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Fans Flock To Sports Sites

Sports fans are not all clones.

September 26, 2007 | Advertising & Marketing | Media Buying

Top sports site users skew young and male, based on a comScore analysis of visitors to, Fox Sports on MSN, and Yahoo! Sports.

Although advertising for all three sites reached a similar percentage of 18-to-34-year-old viewers, Yahoo! Sports delivered about twice as many ad views to them. comScore did not disclose the nature of the ads viewed.

"Despite the dominance of television and event sponsorships in the sports marketing landscape, sports sites are emerging as key venues for content and advertising," said Paul Verna, eMarketer senior analyst.

Although Yahoo! Sports ads reached many young adults, display ads on reached the highest share of people ages 35 to 44 (28.6 %.) Display ads on Fox Sports on MSN skewed heavily towards people ages 45 and older (39.7 %).

Nearly two-thirds of visitors to all three sites were male.

A January 2007 study by Nielsen//NetRatings of US visitors to sports sites overall noted a slightly more even gender distribution, with the sample population divided into 57% male and 43% female.

Learn more about how sports marketing managers make their plays. Please read eMarketer's Sports Site Marketing: A Whole New Ball Game report.




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