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Fantasy Sports Overview November 13, 2007 Clay Walker Fantasy Sports Association Jason Lee Nielsen Online Fantasy Sports Association Table of Contents • Fantasy Football • Fantasy Baseball • Fantasy Golf • Fantasy NASCAR • Fantasy Basketball • Fantasy Sports Player Profile • FSA Custom Study Fantasy Football Universe Fantasy Football Universe • 11.7 million unique users for fantasy football sites in September, 2007 • Yahoo was #1 site followed by ESPN and CBS • Fantasy Sports Ventures #1 fantasy football content site Site Yahoo! ESPN CBS SportsLine Fantasy Sports Ventures NFL.com FOXSports SI.com AOL.com SportingNews Rotoworld USAToday FUN Technologies Network Fantasy Football Universe Source: Nielsen Online, Custom Netview September 2007 Unique Audience (000) 5,457 3,374 3,240 1,523 1,506 1,480 591 409 338 317 206 182 11,687 Page Views (000) 639,245 468,760 566,068 163,336 14,385 88,996 5,459 8,318 14,903 7,707 3,300 3,670 2,030,338 Fantasy Football Universe Demographics - Age • 69% of fantasy football players are male • High participation levels for men between 25-49 Age (Male) Fantasy Football category Internet Index Source: Nielsen Online, Custom Netview September 2007 12-24 (%) 10 113 25-34 (%) 15 244 35-49 (%) 29 220 45+ 21 103 Fantasy Football Universe Audience Engagement Metrics • Fantasy football sites generated more than 2 billion page views in September, 2007 Unique Audience (000) 5,457 3,374 Page Views (000) 639,245 468,760 Pages Per Person 117 139 Time Per Person 0:54:11 1:22:27 Visits Per Person 9 9 Site Yahoo! ESPN CBS SportsLine Fantasy Sports Ventures NFL.com FOXSports SI.com AOL.com SportingNews Rotoworld USAToday FUN Technologies Network Fantasy Football Universe Source: Nielsen Online, Custom Netview September 2007 3,240 1,523 1,506 1,480 591 409 338 317 206 182 11,687 566,068 163,336 14,385 88,996 5,459 8,318 14,903 7,707 3,300 3,670 2,030,338 175 107 10 60 9 20 44 24 16 20 174 2:07:26 1:12:14 0:06:46 0:37:28 0:05:51 0:22:05 0:39:53 0:14:35 0:10:05 0:10:50 1:44:32 15 7 4 6 3 4 5 4 2 3 12 Fantasy Football Universe Demographics - Income • Fantasy football players are more affluent than the average internet user; 30% have incomes over $100,000 Income Fantasy Football category Internet Index Under $25k (%) 3 49 $25-49k (%) 17 76 $50-74k (%) 26 96 $75-99k (%) 23 117 $100-149k (%) 21 133 $150k+ (%) 9 111 Source: Nielsen Online, Custom Netview September 2007 Fantasy Football Universe Demographics - Occupation • Fantasy football players over index on white collar professions Occupation Professional Executive or Managerial Technical Education Sales Clerical or Administrative Self-Employed Factory Operator or Laborer Homemaker Service Worker Retired Full Time Student Craftsman / Craftswoman Source: Nielsen Online, Custom Netview September 2007 Percent (%) 15 14 9 7 7 5 4 4 3 3 3 3 2 Index 146 160 152 130 157 85 86 88 58 97 34 72 116 Fantasy Baseball Universe Fantasy Baseball Universe • 3.7 million unique users for fantasy baseball sites in May, 2007 • Yahoo was #1 site followed by Fantasy Sports Ventures Site Yahoo! Fantasy Sports Ventures ESPN MLB.com Baseballamerica.com Unique Audience (000) 1,691 919 598 398 254 Page Views (000) 441,079 7,751 71,650 37,967 5,273 FOXSports CBS SportsLine USAToday SportingNews SI.com Fantasy Baseball Universe Source: Nielsen Online, Custom Netview May 2007 190 182 117 80 63 3,690 34,812 379 12,405 1,753 197 616,391 Fantasy Baseball Universe Audience Engagement Metrics • 3.7 million unique users for fantasy baseball sites in May, 2007 • Yahoo was #1 site followed by Fantasy Sports Ventures Site Yahoo! Fantasy Sports Ventures ESPN MLB.com Baseballamerica.com FOXSports CBS SportsLine USAToday SportingNews Unique Audience (000) 1,691 919 598 398 254 190 182 117 80 Page Views (000) 441,079 7,751 71,650 37,967 5,273 34,812 379 12,405 1,753 Pages Per Person 291 8 120 95 21 183 2 106 22 Time Per Person 1:43:58 0:10:47 0:50:18 0:16:43 0:11:39 1:43:34 0:00:40 1:35:51 0:20:27 Visits Per Person 22 3 6 4 4 9 1 17 4 SI.com Fantasy Baseball Universe Source: Nielsen Online, Custom Netview May 2007 63 3,690 197 616,391 3 167 0:04:31 1:06:01 2 12 Fantasy Baseball Universe Demographics - Income • Fantasy baseball players are more affluent than the average internet user; 29% have incomes over $100,000 Income Fantasy Baseball category Internet Index Under $25k (%) 3 53 $25-49k (%) 21 94 $50-74k (%) 24 90 $75-99k (%) 23 117 $100-149k (%) 22 134 $150k+ (%) 7 86 Source: Nielsen Online, Custom Netview May 2007 Fantasy Baseball Universe Demographics – Age (Male) • 71% of fantasy baseball players are male • High participation levels for men between 25-49 • Fantasy baseball indexes higher than fantasy football amongst Young Males Age (Male) Fantasy Baseball category Internet Index Source: Nielsen Online, Custom Netview May 2007 12-24 (%) 13 139 25-34 (%) 18 290 35-49 (%) 25 190 45+ 18 88 Fantasy Golf Universe Fantasy Golf Universe • Roughly 600k unique users for fantasy golf sites in April, 2007 • Yahoo was #1 site followed by USA Today Site Yahoo! USAToday PGATour CBS SportsLine ESPN Unique Audience (000) 376 203 139 112 76 Page Views (000) 15,202 1,050 2,501 3,176 5,381 SportingNews AOL.com Fantasy Golf Universe Source: Nielsen Online, Custom Netview April 2007 47 28 602 2,015 251 30,057 Fantasy Golf Universe Audience Engagement Metrics • Fantasy golf sites generated 30 million page views in April, 2007 Unique Audience (000) 376 203 Page Views (000) 15,202 1,050 Pages Per Person 40 5 Time Per Person 0:12:41 0:07:23 Visits Per Person 10 3 Site Yahoo! USAToday PGATour CBS SportsLine ESPN SportingNews AOL.com Fantasy Golf Universe Source: Nielsen Online, Custom Netview April 2007 139 112 76 47 28 602 2,501 3,176 5,381 2,015 251 30,057 18 28 71 43 9 52 0:10:54 0:16:20 0:57:43 0:30:25 0:04:20 0:27:24 4 3 11 6 3 9 Fantasy Golf Universe Demographics – Age (Male) • 71% of fantasy golf players are male • Fantasy golf skews much higher in age than football or baseball Age (Male) Fantasy Golf category Internet Index Source: Nielsen Online, Custom Netview April 2007 12-24 (%) 2 19 25-34 (%) 10 163 35-49 (%) 33 256 45+ 50 254 Fantasy Golf Universe Demographics - Income • Fantasy golf players are more affluent than the average internet user; 32% have incomes over $100,000 Income Fantasy Golf category Internet Index Under $25k (%) .6 10 $25-49k (%) 6 28 $50-74k (%) 25 93 $75-99k (%) 33 173 $100-149k (%) 19 120 $150k+ (%) 13 163 Source: Nielsen Online, Custom Netview April 2007 Fantasy NASCAR Universe Fantasy NASCAR Universe • Total of 1.2 million unique users for fantasy NASCAR sites • Yahoo! was #1 site with 579k unique users; NASCAR.com in #2 position with 294k unique users • Fantasy NASCAR sites generated total of 43 million pages views in February, 2007 Site Yahoo! NASCAR.com FOXSports ESPN Unique Audience (000) 579 294 186 165 Page Views (000) 23,800 6,672 1,680 6,902 Fantasy NASCAR Category Source: Nielsen Online, Custom Netview February 2007 1,215 43,337 Fantasy NASCAR Universe Demographics - Income • 38% of fantasy NASCAR players have incomes over $75,000 Income Fantasy NASCAR category Internet Index Under $25k (%) 1 6 $25-49k (%) 32 22 $50-74k (%) 29 27 $75-99k (%) 17 19 $100-149k (%) 16 16 $150k+ (%) 5 8 Source: Nielsen Online, Custom Netview February 2007 Fantasy NASCAR Universe Demographics – Age (All) • Fantasy NASCAR players are concentrated within 18-49 year-old demographic; 72% of fantasy players fell within this age grouping vs. 49% for overall internet audience • Nearly half of audience (43%) within 35-49 year-old group Age (All) Fantasy NASCAR category Internet Index Source: Nielsen Online, Custom Netview February 2007 Under 18 (%) 5 20 18-24 (%) 5 8 25-34 (%) 24 13 35-49 (%) 43 28 50+ 23 31 Fantasy Basketball Universe Fantasy Basketball Universe • Total of 1.5 million unique users for fantasy basketball sites in December, 2006 • Yahoo! was #1 site with 1 million unique users; CBS SportsLine in #2 position with 200k unique users Site Yahoo! CBS SportsLine ESPN NBA.com Rotoworld AOL.com SportingNews Fantasy Basketball Universe Source: Nielsen Online, Custom Netview December 2006 Unique Audience (000) 1,015 201 171 101 82 33 32 1,502 Page Views (000) 114,017 8,364 5,789 5,990 809 42 4,324 141,068 Fantasy Sports Player Profile Fantasy Sports Player Profile Online Activity • In addition to researching sports, fantasy players spend time online on gaming sites, visiting blogs, instant messaging, planning business trips and reading music news. Online Activity News - Sports Games (online) - Any Instant Messaging Download - New Software/Application/Toolbar News - Music Bulletin Boards Games (online) - Arcade/Action Blog - Visit Other Than Yours High School/College Alumni Info Electronic Invite Sent/Received Games (online) - Puzzle/Trivia Games (online) - Casino Gambling Politics/Campaign Info Travel - Plan Business Trip Web Page Building/Updating - Personal Chat Room w/ Friends/Family Source: Nielsen Online, @plan Fall 2007 Percent (%) 78 57 45 44 41 36 32 31 26 24 24 24 21 21 20 18 Index 279 163 164 161 190 190 205 170 160 177 176 339 176 169 176 229 Fantasy Sports Player Profile Online Activity (cont.) • They also over index on web sites that may not be so obvious like online dating, wedding planning and parenting information Online Activity Parenting/Family Info Games (online) - Sports/Simulation Download - Gift Certificates Comics - Read Online Games (online) - Adventure/Fantasy Gift Registration Auctions - Sold Item Books - Read Online Games (online) - Multiplayer Console RSS - Any Phone Call - Made/Received Online Legal Advice/Info Online Dating Service Research/Plan - Wedding Debt Consolidation Research Chat Room w/ Celebrity/Guest Speaker Source: Nielsen Online, @plan Fall 2007 Percent (%) 18 17 16 16 14 14 13 12 11 10 9 8 8 7 6 6 Index 162 629 181 223 340 165 226 206 458 286 216 163 232 220 249 623 Fantasy Sports Player Profile Shopped Online • Fantasy players over index on utilizing the Internet to shop for a number of key categories such as music, sporting goods, home electronics and event tickets Shopped Online Music - Any Event Tickets Music - Digital Clothes/Shoes/Acc. - Men's Home Electronics Sporting Goods Video Games Computer Software - Games Stocks Beer/Wine/Liquor Computer Software - Educational Mutual Funds - Stock Loans - Home Mortgage Source: Nielsen Online, @plan Fall 2007 Percent (%) 22 21 15 15 14 14 8 8 7 5 4 4 4 Index 165 175 195 171 183 244 256 206 170 185 160 178 168 *Shopped online in past 30 days Fantasy Sports Player Profile Online Purchases • In addition, fantasy players are more likely to make a purchase via the online distribution channel on these categories Online Purchases Music - Any Event Tickets Music - Digital Loans - Any (t/online/30 days) Stocks (t/online/30 days) Cell Phones/Services Sporting Goods Loans - Home Mortgage (t/online/30 days) Clothes/Shoes/Acc. - Baby Home Electronics Credit Cards - New (t/online/30 days) Computer Software - Games Video Games Insurance - Life Source: Nielsen Online, @plan Fall 2007 Percent (%) 15 11 11 10 5 5 5 4 4 4 4 4 3 1 Index 166 171 195 161 161 162 187 170 160 166 170 189 220 178 *Purchased online in past 30 days Fantasy Sports Player Profile Recreational Sports Activity • Fantasy players’ passion for sports carries over into their personal lives Recreational Sports Activity Any Team Sports Golf Basketball Football Coaching Youth Sports Bowling Baseball Hunting Softball Soccer Any Boarding Sports Mountain Biking Volleyball Ice/Roller Hockey Racquetball Whitewater Rafting Source: Nielsen Online, @plan Fall 2007 Percent (%) 34 26 15 13 13 11 11 10 9 5 5 4 4 4 4 3 Index 292 244 378 472 403 195 335 162 318 256 212 201 201 308 343 177 Fantasy Sports Player Profile Magazine Readership • Sports, men’s and automobile magazines are popular with fantasy players Magazine Readership Sports Illustrated ESPN The Magazine Maxim Car & Driver Sporting News Rolling Stone Golf Digest Playboy Men’s Health FHM Fortune Men’s Fitness Golf Magazine Stuff Autoweek Road & Track Source: Nielsen Online, @plan Fall 2007 Percent (%) 23 16 9 8 7 7 6 6 6 5 5 4 4 4 3 216 Index 306 444 326 169 514 213 218 284 183 378 183 220 201 449 186 161 Fantasy Sports Player Profile Event Ticket Purchases • Fantasy players enjoy seeing the game in person Event Ticket Purchases Baseball - MLB game Football - NFL game Football - College game Comedy Club/Show Hockey - NHL game Baseball - Minor League Basketball - College Basketball - NBA game Auto Racing Source: Nielsen Online, @plan Fall 2007 Percent (%) 11 7 5 3 3 3 2 2 2 Index 310 450 285 178 276 229 275 265 217 *Tickets purchased online in past 30 days Fantasy Sports Player Profile Quick Service Restaurants • Fantasy players are more likely to frequent fast food establishments Quick Service Restaurants Subway - Lunch McDonald's - Dinner Dunkin' Donuts - Any Dunkin' Donuts - Breakfast Dairy Queen - Any KFC - Lunch Papa John's Pizza - Any Papa John's Pizza - Dinner Domino's Pizza - Dinner Arby's - Dinner Burger King - Breakfast Little Caesars Pizza - Any Carl's Jr. - Any Chick-fil-A - Dinner Source: Nielsen Online, @plan Fall 2007 Percent (%) 12 10 5 5 4 4 4 3 3 3 2 2 2 2 Index 160 165 178 193 162 162 199 209 161 179 165 160 168 189 *Quick service restaurant visit in the past 7 days Fantasy Sports Player Profile Alcohol Consumption • Fantasy player over index on alcohol consumption in the past seven days Alcohol Consumption Beer - Domestic Regular Lager Beer - Imported (Any) Beer - Imported Regular Lager Beer - Domestic Microbrew/Craft Brew Malt Beverage (e.g., Zima) Liquor - Whiskey (Tennessee) Beer - Imported Light Lager Liquor - Whiskey (Canadian) Liquor - Cognac Source: Nielsen Online, @plan Fall 2007 Percent (%) 22 20 15 13 5 5 5 3 2 Index 178 187 203 173 169 200 172 164 173 *Alcohol consumption in the past 7 days Fantasy Sports Player Profile Online Audio/Video • Fantasy players are heavy users of online multimedia Online Audio/Video Sports Movies/Movie Clips Music/Music Videos Business News Politics/Public Affairs Technology News Live TV Live Concerts Source: Nielsen Online, @plan Fall 2007 Percent (%) 26 22 15 14 9 7 6 5 Index 362 185 209 196 186 202 324 397 Fantasy Sports Player Profile Wireless Activity • Fantasy players are users of advanced wireless data services Wireless Activity Text Message - Sent/Received Download - Any Picture Mail - Sent/Received Download - Ringtone Download/Played - Game E-Mail - Sent/Received Download - Non-Game/Ringtone Listen to Any Stream Video - Recorded Listened to MP3s or streaming music Video - Sent/received video mail Source: Nielsen Online, @plan Fall 2007 Percent (%) 46 26 22 18 14 13 6 5 5 5 4 Index 165 188 174 181 223 199 271 267 193 284 198 *Wireless activity in the past 30 days FSA Research Symposium Study Methodology • 504 online surveys were completed using ISM’s proprietary panel of fantasy sports players • Surveys were completed between February 27th and March 31st • Respondents include a mix of fantasy sports players: • Multiple sports and websites • Free players and pay players • Varying levels of experience playing fantasy sports Online Hours Playing Fantasy Sports • NFL and MLB fantasy players spend the most time online per week playing and researching fantasy sports -NASCAR was a surprising third place with almost 4½ online hours per week per player • 20% of fantasy players’ online time playing/researching fantasy sports was done from work Online Hours per Week Playing & Researching Fantasy Sports Work NFL MLB NASCAR NBA NHL PGA TOUR Other 1.19 0.95 0.98 0.83 0.43 0.53 0.60 Home 3.86 4.02 3.51 2.98 2.40 1.59 2.34 Total 5.05 4.97 4.49 3.80 2.83 2.12 2.94 Fantasy Player Engagement Behavior • NFL and MLB fantasy players are the most likely to follow the games and their fantasy teams across multiple devices •38% of MLB fantasy players still check stats in the following day’s newspaper even though they watch live games and follow their fantasy stats live on the internet • NASCAR players are also far more likely than the remaining sports to watch the actual race MLB I watch the games/events live on TV I record the games/events on a DVR (TiVo®) and watch them at a later time I follow the games/events and my fantasy stats on the internet I follow the games/events and my fantasy stats on my cell phone or PDA I check stats the next day on the internet I check stats the next day in the newspaper 88% 13% 84% 13% 83% 38% NBA 63% 7% 60% 6% 72% 20% NFL 94% 20% 80% 14% 80% 28% PGA TOUR 59% 6% 64% 5% 74% 18% NHL 43% 6% 74% 3% 74% 29% NASCAR 83% 16% 66% 6% 76% 22% Motivations for Playing Fantasy Sports Most common responses (in order of frequency): • For fun • For the competition • Because my friends/husband/co-workers/kids play • Makes watching games even more exciting • To win prizes/cash • Makes mundane games/events interesting Sporting Events Attended by Fantasy Sport Played • Overall, PGA TOUR and MLB fantasy players index the highest for attending live sporting events •Including having the highest attendance % at NFL games • Even though NFL fantasy players skew towards a higher income, their attendance % at live sporting events was generally “middle of the pack” Fantasy Sport Played Live Sporting Event Attended MLB NBA NFL PGA TOUR NHL NASCAR Have attended a live sporting event in last 12 months Have not attended a live sporting event in last 12 months MLB 56% 184 25% 155 40% 134 14% 167 13% 137 15% 67 78% 114 22% 69 NBA 42% 137 37% 227 38% 127 13% 158 11% 121 12% 55 72% 105 28% 89 NFL 41% 134 22% 134 38% 127 11% 131 12% 132 14% 61 71% 104 29% 91 PGA TOUR 47% 155 26% 164 41% 136 20% 238 14% 148 10% 44 77% 113 23% 72 NHL 29% 94 23% 142 37% 124 6% 67 26% 282 9% 39 57% 83 43% 136 NASCAR 27% 88 14% 87 29% 96 7% 78 9% 93 27% 122 66% 97 34% 106 Leisure Activities • Almost half of fantasy sports players participate in recreational sports • 55% of fantasy sports players rent movies and 42% go out to see movies • A quarter of fantasy sports players also stated that a movie advertisement on a fantasy sports website would catch their attention Other Activities Respondents Do For Fun Listen to music Rent movies Go out with friends Participate in sports Go to movies Exercise Gamble in a casino Travel Read books Shop Other 10% 23% 32% 35% 35% 39% 42% 49% 55% 54% 64% 0% 10% 20% 30% 40% 50% 60% 70% Sport Participation by Fantasy Sport • Fantasy players generally have higher participation rates in recreational sports that align with their fantasy sports participation Fantasy Sport Played Recreational Sport Played Baseball Basketball Football Golf Hockey Running Soccer Softball Tennis MLB 33% 56% 37% 61% 7% 26% 8% 42% 15% NBA 25% 65% 35% 63% 4% 19% 7% 44% 12% NFL 24% 57% 40% 58% 6% 26% 9% 38% 14% PGA TOUR 22% 53% 29% 70% 5% 27% 9% 29% 12% NHL 21% 58% 42% 46% 21% 21% 13% 38% 17% NASCAR 21% 55% 39% 49% 6% 26% 5% 38% 13% Sporting Goods Purchased • 75% of fantasy sports players have purchased sporting goods even though only half participate in recreational sports Athletic Shoes Golf Football Basketball Baseball Softball Soccer Tennis Hockey Other Have not purchased in last 12 months 4% 11% 25% 7% 7% 10% 20% 30% 46% % of Respondents that have purchased each type of sporting good 18% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Sporting Goods Purchased by Fantasy Sport • Sporting goods purchases are not always dictated by fantasy sport participation • NASCAR and NHL fantasy players have a higher incidence of non-purchase in the last 12 months than other fantasy sports players Fantasy Sport Played Sporting Goods Purchased Baseball Basketball Football Golf Hockey Soccer Softball Tennis Athletic Shoes Have not purchased in last 12 months MLB 28% 23% 22% 40% 4% 8% 13% 8% 58% 16% NBA 18% 23% 22% 33% 4% 9% 13% 10% 51% 16% NFL 18% 23% 21% 36% 4% 9% 11% 8% 51% 21% PGA TOUR 21% 26% 21% 52% 7% 13% 11% 9% 60% 12% NHL 20% 26% 20% 20% 9% 14% 9% 11% 46% 23% NASCAR 16% 17% 21% 25% 4% 7% 10% 6% 44% 27% Consumer Electronics Ownership • Fantasy sports players have significantly higher household ownership in important consumer electronics categories • Ownership percentages are consistent with TV watching, video game playing and music listening interests and behaviors • Only 13% of fantasy sports players do not own any of these items High Definition TV 34% 33% DVR 42% 12% Video Game System 69% 41% Video iPod / MP3 Player 31% 7% Satellite Radio System 15% 10% 0% 10% 20% 30% FSA Survey 40% 50% US Households 60% 70% 80% Video Game Playing Time • More fantasy sports players play video games (76%) than own video game systems (69%) • In addition to playing their own system, players are playing on-line, using handheld devices and with friends’ systems Hours Playing Video Games per Week Between 0-2 hours Between 3-5 hours Between 6-10 hours Between 11-20 hours Over 20 hours I do not play video games 42% 17% 9% 4% 3% 24% Advertisements on Fantasy Sports Websites • Sports related categories hold three of the top four spots • Fast food was notable in its absence from the most remembered categories % of Respondents who remember seeing an advertisement in each product category Sporting Tickets Sports Apparel Automobiles Sporting Goods Beer Online Gambling Cell Phones and Service Video Games Credit Cards Sports Beverages Cable/Satellite TV Movies Electronics Job Hunting I don't remember 13% 13% 12% 19% 17% 16% 18% 28% 27% 26% 24% 23% 23% 22% 22% 26% of respondents have researched or purchased an automobile online 0% 5% 10% 15% 20% 25% 30% Unprompted Brand Recall • 42% recall seeing advertisements on fantasy sports sites they have visited in the last three months • 60% of which could name one brand or more on an unprompted basis % of Respondents who named the following brands on an unprompted basis Budweiser Nike Miller Lite Toyota Coors Coca-Cola Pepsi McDonald's Ford 18% 9% 8% 6% 6% 6% 6% 5% 5% Advertisements on Fantasy Sports Websites • 45% have clicked on an online advertisement • Two-thirds of those clicking have done so on a fantasy sports website • 24% responded that a movie ad would catch their attention (42% of respondents attend movies) % of Respondents stating ads for these product categories would “catch their attention” Sporting Goods Sporting Tickets Sports Apparel Beer Video Games Movies Electronics Automobiles Music Sports Beverages Liquor Sports Trading Cards DVDs Online Gambling Energy Drinks Travel 19% 19% 19% 18% 16% 16% 16% 14% 14% 24% 24% 26% 31% 38% 38% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Attitudes Towards Advertisements • Fantasy players have a positive attitude for brands that advertise on fantasy sites % Responding Somewhat or Strongly Agree I think brands that advertise on fantasy sports websites are cool I am more likely to pay attention to/notice an advertisement on a fantasy sports website than other websites I am more likely to purchase products from a company that advertises on a fantasy sports website than other websites If a company is advertising on a fantasy sports website, their products will fit with my interests I expect to see advertisements on a free fantasy sports website 60% 56% 50% 62% 80% I expect to see advertisements on a fantasy sports website where I pay to play I am more likely to play a fantasy sports contest that is sponsored by a company or brand I recognize 49% 65% Attitudes Towards Advertisements For respondents who said they are more likely to purchase products from a company that advertises on a fantasy sports website, the most common reasons were (in order of frequency): • • • • I assume that their products will interest me since they are advertising on a fantasy sports website I want to support the sponsors that keep the site in business I notice them more because I am on the site regularly If I like the site, I feel I can trust the advertisers