2016年运动媒体年报（英文版）_38页_4mb

2016 Year in Sports, Media & Advertising Report Summary

Core Content Overview

The 2016 sports and media landscape was marked by the resurgence of the Dallas Cowboys, the growth of college football, the mainstreaming of eSports, and the continued dominance of the NFL and NBA in terms of viewership and advertising. The Olympics also played a significant role, particularly in highlighting athlete stories and brand engagement.

Main NFL Highlights

• Dallas Cowboys Resurgence: Led by rookie QB Dak Prescott and RB Ezekiel Elliott, the Cowboys had a strong regular season, appearing in four of the top five most-watched games. Their Thanksgiving game (35.1 million viewers) and playoff game against the Packers (45 million viewers) were among the most-watched NFL events.
• Tom Brady & Patriots: Despite the Cowboys' early playoff exit, the Patriots' Super Bowl LI win (111.3 million viewers) was the most-watched Super Bowl in history. The game's ratings were slightly down from the previous year due to a lopsided score.
• NFL Media Dominance: The NFL maintained its position as the most-watched programming with 90 games reaching over 25 million viewers. Super Bowl LI generated 190.8 million social interactions, with Lady Gaga's halftime show being the most viewed moment.
• Media Fragmentation: The NFL's presence on both TV and social media was strong, with 43% of Facebook and 33% of Twitter activity related to NFL games on Sundays.

College Football & eSports

• College Football Growth: Traditional powers like Michigan, USC, and Penn State saw a resurgence, while the championship game between Alabama and Clemson drew 25 million viewers, down slightly from the prior year.
• eSports Expansion: The U.S. eSports fan base grew from 25.7 million in 2015 to 45.3 million in 2016 (+76%). Avid eSports fans (10.9 million) were predominantly male and aged 13-34, with high disposable incomes.
• Brand Involvement: Major brands like Coke, Audi, and Anheuser-Busch invested heavily in eSports. College eSports received significant funding, with top players receiving scholarships and conferences organizing season-long and championship events.
• Crossover Appeal: There was notable overlap between traditional sports and eSports fans. NBA fans were 114% more likely to be eSports fans, and partnerships between traditional sports teams and eSports organizations were increasing.

Media Consumption Trends

• Omnichannel Viewing: With the rise of mobile and digital platforms, sports consumption became more diversified. Overall media consumption grew by 13%, with significant increases in time spent on PCs, smartphones, and tablets.
• Millennials & Mobile: U.S. adults aged 18-24 spent over 57 hours per week on media, with 35.6% of that time on smartphones. Mobile was becoming the primary screen for younger audiences.
• Second Screen Usage: 30% of viewers used smartphones as a second screen while watching TV, often to look up athlete information or event details.

Sponsorship & ROI

• Sponsorship Impact: Nielsen helped brands measure the ROI of sports sponsorships by linking media consumption and purchase data. For example, an MLB team's spirits brand saw a 3% increase in purchase likelihood among fans.
• Media Spend Optimization: Nielsen Pointlogic used data to build advanced models for optimizing cross-platform campaigns and maximizing viewership for upcoming games.

Data-Driven Fan Relationships

• Fan Councils: Nielsen partnered with Vision Critical to build online communities and engage with fans through data-driven insights.
• Segmentation & Personalization: By segmenting fans based on media consumption, social activity, and purchase behavior, teams could create more personalized and effective marketing strategies.

Olympics & Athlete Influence

• Rio 2016 Success: Despite challenges, the Olympics were the biggest TV event of the summer, reaching 198 million unique viewers. Michael Phelps and the U.S. women's gymnastics team were standout performers.
• Olympic Athletes' Appeal: 42% of Olympic fans were aware of specific competitors before the games, and 49% were more likely to cheer for athletes with known personal histories.
• N-Score Talent Tracker: This tool measured athlete marketability, with Katie Ledecky and Simone Biles achieving high scores, while Ryan Lochte's scandal led to a significant drop in his score.

Advertising Performance

• Olympics Ad Effectiveness: Ads during the Rio Olympics were 15% more memorable and 25% more brand memorable than average sports ads.
• Top Advertisers: Verizon Wireless, McDonald's, DirectTV, Apple iPhone, and Ford F-150 Trucks were the top advertisers in Q4 2015–Q3 2016.

NBA Highlights

• Golden State Warriors & Cavaliers: The Warriors' record-breaking 73-win season and the Cavaliers' first-ever NBA championship dominated the season. LeBron James' performance in Game 7 of the NBA Finals was a key moment.
• Media Exposure: The Warriors and Cavaliers ranked first in both local and national media exposure, with the Warriors leading in all categories except appearance.
• Power Teams' Influence: Games against the Warriors and Cavaliers generated significant local audience lifts, with the Wizards seeing a 191% increase in the Washington, DC market when playing the Warriors.

Key Takeaways

• Sports programming remains a powerful medium for brand engagement despite media fragmentation.
• eSports is moving from niche to mainstream, with strong growth and brand investment.
• Mobile and digital platforms are reshaping how fans consume sports content.
• Data analytics and fan engagement strategies are becoming essential for optimizing marketing and sponsorship ROI.
• The Olympics and major sports events continue to be major platforms for both viewing and advertising.