Global Sports Media Consumption Report 2012 finds more sports fans accessing sport via social and mobile platforms
Second annual survey into global sports media consumption sees more fans turning to social networks and mobile devices to follow sport
21 June, London- Digital sports specialists PERFORM, Kantar Media's sport research unit KantarSport and sports industry publication TV Sports Markets have today released the second annual survey into global sports media consumption. The Global Sports Media Consumption Report 2012, which provides an annual snapshot of trends around the devices, platforms and types of content fans engage with, found a marked increase in sports consumption across mobile and social networks year-on-year.
The survey, which covered ten key markets globally; Great Britain, Germany, Spain, France, Italy, Russia, USA, Brazil, China and Australia, also saw a significant increase across all markets in the average amount of time per week that sports fans spent consuming sport and highlights the growing importance of digital where in 8 out of 10 markets, online is now the second most popular way to follow sport, ahead of print.
Television still leads the way as the medium of choice to follow sport with HD television being the main way sports fans in most markets have changed their sports media consumption behaviours in the last two years. However, with a nod to the future, the survey found that fans perceive connected TV's, tablets and watching 3D TV at home as having the biggest impact on the way they will consume sport in the next two years.
New to this year's report was a look at how fans interact with brands that sponsor or advertise around sports content. Interestingly, fans in all market who consume sport via social networks have a more positive opinion of brands versus sports fans in general.
PERFORM's joint CEO, Oliver Slipper commented. "Fans are engaging with content in an ever more sophisticated manner. The evolution of connectivity, devices and platforms provide fans with more opportunity to consume content and also offer exciting opportunities for content owners, media groups and brands to engage connected fans. It's a big year for sport with the European Football Championships and the Olympics and fans will be demanding 24/7 content to stay in touch with these large events."
Richard Brinkman, Head of KantarSport at Kantar Media commented. "In an increasingly fragmented global media landscape, understanding how this influences fan's consumption of sport is crucial for content owners, media groups and brands alike. This report highlights market differences in sports consumption and importantly the pace at which sports fans are embracing new devices and platforms for accessing their sports content."