2014-year-in-sports-media-february-2015

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NBANATIONAL BASKETBALL ASSOCIATIONAfter a record-long set of playoff games, Miami Heat and the San Antonio Spurs emerged victorious from their respective conferencesfor a rematch at the Finals. Having lost to Miami last year, the Spurs more than avenged themselves. Their win in the final gamegarnered 18 million viewers, roughly 11% more than last year’s fifth game.LeBron James’s second “Decision”—albeit this time not televised—to leave Miami Heat for the Cleveland Cavaliers made majorheadlines in July. Cleveland viewers were happy to welcome their prodigal son back, with local ratings up over 140% throughDecember compared to 2013. The two teams’ first highly-anticipated match-up achieved a 15.2 and 17.2 rating in Cleveland andMiami, respectively.TIMELINE OF SEASON HIGHLIGHTSAVERAGE # OF TV VIEWERS# OF TWEETS7.2 M15.6 M7.5 MNBA ALL-STAR GAMENew OrleansFeb 16TNTEASTERN CONFERENCE FINALSIndiana /Miami(6 telecasts)May 18-30ABC, ESPN6.8 MWESTERN CONFERENCE FINALSSan Antonio /Oklahoma City(6 telecasts)May 19-31TNTNBA FINALSSan Antonio/ MiamiJune 5-15(5 telecasts)ABC3.5 MNBA DRAFTJune 26ESPN28 MNBA CHRISTMAS DAYTOTAL REACHDec 25(5 telecasts)ABC, ESPN, TNTFEB2.3 MMARMAY3.7 MJUNE16.6 M2.6 MJULDECNBA CHRISTMAS DAYMiami/ClevelandDec 25ABC5.9 M9.3 M462,000People in the U.S. who Tweet about NBA games are 23% more likely to Tweet about the Wireless Networks categorythan they are to Tweet about brands in general. (10/29/2013 – 4/16/2014)14 NIELSEN YEAR IN SPORTS REPORT
THE NBA’sMULTICULTURALAUDIENCENBA has one of the most culturally and racially diverse followingof all the sports. African-Americans and Asian-Americans fansspend the most time watching, followed by Hispanics. Whileall fans have spent more time watching the NBA over the pastdecade, the jump in African-American viewership has beenastounding — a 63% increase! Despite the NBA’s younger overallaudience, the increase in the amount of time spent watchingwas actually driven most by older age groups for Hispanics andAfrican-Americans.Race/Ethnicity(P2+)BlackAsian-AmericanHispanicWhite‘03/’04 averageminutes viewed518464*341255‘13/’14 averageminutes viewed844729390290“*2010-2011 viewership. Asian households were not measured prior to 2010.Growth‘03/’04 averageminutes viewed62.9%57.1%*14.4%13.7%With 43% of its audience under 35, the NBA has one of theyoungest fanbases of all sports. While white viewers still watchthe least on average in the 18 – 34 demographic, they’re quicklycatching up with Hispanic viewers.Race/Ethnicity(P2+)Blacks 18-34Hispanics 18-34Whites 18-34‘03/’04 averageminutes viewed568403275‘13/’14 averageminutes viewed884456392Growth‘03/’04 averageminutes viewed56%13%43%LOCAL MARKET INSIGHTS:• What kind of impact can one player have upon a team’sfan following? Prior to LeBron James’s rookie season inCleveland, the Cavaliers’ fan following was 24% of Ohio’slargest media market. By the time “The King” took histalents to South Beach, the Cavs’ fan following had surgedto 58% of Cleveland, an increase of 142% in seven years.In Miami, the Heat’s fan following stood at 34% priorto LeBron’s arrival, but by the time he departed SouthBeach at the end of the 2013-2014 season, the Heat’s fanfollowing had swelled to 54% of the Miami market – anincrease of 58% in the space of four years.Since 2009, the Clippers’fan following has increased by anASTOUNDING 61%• With one of the NBA’s most exciting young rosters, theLos Angeles Clippers have seen thelargest percentage increase in theirhome local market in the past fiveyears. Since 2009, the Clippers’fan following has increased by anastounding 61%, making up21% of the L.A. market. Inthe same time frame, theLos Angeles Lakers’ fanfollowing has declined by23%, bringing them downto 32% of the L.A. market.TOP NBA ADVERTISERSFAN INSIGHTS12345State Farm InsuranceSprint WirelessTaco BellKia MotorsSamsung Galaxy S545%30%53%Compared to the average US adult, avid NBA fans are:more likely to have eaten at a fast food restaurant 10+times in the past 30 daysmore likely to have rented a car in the past 12 monthsmore likely to have spent more than $100 in athletic shoesin the past 12 monthsCopyright © 2015 The Nielsen Company15
Page 1 and 2: YEAR INSPORTSMEDIAREPORT2014
Page 3 and 4: • Winter Olympic fans were treate
Page 5 and 6: Smartphone penetration is especiall
Page 7 and 8: SMARTPHONES ARE BECOMING ASESSENTIA
Page 9 and 10: THE OLYMPICS ON TVFrom start to end
Page 11 and 12: THE WORLD CUP ON TVWhile some of th
Page 13: WILL KATY PERRY SCORE A TOUCHDOWNAT
Page 17 and 18: MLB FAN-BASE FOUND OUTSIDE OFTRADIT
Page 19 and 20: THE NHL STADIUM SERIESINVITING NEW
Page 21 and 22: RICH SOCCER FANSHAVE OPEN WALLETSAc
Page 23 and 24: NASCARFAN FAVORITESAuto racing fans
Page 25 and 26: RORY McILROY RESONATESWITH YOUNGER
Page 27 and 28: WHO’S WATCHINGCOLLEGE BASKETBALL?
Page 29 and 30: SEASON OVER SEASON TV VIEWERSHIP:PL
Page 31: GLOBAL VIEW OF OLYMPICSRUSSIAOpenin
Page 34 and 35: SOURCE PAGE• The NBA’s Multicul

2014-year-in-sports-media-february-2015

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