尼尔森-2017年美国体育媒体报告（英文版）-2018-40页-15mb

Nielsen Sports 2017 Year in Sports Media Report Summary

Introduction

Nielsen Sports’ 2017 Year in Sports Media Report highlights key media trends, sponsorship developments and consumer insights across major sports properties in the U.S. The report underscores how sports continue to thrive despite media fragmentation and changing viewing habits, offering brands unique opportunities to engage with passionate fans through compelling content.

Core Content Overview

NFL: Engaging Young and Female Fans

• The NFL saw a 9% decline in regular season viewership, but Super Bowl LII remained a major event with 103.4 million viewers.
• Young fans (18-24) showed the greatest out-of-home (OOH) lift, indicating a shift in how they consume sports content.
• Female fans also demonstrated significant OOH lifts, with 27% for the 18-24 age group and 25% for the 25-34 group.
• The Nashville Predators capitalized on the CMA Festival by featuring country music stars in the national anthem, boosting local and national viewership.

NBA: Breaking the Sponsorship Mold

• The NBA Finals saw a record audience of 112.1 million viewers, with Curry's Warriors vs. LeBron's Cavaliers being a major draw.
• Jersey patches emerged as a new sponsorship asset, with 19 out of 30 teams using them.
• YouTube became the first presenting sponsor of the World Series, with QI Media Value increasing by 48% for its virtual branding.
• Social media exposure was significant, with 48% of the value coming from Facebook and Instagram contributing over 1/3 of the total.

MLB: Merging Tradition with Technology

• MLB saw a 48% increase in viewership for the Home Run Derby compared to 2016.
• YouTube and Netflix’s Stranger Things 2 collaborated on virtual branding, which helped boost Netflix's content ratings.
• MLB expansion added Atlanta FC and Minnesota United FC, with Atlanta FC achieving notable success in its first season.
• NWSL moved to Lifetime and saw a +2% lift in average audience, with a +32% increase among female viewers.

NHL: Leveraging Country Music for Fan Engagement

• The Stanley Cup games saw a 19% increase in viewership compared to 2016.
• The Nashville Predators used country music stars for the national anthem, aligning with CMA Festival and boosting country music consumption.
• Nashville had the highest viewership among seven playoff games on ESPN.

GOLF: A Youth Movement in Full Swing

• Sergio Garcia won his first major at Augusta, but the old guard like Tiger Woods and Phil Mickelson are being replaced by younger stars.
• Young golfers such as Jordan Spieth and Rickie Fowler are using social media effectively to build their fan bases.
• LPGA is gaining global popularity, with 7 out of the top 10 golfers based on winnings coming from top LPGA fan countries.

Key Trends and Insights

• Media fragmentation is not slowing down sports content; rather, it's driving innovation in sponsorship and engagement.
• Out-of-home viewing is becoming a crucial metric for understanding fan behavior across different age groups and demographics.
• Virtual branding and digital partnerships are reshaping how sports leagues and sponsors reach audiences, especially through social media and streaming platforms.
• Younger fans are increasingly engaged through digital and social media, with a notable presence on platforms like Facebook and Instagram.
• Sports and entertainment are becoming more integrated, allowing for cross-platform engagement and new revenue streams.

Top Advertisers & Sponsors

• YouTube was a major sponsor of the World Series.
• NWSL partnered with Lifetime, resulting in a significant increase in female viewership.
• MLB and NBA saw positive ROI from virtual branding and social media campaigns.

What's Next

• Leagues will continue to adapt to new media consumption patterns.
• Sponsorship strategies will evolve to include more digital and social media assets.
• Collaboration between sports and other entertainment industries is expected to grow.
• Consumer insights will become even more critical for targeted marketing and audience engagement.

Conclusion

Nielsen Sports highlights the dynamic nature of sports media in 2017, emphasizing the importance of understanding fan behavior and leveraging new platforms for greater reach and engagement. The report serves as a roadmap for future strategies in a changing media landscape.