Super Bowl 50: Why America’s Big Game Scores A Touchdown With Major Advertisers

The Super Bowl is the crown jewel of the American sports calendar. This year’s 50th anniversary match-up between the Carolina Panthers and Denver Broncos promises to deliver a robust audience where advertisers scramble for the limited advertising opportunities during the game. Given advertisers have a variety of sports and entertainment advertising options, what is it about the Super Bowl audience … [Read more...]

The Super Bowl of Brands

We know that the Super Bowl™ is television’s big night of the year, delivering a huge audience. We also know that the viewing of commercials is as much an American tradition as having beer and snacks during the game. But what we sometimes know less about is how the two perspectives collide. Enter Scarborough with sports statistics to share the brand side of the Super Bowl story. Featuring many of … [Read more...]

Bienvenido a Miami: Where the HEAT is On and Online Spending is Hot Among Hispanics

The Miami Heat® has a long history of turning up the temperature on the basketball court in its South Florida home. But the hot image this city conjures goes beyond their cherished NBA® team and the sand on South Beach. Miami is also a leading Hispanic market, and this city’s Latino population is coveted for its online spending habits. Miami Heat is the Most Loved Professional Sports Team in … [Read more...]

Targeting Hispanic Beer Drinkers? Reach Them Through Sports Events.

Targeting consumers while they are relaxed and entertained is important so that your audiences have positive associations with your brand or company. In order to better understand the best ways to reach, engage with and market to Hispanic Beer Drinkers, Scarborough conducted an analysis of the 44 percent of Hispanic adults age 21+ who say they drank any beer (excluding non-alcoholic) in the past … [Read more...]

National Finals Rodeo Las Vegas: A Closer Look at NFR Viewers

The 2012 Wrangler National Finals Rodeo® (NFR®) brings the best all-around cowboys to Las Vegas the first week of December for ten straight days of championship rodeo.  While the events are happening in Las Vegas, NFR Viewers* around the country are gearing up for the action and Scarborough takes a peek. You might assume that the NFR is popular in the West and Southwest, and you’d be correct.  … [Read more...]

College Basketball Fans Eagerly Await 2012-2013 Season Tip-Off

As fall gradually fades into winter for much of the country, football continues to march on toward a thrilling bowl calendar, and we find ourselves on the verge of another annual national sports season: college basketball.  While the NBA® season began just over a week ago, the college games tip off Friday, November 9th with a number of major teams in action as they begin their journey in pursuit … [Read more...]

The U.S. Open and its Affluent Fans

Tennis fans have a reputation as affluent consumers, and deservedly so. But tennis fans in New York are just a little different. With the 2012 U.S. Open underway, Scarborough Sports Marketing takes a look at this unique group of attendees. From a demographic perspective, it’s tough to beat U.S. Open attendees. They have a median household income of $115,800, as compared to $69,300 for all New … [Read more...]

NFL Fans Can’t Wait for Giants/Cowboys Kick-off

Americans love their football – particularly the NFL – and the excitement kicks off on September 5 as the Super Bowl champ the New York Giants host their arch rival, the Dallas Cowboys. Just how popular is the NFL in the U.S.?  Let’s take a look at the numbers: Scarborough Sports Marketing defines "Avid Fans" as American adults who say they are “very interested” in a given sport. We define … [Read more...]

College Football Scores Passionate Fans

There is perhaps no sport in America that attracts the pageantry and passion that College Football does. Nineteen percent of total U.S. adults (44 million) are Avid* College Football Fans. In fact, College Football is the third most popular sport in the U.S. as measured by Scarborough Sports Marketing, behind only the NFL (28 percent) and the Olympics (21 percent). There is always plenty of … [Read more...]

Female Olympic Fans Flock to the Fierce Five

The 2012 London Olympic Games were thrilling for both the female athletes of Team USA, as well as their legions of female fans. Team USA won the most gold medals (46) since winning 83 golds in the boycotted 1984 Games in Los Angeles. Twenty-nine of those 46 gold medals (63%) came from the female athletes of Team USA. In addition to this incredible show of female athletic prowess, Team USA had for … [Read more...]

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