Top sports site users skew young and male, based on a comScore analysis of visitors to ESPN.com, 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 ESPN.com 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.
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