Docstoc

demographics

Document Sample
demographics Powered By Docstoc
					  DELIVERING THE PASSIONATE FAN
       ALL THE FANS YOU NEED
ALL THE EXCITEMENT YOU CAN HANDLE
                   CYCLING SERIES & FOX SPORTS




     The Cycling Series and FOX CABLE SPORTS know the game and deliver the audience -
      offering advertisers an unbeatable connection through the power of cycling to the
                                   passionate sports fan.

            Unique, original series, reveals charismatic international personalities,
          plus dynamic, state-of-the-art coverage of national and world class events.
      It adds up to an unparalleled package of opportunities to reach audiences hungry
             for cycling action with FOX to a national audience of 75 million homes.


          FOX CABLE SPORTS delivers one of the world’s most recognized brands and
will be adding the Cycling Series to the stable of NBA,NHL, MLB and NASCAR. The Cycling Series
   and FOX offer the opportunity to promote both your brand and service to one of the most
                                       affluent markets .
A Powerful Network Station Group
•   Broadcast Station Model
•   75+ Million Homes
•   22 Regional Sports Stations
•   Covering 25 NBA Teams, 21 NHL Teams, 27 MLB Teams Locally
•   Home to NASCAR



                                W




                                                                FOX SPORTS NET
                                                                Owned & Operated

                                                                FOX SPORTS NET
                                                                Affiliated

                                                                Covered by O&O
                                                                and Affiliate
                      Cycling Series OFFERS:
                  • 75+ Million Homes
             • Top 10 Rated Cable Network
        • Geared toward Age18-49 both M /F
             with high discretionary income
               • Cycling Demographics
         • On-Site Hospitality and Promotions
• Community and Charity events with athlete’s appearances
              • World Class Announcers


     Source: FSN=NHI Custom Analysis (2nd Q 2000 through 4/21); All other nets=NHI (2nd Q 2000 through 4/21)
     (M-F 7P-10P)
Delivering the Upscale Audience
 Percentage of adults 18-49 who will
       watch the WCS on FOX
HH Income                                         Education
$50,000+                   23%                    Graduated College Plus 4%
$75,000+                   28%                    Attended College       11%
$100,000+                  25%
$150,000+                  32%
Median                   $64,543
                                                  Occupation
                                                  Executive/Admin/Mgr.              19%

Individual Employment Income
$100,000+          56%                            Home Ownership
$50,000+           53%                            Own Home                          10%
                                                  Home Value $200,000+              20%
  Indices to be read as:
  Adults 18-49 who watch Fox Sports Net are 23%
                                                  Home Value $500,000+              39%
  more likely to have a HH income of $50,000+
  than the average adult 18-49.
                                                          Source: Fall 2001 MRI Study
     Targeting Your Customers                     Better
                  than ESPN
                                     178
  $64,543             136
            $64,279
                                           148
                            125                    124
                                                               122




     A18-49      Executives           Individual   HH Income
Median HH Income                  Income $100,000+   $75K+

                                                         Source: MRI Fall 2000
Top 5 Primetime
Cable Network
Rank                   Network                                                HH
1                            USA                                             2.32
2                            Nickelodeon                                     2.18
3                            TBS                                             1.63
4                            Cartoon Network                                 1.62
 5                           Fox Sports Net 1.59
 6                           A&E                                             1.50
 7                           TNT                                             1.35
 8                           Lifetime                                        1.26
 9                           Discovery                                       1.04
10                           ESPN                                            0.92

     Source: FSN=NHI Custom Analysis (2nd Q 2000 through 4/21); All other nets=NHI (2nd Q 2000 through 4/21)
     (M-F 7P-10P)
Top Male Cable Network
                                                       M18-49
Rank      Network                                       (000)
 1        USA                                            606
 2        TBS                                            492
 3        TNT                                            398
 4      Fox Sports Net                                     316
 5        Discovery                                         297
 6        Sci Fi                                            255
 7        ESPN                                              255

                                                       M25-54
Rank      Network                                       (000)
 1        USA                                            585
 2        TBS                                            445
 3        TNT                                            389
 4        Discovery                                      341
 5      Fox Sports Net                                     309
 6        A&E                                               299
 7        Sci Fi                                            292
 8        TLC                                               264
 9        ESPN                                              251
                      Source: FSN=NHI Custom Analysis (March’00); All other nets=NHI (March’00) (M-F 7P-10P)
      More Than Just Commercials
     Ownership of Onsite Promotions
 The Hottest Sport in the Nation
• Onsite Promotion
    •   Marketing promotions and sales opportunities
    •   VIP hospitality tickets
    •   VIP credentials
    •   Event expo space
    •   Course-side banners
• Advertising Media
    •   Television live and taped ESPN, OLN, local affiliates ABC, NBC, CBS…
    •   Radio
    •   Website with weekly emails to fan base
    •   Video clips inside the action
    •   Online polls
    •   Viewer polls
    •   Online news and cycling sites
• Publications and Print
    •   Print national and regional
    •   Spectators
    •   Race program and promotional posters
    •   Press releases
    •   Sports magazines
          Cycling Demographics
+ National and international media coverage with substantial demonstrated ROI
+ Launching new products or services through the series in major national markets
+ Reaching new demographics via grassroots marketing campaigns
+ Building and tracking brand awareness programs

Events in major markets such as New York, Los Angles, San Francisco, Chicago, Miami, Denver,
Washington D.C., Boston, Richmond, and Atlanta ensure broadcast success. Lance Armstrong’s five straight
Tour de France wins coupled with his victory over cancer, have helped spur both the public's and the media’s
interest in professional cycling. The time is right to increase sales through brand recognition, visibility, and
promotion via affiliation with the Cycling Series.

Professional cycling has a broad multicultural appeal that receives worldwide media attention and gives its
advertisers a large enthusiastic audience. Because of cycling being a lifelong activity, which appeals to children,
families and adults, it reaches a large audience that goes beyond traditional demographics. Professional cycling
offers its advertisers the opportunity to promote both their brand and service in one of the largest spectator
sports in the world. Over 65 million people attend professional cycling events worldwide.

The largest demographic in the professional cycling fan base is affluent, upscale and well educated with a
medium household income of over $80,000, a medium age of 38 and 90% have attended college. Competitive
cyclists must contend with speed and danger and display superhuman athleticism, creating an exciting medium
to reach your desired audience. Cycling offers companies a healthy, environmentally sound, technologically
innovative and highly exciting sport.
                   Cycling Demographics
CYCLING INFORMATION AND DEMOGRAPHICS FACTS ABOUT CYCLING*
• One of the most popular and fastest growing sports in the world
• The second most popular recreational activity in the US
• One out of every three Americans participates in the sport at some level
• Cyclists is the third largest participation sport, more than than golf, skiing, and tennis combined

TYPICAL CYCLING AUDIENCE*
• 90 million cyclists in the US
• 65 million people attend professional cycling events
• 6 million bicycle commuters
• 250,000 competitive adult cyclists in US

US CYCLIST DEMOGRAPHICS*
The average US cyclist is young and affluent:
• 85% are between the ages of 25-54
• 63% are between 25 and 44
• 55% are male; 45% are female
• 63% are professional managers
• 90% have attended college
• 39% have post-graduate degrees
• 52% rate their brand loyalty as high
• $80,000 Median household income for cyclist
• 50% own a truck and/or SUV
• 53 % Married
                Cycling Demographics
Even more relevant is the fact that greater than 8.3 million of the above are
avid riders–those who ride at least 52 times per year.*

          •72% plan to spend $200 within a year on recreational equipment
          •70% use the internet more than 5 times per week
          •60% use cellular phones
          •30% plan to buy a vehicle within a year
          •30% plan to buy a computer within a year
          •23% plan to buy a house within a year
          •13% made purchases online (up 15% from the USA ave.)
          •13% request product info. online (up 21% from the USA ave.)

There are 8 million plus viewers in the USA alone. The three distinct types:*

          •Spectators who directly view the events (Ave. Age 39)
          •Novice-cyclists who view events on television (Ave. Age 42)
          •Enthusiast-cyclists who view events on television (Ave. Age 33)
          •Avid cyclist are 51% more likely to be self employed in fact,
          3.4 million of the 8.3 already are.

“Cycling’s fans remain fiercely devout and frighteningly informed – as regards the
nuances of their chosen sport, nobody else comes close” GQ Magazine
•Sources: Velonews, Bicycle Business Journal, Bicycle Manufacturers Association of America, Bicycle Market Research
Institute, Bicycle Retailer & Industry News, Cycle Press, JETRO-New York, National Bicycle Dealers Association,
National Sporting Goods Association, Sporting Goods Manufacturers Association, US Dept. of Commerce
Cycling Demographics
         More Than Just Commercials
        Ownership of Onsite Promotions
           and Product Integration
        The Hottest Sport in the Nation
• Community

    •   Target local grassroots regional campaigns
    •   Free community event, spectators take part in the action
    •   Families drawn to the carnival atmosphere
    •   Recreational enthusiasts of all types attend
    •   Meet and greet local corporate and government decision-makers

• Product Logo Placement

    •   On-set placement
    •   Featured segments of products
    •   Segments / shows broadcast from clients location
    •   Product displayed on location at set / race
    •   Clothing
More Than Just Commercials
Build Goodwill For Your Corporate Brand
• Charitable

    • Headquarters and regional offices bond to fight for a cause
    • Athlete appearances at schools, hospitals and stores
    • Lasting goodwill impressions build a stronger community




                  ADD photo!!
 CYCLING SERIES AND FOX CABLE SPORTS
  NATIONAL NETWORK PROGRAMMING
•75 Million plus viewer base nationally
•Entertaining fast-paced action while being informative
•Outstanding demographics with high discretionary income
•Onsite hospitality and promotions
•CS works in conjunction with any corporate goals for charitable events
•World class announcers
• Marketing DVD’s for future sponsors
•Maximize your ability to achieve publicity and prominence with your marketing
budget, contact the CS to reserve your spot:
Tim Chase       415-225-4200              tim@worldbike.com
       TAP INTO THE PASSION
       ALL THE FANS YOU NEED
ALL THE EXCITEMENT YOU CAN HANDLE

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:19
posted:9/18/2012
language:Unknown
pages:17