- November 1, 2016

Scoring the Sports Industry

Kailyn Hartmann
Kailyn Hartmann
Vice President, Advanced Analytics & Intelligence
VAB
Nicole Tilley
Nicole Tilley
Manager, Syndicated Client Insights

Each month Comscore creates a Data Insight presentation on a different topic in digital. In this November 2016 edition, the topic is "Sports".

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Key Takeaways

  • 72% of the total US Digital Population visited Sports sites in September 2016. Sports fans are increasingly likely to be Mobile Only or Multi-Platform consumers, Mobile & Desktop, consumers
  • When consuming digital sports content, Sports fans tend to spend the most time per fan watching Desktop Videos or using Mobile Apps. In September, Sports fans spent 43% of their total time with Sports content in Mobile Apps
  • Compared to the total internet population, Sports fans skew more affluent
  • 25-to-44 year-old visitors spend the most time per month across Mobile and Desktop devices vs other Sports visitors
  • Amongst Sports fans, there are a series of highly valuable audience segments like parents, Millennial males, and Hispanic males
  • For Millennials that engage with Sports content, Sports News sites are the most likely to drive the highest reach, but League content fosters the longest engagement
  • When looking at the most dedicated fans that also attend live games, Fantasy Apps appear as heavily used platforms

Multi-Platform Content Measurement

Comscore MMX® Multi-Platform provides an deduplicated view of total audience behavior across desktops, smartphones and tablets.

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