20120123-尼尔森-Reports_and_Insights_State_of_the_Media_2011_Year_in_Sports_Nielsen_16页_5mb

Year in Sports Summary: 2011 Nielsen Report

Introduction

Nielsen's 2011 Year in Sports provides insights into media consumption, advertising trends, and consumer engagement across leading sports properties. The report highlights how sports remain resilient in a fragmented media landscape, with key events shaping fan sentiment and market opportunities.

Key Events and Highlights

• NBA: Brett Favre's departure and Aaron Rodgers' leadership led the Packers to a Super Bowl XLV victory, becoming the most-watched TV program in U.S. history. The Boston Bruins ended a 30-year Stanley Cup drought by defeating the Canucks. The Miami Heat, despite high-profile players, saw declining fan appeal amid总决赛 controversy.
• NFL: Super Bowl XLV drew record viewership, with teams like the Packers dominating. The season concluded amidst a lockout that didn't dampen interest, as games against the St. Louis Cardinals in the World Series generated high engagement. Mobile web traffic for NFL sites increased by 22%, and ads like Wendy's "Where's the Beef" were highly recalled.
• MLB: Game 7 of the World Series between the Cardinals and Rangers attracted over 25 million viewers. Regular-season drama on September 28th captivated audiences, and MLB fans showed strong movie and DVD consumption.
• NCAA Sports: Conference realignment and scandals impacted college sports, but the NCAA partnership with CBS and Turner boosted March Madness viewership (e.g., Round of 64 saw 93 million viewers). College football games drew large audiences, skewing older and wealthier demographics.
• Golf: Tiger Woods' car accident affected his N-Score dramatically, but corporate spending increased by 8%. Michelle Wie's rising appeal closed the gap with Woods.
• NHL: The Boston Bruins won the Stanley Cup after a 40-year drought. Sidney Crosby's injury and recovery influenced national appeal metrics, while digital engagement on NHL.com surged.
• Motor Sports: NASCAR saw fans favoring hybrid vehicles and attending movies more often. Indy 500 and American Le Mans Series experienced significant viewership growth.
• Soccer: MLS benefited from David Beckham and Landon Donovan's star power, driving viewership up 39%. Spanish-language networks dominated ad spending during broadcasts.
• International: Host countries like Germany and Japan showed excitement for events such as the FIFA Women's World Cup and UEFA Champions League, with U.S. viewership for international soccer growing steadily.

Market Insights and Consumer Trends

• Advertising: Super Bowl ads with social media tags saw 33% higher brand recall. Top advertisers included AT&T, Bud Light, and Verizon, accounting for 26% of ad spend in key quarters.
• N-Score: This metric measures athlete endorsement potential; for example, Brett Favre and Aaron Rodgers had high scores in the NFL, while LeBron James saw a decline amid team issues.
• Digital Engagement: Mobile and online platforms enhanced fan interaction, with MLB.com and NFL.com driving traffic that increased likelihood of movie attendance and DVD purchases.

Viewer Statistics and Growth

• Total live sports TV hours increased by 5% compared to 2010.
• Multi-screen consumption rose, with sports websites recording millions of video streams.
• Sports demonstrated strong resilience, with record viewership despite off-field disruptions, underlining its popularity in a fragmented media marketplace.

Conclusion

Sports media continues to captivate audiences, offering brands unparalleled engagement opportunities. Nielsen remains dedicated to tracking fan behavior and market trends to optimize sports investments.