2017年美国体育媒体报告（英文版）_38页_13mb

Year in Sports Media Report - U.S. 2017 Summary

Core Content Overview

The 2017 U.S. sports media report highlights the evolving landscape of sports consumption and sponsorship strategies across major leagues. It emphasizes the impact of changing media habits, the rise of digital engagement, and the growing importance of diverse audiences and new platforms.

NFL: Dominance Amidst Declining Viewership

• Super Bowl LII: The Philadelphia Eagles defeated the New England Patriots in front of 103.4 million viewers, marking the most-watched game of the year. The game was notable for its high scores, backup quarterback storyline, and record-breaking offensive yards.
• Out-of-Home (OOH) Viewership: Despite a 9% decline in regular season viewership, the NFL's OOH viewership showed significant growth, especially among 18-24 and 25-34 demographics.
• Young, Bicoastal Fans: The NFL's OOH strategy successfully engaged younger, more diverse audiences who consume sports content across multiple platforms.
• Key Events:
  • Sunday Night Football: New York Giants vs. Dallas Cowboys
  • Thanksgiving Classic: Los Angeles Chargers vs. Dallas Cowboys
  • AFC Wild Card: Tennessee Titans vs. Kansas City Chiefs
  • NFC Wild Card: Carolina Panthers vs. New Orleans Saints
  • AFC Championship: Jacksonville Jaguars vs. New England Patriots
  • NFC Championship: Minnesota Vikings vs. Philadelphia Eagles
  • Super Bowl LII: Philadelphia Eagles vs. New England Patriots

NBA: Breaking the Sponsorship Mold

• Finals Engagement: The Warriors vs. Cavaliers series, especially the third installment, saw a 1.1% increase in viewership compared to the previous year, with an average audience of the highest since the Michael Jordan era.
• Jersey Patch Innovation: The NBA introduced jersey patches as a new sponsorship asset, with 19 of 30 teams using them. These patches generated $21,400 in QI Media Value per game and saw a 9-10x increase in value on Christmas Day.
• Social Media Impact: 48% of social media value came from Facebook, followed by Instagram with over 1/3 of the value. The NBA also used social24 to track sponsor exposure and engagement.
• Key Events:
  • NBA Finals: Cleveland Cavaliers vs. Golden State Warriors
  • NBA Draft
  • NBA Christmas Day Games

MLB: Technology and Tradition

• World Series: The World Series saw a 48% increase in viewership for the Home Run Derby and a 19% rise in average viewership compared to the previous season.
• Virtual Branding: MLB utilized virtual branding, such as Stranger Things 2, to enhance sponsorship visibility. This strategy was effective during the World Series and League Championship Series.
• YouTube Partnership: YouTube became the first presenting sponsor of the World Series, with its QI Media Value coming from Home Plate Rotational Signage.
• Key Events:
  • NL Wild Card Game: Colorado Rockies vs. Arizona Diamondbacks
  • ALCS: New York Yankees vs. Houston Astros
  • NLCS: Los Angeles Dodgers vs. Chicago Cubs
  • World Series: Houston Astros vs. Los Angeles Dodgers

NHL: Country Music Integration

• Stanley Cup Growth: The Stanley Cup games saw a 19% increase in average viewership compared to 2016. Nashville's hosting of the Finals coincided with the CMA Festival, boosting viewership and country music consumption.
• Country Music Stars: The Predators used country music stars like Carrie Underwood and Faith Hill, with 4 of the top 10 and 9 of the top 20 country artists singing the national anthem.
• Key Events:
  • Stanley Cup Final: Nashville Predators vs. Pittsburgh Penguins
  • NHL Playoff Games: Nashville's games saw a 42% increase in on-demand audio streams locally and a 15% national lift.

MLS: Growth and Expansion

• MLS Expansion: The addition of Atlanta FC and Minnesota United FC as the 21st and 22nd teams marked significant growth. Atlanta FC had an average Regional Sports Network viewership of 40,000, close to that of the Braves.
• NWSL Partnership: The National Women’s Soccer League's partnership with Lifetime led to a +2% lift in average audience and a +32% increase among female viewers. The NWSL had the highest percentage of female viewers among nationally televised soccer leagues.
• Key Events:
  • MLS Playoff Games: Nashville had the highest viewership among four markets.
  • Clausura Final: Chivas' win in Liga MX's 2017 Clausura final was the most watched since 2013, with a 57.7% increase in millennial viewership compared to EPL.

Golf: Youth Movement and Global Reach

• Youth Dominance: Young golfers under 30, such as Jordan Spieth and Rickie Fowler, are reshaping the sport. The new generation is leveraging social media to build fan bases.
• LPGA Global Expansion: The LPGA's popularity is spreading globally, with 7 of the top 10 golfers by winnings coming from the top three countries by fandom. Six out of 10 countries by avidity hosted LPGA tournaments, often with local sponsors.
• Key Events:
  • PGA Championship: Jordan Spieth's "Shot of the Year" went viral.
  • President's Cup: Highlighted the blend of veteran and young players.

UFC/BOXING: Diverse and Engaged Fan Base

• Mayweather vs. McGregor: This event drew 4.3 million PPV buys, the second-highest in history.
• UFC's Demographics: UFC has a more diverse and younger fan base than the "Big Four" leagues, with 16% Hispanic viewership versus 12% for others.
• Sponsor Engagement: UFC fans are more active in sponsor engagement, indicating a unique opportunity for brands to connect with this audience.

NCAA, NASCAR, INDYCAR, TENNIS, and ESPORTS

• NCAA: Highlighted the importance of engagement through social media and digital content.
• NASCAR: Focused on fan interaction and brand alignment with younger demographics.
• INDYCAR: Showcased the growing interest in motorsports and the need for modern engagement strategies.
• TENNIS: Emphasized the global appeal and digital integration of tennis.
• ESPORTS: Highlighted the emerging role of esports in the sports media ecosystem.

Trends and What's Next

• Media Consumption Shifts: Stakeholders must adapt to changing media habits to engage fans effectively.
• Sponsorship Evolution: Leagues are exploring new sponsorship assets like jersey patches, virtual branding, and social media to enhance exposure and value.
• Collaboration Opportunities: Sports and other industries can benefit from coexisting content and shared audiences.
• Future Outlook: Expect more leagues to adopt digital and social strategies, and global partnerships to expand reach and engagement.