“Today’s consumers, especially young adults, expect sports programming to address their lifestyles,” said Alexander “Sandy” Brown, president and CEO of ONE World Sports. “
New York, NY (PRWEB) May 08, 2013
ONE World Sports and Frank N. Magid Associates have released a new research study that reveals a surprisingly broad interest in global sports television programming across the U.S. and among a number of demographic segments that together comprise a majority of the population. Based on a nationally projectable survey of 2,800 U.S. consumers, aged 18 to 70, the Magid study uncovers that almost five out of 10 consumers express interest in both global TV sports and ONE World Sports, with significant over-indexing among the “millennial” 18-34 adult age group and also among non-Whites, segments that many multi-channel programming distributors are focused on attracting and retaining.
The study’s overall findings highlight that today’s strong and growing global perspective carries over to sports. Nearly half of the total sample expressed interest in watching sporting events from other parts of the world, with 60% of 18- to 34-year-olds showing interest in international sports.
The study also reveals a robust interest in ONE World Sports, and the specific sporting events and leagues that the network covers, especially among millennial sports fans. Additionally, the strong appeal for the network is evident among all non-white groups, representing one-third of the U.S. population, making the channel truly a millennial and multicultural draw.
“We gained new insights about the sports TV market through ONE World Sports’ custom study which underscores how the global shift in consumer expectations has taken place in the sports television market,” explained Jill Rosengard Hill, senior vice president of Frank N. Magid Associates. “With the millennial generation, we’ve discovered that this culturally diverse group is very interested in everything global, and ONE World Sports resonates perfectly with this 18-34 year old age group. We also know that this is the most vulnerable segment to downgrades and disconnects, underscoring the important retention attribute of ONE World Sports”.
Among other findings from the study:
o 56% of all 18- to 34-year-olds, 55% of African Americans, 50% of Asian Americans and 49% of Hispanics who subscribe to pay-TV want to watch ONE World Sports.
o 70% of those identifying themselves as global sports fans express interest in watching at least one of the network’s programs.
o The appeal of ONE World Sports is evenly spread across the country with no geographic region over indexing in the interest to watch the network.
o Americans who travel overseas (a market that expanded dramatically in the past decade) are more likely to be interested in ONE World Sports.
“Today’s consumers, especially young adults, expect sports programming to address their lifestyles,” said Alexander “Sandy” Brown, president and CEO of ONE World Sports. “This study shows how ONE World Sports’ exclusive global content directly targets the 21st century consumers’ interests, making the network an essential ingredient for video programming platforms to appeal to young adults.”
The study also indicates that ONE World Sports can play a key role in helping distributors acquire and retain pay-TV subscribers. More than one-half of current subscribers to a sports package indicate that the inclusion of ONE World Sports would make them less likely to cancel their sports tier subscription. On the acquisition side, more than one-third of pay-TV subscribers reported that they would be more apt to switch to a competitor that offers ONE World Sports.
“The key message for programming distributors is that ONE World Sports will certainly help them both acquire and retain subscribers,” Brown noted.
For those interested in learning more about the key findings and implications of the study, ONE World Sports has offered to present the full findings in private meetings. Feel free to contact Beth Sanford, vp marketing, at bsanford(at)OneWorldSports(dot)com.
About Frank N. Magid Associates
Frank N. Magid Associates is a leading media and entertainment research-based strategy firm. Magid brings unique frameworks for solving problems and seizing opportunities to each engagement, all informed and driven by unparalleled consumer research, market knowledge, and experience-based perspectives. Magid is a generational insights expert and multiplatform content and marketing consultancy with television, internet, gaming, mobile and tablet expertise.
About ONE World Sports
ONE World Sports is an English-language global sports network delivering exclusive, live world-class competitions from around the globe. ONE World Sports fulfills U.S. sports fans’ passion for premier match-ups of their favorite sports with more than 2,400 hours of unduplicated sports programming annually. Programming includes live and same day action of league, championship and qualification competitions in soccer, basketball, baseball, golf, table tennis, badminton and more. The network is available on The Dish Network, Optimum TV from Cablevision System Corporation and Mediacom Communications.
ONE World Sports, owned and operated by privately held Dallas/Ft. Worth-based ONE Media Corp., is headquartered in New York City. The company also owns and operates: ONE CONNXT, a global HD/SD broadcast video transport services provider; America ONE Television, a general entertainment and sports broadcast network; and America ONE Sports, a leading provider of live broadband sports. To learn more about ONE World Sports, go to http://www.ONEWorldSports.com.
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For more information on ONE World Sports, contact:
Bob Gold & Associates