentions on social media channels drive purchase
• Fans who use social media are more passionate and engaged fans

15. For a more in-depth review of the findings, or
information about Catalyst Public Relations and
how the agency is developing and executing
innovative digital programs for its client partners,
please contact Bret Werner, Managing Partner, at
212-714-7900 or
bwerner@catalystpublicrelations.com

16. New York • Los Angeles • Charlotte
www.catalystpublicrelations.com

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