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TNS (News - Alert), a custom-research agency that delivers actionable insights and research-based business advice to its clients, has released findings from the ESPN Sports Poll.

 

The monthly tracking study is used by many companies to make informed decisions in the areas of sports, events and sponsorships on a national, regional and local level.

 

TNS has conducted the ESPN (News - Alert) Sports Poll in partnership with Electronic Arts Inc. The result of the study shows that advertisers who are interested in maximizing dollars in sports category must concentrate on In-Game Advertising.  

 

“Fans consume sports in multidimensional ways,” said Robert Fox, senior vice president at TNS and executive director of the ESPN Sports Poll. “Today’s interactive entertainment enables fans to engage with their favorite sports on a platform that looks incredibly close to the real thing. When a person is engaged in the video game, there is no channel surfing, and the game is paused only for necessity. This is a terrific way for real-world advertisers and sponsors to develop incremental affinity for their brands.”  

 

It has been noticed that in case of an average Sports Fan, who follows six to eight different sports, it becomes very challenging for the marketers to capture the attention of the fan. Sports Poll data has consistently shown that the average person is an “Avid” Fan of two to three sports. The real-world advertisers can target the “Avid Fans” and can get a much better chance of being noticed by the audience. By opting for this, they can also maximize their profit and create a sound grip amidst competitors.

 

At 85 million, the National Football League has the largest number of Avid Fans, followed by college football (64 million) and Major League Baseball (53 million).

 

Sports Video Games are a targeted approach that the marketers need to follow in order to reach the Avid Sports Fans. A gaming console is available with half of the households in the country. Out of those households, half of the sports fans and 69 percent of the avid sports fans own at least one sports video game. The above mentioned demographic profile of the Sports Gamer is very conducive for the marketers who want to reach their target audience.

 

As an advice to the Marketers Elizabeth Harz, senior vice president, Global Media Sales at Electronic Arts said, “Fans have grown to expect that the game experience mirrors the real world and allows them to be Mark Sanchez for the night. Part of the authenticity is the advertising that is imbedded in the game or that is dynamically served during connected play, and includes the finer details like in-stadium and in-arena signage,” said Elizabeth Harz, Senior Vice President, Global Media Sales at Electronic Arts. “For sponsors looking to differentiate their brand in a crowded field, the Sports Gamer is influential and the messaging options robust.”