This information is often used by writers, businesses, and marketers. It can also help you tap into an audience that you might not currently reach. Heading into the World Cup later this year, new Morning Consult research illustrates that while the sport has yet to catch up to the countrys most popular pastimes, its long-promised future is still on the horizon. Diversity and inclusion is a business imperative. 53% of US residents between 13-64 have engaged with the MLB in the past year. A merger with Liga MX has been mooted recently, with Garber even calling a league including American, Canadian and Mexican clubs the ultimate dream. Having said that, LigaMX is already popular in Mexico, and the US, and may not feel it needs to link up with US and Canadian teams. Besides demographic audience analysis there are a few other types of audience analysisyou can use to gather consumer insights during your market research: Psychographic analysis includes investigating common beliefs, interests, and attitudes. Depending on your business, youll analyze additional demographic information. Due to varying update cycles, statistics can display more up-to-date All of this gave the NFL a TIDES racial score of 85.5% in 2020 and a B+ for racial hiring practices. More broadcast TV exposure, for example.. As of the end of 2022, Roku's active accounts had grown 16% year over year to 70 million. Our audience ranges in age from young Gen Z adults looking for low-cost entertainment to Baby Boomers who turned to TV streaming during the pandemic and never left. The NHL has begun advocating on issues of racial inequality and social justice. Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022. While the June poll showed NBA fans are the most supportive of leagues and teams throwing their weight around on political and cultural issues, Tatum acknowledged that a share of the leagues fans would prefer it stick to sports., Weve heard directly from a group of fans who disagree with the decisions that were making and we respect that and we completely understand that point of view, he said. Garber, the MLS commissioner since 1999, is credited with leading MLS from its financially troubled infancy of only 10 teams to being one of today's most popular professional leagues that will have 29 teams in 2022. Media is more complex than ever. As with the other leagues, MLS teams fall far behind the league office with respect to racial and gender hiring. Thermal underwear would not be a big hit in the desert country but is highly useful in the colder country. Lauderdale market are interested or somewhat interested in MLS. The mid-season tournament, designed to keep the league rolling during the Covid-19 pandemic, was by its very nature a TV product right down to its hosting at the ESPN Wide World of Sports complex in Orlando, Florida. Enthusiasm for soccer was higher among younger adults than the general population, with 40% of those ages 18-34 identifying as fans. 2023 Morning Consult, All Rights Reserved. (Chris Coduto/Getty Images). Statista. Currently, you are using a shared account. Identifying the audience through extensive research is often difficult . How do millennials behave differently from other age groups, and how can you get them to engage more? In a recent study of the social media value for an average MLS team, 51% came from owned and operated team channels (Facebook, Instagram, Twitter and YouTube), while the remaining 49% came from earned exposure value, driven by MLS league office posts and additional soccer-related media handles, like 433, ESPNFC and Sports Illustrated. Anderson said recent support of social justice causes by MLB and the NHL has been encouraging, but said the important test will be to see whether it continues beyond the current moment. More than half of respondents who identified as soccer fans were under the age of 45 (54%), a greater share than than any of the other sports included in the survey, including the NBA (51%), NFL (46%), college basketball (46%), tennis (46%), NHL (44%), MLB (43%) and golf (40%). I dont think marketing is really enough to overcome the broader headwinds facing TV sports and TV in general nowadays, he said. Discover the future of cross-media measurement with Nielsen ONE. Roku's audience is a joyful collection of people who represent all ages, backgrounds, and interestsand it's getting bigger. The leaders' efforts will undoubtedly improve MLS' report card grades, but I hope they seek to use the power of sport to make MLS a leader in social change throughout the country. Fox News Tonight also took a hit in the key news demographic of adults 25-54: . By the aughts, MLS signed an $8 million annual deal that gave MLS games prime time slots for the first time. 2022 and the new TV deal negotiated to start then will reveal a lot about where MLS stands. Psychographic analysis looks at the internal landscape of a group, including values, beliefs, attitudes, and interests. RT @thetoyman1: Fox News Loses More Than HALF Its Audience In Key Demographic Following Tucker Carlson's Departure - 'Have You Stopped Tuning In?' - DC Enquirer 29 Apr 2023 10:39:01 The report card showed that MLS has an excellent representation of coaches of color (37.5%). Survey conducted April 1-4, 2022, among a representative sample of 2,208 U.S. adults, with an unweighted margin of error of +/-2 percentage points. Nine out of ten MSNBC viewers are over 55. The ties between the MLS Is Back Tournament and TV were undeniable. All you need is to monitor the demographics of your customers and visitors. Overview and forecasts on trending topics, Industry and market insights and forecasts, Key figures and rankings about companies and products, Consumer and brand insights and preferences in various industries, Detailed information about political and social topics, All key figures about countries and regions, Market forecast and expert KPIs for 600+ segments in 150+ countries, Insights on consumer attitudes and behavior worldwide, Business information on 70m+ public and private companies, Detailed information for 35,000+ online stores and marketplaces. This is usually the first and easiest step in analyzing your customer base and helps reveal relevant issues and a relatable style. For the average NFL team, 1 in 5 fans is Black and 1 in 5 is Hispanic. At 40 percent, the average MLB team has a smaller share of nonwhite fans than the NBA and NFL, and is within a percentage point of the average NHL team. Both of those figures are virtually unchanged. Get in touch with us. As long as the NBA is leading the way, they will take smaller steps to get there. Explore what consumers are watching, playing and listening to around the world. However, a combination of factors has significantly helped boost the popularity of soccer in the U.S. Soccer participation rates are on the rise. You need a Statista Account for unlimited access. According to Nielsen Scarborough research, Los Angeles, New York, Dallas/Fort Worth, Philadelphia and Seattle/Tacoma are the top local markets interested in MLS as a percent of the total designated market area (DMA) population. Alex Silvermanpreviously worked at Morning Consult as a reporter covering the business of sports. But I would say that we are guided by our values in the things that we do.. Too many teams have a male-dominated office environment, which might not have fully embraced a diverse environment by hiring, mentoring, developing and promoting women at the professional administration level. The most important key figures provide you with a compact summary of the topic of "Major League Soccer" and take you straight to the corresponding statistics. More than 1 in 4 U.S. adults who identified as soccer fans (27%) were Hispanic. MLS is a league that is growing but does also lose money. 46% of the average NBA teams fans are white, compared to 61% for the average NHL team. (modern). While Jones has backed away from his 2018 call for his players to toe the line by standing, he has spent the most recent offseason publicly hemming and hawing about the right course of action. We also see that 45% of the audience has household income above $100K/year, and a whopping 2/3 have a college or post-graduate degree. Chart. Those numbers prompted Garber to say that the leagues TV package is upside down compared to all the other leagues.. Please do not hesitate to contact me. If you are an admin, please authenticate by logging in again. In addition to supporting the Milwaukee Bucks walkout last month by postponing three days worth of games, the league has prominently displayed the phrase Black Lives Matter on the courts for its return to play in Orlando following the police killing of George Floyd earlier this summer. MLS improved its racial hiring grade with its highest score (93.9) in the past 15 years. There was an increase of people of color in the key positions of head coach, president/CEO and general manager. I do believe in the new world, the new streaming over-the-top world, media companies are going to need Major League Soccer as sports content, more in the future than they even have in the past, Garber told CNBC earlier this year, but whats to stop MLS being squeezed out in the new world the commissioner speaks of just as they have in the old world? The NHL and Major League Baseball face those same contingencies, he said. In the coming months, the soccer world will turn its attention to Novembers Qatar World Cup, a multibillion-dollar spectacle poised to be unlike any World Cup before it. An in-depth audience analysis can reveal how impactful it is in your industry. , suggesting interest in the sport wasnt negatively impacted by the coronavirus pandemic. The demographic characteristics of an audience include important factors such as age, location, gender, income, job title, and more. Television was, and remains, key for Major League Soccers growth. The percentage of Black or African-American NFL players reached 57.5%, Whites 24.9%, Hispanics or Latinos 0.4%, Asians 0.1%, Pacific Islanders 1.6%, and American Indian 0.2%. Moreover, stadium attendance continues to rise. MLS comprises 23 teams this year, with 20 in the U.S. and three in Canada. Jones comments offer a glimpse of how professional sports teams and leagues consider the demographic makeup of their fans in determining how to approach polarizing social issues. The leagues current TV deal, signed in 2015, is split between ESPN and Fox Sports, paying a combined $75 million per season with Univision adding $15 million. You can only download this statistic as a Premium user. Instead, the ad revenue was divided between the league and networks. Major League Soccer, the professional soccer league in the United States and Canada, includes a total of 28 teams, of which 25 are located in the U.S. and three in Canada. As a Premium user you get access to the detailed source references and background information about this statistic. Using a database of 30 million profiles, Zippia estimates demographics and statistics for Major League Soccer. The HDA, led by a group of prominent Black NHL players, has vowed to serve as a catalyst for expedited change in how the league supports social justice and racial equality. Register in seconds and access exclusive features. When defining demographic audience analysis, we cannot ignore that audience demographics exist outside of business and marketing. We are happy to help. The 1994 World Cup, the creation of MLS, and leagues around the world becoming more accessible have helped turn more Americans into fans of the world game. The league office consists of 38% women, but the professional administration and senior administration categories on the teams consist of 32.2% and 22.6% women, respectively. The highlight will be a doubleheader, ABCs first-ever in network history, on May 9. The league's inaugural. Demographic analysis focuses on statistical data about a population, such as age, geographic location, education level, and so on. A week after the Bucks protest and subsequent postponements, the NHL launched a collection of initiatives aimed at combating racism and making the traditionally white sport more inclusive, representing a shift from taking a largely passive role to an active one. Your topic, audience, occasion, and platform will help you . It is highlighted by the quadrennial FIFA Men's and Women's World Cup tournaments that feature the most talented national teams and athletes. More importantly, they were among the most vocal athletes, igniting a public discussion about gender equity in sports and other areas of daily life. Professional women's soccer leagues did not exist until 1995. The Los Angeles Chargers, Oakland Raiders (who have since moved to Las Vegas), Baltimore Ravens, New York Jets, Los Angeles Rams and Arizona Cardinals have the most racially diverse fan bases in the NFL. Learn more about how Statista can support your business. Major League Soccer (MLS) has come a long way over the past decade. The answer is "yes" for racial hiring practices and "not yet" for gender hiring practices. In terms of racial diversity, Cowboys fans are right around the middle of the pack in the NFL, with 56 percent identifying as white and 44 percent nonwhite. You may have an idea you think is funny, but if your audience doesnt get it, it wont have an impact. And a very unduplicated . Learn which marketing channels are most efficient in driving traffic to you and your competitors and find out which generates the highest quality traffic using customer journey analytics from Similarweb or a similar platform. The Brooklyn Nets have the most racially diverse fan base in the four major team sports, closely followed by the Houston Rockets, Miami Heat, Los Angeles Clippers and Los Angeles Lakers. Our experts answer 6 portal questions, The VAR Review: Red cards for Jota, Skipp; Richarlison penalty claim, Liverpool rescue three points, chase top-four finish after surviving epic Spurs comeback, When goal celebrations go bad: Liverpool boss Klopp pulls hamstring, Which teams will reach the NBA conference finals? 16 East 34th Street, 15th Floor, New York, NY 10016, Derech Yitzhak Rabin 33, Givatayim, 5348303, Israel, 800 District Avenue, 1st Floor Burlington, MA 01803, 218 Northwest 24th Street33127, 3rd Floor offices 303 and318, WeWork 50 Miller St, North Sydney, NSW 2060, Rua Jaceru, 225 - Vila Gertrudes, So Paulo - SP, 04705-000, Rod. A great UX/UI design? Overview and forecasts on trending topics, Industry and market insights and forecasts, Key figures and rankings about companies and products, Consumer and brand insights and preferences in various industries, Detailed information about political and social topics, All key figures about countries and regions, Market forecast and expert KPIs for 600+ segments in 150+ countries, Insights on consumer attitudes and behavior worldwide, Business information on 70m+ public and private companies, Detailed information for 35,000+ online stores and marketplaces. That was down 48% in the ratings and 36% in viewership from the networks first telecast last season between Nashville FC and Atlanta United, which aired in prime time on February 29, 2020. Figures may not add up to 100% due to rounding. Fortunately for American soccer fans, MLS shows considerable growth over the last decade. There were also increases of people of color in team senior administration positions and team professional positions. The National Women's Soccer League began in 2012, on the heels of the U.S. Women's National Team's success in the 2011 World Cup. The percentage of players of color is 61.7%. More investment in players, more investment in infrastructure, more investment in marketing and content, and fan development. (Getty Images / Morning Consult artwork by Anna Davis), Soccer Still Lags Behind Big Four Sports in Popularity Among U.S. Alex Silvermanpreviously worked at Morning Consult as a reporter covering the business of sports. According to your findings, you can optimize your marketing activities. The game was also most popular among Americans 16 to 24 years old (55%), followed by adults between 25 and 34 years old (50%). The MLS regular season goes from March to October this year, with the MLS All-Star game taking place Aug. 1, 2018, in Atlanta. Thats where a future TV deal is key. Those numbers were the highlight of the weekend. Unlike other sports, in which the top North American leagues essentially have monopolies on top-level competition, soccer fans interest in the sport is spread among MLS, Liga MX and several major European leagues, as well as international competition. The USMNT connection with four USL clubs in the third round of the 2023 US Open Cup, US Soccer sporting director Matt Crocker outlines the scope for the whole ecosystem, CJ Sapong gives Toronto another way to focus its attack. Our experts predict every series, XFL semifinals: Defenders roll Sea Dragons, set up title showdown with Renegades, Major League Soccer (MLS) Racial and Gender Report Card, Time magazine's most influential people of 2019, Do Not Sell or Share My Personal Information, American leader of the sports boycott of South Africa from 1975 until the end of apartheid, Chair of the DeVos Sport Business Management Graduate Program at the University of Central Florida, Author of 16 books and the annual Racial and Gender Report Card, Directs UCF's Institute for Diversity and Ethics in Sport, Director of the National Consortium for Academics and Sport. Location is another highly influential factor. The problem is, with most analytics tools, you can only measure your own stats, which leaves you nothing to compare to. Major League Baseball's television audience is among the oldest in professional sports, according to data recently released by Street & Smith's Sports Business Journal and Magna Global. MLS, in some cases with help from FIFA and the networks, has also introduced innovations that could become routine around the world in the coming years. Its a worrying factor for the league. For example, 38% of American men and 26% of American women were interested or very interested in soccer, according to a 2019 report by Nielsen Sports Sponsorlink. " The one number that stands out is 65% of MLS' audience is adult 18-34 ," said. The tournament also afforded us the opportunity to try many new things and experiment with programming windows we had never tried before including matches at 9am on weekdays, Angela Alfano, senior director of corporate communications at MLS, told the Guardian. Three NHL teams have a larger share of Republican fans than Democratic fans the Nashville Predators, Vegas Golden Knights and Dallas Stars while another five teams fans are evenly split between the two parties. Imagine you are offering sports gear in Alaska as opposed to Dubai. NBA Deputy Commissioner Mark Tatum said fan demographics are not a factor in the leagues willingness to weave advocacy into sports. This could potentially show that the MLS is not retaining those one-time viewers and that these viewers have simply decided not to watch at all. In fact, MLS has become so popular in the U.S. that the 2018 MLS Cup game had an attendance of 73,019 at Mercedes-Benz Stadium in Atlanta while the 2019 MLS Cup game set an attendance record at CenturyLink Field in Seattle, with more than 69,000 fans. One of MLSs greatest strengths as a central organisation has been its ability to stay nimble in its pursuit of a younger, more diverse demographic. cashes in on its sheer volume of games, vastly . In fact, MLS has become so popular in the U.S. that the 2018 MLS Cup game had an attendance of 73,019 at Mercedes-Benz Stadium in Atlanta while the 2019 MLS Cup game set an attendance record at . MLS, in turn, has 25.0% of its head coaches reported as being Latino. Heading into the World Cup later this year, new Morning Consult research illustrates that while the sport has yet to catch up to the countrys most popular pastimes, its long-promised future is still on the horizon. No member of Americas Team has declined to stand for the Star-Spangled Banner since former NFL quarterback Colin Kaepernick started the movement back in 2016, and Cowboys owner Jerry Jones wants to keep it that way. While none of the 30 NBA teams have a larger share of Republican fans than Democratic fans, the Memphis Grizzlies, Dallas Mavericks, Indiana Pacers, Phoenix Suns and Utah Jazz are the closest to the center. About 68.5 million fans attended major league games during the 2019 regular season, down from a peak of nearly 80 million in 2007. Supporting this rise in interest, the average national television audience for an MLS game broadcasts is up 13% year over year, and the sport is getting attention online as well. Geographically, fans are pretty evenly spread across the county, with those in the South skewing slightly higher at 38%. Fans of the Los Angeles Kings, New York Rangers, Florida Panthers, San Jose Sharks and New York Islanders are the most likely in the NHL to identify as Democrats. In business as in life, skipping the audience analysis can also lead you to seriously miss the mark. An insurance provider, for example, may measure the average number of cars per household in a target location and compare it with the rate of car thefts to assess the potential for car insurance sales. Among NBA teams, fans of the Golden State Warriors, New York Knicks, Los Angeles Lakers, Washington Wizards and Brooklyn Nets are most likely to identify as Democrats. Imagine this: Youre a computer science professor about to speak to your 12-year-old daughters class about your work. The MLS Cup Final, scheduled for December 11, will be broadcast on ABC and UniMas. But without something additional, that growth would likely be relatively slow. NFL Commissioner Roger Goodell in recent months has changed his tune with regard to on-field protest of racial inequality and police brutality, and the league has introduced a slew of gameday initiatives aimed at raising awareness. Unfortunately, MLS teams do not have the same pipeline in place for women who want to be leaders at the team level. Learning from your competition can help you find out what works for your audience and what doesnt. The Institute for Diversity and Ethics in Sport (TIDES) at the University of Central Florida released its annual Major League Soccer (MLS) Racial and Gender Report Card (RGRC) on Wednesday. (Chris Coduto/Getty Images) By Alex Silverman September 10,. After failing to qualify for the World Cup in 2018, the U.S. mens national team could play a considerable role in sparking interest among casual fans and non-fans with a strong showing later this year in Qatar. The official site of the USMNT Soccer Players with soccer news, schedule, statistics, players, interviews, and exclusive stories. Get full access to all features within our Business Solutions. You need at least a Starter Account to use this feature. Given the broader economic situation, maybe the growth in rights fees will not be as strong as it would have been otherwise. Demographics dont make decisions for us, our overall values do, Tatum said. MLS can take comfort from the fact that they are not the only major sports league to have struggled for a TV audience this summer. Audience Demographics are the characteristics of listeners like age, gender, cultural backgrounds, group affiliations and educational level.