《Placer.ai:2023年球馆和体育馆现场观赛人群分析白皮书(英文版)(15页).pdf》由会员分享,可在线阅读,更多相关《Placer.ai:2023年球馆和体育馆现场观赛人群分析白皮书(英文版)(15页).pdf(15页珍藏版)》请在三个皮匠报告上搜索。
1、February 2023Whos in the Stands?AnIn-Depth Look at Arenaand Stadium VisitsLearn how location intelligence can reveal the psychographicand demographic characteristics of any in-person audience.After coming almost to a standstill during the pandemic,live in-person events havereturned in a big way.Stad
2、iums and arenas which host a variety of sporting events are experiencing record attendance.But while its clear that in-person attendance isbooming,its less apparent who these visitors are.Big crowds present big opportunities for advertising and marketers in the liveentertainment space.Whether its th
3、e Super Bowl or a concert,location analyticsilluminate the previously unknown attributes of fans in the stands.Which diningoptions will resonate with guests?How do fans make purchasing decisions?Does ateams performance impact stadium visits?And much more.This white paper explores the hidden side of
4、stadium crowds.Using locationintelligence,we uncoveredthe demographic and psychographic traits of sportingevents attendees.These metrics can be used to inform marketing strategy and tailorthe guest experience to maximize ROI.We also looked at data for previous Super Bowls to understand what characte
5、rizesthese particular sports fans,what has changed and what has remained constant since2019,and what can be expected from the crowd at this years Super Bowl LVII.Bleacher BoomThe pandemic forced virtually all in-person events to come to a screeching halt.But asentertainment venues started to welcome
6、 back crowds in the spring of 2021,eagerfans once again began to fill the stands.By the end of 2022,stadium and arena visitswere up 44%compared to the first week of January 2020.It should be noted that the declining visits beginning during the final months of 2021and 2022(September through December)
7、reflect a seasonal transition from thebaseball to basketball and football seasons and not a declining interest inspectatorship.Baseball teams play more games than basketball and football teamswhich is reflected in the declining total number of visitors to stadiums and arenasduring these months.2023
8、Placer Labs,Inc.|More insights at placer.ai|1Zooming in on the venues that host the nations most popular professional sportsleagues MLB,NFL,and NBA demonstrates how,depending on the time of year,some venues claim a greater share of attendance than others.The graph below shows the changing attendance
9、 between the three leagues.In broadstrokes,the NBA claims the lions share of visits from January through March,which isthe majority of the leagues regular season.MLB dominates visits from April throughSeptember during its regular season and the NBA and NFL have a similar visit sharefrom October thro
10、ugh the end of the year which spans the bulk of the NFL regularseason and into the first half of the NBA regular season an especially strong sign forNFL attendance considering the far fewer games.2023 Placer Labs,Inc.|More insights at placer.ai|2From a marketing perspective,this data illustrates the
11、“eyeballs reach”of ads invarious venues and across professional sports.While football stadiums typically havea larger spectator capacity than baseball stadiums and basketball arenas,footballteams only play once a week whereas baseball and basketball teams play multiplegames a week.Therefore,the star
12、t of the football and basketball seasons represent adecline in total in-person viewership,while the potential reach of ads in individualstadiums increases.Different Leagues,Different FansThe distinct visit numbers and visit seasonality patterns of MLB,NFL,and NBA gameattendees are not the only thing
13、 setting the fans of the different sports apart.Location intelligence reveals that the audience in the stands at various types ofsporting events also exhibit clear demographic and psychographic differences.Thissection will dive deeper into the data to understand the diverse backgrounds,interests,and
14、 behavioral characteristics of event attendees.Miamis Fans Across SportsMany of Americas biggest cities are home to multiple professional teams andalthough these teams play out of the same region,location intelligence reveals thatthey attract diverse fanbases.For example,the Miami,FL metropolitan ar
15、ea is hometo the NHLs Florida Panthers,the NFLs Miami Dolphins,and the NBAs Miami Heat and each team draws a different crowd.The Miami Heat basketball team attracts the highest percentage of visitors from“Power Elites”households(26.8%)the wealthiest families in America according tothe Experian:Mosai
16、c dataset.Meanwhile,as per the AGS:Consumer Expendituresdataset,attendees at Miami Dolphins football games come from households with thehighest annual spend on beer,snacks,and non-alcoholic beverages.These metricssuggest that it may be more effective to advertise high-end products to spectators ata
17、Miami Heat game but that a Dolphins game has the potential for higher concessionspending.2023 Placer Labs,Inc.|More insights at placer.ai|3Swoon for Celebrities:League ComparisonBut a potential for spending doesnt necessarily motivate fans to open their wallets.Purchasing decisions are heavily influ
18、enced by advertising inside venues and ontelevision.However,not all fans are receptive to the same style of ads,and thesepreferences can vary depending on the sport being spectated.So,which ads shown inthe arena and on TV are most likely to resonate with fans?Comparing basketball and hockey fans att
19、ending games at United Center in Chicago,IL and Wells Fargo Center in Philadelphia,PA shows that the answer might be verydifferent depending on the contest taking place.According to the AGS Behavior&Attitudes dataset,the trade areas reflective of potential visitors to both venues duringNBA games con
20、tained a higher percentage of“Celebrity Influenced Buyers”than thetrade areas during NHL games.This knowledge could inform not just the type of adsdisplayed in the arena but also the advertisements shown during the TV streaming ofthe game,as its likely that fans of the sport watching at home share a
21、 similar affinityfor celebrities.2023 Placer Labs,Inc.|More insights at placer.ai|4Two New York Arenas,Worlds ApartIts not just fans of different sports that can have disparate preferences andbehaviors.Madison Square Garden in New York,NY and Barclays Center in Brooklyn,NY are located roughly five m
22、iles apart and both host sports and concerts.Yet thedemographic and psychographic profiles of their visitors can vary greatly.Analysis of True Trade Areas representative of visitors to the two venues during Q42022 shows that the Garden had a significantly wider trade area of 493.5 square mileswhile
23、Barclays had a trade area of just 77.8 square miles.It appears that a majority ofvisitors to Barclays come from a more localized area of Brooklyn and Manhattan whilethe Garden draws more visitors from the greater New York Area.These trade areascould have far-reaching implications for the types of ev
24、ents and advertising thatwould be most successful at each venue.2023 Placer Labs,Inc.|More insights at placer.ai|5 2023 Placer Labs,Inc.|More insights at placer.ai|6With its trade area spanning many suburbs of New York City,it is unsurprising thatthe Gardens visitors are more likely to fall within E
25、xperian:Mosaic datasets“Suburban Style”household segment,which includes middle-aged suburban couplesand families earning upscale incomes.On the other hand,Barclays condensed,urbantrade area has a higher than average percentage of“Significant Singles”diverselyaged singles earning mid-scale incomes wh
26、o live active city lifestyles.These contrasting visitor segmentations likely contribute to the different attitudes andbehaviors of the typical visitors to the two arenas.According to the AGS Behaviors&Attitudes dataset,visitors to Barclays are more likely to be driven by brand namefashion and the se
27、asons newest looks,while visitors to the Garden are more likely tobe interested in hybrid cars and vegan cuisine.An understanding of the differenttypes of visitors found at each venue could help brands and the arenas identify thebest advertising partnerships to ensure that the advertised products re
28、ach the rightaudience.Zooming in on Super Bowl LVIITop Teams,Top VisitsUsing this years Super Bowl teams as examples reveals that not only can differentarenas draw different crowds,but individual stadiums of the same sport can seedistinct visitor behavior.The Kansas City Chiefs(the AFC Champions)and
29、 thePhiladelphia Eagles(the NFC Champions)are set to duke it out at this years SuperBowl LVII.To understand the impact of a teams performance on fan attendance,we analyzedloyal visitor rates for the home stadiums of this years Super Bowls contenders Arrowhead Stadium in Kansas City,MI and Lincoln Fi
30、nancial Field in Philadelphia,PA.We then compared these numbers to the loyal visitor rates among home gameattendees for the teams with the worst records of the 2022 regular season the AFCsHouston Texans and the NFCs Chicago Bears.Of all four teams home game visitors,the Eagles and Chiefs stadiums ha
31、d a higherpercentage of loyal visitors fans who were in attendance a minimum of two,three,2023 Placer Labs,Inc.|More insights at placer.ai|7or four times during the 2022 regular season.Meanwhile,the Bears(Soldier Field)andTexans(NRG Stadium)had the lowest percentage of loyal visitors for all threeco
32、mparisons.It appears that in terms of repeat visits,winning matters,and the mostsuccessful teams are the ones that fans want to see play again and again.Super Bowl AttendeesIt seems that Super Bowl contenders and perhaps teams having a successful seasonin general draw more repeat visitors during the
33、 season than teams with lessfrequent wins.But what happens to visit metrics during the biggest game of theseason,when the most successful teams duke it out for the title?Super Travel PlansAs the biggest game of the year,the Super Bowl usually brings a tourism boom to thehost city.The heat map below
34、depicts the origins of travelers to the past three SuperBowls(excluding Super Bowl LV in 2021 which was held under COVID restrictions).Year after year,the distribution of Super Bowl attendees is relatively similar to the 2023 Placer Labs,Inc.|More insights at placer.ai|8countrys population distribut
35、ion which means,perhaps unsurprisingly,that themost densely populated regions are well-represented at the game.Philadelphia Eagles fans,image:But the data also reveals that many Super Bowl attendees travel from the regionswhere the competing teams are based,which indicates that die-hard fans are wil
36、lingto make the trip to see their local team potentially win a championship.The map alsoshows that visitors from the Super Bowls host city and surrounding areas are heavilyrepresented at the game,regardless of whether or not a local team is playing.Itslikely that a significant number of football fan
37、s who live nearby take advantage of therare opportunity to see a Super Bowl close to home.Super Bowl LVI in 2022,for example,was played at SoFi Stadium in Los Angeles,CAbetween the Cincinnati Bengals and the Los Angeles Rams.The event was heavilyvisited by fans from Southern California as the game w
38、as not only being played by theLA Rams,but also at their home stadium in Inglewood,CA.A greater contingent thanprevious years was also in attendance from Cincinnati,OH and its surrounding areas.2023 Placer Labs,Inc.|More insights at placer.ai|9Dining in the Host CityFor Super Bowl tourists in the ho
39、st city,food is a big part of the game experience.Andfor the host city,Super Bowl foot traffic provides an economic boost to the localdining sector and the city as a whole.2023 Placer Labs,Inc.|More insights at placer.ai|10Western U.S.cities in particular have a lot to gain from hosting the Super Bo
40、wl.Forthe last several years,the Super Bowl has kicked off at 6:30pm ET which means thatSuper Bowls hosted in western U.S.time zones adjust to start earlier and end earlierlocally.As a result,a host city in the Pacific or Mountain time zone can capitalize onpost-game restaurant foot traffic since th
41、eres still time to grab dinner or acelebratory bite outside the stadium after the game.At the 2022 Super Bowl held in California,14%of attendees visited a restaurant afterthe game while 3.9%and 5.2%of visitors did so after the 2019 and 2020 contests inAtlanta and Florida,respectively.Its no surprise
42、 that ahead of this years upcominggame in Arizona,local restaurateurs have been making extensive preparations for2023s Super Bowl dining surge.When the on-field action ends on Super Bowl Sunday,host cities and their restaurants,especially in the West,continue to experiencesignificant post-game foot
43、traffic.A Family AffairSince 2019,the True Trade Areas of the Super Bowl stadiums include increasinglygreater shares of larger families.Last years Super Bowl LVI had an in-person 2023 Placer Labs,Inc.|More insights at placer.ai|11audience that reflected a trade area in which 17.9%of residents came f
44、rom families offive or more,up from 11.9%at the Super Bowl three years prior.Conversely,SuperBowl attendees in 2022 reflected a trade area in which 37.7%of residents were partof two-person households,a decrease from 47.8%in 2019.The increase in attendees from areas with larger families could reflect
45、 the NFLsinitiatives to make football a more family-friendly sport,including rule and equipmentchanges aimed at increasing player safety and supporting youth football clubs.Thetrend towards an increase in attendees from larger families may also inform decisionsabout products to promote as well as am
46、enities that will contribute to afamily-friendly experience on game day.The Final ScoreSo far,weve shown how location intelligence can provide general insights intosporting event attendance profiles.For example,our analysis indicates that the MiamiHeat basketball team attracts the highest percentage
47、 of visitors from the wealthiestfamilies in the country but Miami Dolphins football games attract more householdswith high annual snack and beverage spending.We also showed how NBA games at 2023 Placer Labs,Inc.|More insights at placer.ai|12United Center in Chicago and Wells Fargo Center in Philadel
48、phia draw a higherpercentage of Celebrity Influenced Buyers than NHL games.And finally,the dataindicates that Madison Square Garden in New York commands a wider,suburbanaudience while Barclays Center dominates a condensed,metropolitan market.Location analytics also reveal that many Super Bowl attend
49、ees travel from the sameurban centers from year to year while others are hometown fans of the competingteams.The data also makes clear that food and sports betting are significantmotivators of the Super Bowl crowd and that the game is being trafficked by moremembers of large-family households in rec
50、ent years.Why Crowds MatterGrowing stadium and arena crowds present an enormous advertising opportunityyear-round.But in order to maximize ROI of any experiential marketing strategy,executives rely on in-depth visitor insights.Guest characteristics are dependent onthe venue and type of event,emphasi
51、zing the need for accurate and near real-timeanalytics of specific audiences.Brands invest heavily in ads that air during the Super Bowl.But with the right insights,stadium advertising platforms have tremendous potential to reach target audiencesin-person at the big game.While a large audience is pa
52、rt of the equation,in order toachieve maximum impact,an in-depth understanding of visitors is critical.Key Takeaways1.Arena and stadium attendance bounced back once COVID restrictions lifted.By the end of 2022,stadium and arena visits were up 44%nationwide comparedto January 2020.2.Different sports
53、attract different proportions of high-value foot traffic andbig food and beverage spenders.For example,fans at Miami Dolphins footballgames are likely to spend more on concessions while a higher percentage ofMiami Heat fans come from the wealthiest population segment.2023 Placer Labs,Inc.|More insig
54、hts at placer.ai|133.Fans of different sports appear to have different interests that marketerscan take into account.Psychographic analysis of attendees at NHL and NBAgames at United Center in Chicago,IL and Wells Fargo Center in Philadelphia,PAshows that basketball games attract a higher percentage
55、 of celebrity influencedbuyers than do hockey games.4.Two arenas in close proximity to each other can have vastly different visitorprofiles.New York Citys Madison Square Garden and Barclays Centercommand trade areas of different sizes and potential audience profiles.While theGarden attracts a more s
56、uburban,and environmentally-conscious guest,Barclaysvisitors tend to come from urban centers and be far more fashion-conscious.5.Winning matters,and the most successful teams are the ones that fans wantto see play again and again.During the regular season,the respective stadiumsof the 2022 NFC Champ
57、ion Eagles and the AFC Champion Chiefs had a higherpercentage of repeat visitors than the worst performing teams in the league.6.Many Super Bowl attendees come from the nations metropolitan centers aswell as the host stadiums surrounding areas and the competing teamshometowns.Super Bowl LVI in 2022,
58、played at SoFi Stadium in Los Angeles,CAbetween the Cincinnati Bengals and the Los Angeles Rams,was heavily visitedby fans from the Cincinnati,OH area and also Southern California as the gamewas not only being played by the Rams but also in the local stadium.7.Location intelligence provides valuable
59、 insights into Super Bowl attendeesbehaviors and backgrounds.A Super Bowl host city in the western US cancapitalize on post-game restaurant foot traffic since theres still time to grabfood outside the stadium after the game.And Since 2019,the True Trade Areas ofthe Super Bowl stadiums are shifting to include a growing number of largerfamilies,representing footballs growing traction among family-oriented visitors.2023 Placer Labs,Inc.|More insights at placer.ai|14