Nielsen put out some new numbers & I’ve cross-tabbed them with some of my proprietary #FutureOfTV.Live data to write up these insights. Let me know what you think!
Nielsen asked thousands of Americans:
When you bought something recently, what made you do it?
Did you see an ad on TV? Something on Facebook? A podcast? A friend?
They list all kinds of channels a marketer might use to drive sales.
Then they cross-tabbed that by looking at sports fans and compared them to everyone else.
A score of 100 means sports fans are no different from the average American. Higher means sports fans credit that source more; lower means less.
Here’s what the survey said:
Cable TV ads scored 128. (100 is the average.) Broadcast TV scored 126.
Sports fans are roughly a quarter more likely than the average person to say a TV ad led them to buy. YouTube and Instagram scored 92. Facebook scored 89. TikTok scored 79.
Take it with a grain of salt, of course. No doubt. Self reported data. But let’s also give mathematics its due. Let it sink in: Is your goal to reach sports fanS? Or would it be better to reach Sports fans that buy stuff? Buyers are better than scrollers.
Interesting. I thought, ok: What does my #FutureOfTV.Live data say about this?
Last Spring I surveyed ~640 sports fans who watch highlights and asked them:
Where do you watch sports highlights?
YouTube on the phone was first, named by 33%. Facebook and Instagram tied at 26%. TikTok was 20%. Cable or broadcast TV was also 20%, tied with TikTok and well behind the leaders. (Great data in that report on what’s next for sports highlights, too.)
Attention is on the phone. But buyers are on the couch.
I asked Fable to draw me a cool visualization to contrast these datapoints and got this pretty awesome diagram below. (Visualizations are, to me, a form of super-intelligence. It’s a domain Fable has mastered.)
One more thing…!
Fable wanted me to click bait you on this, but I’m just going to spill the beans.
This chart flips upside down for Women’s Sports Fans. Fascinating. Pods, grams, toks - performing very well as purchase medium. 🤷♂️ Why is that? You may know. Comment below.
For more, dive in at #FutureOfTV.Live/library