About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey)

About Danny SenorDanny Senor is a Senior Research Analyst for Strategy Planning ampamp Insights at AMS where he has worked across a wide range of clients with expertise in television Throughout his career Danny has developed an expertise on all things related to media measurement It doesnamp8217t hurt that heamp8217s an emphatic sports nerd who loves to investigate sports from every angleTranscriptCarl Mayer Welcome to About That I39m your host Carl Mayer and joining me today Danny Senor Senior Research Analyst at AMS Welcome to About ThatDanny Senor Thank you for having meCM You recently conducted AMSamp8217s survey of sports viewership One of the big things happening now is that streaming platforms are investing heavily in sports rights What you find out thereDS Well one thing we found interesting was that 40 of sports viewers have subscribed to linear and a streaming service to watch sports What39s interesting about that is when you then ask them what they would want that number goes from 40 to 15 So I don39t think what39s happening right now with sports is really benefiting fans It39s leading to this market where sports are all over the place You can39t just watch MLB on one dedicated channel You have to go to multiple outlets for it and that39s common through most sports right now And fans are left a little bit confused and kind of scatteredCM Another finding that makes sort of intuitive sense but it was great to have data to quantify it is that not all sports are popular in all parts of the country There39s real geographic difference there What did you find and how can media planners use that informationDS One thing we found was I mean you touched on it already was that some sports show a real geographic base bias I think knowing that can really help a media planner just to use sports more efficiently It39s very important to have sports in the media plan but it39s also one of the most expensive things to have in the media plan So knowing which sports play insert in DMAs is just very importantI would think one great example is talking about college football College football in the southeast is one of the highestindexing sports compared to national average It39s not hard to figure out why Think about the dominance of the SEC You have Alabama you have Georgia It39s just that39s where all the big schools are On the flip side in the Northeast you have a lack of powerhouses Maybe Penn State but Penn State39s also more towards the MidwestSo knowing that college football plays in one part of the country versus another is really useful Because maybe if you39re advertising in Boston you don39t use college football you use the NHL instead because that39s actually the highest indexing sport in that region If you39re in Atlanta you flip that switch and use college footballCM Turning a little bit away from video Sports radio terrestrial sports radio still very popular Why is thatDS I think it39s still really popular because it39s still the only true dedicated source for fans to get local sports talk There is no age bias when it comes to terrestrial radio That was one of the key things we found tooWhether you39re 18 to 34 25 to 54 55 you name the age range you name anything Terrestrial radio still plays with everyone It39s because that39s the only spot where you can get local dedicated sports talkCM Changing gears but also not really at all because it39s still sports You were recently published in Sports Business Journal with a great article about the WNBA and what we can look forward to for their future in media I still want people to read it I don39t want you to give everything away but what are some key takeawaysDS Well I39ll just give one key takeaway instead of multiple It39s not that long of an article Carl and Danny laughBut I think it39s really a rosy outlook for the WNBA The growth in the past two years has been huge Even if you remove Caitlin Clark there39s still huge growth Numbers with Caitlin Clark rival the MLB and surpass the NHL but numbers without Caitlin Clark actually surpass the NHL too right nowI think it39s a really rosy outlook for the WNBA because this growth is happening right before their new media deal kicks in in 2026 That media deal is going to lead to a partnership with Walt Disney Peacock Well NBC Universal which includes Peacock and Amazon PrimeSo just more exposure for the league and it will lead to more viewership I think right now we39re at the league39s floor for viewershipCM Check out the AMS study Read Danny39s article Danny Senor Thank you for being here todayDS Always happy to joinCM Thanks for watching About ThatClick to view previous episodesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey)

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