Nielsen puts 2014 sports under a microscope

Nielsen released its State of the Media: 2014 Year in Sports Media Report yesterday, examining highlights, advertiser trends and consumer insights across multiple sports properties. Needless to say, events that range from the Winter Olympics to the World Cup drove mobile sports consumption to new heights. According to the report, 18-34 demo posted a 53% increase in digital viewing from Q2 2013 to Q2 2014, while viewing grew 80% and 60% among Americans 35-49 and 50-64, respectively.

Other highlights:
From October 2012 to 2014, the average user increased their monthly time spent on mobile sports content by 35%.
Sports radio attracts 23 million weekly listeners, who tune in for an average of 4 hours a week with a full 29% of that listening taking place at home.
Compared to the average US adult, avid NFL fans are: 27% more likely to have spent more than $100 on fine jewelry in the past 12 months; 47% more likely to have drunk beer in the past 7 days and 17% more likely to plan on buying furniture in the next 12 months.
With 43% of its audience under 35, the NBA has one of the youngest fanbases of all sports. While white viewers still watch the least on average in the 18-34 demographic, they’re catching up with Hispanic viewers.
11 out of the 30 MLB teams claimed title as the highest-rated, most-watched local programming during primetime for both broadcast and cable during the 2014 season. Another 6 ranked within the top 3 in local primetime within their respective networks.
Compared to the average US adult, avid NHL fans are: 15% more likely to have taken a domestic flight 3 times or more in the past 12 months; 29% more likely to own both a tablet and a smartphone; 45% more likely to have spent $5,000 or more on home improvements in the past 12 months.
Soccer fans are 20% more likely than the average American to have household incomes over $100,000, and 31% more likely to have children under 17 at home.

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