Internet is Top Source for Sports News and Information
According to a recent survey conducted by Burst Media, the Internet is the top source for sports news and information for both men and women.
The survey of more than 2,200 adults ages 18 and older compared the demand for sports content on the Internet to the demand for sports content on television. While people turn to TV for watching actual games, 36.1 percent of men and 32.7 percent of women noted the Internet as the top source for sports news and information.
Local TV programming trailed behind with 23.7 percent of the overall response, while national TV networks received a 15.1 percent response.
Local newspapers received a 6.7 percent response, followed by national newspapers with 3.6 percent and sports radio with 2.9 percent.
“Among the key age segments, 18-24 years and 25-34 years, the Internet far outweighs both local and national TV coverage as the primary source of sports news and information,” the press release notes. “Not surprisingly, adults 55 years and over still turn to local TV news over the Internet.”
Almost half, or 49.2 percent of respondents said they check sports scores on the Internet and 41.3 percent read sports news stories online.
The gender split isn’t as lopsided as one might expect, with 50.5 percent of men saying they use the Internet to check sports scores and 47.3 percent of women saying the same. Meanwhile, 42.8 percent of men said they read sports stories on the Internet, compared to 39 percent of women, while 26.2 percent of men said they visit professional teams’ Web sites, compared to 25.2 percent of women.
Burst Media also highlights that despite the infatuation with all things online video, 55 percent of respondents said they had never watched live streaming game coverage online.
All of this “provides marketers an opportunity to expand the reach of their campaigns targeted to sports enthusiasts by adding an online component,” said Chuck Moran, chief marketing officer for Burst Media. “Also, by utilizing a multichannel strategy of combining internet and TV, advertisers can surround their target audience with coordinated messaging for greater impact.”
The survey also found that though the Internet is the most popular source for sports content, it isn’t viewed as the best. National TV sports networks, like ESPN, are seen as the best places to get sports news and information. Still, men indicate that the Internet and TV sports networks provide comparable sports content.
Source:
http://www.burstmedia.com/about/press_releases/press_11_09_2009.asp
