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The
Arena Media Networks Sponsor Scouting Report is a
new monthly feature that will provide in-depth analysis on
specfic sports sponsor categories with an insider's look at
how a specific company within the category approaches sports
marketing decisions. For more information on adding Arena
Media Networks to your facility or to inquire about advertising
opportunities,
click (http://www.arena-media.com)
or call 212-779-2021.
| Category: |
Satellite Radio |
| Brand: |
XM Satellite Radio |
| Source: |
Kim Harper, Account Supervisor, Millsport |
Sponsorship
Activities: Major League Baseball, 10 MLB teams, National
Hockey League, 11 NHL teams, U.S Open, PGA Tour, IRL, Big
10 Conference, Big East Conference, Atlantic Coast Conference,
Pacific 10 Conference.
Sponsorship Elements:
1. Web presence: XM uses online banners on property Web site
to drive offers to subscription registration on XM web site.
2. Interactive in-stadium presence: XM is going away from
static signage presence to have more interactive-based signage.
This includes primarily videoboard features that feature the
product and its extensive channel offerings.
3. Hospitality: The company uses hospitality offerings to
entertain on a local level.
Target customer:
XM’s primary customers are males, aged 25-to-44 years
old. The secondary target audience is comprised of males,
aged 18-to-24 years old.
50 percent of XM’s business
comes from pre-installed radios in new cars with the remaining
half coming from retail purchases.
SATELLITE
RADIO ANALYSIS
Source: Scarborough
Research
Adults 18+ (202,164 respondents) –
Release 2, 2005 – Multi-Market
Items/Services HHLD plans to buy in
next 12 months: Satellite radio
Items/Services HHLD plans to buy in
next 12 months: Satellite radio
- Prospective Satellite radio customers
are most interested in these sports - % of prospective buyers
are interested in these sports.
| 1. |
58.2% of prospective Satellite radio
buyers are very or somewhat interested in the National
Football League (NFL). |
| 2. |
54.6% of prospective Satellite radio buyers are
very or somewhat interested in the Olympics. |
| 3. |
45.2% of prospective Satellite radio buyers are
very or somewhat interested in Major League Baseball
(MLB). |
| 4. |
40.9% of prospective Satellite radio buyers are
very or somewhat interested in College Football |
| 5. |
32.2% of prospective Satellite radio buyers are
very or somewhat interested in College Basketball |
Top Leisure Activities past 12 months
of prospective Satellite radio buyers
Leisure Activities participated in past
12 months
1. Swimming – 46% of prospective
Satellite radio buyers have participated in swimming as a
leisure activity in the past 12 months.
2. Gardening– 41%
3. Free Weights/Circuit Training – 40%
4. Photography – 37%
5. Bicycling – 32%
Top DMA’s planning to purchase Satellite
radio in next 12 months: - Market Penetration:
1. Spokane – 2.1% of all adults 18+
living in the Spokane DMA plan to purchase Satellite radio
next 12 months. OR 16,658 prospective satellite radio buyers
reside in the Spokane DMA.
2. Washington DC – 2%
3. Philadelphia – 2%
4. Knoxville – 2%
5. Sacramento/Stockton/Modesto – 1.9%
Scarborough Research
Study: Multi-Market 2005
Release 2(12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 174140594 Respondents: 202164
Target:
Items/services HHLD plans to buy in next 12 months (HHLD):
Satellite radio subscription (Sirius, XM)
Projected: 2060657 Respondents: 1956
Percent of Base: 1.18
| |
Total
Pop. |
Total
% |
Target
Pop. |
Target
% |
Index |
Horz
% |
| Total |
174,140,594 |
100.0% |
2,060,657 |
100.0% |
100 |
1.2% |
Current level of interest in
Arena Football League (AFL) |
|
|
|
|
|
|
| Very /Somewhat |
8,531,778 |
4.9% |
134,201 |
6.5% |
133 |
1.6% |
Current level of interest in
CART/Champ Car racing |
|
|
|
|
|
|
| Very/Somewhat |
9,932,328 |
5.7% |
201,319 |
9.8% |
171 |
2.0% |
Current level of interest in
College basketball |
|
|
|
|
|
|
| Very/Somewhat |
42,032,423 |
24.1% |
663,410 |
32.2% |
133 |
1.6% |
Current level of interest in
College football |
|
|
|
|
|
|
| Very/Somewhat |
53,266,549 |
30.6% |
842,711 |
40.9% |
134 |
1.6% |
Current level of interest in
horse racing |
|
|
|
|
|
|
| Very/Somewhat |
18,288,489 |
10.5% |
210,159 |
10.2% |
97 |
1.1% |
Current level of interest in
IndyCar/IRL |
|
|
|
|
|
|
| Very/Somewhat |
15,071,272 |
8.7% |
255,989 |
12.4% |
144 |
1.7% |
Current level of interest in
Ladies' golf (LPGA) |
|
|
|
|
|
|
| Very/Somewhat |
11,894,544 |
6.8% |
119,383 |
5.8% |
85 |
1.0% |
Current level of interest in
Major League Baseball (MLB) |
|
|
|
|
|
|
| Very/Somewhat |
59,341,314 |
34.1% |
931,767 |
45.2% |
133 |
1.6% |
Current level of interest in
Major League Soccer (MLS) |
|
|
|
|
|
|
| Very/Somewhat |
11,886,451 |
6.8% |
186,172 |
9.0% |
132 |
1.6% |
Current level of interest in
Men's golf (PGA)
|
|
|
|
|
|
|
| Very/Somewhat |
30,102,630 |
17.3% |
376,692 |
18.3% |
106 |
1.3% |
Current level of interest in
Minor League Baseball |
|
|
|
|
|
|
| Very/Somewhat |
13,298,965 |
7.6% |
277,706 |
13.5% |
176 |
2.1% |
Current level of interest in
Minor League Hockey |
|
|
|
|
|
|
| Very/Somewhat |
5,737,366 |
3.3% |
138,349 |
6.7% |
204 |
2.4% |
Current level of interest in
Monster trucks |
|
|
|
|
|
|
| Very/Somewhat |
13,190,953 |
7.6% |
258,120 |
12.5% |
165 |
2.0% |
Current level of interest in
NASCAR |
|
|
|
|
|
|
| Very/Somewhat |
34,406,369 |
19.8% |
571,951 |
27.8% |
140 |
1.7% |
Current level of interest in
Nat'l Basketball Assoc (NBA) |
|
|
|
|
|
|
| Very/Somewhat |
40,914,980 |
23.5% |
570,765 |
27.7% |
118 |
1.4% |
Current level of interest in
National Football League (NFL) |
|
|
|
|
|
|
| Very/Somewhat |
76,034,722 |
43.7% |
1,199,203 |
58.2% |
133 |
1.6% |
Current level of interest in
National Hockey League (NHL) |
|
|
|
|
|
|
| Very/Somewhat |
19,237,266 |
11.0% |
420,475 |
20.4% |
185 |
2.2% |
Current level of interest in
NHRA (National Hot Rod Assoc) |
|
|
|
|
|
|
| Very/Somewhat |
13,169,887 |
7.6% |
291,688 |
14.2% |
187 |
2.2% |
Current level of interest in
Olympics |
|
|
|
|
|
|
| Very/Somewhat |
93,783,547 |
53.9% |
1,124,359 |
54.6% |
101 |
1.2% |
Current level of interest in
Pro bowling (PBA) |
|
|
|
|
|
|
| Very/Somewhat |
9,226,855 |
5.3% |
101,603 |
4.9% |
93 |
1.1% |
Current level of interest in
Pro Bull Riding (PBR) |
|
|
|
|
|
|
| Very/Somewhat |
14,888,845 |
8.5% |
175,225 |
8.5% |
99 |
1.2% |
Current level of interest in
Pro Rodeo |
|
|
|
|
|
|
| Very/Somewhat |
13,856,103 |
8.0% |
167,023 |
8.1% |
102 |
1.2% |
Current level of interest in
Pro tennis (ATP/WTA) |
|
|
|
|
|
|
| Very/Somewhat |
19,269,678 |
11.1% |
248,253 |
12.0% |
109 |
1.3% |
| Current level of interest in Supercross/Motocross |
|
|
|
|
|
|
| Very/Somewhat |
10,945,733 |
6.3% |
249,455 |
12.1% |
193 |
2.3% |
Current level of interest in
Women's Nat'l Basketball (WNBA) |
|
|
|
|
|
|
| Very/Somewhat |
11,270,743 |
6.5% |
92,005 |
4.5% |
69 |
0.8% |
Current level of interest in
WWE (pro wrestling) |
|
|
|
|
|
|
| Very/Somewhat |
12,347,668 |
7.1% |
185,239 |
9.0% |
127 |
1.5% |
|
|
|
|
|
|
|
Copyright Scarborough Research
2005
No definitions subject to reliability notification
This exported report is not MRC accreditable
This story was originally published on March
1, 2006.
All information published by
The Migala Report is protected by the Digital Millennium Copyright
Act. Any duplication or use of objects in other electronic
or printed publications is not permitted without the written
permission of the Publisher.
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