Octagon Passion DriversSM Research
Understanding College Football Fans
Presented by Simon Wardle VP Research, Octagon Worldwide June 1, 2006
PASSION DRIVERS SM INTRODUCTION
Most leveraging programs are the same because no one understands the “Why”
In the absence of a quantified understanding of why fans are fans, companies tend to leave consumers out of the equation. Leveraging programs are based on the fit between assets and brand objectives using industry-accepted generalizations.
Who What Where
When
Why
To be relevant, compelling and different we need to understand “Why” which requires unique consumer insights…
?
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Understanding Why Fans Are Fans
A qualitative exploratory approach is the best way to start to understand why fans are so passionate about a particular sport.
However, at the end of the qualitative process, you will have collected a lot of anecdotal information, and you have to draw your own conclusions/theories about fans:
what you think are the common themes what you think are the most important factors what you think are the different fan types, etc.
The following describes Octagon’s more rigorous analytical approach to define exactly why fans are fans!
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We Know A Lot About Fans
As an Industry, we know a lot about fans … but what’s missing is the “WHY”
WHO
WHAT
WHEN
WHERE
WHY
The Emotional Connections
Psychographics Demographics Consumption
MLS: Marital Status
Avid Fan Fan
MLS: Age ( Avid Fans Only )
Teens 20’s
50% 40%
8%
30% 20% 10% 0%
Married or Living w/Partner Single Divorced/ Widowed Separate Refused
30’s 40’s
13% 12% 19%
40%
50’s 60’s 70’s 80’s 90’s Refused
Change How We Think
N = 19,198: 3.79% considered “Avid Fans” & 23.81% considered “Fans”
Interest, Channel, Participation
Passion DriversSM Factors
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Passion DriversSM is a Global Initiative…
20,000+ Passionate Fans in 7 Countries
1 2 3 4 5 6 7
Collect 300+ Potential Drivers Identify 56 Unique Attributes Database of 20,000+ Passionate Fans Identify 12 Passion DriversSM Factors Quantify Key Factors by Sport Identify Fan Typologies Create a Profile of Fan Types
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…an IN DEPTH understanding of WHY Fans are Fans
The Passion DriversSM Tool Is Holistic
Based on industry experience and qualitative learnings, Octagon developed an online quantitative fan questionnaire was developed. It included not only Passion DriversSM questions, but also demographic, psychographic, consumption and participation questions:
Screening Criteria Passion For Different Sports Favorite Sports Life Values Passion DriversSM attitudes* Needs* Consumption/Participation* Demographics (* = Sport specific)
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Multiphase Statistical Solution
We developed a multi-phase process was developed that focused on understanding WHY fans are so passionate about the sports that they follow:
FACTOR ANALYSIS PEARSON REGRESSION CLUSTER ANALYSIS
20,000 Passion DriversSM surveys from passionate fans
Identify Passion DriversSM factors
Derive relative importance of factors
Identify Fan typologies within fan base
For each country
For each sport
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Octagon’s 12 Passion DriversSM Factors
These discreet factors were derived based on factorial analysis of the 56 fundamental Passion DriversSM attributes.
“Active Appreciation”
Based on personal participation
Based on a fundamental love of the sport
“Love of the Game”
“Player Affinity”
Based on human relationship with players
“Talk & Socializing”
Based on social interactions
“All Consuming”
Based on the ability of the event to draw you in
“Nostalgia”
Based on history and personal memories
“Player Excitement”
Based on admiration of talent/ability
“Team Devotion”
Based on obsession and loyalty
“Gloating”
Based on reveling in the agony of others
“Personal Indulgence”
Based on personal selfishness
Based on being identified as part of tribe
“Sense of Belonging”
“TV Preference”
Based on consumption preference
Passion DriversSM factors differ in influence depending on the sport
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All College Football Fans
Similarly to the NFL Team Devotion is the number one factor. However, while the NFL fanbase has a strong contribution from Personal Indulgence, Love of the Game and TV Preference factors – College Football has secondary factors that the all-consuming action and the strong social connection of the sport – especially “Gloating”. These latter observations were also observed when comparing college basketball to the NBA
Team Devotion All Consuming Gloating Talk & Socializing Personal Indulgence Sense of Belonging Love of the Game Nostalgia TV Preference Player Excitement Active Appreciation Player Affinity -0.45 -0.2 0.59 0.44 0.43 0.34 0.22 0.22 0.14 -0.01 -0.01 0.93
PDI
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0.8
1
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Key Passion DriversSM For Football: NCAA Vs. NFL
NCAA Football
Team Devotion All Consuming Gloating Talk & Socializing Personal Indulgence Sense of Belonging Love of the Game Nostalgia TV Preference Player Excitement Active Appreciation Player Affinity -0.45 -0.2 0.59 0.44 0.43 0.34 0.22 0.22 0.14 -0.01 -0.01 0.93
College Football: Passion DriversSM Similarly to the NFL Passion DriversSM factor profile, the key connection that College Football fans is Team Devotion. In addition – as we see for College Basketball – the social aspects (Positive: “Talk & Socializing”, Negative: “Gloating”) are more important for College fans and their relationship to that sport than for fans of the pro-game. NFL Football: Passion DriversSM Very similar to the NCAA profile, the Team Devotion factor is very important, an overall “Love of the game” (regardless of who is playing) and “Personal Indulgence” are a little more important than we see for College fans – Saturday afternoon evidently is not as sacrosanct as Sunday afternoon.
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PDI
NFL Football
-0.6
-0.4
-0.2
0
0.2
0.4
0.46 0.31 0.3 0.29
0.6
0.8
1
Team Devotion Personal Indulgence All Consuming Love of the Game Talk & Socializing TV Preference Nostalgia Sense of Belonging Gloating Player Excitement Active Appreciation Player Affinity
0.24 0.15 0.11 0.09 0.05 -0.03 -0.23 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5
PDI
-0.3
Source: Octagon Passion DriverSM Research
We need to understand “Why” they are emotionally connected to College Football
The College Football fanbase is a little more homogeneous than the NFL football fanbase – as there is more of a consensus across the different fan typologies. The “Team Devotion” tends to be the most important factor for each fan type.
“Passive Teamsters” 21.1%
Top 3 Passion DriversSM:
1. 2. 3. Team Devotion Love of the Game Sense of Belonging
21.1% 40.2%
“Team Connecteds” 40.2%
Top 3 Passion DriversSM:
1. 2. 3. Team Devotion Sense of Belonging All Consuming
29.8% 8.9%
“Team Cheerleaders” 29.8%
Top 3 Passion DriversSM:
1. 2. 3. Team Devotion Personal Indulgence All Consuming
“Interactive Jocks” 8.9%
Top 3 Passion DriversSM:
1. 2. 3. Gloating All Consuming Active Appreciation
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For example: “Interactive Jocks” (8.9%)
Similar to the “Avid Alumni” college basketball fan type, the “Interactive Jocks” are the smallest and most passionate group of college football fans. They too are very competitive in their relationship with the sport. They are overwhelmingly male, they are action focussed and have played in the past and may coach kids currently. They also have a sense of history and are more likely to have contributed to their school’s alumni fund.
Gloating All Consuming Active Appreciation Personal Indulgence Talk & Socializing Team Devotion Nostalgia TV Preference Player Excitement Player Affinity Love of the Game Sense of Belonging -0.8 -0.3 0.16 0.2 0.7 1.2 1.7 2.2 2.7
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3.01 2.52 2.19 2.18 2.12 1.94 1.85 1.5 1.16 0.97 0.69 PDI
College Football Fan Type #3: “Interactive Jocks” (8.9%)
Involvement
Actively Engaged Over index for •Follow on Internet •Watch NFL on TV •Coached and played in the past •Play flag football •Contribute to alumni fund •Attend 6+ games Most often watch a NCAA Football event with: My Kids Values Competitive but responsible •Only way to improve is by challenging yourself •Important to not feel constrained by society •Not content w, day unless I have achieved something Based on most differentiating attributes vs. all Football fans
Key Passion DriversSM Factors
•Gloating •All Consuming •Active Appreciation
Needs
Social bonding and pride in my school •Escape stresses of my day-to-day life •Having pride in my college •Follow my heroes •Being part of a close knit group of fans
Demographics
Overwhelmingly male • Strong male skew •Younger: 18-34 •3-4 pers. HH •Married •Professional/Sales •$50-75K
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Insights + Objectives = Engagement + Results
WHO WHAT WHEN WHERE QUANTIFIED Understanding of WHY fans love their sport Compelling and Relevant Leveraging Programs Return On Business Objectives
+
Specific Target Consumers & Business Objectives
+
PASSION
ENGAGEMENT
RESULTS
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