Sports fans are the most valuable TV viewers

We watch, play, laugh, cry, and cheer for sports throughout our lives, as 92% of men and 80% of women identify as sports fans.

43% Avid Fans – 51% watch live sporting events daily (anyway they can), they are passionate about multiple leagues, teams and players

37% Moderate Fans – 75% watch live sports on TV regularly, they prefer to watch at home; dedicated to their favorite or local teams

20% are Casual Fans – 67% watch live sports events at least once per week; they enjoy the social aspect of sports and watching events outside of their home

Source: (1) VAB, “No Days Off.” (2) Nielsen NPower R&F Program Report, Total Day, P2+ & P18-34, ad-supported cable TV + broadcast TV, based on calendar year; excludes RSNs and local broadcast. Sports-related programming includes live sports, sports news, sports commentary, etc. Note: 93% viewed live, 6% viewed live+sd, 1% viewed live+7. (3) Scarborough USA+ 2019 Release 2 (Jul18-Nov19), A18+ who watch sports. (4) AdMall, SalesFuel Inc. 2019 – past 12 months. VAB-Marketer’s Guide 2020, “The Best Seats in The House”. Regularly = A few times per week.