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In today’s media landscape, there are more places than ever before to view sporting events and consume sports content. Not only are sporting events televised on traditional media, like broadcast and cable, but on streaming services as well. Realizing this, TVB has fielded a brand-new 5,000-respondent sports survey, conducted by the well-regarded research company, Dynata, with the main objective to identify the top media and platforms that people use to watch/listen to sporting events and sports content.
Key findings from this study show that linear TV, and specifically, local broadcast TV, is still the primary and preferred way that viewers watch sporting events.
Among the results:
- Linear TV overwhelmingly tops streaming for viewing every major sport.
- 86% of respondents think it’s important for their local sports teams to be on local broadcast TV.
– That percentage is even higher for key demos: 92% of frequent sports viewers, 91% of men 25-54, 89% of upper income ($100K+) households, 90% of Black/African Americans and 88% of Hispanics. - 82% of respondents watch sports on local broadcast TV stations at least once a week.
– This number rises for key demos: 92% of frequent sports viewers, 89% of men 25-54, 86% of upper income ($100K+) households, and 83% of Black/African Americans. - 79% of respondents that did an online search said that TV ads on sporting events motivated their search selections.
– That percentage is even higher for key demos: 80% of frequent sports viewers, 87% of men 25-54, 81% of upper income ($100K+) households, 85% of Black/African Americans and Hispanics. - More respondents watched Monday Night Football on ABC than on ESPN properties.
- TV is the primary device used to watch sports programming.
- 88% of those that watched the Super Bowl viewed it on a TV set.
- Linear/Local Broadcast TV is even more important to key segments e.g., frequent sports viewers, men 25-54, upper income households, and ethnic groups.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.