Male Sports Fans Love Their Local Newspaper Sports Pages
Newspapers
March 8, 2013 -- A new study of sports media consumption finds local newspaper sports pages -- print and online -- are the top places male sports fans 18-54 go to for sports news, information and analysis –despite the proliferation of digital and mobile options available in today’s digital age. The medium also scores as a place where advertisements drive consumer action.
LOCAL NEWSPAPER -- PRINT AND ONLINE -- IS THE TOP SOURCE FOR SPORTS
The nationally representative study, conducted by market research firm M/A/R/C Research, on behalf of Newspaper National Network LP (NNN), finds that among this key demographic, 76% say the sports section of their local newspaper’s website is their top “go-to” sources for sports news, while 69% cite the print edition as a must-read.
THE "GO TO" SOURCE FOR MALE SPORTS FANS 18-54
| Print Newspaper Sports Pages | 69% |
| ESPN Sports Center | 45% |
| Sports Reports on TV News | 42% |
| All Sports Cable Networks | 41% |
| Sports Talk Radio | 33% |
| Sports Illustrated Magazine | 23% |
| USA Today (print) | 15% |
| ESPN Magazine | 11% |
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(Question: Please select all of the places you typically go to for sports news, information and/or analysis, not including live games or competitions) Source: Newspaper National Network LP (NNN) |
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NEWSPAPER WEBSITES BEAT KEY DIGITAL
COMPETITORS FOR MALE SPORTS FANS 18-54
| Sports Section of Newspaper Website | 76% |
| ESPN.com | 66% |
| League Sites | 46% |
| Yahoo! Sports.com | 45% |
| SI.com | 23% |
| USAToday.com | 20% |
| Bleacherreport.com | 14% |
| ESPN iPad App | 14% |
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(Question: Please select all of the places you typically go to for sports news, information and/or analysis, not including live games or competitions.) Source: Newspaper National Network LP (NNN) |
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Additional findings:
NEWSPAPERS DEMONSTRATE POSITIVE QUALITATIVE RESULTS
Among regular local newspaper readers:
- 88% of respondents say reading sports coverage in newspapers is relaxing,
- 79% said it’s an important part of their regular routine,
- 72% said sports content from newspapers was superior to any other source,
- 62% said they get news and analysis they can’t find anywhere else.
REGULAR READERS RESPOND TO NEWSPAPER ADVERTISING
The medium also scores as a place where advertisements drive consumer action. Among men ages 18-54 who read the newspaper regularly:
- 41% say they have considered purchasing an advertised product or service,
- 33% have visited an advertiser’s website,
- 25% visited a store for a product or service advertised,
- 19% actually purchased the product or service.
Lynn Lehmkuhl, SVP of Sales for the NNN added “newspaper sports sections provide an opportunity for advertisers to stand out as readers act on advertising across categories including CPG, automotive and insurance. Print newspapers are a far less cluttered ad environment than TV, print, or the web.”
About: M/A/R/C Research conducted this study with online interviews, 10 minutes in length from January 2nd through January 8th, 2013. Respondents were male sports fans ages 18-54. The sample size of 404 included 201 regular sports pages readers (2x or more/week) and 203 Non-Regular sports pages readers (1x or not at all/week) but access sports information from another source. Data was weighted to reflect a nationally representative sample within each age group.
Sources: NNN, Male Sports Fans Rank Local Newspaper Sports Pages #1, March 8, 2013, and MediaDailyNews, Newspapers Remain Top Sports Source For Men, March 8, 2013.
