fsa complete

8/14/2019 FSA complete

1/167

April 27, 2007

The Benjamin Hotel, New York, NY

Research Symposium


2/167

Member List


3/167

Agenda

2:00 p.m. Welcome Clay Walker, FSA Chairman

2:10 p.m. Nielsen Fantasy Basketball

Nielsen Fantasy NASCAR

Nielsen Fantasy Golf

Nielsen Fantasy Baseball

Nielsen Fantasy Football

3:00 p.m. Break

3:30 p.m. Hitwise

3:40 p.m. Interactive Sports Marketing

4:00 p.m. Copernicus Marketing

4:30 p.m. Sports Business Journal Q&A

with Rex Grossman and Amani Toomer

5:00-6:30 p.m. Reception with NFL and NBA players

at Emery Bar


4/167

0

Fanta

syBasketb

all

Ma

rketStudy

A

pril27,2007


5/167

1

F

antasyBasketba

llMarketStudy

TableofC

ontents

Methodolo

gy

FantasyBasketballUniverse

EngagementMetrics

Demograp

hics


6/167

2

Method

ology

UsedcustomNielsen//NetRatingsMegaPanelofhouseholds;

drawsfrompanelof120,000computerswithtrackingsoftware

installed,representing350,000u

sers.

IdentifiedURLsforstand-alone

fantasybasketballsites

and

fantasyb

asketballsectionsofmajorsportssites

Compile

dusageresultsforfanta

sysites/areasforDecember2006

Fant

asy

Bas

ket

bal

lMar

ket

ro

ll-u

pw

hichinclu

desallsites

Note:MegaPanelresultsareforhouseholdsandnotindividuals


7/167

3

SummaryofFindings

FantasyBasketballUniverse

Tota

lo

f1.5

millionun

iqueusers

forf

antasy

bas

ket

bal

lsites

inDecem

ber,

2006;

FSAestimat

estota

lfantasy

bas

ket

ball

un

iverseatapprox

imately

2m

illion

Fantasy

bask

etbal

lun

iverse

isapproxi

mately

20%

offantasy

footbal

lun

iverse

(fantasy

footbal

lun

iverseestimatedto

be

10m

illion

by

FSA)

UserEngageme

ntMetrics

Tota

lo

f141

million

fantasy

bas

ket

bal

lpagev

iews

inDecem

ber

,2006


8/167

4

TopFantasyBasketballSitesDecember,

2006

FantasyBasket

ballUniverse

Totalof1.5millionuniqueusersforfantasybasketballsitesinDecember,2006

Yahoowas#1sitew

ith1millionuniqueusers;CBSS

portsLinein#2positionwith200kuniqueusers

Note:OtherfantasysitesincludeFanball.com,CDMSports,

USAToday,andFOXSports

8,364

201

CBSSportsLine

5,789

171

ESPN.com

5,990

101

NBA.com

114,017

1,015

Yahoo.com

809

82

RotoWorld

42

33

AOL.com

4,324

32

SportingNews

141,068

1,502

FantasyBasketballCategory

Page

Views

(000s)

Unique

Users

(000s)


9/167

0

Fanta

syNASCA

R

Ma

rketStudy

A

pril27,2007


10/167

1

F

antasyNASCARMarketStudy

TableofC

ontents

Methodolo

gy

FantasyNASCARUniverse

EngagementMetrics

Demograp

hics

FantasyNASCARvs.FantasyFo

otball


11/167

2

Method

ology

UsedNielsen//NetRatingsNetViewpanelof30,000U

.S.

residents


fantasyNASCARsites

and

fantasyN

ASCARsectionsofmajorsportssites

Compile


sysites/areasforFeb2

007

Fant

asyNASCARMarketro

ll-upwhichincludesalls

ites

Note:Dataissubjecttowidefluctuationsduetolowsamplesize


12/167

3

SummaryofFindings

FantasyNASCARUniverse

Totalof1.2

millionuniqueusersforf

antasyNASCARsitesinFeb,

2007;FSA

estimatestotalfantasyNASCARuniverseatapproximately1.5

million

FantasyNASCARuniverseisapproximately15%

offantasyfootballuniverse

(fantasyfootballuniverseestimatedto

be10millionbyFSA)

UserEngageme

ntMetrics

Totalof43millionfantasyNASCAR

pageviewsinFeb,

2007


13/167

4

SummaryofFindings

Demographics

FantasyNASCARplayersareb

ettereducatedthantheav

erage

internetuser;76%

haveattende

dcollege

FantasyNASCARplayersareconcentratedinthecoveted18-4

9year

oldde

mographic;72%

ofplayersfellwithinthisdemovs

.49%

internetaverage

33%o

ffantasyNASCARplaye

rsarefemale


14/167

5

Top4FantasyNASCA

RSitesFeb,

2007

FantasyNASC

ARUniverse

Totalof1.2millionuniqueusersforfantasyNASCAR

sitesinFebruary,2007

Yahoowas#1sitew

ith579kuniqueusers;NASCAR

.comin#2positionwith294kun

iqueusers

FantasyNASCARs

itesgeneratedtotalof43millionpagesviewsinFebruary,2007

Note:OtherfantasygamesitesincludeAOL,CDMSportsFanball.com,CBSSportsLine,Sporting

NewsandUSAToday

23,800

579

Yahoo

6,672

294

NASCAR.com

1,680

186

FOXSports.com

6,902

165

ESPN.com

43,3

37

1,2

15

FantasyNASCARCategory

Page

Views

(000s)

Unique

Users

(000s)


15/167

6

AgeofFantasyPlayers

23

43

24

5

5

FantasyNASCAR

category

31

28

13

8

20

Internetaudience

18-24

(%)

25-34

(%)

50+

(%)

35-49

(%)

Under18

(%)

Demogr

aphics

FantasyNASCA

Rplayersareconcentratedwithin18-49year-olddemographic;72%offantasy

playersfellwithinthisagegroupingvs.49%foroverallinternetaudience

Nearlyhalfofau

dience(43%)within35-49year-o

ldgroup


16/167

7

IncomeofFan

tasyPlayers

22

32

$25-49k

(%)

27

29

$50-74k

(%)

85

$150k+

(%)

16

19

6

Internetaudience

16

17

1

FantasyNASCARcatego

ry

$100-

149k

(%)

$75-99k

(%)

Under

$25k(%)D

emogr

aphics

38%offantasyN

ASCARplayershaveincomesover$75,000


17/167

0

FantasyGolf

Ma

rketStudy

A

pril27,2007


18/167

1

FantasyGolfM

arketStudy

TableofC

ontents

Methodolo

gy

FantasyGolfUniverse

EngagementMetrics

Demograp

hics

FantasyGolfvs.FantasyFootball


19/167

2

Method

ology


.S.

residents


fantasygolfsitesandfantasygolf

sectionsofmajorsportssites

Compile


sysites/areasforApril

2006

Fant

asyGolfMarketroll-upwhichincludesallsites

Note:DataissubjecttowidefluctuationsduetolowsamplesizeandchangesinUR

Lstructure


20/167

3

SummaryofFindings

FantasyGolfUniverse

Totalof478

kuniqueusersforfantasy

golfsitesinApril,2006;

FSAestimates

totalfantasy

golfuniverseatapproxim

ately0.5million

Fantasygolf

universeisapproximately5%

offantasyfootballuniverse(fantasy

footballuniv

erseestimatedtobe10m

illionbyFSA)

Yahoowas#1fantasygolfsitewith2

46,0

00uniqueusersinAp

ril,2006

UserEngageme

ntMetrics

Totalof15millionfantasygolfpagev

iewsinApril,2006


21/167

4

SummaryofFindings

Demographics

Fantasygolfplayersaremoreaffluentandbettereducatedthanthe

averag

einternetuser

Fantasygolfplayersareconcentratedinthecoveted18-49yearold

demographic;67%

ofplayersfe

llwithinthisdemovs.49%

internet

averag

e

Overhalf(51%)offantasygolf

playershaveincomesover$75,0

00


22/167

5

Top3FantasyGolf

SitesApril,2006

FantasyGolfUniverse

Totalof478kuniqueusersforfantasygolfsitesinApril,2006

Yahoowas#1sitew

ith246kuniqueusers;ESPNin#

2positionwith104kuniqueuser

s

Note:OtherfantasygamesitesincludeFanball.com,

Head

2Head.com,andAOL.com

8,2

78

245

Yahoo

3,8

48

103

ESPN.com

386

31

USAToday.com

15,4

47

478

FantasyGolfCategory

Page

Views

(000s)

Unique

Users

(000s)


23/167

6

AgeofFantasyPlayers

23

51

13

3

10

FantasyGolfcate

gory

31

28

13

8

21

Internetaudience

18-24

(%)

25-34

(%)

50+

(%)

35-49

(%)

Under18

(%)

Demogr

aphics

Fantasygolfplayersareconcentratedwithin18-49yearolddemographic;67%offa

ntasyplayersfell

withinthisageg

roupingvs.49%foroverallintern

etaudience

Overhalfoffantasygolfplayers(51%)in35-49ye

ar-oldgrouping


24/167

7

IncomeofFan

tasyPlayers

236

$25-49k

(%)

27

38

$50-74k

(%)

710

$150k+

(%)

15

20

6

Internetaudience

18

23

6

FantasyGolfcategory

$100-

149k

(%)

$75-99k

(%)

Under

$25k(%)D

emogr

aphics

Fantasygolfplayersaremoreaffluentthantheaverageinternetuser;51%haveinco

mesover$75,000


25/167

0

FantasyBaseball

Ma

rketStudy

A

pril27,2007


26/167

1

FantasyBaseballMarketStudy

TableofC

ontents

Methodolo

gy

FantasyBaseballUniverse

EngagementMetrics

Demographics

FantasyBaseballvs.FantasyFootball

FutureResearchTopics


27/167

2

Method

ology


.S.

residents

Identifie

dURLsforstand-alone

fantasybaseballsitesandfantasy

baseball

sectionsofmajorsportssites

Compile

dusageresultsforfantasysites/areasforMay2006

Individualfantasysite/areada

ta(uniqueusers,pageviews,time

spen

t,othermeasures)

FantasyBaseballMarketroll-upwhichincludes4key

sites

Alsoexa

minedtotalusagebyfa

ntasyplayerswithinhostsite

(i.e.site

whichhostsplayersfantasybaseballgame);includes

usageof

fantasycontentandnon-fantasycontent


28/167

3

SummaryofFindings

FantasyBaseballUniverse

Totalof2.3

millionuniqueusersfortop4fantasybaseballsites

inMay,

2006;

FSAestimat

estotalfantasybaseballuniverseatapproximately3million,

includingsm

allersites,offlineplayers

andpartialseasonplayers

Fantasybase

balluniverseisapproxim

ately1/3offantasyfootb

alluniverse

(fantasyfootballuniverseestimatedto

be10millionbyFSA)

Yahoowas#1fantasybaseballsitewith1.5millionuniqueusersinMay,

2006;

CBSSportsL

inewas#2fantasybaseb

allsitewith681thousand

uniqueusers

UserEngageme

ntMetrics

Pageviewm

etricsdemonstratepoweroffantasybaseball;total

of459million

fantasybaseballpageviewsinMay,20

06

ForYahooSportsandCBSSportsLin

e,fantasybaseballusersa

ccountedfor

56%

and38%

oftotalsportssitepage

views,respectively

Fantasybase

ballcreatesmultiplieref

fectforsportssites;fant

asyplayers

generatedad

ditional300millionpage

viewseachmonthforhostsites(beyond

459millionfantasybaseballspecificp

ages)


29/167

4

SummaryofFindings

Demographics

Fantasybaseballplayersaremoreaffluentandbettereducatedthan

theav

erageinternetuser

Fantasybaseballplayersarecon

centratedinthecoveted18-4

9year

oldde

mographic;65%

ofplayersfellwithinthisdemovs

.49%

internetaverage

FantasyB

aseballvs.FantasyFoo

tball

Oftop8fantasyfootballsites,only3offeredfantasybaseballgames

inMay2006

Fantasyfootballandfantasybaseballhavesimilarengagementmetrics

withrespecttopagesperpersonandvisitsperperson

Timespentperpersononfanta

syfootballisapproximate

ly20%

greaterthanonfantasybaseball


30/167

5

Top4FantasyBaseba

llSitesMay,2006

242

MLB.com

290

ESPN.com

681

CBSSportsLine.com

1,546

Yahoo.com

Unique

Users

(000s)

FantasyBaseb

allUniverse

Totalof2.3millionuniqueusersforTop4fantasybaseballsitesinMay,2006

Yahoowas#1sitew

ith1.5millionuniqueusers;SportsLinein#2positionwith681ku

niqueusers

Note:OtherfantasygamesitesincludeSportingNews.com,CD

M/TQStats,andProTrade.com


31/167

6

Selec

tedFantasyBaseballC

ontentSitesMay,20

06

122

RotoTimes.com

138

RotoWire.com

146

KFFL.com

268

RotoWorld.com

Unique

Users

(000s)

FantasyBaseballContentSites

Ofindependentfantasybaseballcontentsites,RotoWorld.comhadhighestuniquevisitortotalinMay,2006

Note:Otherfantasybaseba

llcontentsitesincludeFanball.com

,BaseballHQ.com,andTalentedM

rRoto.com


32/167

7

PageViews,TimeSpent,andVisitsforTop4Sit

es1414121214

Visits/

Person

1:32

1:21

0:56

1:31

1:19

Time/

Person

85

19,740

242

MLB.com

88

21,752

290

ESPN.com

109

74,563

681

CBSSportsLine.com

222

342,935

1,546

Yahoo.com

201

458,990

Top4Fantasy

Baseballsites

Pages/

Person

Page

Views

(000s)

Unique

Users

(000s)

UserEngagementMeasures

Fantasybaseballsitesgeneratedtotalof459millio

npagesviewsinMay,2006

Ofthemajorme

diasites,YahooandCBSSportsL

ineusersconsumedthemostpag

es


33/167

8

FantasyBaseballPageViewsas%ofSportsPageV

iews

7%

3%

25%

38%

Fantasy

Pages/

Sports/

Pages

273,865

19,740

242

MLB.com

702,415

21,752

290

ESPN.com

293,457

74,563

681

CBSSportsLine.com

895,030

342,935

1,546

Yahoo.com

Sports

Page

Views

(000s)

Fantasy

Page

Views

(000s)

Unique

Users

(000s)


Fantasybaseballusersrepresentedsignificantperc

entageoftotalusageforselectedsportssites

ForYahooSportsandCBSSportsLine,fantasybaseballpageviewsrepresented38%and25%oftotal

sportspageview

srespectively


34/167

9

FBUserPageViewsas%ofSportsPageViews

758,860

34,663

108,204

112,651

503,342

FBUser

Page

Views

(000s)

35%

13%

15%

38%

56%

FBUser

Pages/

Sports/

Pages

273,86

5

19,740

242

MLB.com

702,41

5

21,752

290

ESPN.com

293,45

6

74,563

681

CBSSportsLine.com

895,03

0

342,935

1,546

Yahoo.com

2,164,8

66

458,990

Top4FantasyBaseballsites

Sport

s

PageViews

(000s)

Fantasy

Page

Views

(000s)

Unique

Users

(000s)


Fantasybaseballplayersgenerated759milliontotalpageviewsonsportssitesthathostedtheirfantasy

games-459millionfantasybaseballpagesandapproximately300millionadditionalsportspages

ForYahooSports,fantasybaseballusersgeneratedmorethan50%ofsiteusage


35/167

10

Homevs.W

orkUsage

4263345039WorkPageViews

(%)

37

19,740

242

MLB.com

66

21,752

290

ESPN.com

50

74,563

681

CBSSportsLine.com

61

342,935

1,546

Yahoo.com

58

458,990


Home

Page

Views

(%)

Fantasy

Page

Views

(000s)

Unique

Users

(000s)


Approximately58%offantasybaseballusagewas

athome,42%ofusagewasatwo

rk

Ofmajorsites,M

LBusersconsumedmostpagesatwork,ESPNusersconsumedm

ostpagesathome


36/167

11

AgeofFantasyPlayers

894612

10

18-24

(%)

13

166892

025-34

(%)

40

23

26

MLB.com

30

49

7

ESPN.com

30

36

14

CBSSportsLine.c

om

16

38

15

Yahoo.com

31

28

20

InternetAverage

18

40

17

Top4FantasyBa

seballsites

50+(%)

35-49(%)

Under18

(%)

Demographics

Fantasybaseballplayersareconcentratedwithin1

8-49yearolddemographic;65%

offantasyplayers

fellwithinthisagegroupingvs.49%foroverallinternetaudience


37/167

12

IncomeofFan

tasyPlayers

23

17

2141

518

$25-49k(%)

27

34

26

36

32

33

$50-74k

(%)

752655

$150k+

(%)

34

14

3

MLB.com

25

24

4

ESPN.com

23

21

3

CBSSportsLine.com

22

21

1

Yahoo.com

16

19

7

InternetAverage

21

21

2


$100-

149k

(%)

$75-99k

(%)

Under

$25k(%)D

emographics

Fantasybaseballplayersaremoreaffluentthantheaverageinternetuser

Ofthemajorsites,MLBusersaremostaffluent


38/167

13

EducationofFa

ntasyPlayers

46

51

29

52

44

55

College

(%)

11

14

35

25

21

15

PostGrad

(%)

36

MLB.c

om

23

ESPN.com

34

CBSSportsLine.com

31

Yahoo.com

42

Interne

tAverage

34


NoCollege

(%)

Demographics

Fantasybaseballplayersarebettereducatedthantheaverageinternetuser

Morethan65%offantasybaseballplayershaveatleastsomelevelofcollegeeducation


39/167

14

ComparisonofFantasyFootballandFantasyBaseballsites

Fanta

syBaseballvs.FantasyFootball

Oftop8fantasyfootballsites,only3offeredafantasy

baseballgameinMay,2006

4oftop5fantasyfootballgameprovidersprimarilyem

ployedafreemodel;1oftop

4fantasybaseball

gameprovidersprim

arilyemployedafreemodel

NoGame

323

A

OL.com

NoGame

590

Fanball.com

NoGame

1,653

N

FL.com

NoGame

664

FoxSports.com

681

1,715

C

BSSportsline.com

290

1,737

ESPN.com

1,546

4,429

Y

ahoo.com

242

NoGame

M

LB.com

NoGame

408

M

yfantasyleague.com

F.Baseball

Unique

Users,

May2006

(000s)

F

.Football

Unique

Users,

Oct2005

(000s)


40/167

15

FantasyPageViewsas%

ofSportsPageViews

-

25%

NFL.com

7%

3%

25%

38%

Fantasy

Baseball

-

MLB.com

18%

ESPN.com

66%

CBSSportsLine.com

45%

Yahoo.com

Fantasy

Football

Engagemen

tMetrics

Fantasyfootball

representsalargerpercentageoftotalsportspageusagethandoesfantasybaseball


41/167

16

PageViews,Time

Spent,andVisits

14

1:33

201

Fantasy

Baseball

13

VisitsperPerson

1:51

TimeperPerson

199

PagesperPerson

Fantasy

Football

Engagemen

tMetrics

Fantasyfootball

andfantasybaseballhavesimilar

engagementmetricswithrespect

topagesper

personandvisitsperperson

Timespentperp

ersononfantasyfootballisappro

ximately20%greaterthanonfan

tasybaseball


42/167

17

65%

47%

65%

Fantasy

Baseball

73%

SomeLevelofCollege

54%

Income($75k+)

76%

Age(%in18-49)

Fantasy

Football

Demographics

FantasyFootballplayersareslightlymoreaffluentandbettereducatedthanfantasy

baseballplayers

Fantasyfootball

playersaremoreconcentratedin

the18-49demographicthanarefantasybaseball

players

PageViews,Time

Spent,andVisits


43/167

18

Compar

isonofMajorSportsPortals,Oct.2006vsOc

t2005

SportsPortalResultsOctober,2006

Mostmajorsportssitesexperiencedsignificantunique

userandpageviewgrowthinOc

tober,2006vs.

October,2005

-40%

-11%

147,991

7,218

88,924

6,443

AOL.com

+33%

-1%

194,651

6,830

258,193

6,731

SI.com

+3%

+15%

235,445

7,766

241,240

8,956

MLB.com

+7%

+2%

408,531

11,400

438,270

11,606

NFLInt.Network

752,590

655,069

1,692,33

2

1,175,39

9

Oct.200

6

Page

Views

(000s)

5,245

12,239

12,519

15,641

Oct.2005

Unique

Users

(000s)

+31%

+26%

-8%

+22%

2006vs.

2005

Page

Views

+135%

573,386

12,349

CBSSportsLine.com

+16%

517,875

14,222

FoxSports.com

+30%

1,830,551

16,311

Yahoo.com

+10%

964,002

17,236

ESPN.com

2006vs.

2005

Unique

Users

Oct.2005

Page

Views

(000s)

Oct.2006

Unique

Users

(000s)


44/167

0

Fant

asyFootba

ll

Ma

rketStudy

A

pril27,2007


45/167

1

FantasyFootballMarketStudy

TableofC

ontents

Nielsen//NetRatings-UsageAna

lysis

FantasyFootballUniverse

EngagementMetrics

RankA

mongTopWebProperties

Demographics


46/167


47/167

3

SummaryofFindings

FantasyFootballUniverse

Totalof9.6millionuniqueusersof

fantasyfootballsitesinOctober,2006

Yahoowas#1fantasyfootballsitewith4.7millionuniqueusers

CBSSp

ortsLinewas#2with2.8millionuniqueusers,whileNF

L.comand

ESPN.comcompetedfor#3positionat1.41.5millionunique

users

UserEngagementMetrics

Pageviewmetricsdemonstratetrue

poweroffantasyfootball;to

talof1.9billion

fantasy

footballpageviewsinOctober,2006

ForYahooSportsandCBSSportsL

ine,fantasyfootballpagevie

wsaccounted

for47%

and46%oftotalsportssitepageviewsrespectively

Fantasy

footballcreatesmultipliereffectforsportssites;fanta

syplayers

generatednearly1billionadditional

pageviewspermonthforhostsites(beyond

1.9billionfantasyfootball-specificp

ageviews)


48/167

4

SummaryofFindings

RankAmongTopWebPropertie

s

Aggregatedfantasyfootballsitesrankedas#14property

ontheweb

(includesallfantasyfootballpageviews);withmultiplier

effect,

fantasyfootballrankedintop10ofallwebproperties

Demographics

Fantasyfootballplayersaremoreaffluentandbettereducatedthan

theav

erageinternetuser

Fantasyfootballplayersarecon

centratedinthecoveted1

8-49year

oldde

mographic;72%ofplayersfellwithinthisdemovs

.49%

internetaverage

HispanicsandAfricanAmericansareunder-representedincurrent

fantasyaudience


49/167

5

TopFantasyFootba

llSitesOctober,2006

197

USAToday.com

192

RTSports.com

228

AOL.com

446

Myfantasyleague.com

1,405

NFL.com

697

FoxSports.com

1,501

ESPN.com

2,788

CBSSportsline.com

4,685

Yahoo.com

9,557

TotalFantasyFootballCategory

143

SportingNews

368

Fanball.com

Unique

Users

(000s)

FantasyFootb

allUniverse

Totalof9.6millionuniqueusersforfantasyfootballsitesinOctober,2006

Yahoowas#1sitew

ith4.7millionuniqueusers;CBS

SportsLinesolid#2position


50/167

6

SelectedFantasyFootballSitesOctober,2006

86

TheHuddle.com

91

FantasyFootballCafe

47

FFToolbox

72

EASportsFantasyFootball

75

Sandbox.com

81

FFToday

146

KFFL.com

174

FantasySharks.com

Unique

Users

(000s)

FantasyFootb

allUniverse

Widerangeofsmallersitesprovidedgamesand/o

rcontentservices


51/167

7

PageViews,Time

Spent,andVisits

13202431614106121511

Visits/

Person

1:49

2:44:04:372

:152:20

1:34:441

:321:43

1:10

Time/

Person

3

643

197

USAToday.com

322

61,873

192

RTSports.com

43

9,882

228

AOL.com

180

80,514

446

Myfantasylea

gue.com

76

106,890

1,405

NFL.com

152

105,589

697

FoxSports.com

187

281,028

1,501

ESPN.com

124

346,189

2,788

CBSSportsline.com

171

800,566

4,685

Yahoo.com

194

1,858,351

9,557

FantasyFootballCategory

148

54,395

368

Fanball.com

Pages/

Person

Page

Views

(000s)

Unique

Users

(000s)


Fantasyfootball

sitesgeneratedtotalof1.9billion

pagesviewsinOctober,2006

Averagefantasy

playerspent1hour49minutesonFFsitesandviewed194pagesd

uringthemonth

Ofthemajorme

diasites,ESPNandCBSSportsL

ineusersweremostengaged


52/167

8

Homevs.W

orkUsage

3053534154251115363129Work

Page

Views

(%)

47

643

197

USATo

day.com

47

61,873

192

RTSports.com

59

9,882

228

AOL.co

m

75

80,514

446

Myfantasyleague.com

85

106,890

1,405

NFL.co

m

89

105,589

697

FoxSpo

rts.com

64

281,028

1,501

ESPN.c

om

69

346,189

2,788

CBSSp

ortsline.com

71

800,566

4,685

Yahoo.com

70

1,858,351

9,557


46

54,395

368

Fanball.com

Home

Page

Views

(%)

Fantasy

Page

Views

(000s)

Uniqu

e

Users

(000s)


Approximately70%offantasyfootballusagewas

athome,30%ofusagewasatwo

rk

Ofmajorsites,E

SPNusersconsumedmostpages

atwork,FoxSportsusersconsum

edmostpagesat

home


53/167

9

Fanta

syFootballPageViewsas%ofSportsPageV

iews

100%

1%

11%

94%

100%

16%

39%

24%

46%

47%

Fantasy

Pages/

Sports/

Pages

146,067

643

197

USAToday.com

-

61,873

192

RTSports.com

88,924

9,882

228

AOL.com

-

80,514

446

Myfantasyleag

ue.com

271,183

106,890

1,405

NFL.com

655,069

105,589

697

FoxSports.com

1,175,399

281,028

1,501

ESPN.com

752,590

346,189

2,788

CBSSportsline.com

1,692,332

800,566

4,685

Yahoo.com

58,012

54,395

368

Fanball.com

Sports

Page

Views

(000s)

Fantasy

Page

Views

(000s)

Unique

Users

(000s)


Fantasyfootball

usagerepresentedsignificantpercentageoftotalusageformajorsp

ortssites

ForYahooSportsandCBSSportsLine,fantasyfo

otballpageviewsrepresented47%

and46%oftotal

sportspageview

srespectively


54/167

10

F

FUserPageViewsas%ofSportsPageViews

2,741,216

-17,723

15,503

57,943

-

200,216

164,761

475,535

507,609

1,267,358

FFUser

Page

Views

(000s)

100%

12%

17%

100%

100%

31%

61%

40%

67%

75%

FFUser

Pages/

Sports/

Pages

146,06

7

643

197

USAToday.com

61,173

61,873

192

RTSports.com

88,924

9,882

228

AOL.com

80,514

80,514

446

Myfantasylea

gue.com

271,18

3

106,890

1,405

NFL.com

655,06

9

105,589

697

FoxSports.com

1,175,3

99

281,028

1,501

ESPN.com

752,59

0

346,189

2,788

CBSSportsline.com

1,692,3

32

800,566

4,685

Yahoo.com

1,858,351

9,557


58,012

54,395

368

Fanball.com

Sport

s

PageViews

(000s)

Fantasy

Page

Views

(000s)

Unique

Users

(000s)


Fantasyfootball

playersgeneratedapproximately

2.7billiontotalpageviewsonsportssitesthathost

theirfantasygam

es1.9billionfantasyfootballpagesand900millionadditionalsportspages

ForYahooSportsandSportsLine,fantasyfootballusersgeneratedmorethan2/3o

fsiteusage


55/167

11

TopInternetPropert

iesOctober,2006

5,132,875

FFUsers

1,867,272

ElectronicArts

1,917,538

AskSearchNetwork

2,159,867

Nickelodeon

2,455,512

Comcast

1,858,351

FFSites

3,021,098

Craigslist

6,874,787

AOL

13,553,056

MSN/WindowsLive

13,053,465

eBay

15,788,669

Google

28,086,037

MySpace

34,086,037

Yahoo

3,528,406

Facebook

PageViews

(000s)

Ran

kAmongTop

WebProperties

Aggregatedfantasyfootballsiteusageranked#14

amongallinternetproperties

Whenallpageviewsgeneratedbyfantasyplayers

onhostsitesareaggregated,fantasyfootballranked

intop10


56/167

12

AgeofFantasyPlayers

87054023657918-24(%)

13

24

15

61

22

24

37

29

20

21

28

26

25-34

(%)

NA

34

NA

SI

20

52

14

SportingNews

19

40

15

AOL

13

43

5

Fanball.com

13

47

15

NFL.com

16

41

12

FoxSports.com

14

51

10

CBSSportsline.com

11

38

17

ESPN.com

16

39

10

Yahoo.com

32

28

20

InternetAverage

16

41

13

FantasyFootballCategor

y

17

52

9

MyFantasyLeague

50+

(%)

35-49

(%)

Under18

(%)D

emogr

aphics

Fantasyfootball

playersareconcentratedwithin1

8-49yearolddemographic;72%offantasyplayers

fellwithinthisagegroupingvs.49%foroverallinternetaudience


57/167

13

IncomeofFan

tasyPlayers

22

16

11

35

33482

427

14

19

17

$25-49k(%)

27

28

31

2274

222

28

24

25

27

30

$50-74k

(%)

811

11

12

20

18

10561

2810

$150k+

(%)

9

18

5

SI

35

14

NA

SportingNews

9

28

NA

AOL

20

38

3

Fanball.com

15

23

5

NFL.com

15

28

1

FoxSports.com

28

19

2

CBSSportsline.com

19

24

2

ESPN.com

18

22

2

Yahoo.com

16

19

6

InternetAverage

20

22

2

FantasyFootballCategor

y

16

17

2

MyFantasyLeague

$100-

149k

(%)

$75-99k

(%)

Under

$25k(%)D

emogr

aphics

Fantasyfootball

playersaremoreaffluentthantheaverageinternetuser;53%above$75,000/year

income

Ofthemajorsites,CBSSportsLineusersaremostaffluent;40%above$100,000peryearincome


58/167

14

EducationofFa

ntasyPlayers

44

56

65

50

57

58

68

48

56

55

59

College

(%)

11

1552

330

1291

420

12

16

PostGrad

(%)

SI

30

Sporting

News

27

AOL

29

Fanball.com

38

NFL.com

22

FoxSports.com

24

CBSSportsline.com

33

ESPN.com

25

Yahoo.c

om

43

Internet

Average

28

Fantasy

FootballCategory

12

MyFantasyLeague

No

College

(%)

Demogr

aphics

Fantasyfootball

playersarebettereducatedthant

heaverageinternetuser

Morethan71%offantasyfootballplayershaveat

leastsomelevelofcollegeeducation


59/167

15

EthnicOriginofFantasyPlayers

956254

Hispanic

Yes(%)

91

95

94

98

95

96

Hispanic

No

(%)

NFL.com

CBSSportsline.com

ESPN.com

Yahoo.com

InternetAverage


Demogr

aphics

PeopleofHispanicoriginareunder-representedw

ithinfantasyfootballcategory;slightgrowthover

2005

Ofmajorfantasy

sites,NFLhadhighestpercentageofHispanicplayers


60/167

16

RaceofFant

asyPlayers

9609119456

African

American

(%)

232702115Asian

(%)

0

85

Fanball.com

0

89

NFL.com

0

89

FoxSports.com

0

95

CBSSportsline

.com

0

93

ESPN.com

0

88

Yahoo.com

1

88

InternetAverag

e

0

90


0

98

MyFantasyLeague

Oth

er

(%

)

White

(%)

Demogr

aphics

AfricanAmerica

nsareunder-representedwithinfantasyfootballcategory

Ofmajorfantasy

sites,FoxSports.comhadhighestpercentageofAfricanAmerican

players


61/167

FSAResearch

Symposium

April27t

h,

2007


62/167

1

Methodo

logy

504onlinesurveyswerecompletedusingISM

s

proprietarypaneloffantas

ysportsplayers

Surve

yswerecompletedbe

tweenFebruary27tha

ndMarch

31st

Respon

dentsincludeamixoffantasysports

players:

Multiplesportsandwebsites

Free

playersandpayplayers

Varyinglevelsofexperienceplayingfantasysports


63/167

2

SummaryofFindings

PlayerandWe

bsiteOverview

PGATOU

RandNFLfantasyplaye

rsindexthehighestforincomes

above$75kand$100k

43%o

fPGATOURand37%ofNFLfantasyplayershaveahousehold

incomeabove$75,0

00

AlthoughYahoo!remainstheoverallleaderinnumberofpla

yers,

CBSSportslineandESPNhaveahigherpercentageofplay

ersinthe

upperincomeranges

20%

ofon

linefantasysportsplay/researchisdonefromwork

NFLandMLBfantasyplayersareveryactiveinfollowingga

mesand

theirfanta

systatsusingboththeTVandinternet


64/167

3

SummaryofFindings

LeisureActivityandProductOwnership

69%

offantasyplayershaveattend

edalivesportingeventinthepast

year

PGAT

OURandMLBfantasyplay

ersindexthehighestforatte

ndinglive

sportin

gevents

Approximately50%offantasysportsplayersparticipateinrecreational

sports

Participationinsportsalignswithfantasysportplayed,

butnot

alwayswith

sportin

ggoodspurchased

Fantasysportsplayersownership

ofconsumerelectronicsindexes

favorablyacrossmanyproducts

69%o

ffantasyplayersownavide

ogamesystem,whichindexesat168vs.

U.S.h

ouseholds


65/167

4

Summar

yofFindings

OnlineAdvertisements

42%

offantasyplayersrememberseeingadvertisementson

fantasy

sportswebsites

Sportingcategories(tickets,equipmentandapparel)dominate

recall

60%couldnameatleastonebran

dthatadvertisedonafantasysports

websitewithoutprompting

Almosthalfoffantasyplayershave

clickedonanonlineadv

ertisement

2/3ofwhichhasbeendoneonafantasysportswebsite

Almost2/3

offantasysportsplayersfeelthatifacompanyisadvertising

onafantasysportswebsite,

theproductswillf

itwiththeirinterests

Fantasysportsplayersareheavytelevisionandinternetuse

rs

AlmosthalfwatchatleastsixhoursofTVperweekday

Overa

thirdspendatleastsixhou

rsperweekdayontheinternetfornon-

busine

ssreasons


66/167

5

DemographicSnapsho

t

88%ofplayersinsamplearemale

88%areinthe18-49demographic

14%--18-24

36%--25-34

38%--35-49

55%haveanincomeof$5

0,0

00orhigher

31%-$75,0

00orhigher

85%haveabroadbandco

nnectionathome

vs.7

8%ofonlinepopulation


67/167

6

Househo

ldIncomeby

FantasySport

Played

FantasySportPlayed

HouseholdIncomeLevel

MLB

NBA

NFL

PGATOUR

NHL

NASCAR

31%

26%

37%

43%

14%

28%

100

82

119

136

44

89

16%

17%

20%

26%

10%

14%

96

105

121

161

63

85

Over$

75

,000

Over$1

00

,000

PGATOURandNFLfantasyplayersindexthe

highestforincomesabove$75k

and$100k

37%ofNFL

fantasyplayershaveahouseho

ldincomeabove$75k

NFLfantasy

playersareaclosesecondtoT

hePGATOURforincomesabo

ve$75k

HowtoReadtheT

ableAbove:

43%ofPGATO

URfantasyplayershaveaninc

omeabove$75k,whichisanin

dexof136vs.

theoverall

sampleinthiss

urvey

26%ofPGATO

URfantasyplayershaveaninc

omeabove$100k,whichisanindexof161vs.

theovera

sampleinthiss

urvey


68/167

7

44%

34%

30%

19%

11%

10%

10%

9%

6%

4%

4%

3%

3%

2%

2%

1%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Yahoo!

ESPN

CBSSportsline

FO

XSports

NFL.com

TheSportingNews

CDMFantas

ySports

AOL

RealTimeFantas

ySports

MLB.com

Fanball

N

BA.com

Sp

ortsbuff

Head2Hea

dSports

EASports

PROTRADE

Other

Fantasy

SportsWebsites

Overallranking

oftopsitesremainedfairlycons

istentwithApril2006FSAStudy

Yahoo!isclearlytheleaderwithESPNandCBSSportslinestillaheadofthe

packin2nda

nd3rd

position,respectively %

ofRespondentsthathaveplay

edateachsiteinthelast12months


69/167

8

Househo

ldIncomeby

FantasySport

Website

FantasySportPla

yed

HouseholdIncome

Level

AOL

CBS

Sportsline

CD

M

Fanta

sy

Sports

ESPN

FOXSports

NFL.com

The

Sportin

g

News

Yahoo!

8%

10%

19%

9%

13%

13%

15%

13%

66

86

15

3

73

105

105

126

106

35%

27%

33%

31%

36%

43%

33%

32%

108

84

10

0

95

110

130

102

97

32%

21%

21%

24%

27%

23%

28%

23%

136

88

88

99

113

98

118

98

19%

20%

16%

20%

14%

15%

18%

18%

127

136

10

9

134

95

100

121

122

5%

12%

5%

6%

9%

2%

3%

7%

62

138

53

67

102

24

29

77

0%

9%

7%

10%

1%

4%

3%

7%

0

117

92

137

17

56

34

96

$100,0

00-$

150,0

00

Over$15

0,0

00

Under$2

5,0

00

$25,0

00-$49,9

99

$50,0

00-$74,9

99

$75,0

00-$99,9

99

AlthoughYahoo!remainstheoverallleaderinn

umberofplayers,

CBSSportslineandESPNhave

thehighestpercentageofplayersintheupperincomeranges

41%ofCBS

Sportslineplayershaveahouseholdincomeover$75kcompar

edto36%ofESPN

playersand32%ofYahoo!players


70/167

9

OnlineH

oursPlayingFantasySports

Work

Home

Total

NFL

1.19

3.86

5.05

MLB

0.95

4.02

4.97

NASCAR

0.98

3.51

4.49

NBA

0.83

2.98

3.80

NHL

0.43

2.40

2.83

PGA

TOUR

0.53

1.59

2.12

Other

0.60

2.34

2.94

NFLandMLBfantasyplayersspendthemostt

imeonlineperweekplayingand

researching

fantasysports

NASCARwasasurprisingthirdplacewithalmost4o

nlinehoursperweek

perplayer

20%offantasy

playersonlinetimeplaying/rese

archingfantasysportswasdon

efromwork

OnlineHoursperWeekPlaying&Re

searchingFantasySports


71/167

10

Fantasy

PlayerEngagementBehavior

NFLandMLBfantasyplayersarethemostlikelytofollowthegamesandtheirfantasyteams

acrossmultiple

devices

38%ofMLB

fantasyplayersstillcheckstats

inthefollowingdaysnewspape

reventhough

theywatchlivegamesandfollowtheirfantasystatsliveontheinternet

NASCARplaye

rsarealsofarmorelikelythantheremainingsportstowatchtheactualrace

MLB

NBA

NFL

PGATOUR

NHL

NASCAR

Iwa

tchthegames

/even

tsliveon

TV

88%

63%

94%

59%

43%

83%

Irecord

thegames

/even

tsonaD

VR(TiVo

)an

dwa

tchthema

ta

later

time

13%

7%

20%

6%

6%

16%

Ifollow

thegames

/even

tsan

dmy

fan

tasys

tatson

the

interne

t

84%

60%

80%

64%

74%

66%

Ifollow

thegames

/even

tsan

dmy

fan

tasys

tatsonmyce

llp

honeor

PDA

13%

6%

14%

5%

3%

6%

Ic

hec

ks

tatsthenex

tdayon

the

interne

t

83%

72%

80%

74%

74%

76%

Ic

hec

ks

tatsthenex

tday

inthenewspaper

38%

20%

28%

18%

29%

22%


72/167


73/167

12

LiveSpo

rtingEventsA

ttended

69%offantasy

sportsplayershaveattendeda

livesportingeventinthelast12

months

27%offantasy

sportsplayershavepurchasedticketsonlineinthelast12months

%

ofRespondentsthathaveattendedeachtypeofsportingevent

30%

30%

22%

16%

9%

9%

3%

3%

2%

10%

31%

0%

5%

10%

15%

20%

25%

30%

35%

MLB

NFL

NASCAR

NBA

NHL

PGATO

UR

Ultima

teFighting

Champ

ionsh

ip

Ma

jor

League

Soccer

Bo

xing

O

ther

None

inlast

12mon

ths


74/167

13

SportingE

ventsAttended

byFantasySpo

rt

Played

Fan

tasy

Spor

tPlaye

d

Live

Spor

ting

Even

tAtten

de

d

MLB

NB

A

NFL

PGATOUR

NHL

NASCAR

56%

42%

41%

47%

29%

27%

184

13

7

134

155

94

88

25%

37%

22%

26%

23%

14%

155

22

7

134

164

142

87

40%

38%

38%

41%

37%

29%

134

12

7

127

136

124

96

14%

13%

11%

20%

6%

7%

167

15

8

131

238

67

78

13%

11%

12%

14%

26%

9%

137

12

1

132

148

282

93

15%

12%

14%

10%

9%

27%

67

5

5

61

44

39

122

78%

72%

71%

77%

57%

66%

114

10

5

104

113

83

97

22%

28%

29%

23%

43%

34%

69

8

9

91

72

136

106

NFL

PGATOUR

NHL

MLB

NBA

NASCAR

Haveattendeda

livesportingevent

in

last12months

Havenotatten

ded

alivesportingevent

in

last12months

Overall,PGATOURandMLBfantasyplayersindexthehighestforattendingliv

esportingevents

Includinghav

ingthehighestattendance%atNFLgames

EventhoughNFLfantasyplayersskewtowardsahigherincome,

theirattendan

ce%atlivesporting

eventswasgen

erallymiddleofthepack


75/167

14

LeisureActivities

Almosthalfoffantasysportsplayersparticipate

inrecreationalsports

55%offantasy

sportsplayersrentmoviesand42%goouttoseemovies

Aquarterof

fantasysportsplayersalsostatedthatamovieadvertisementonafantasysports

websitewou

ldcatchtheirattention

OtherActivitiesRespondentsDoForFun

64

%

55%

54%

49%

42%

39%

35%

35%

32%

23%

10%

0%

10%

20%

30%

40%

50%

60%

70%

Listentomusic

Rentmovies

Gooutwithfriends

Participateinsports

Gotomovies

Exercise

Gambleinacasino

Travel

Readbooks

Sho

p

Other


76/167

15

RecreationbyFantasy

SportPlayed

NASCARfantasyplayershadmateriallylowerparticipationratesinexercisean

drecreationalsports

Participation

forNASCARplayersinotherlessactiveactivitieswasaverag

e

MLB

NBA

NFL

PGATOUR

NHL

NASCAR

Exercise

52%

45%

48%

55%

43%

35%

ParticipateinSports

73%

66%

60%

70%

66%

45%


77/167

16

SportPa

rticipationbyFantasySport

Fantasyplayersgenerallyhavehigherparticipa

tionratesinrecreationalsports

thatalignwiththeir

fantasysportsp

articipation

Fant

asy

SportPlayed

Recr

eationalSportPlayed

MLB

N

BA

NFL

PGATOUR

NHL

NASCAR

Baseball

33%

25%

24%

22%

21%

21%

Basketball

56%

65%

57%

53%

58%

55%

Football

37%

35%

40%

29%

42%

39%

Golf

61%

63%

58%

70%

46%

49%

Hockey

7%

4%

6%

5%

21%

6%

Running

26%

19%

26%

27%

21%

26%

Soccer

8%

7%

9%

9%

13%

5%

Softball

42%

44%

38%

29%

38%

38%

Tennis

15%

12%

14%

12%

17%

13%


78/167

17

Sporting

GoodsPurchased

75%offantasy

sportsplayershavepurchased

sportinggoodseventhoughonlyhalfparticipatein

recreationalsports

%

ofRespondentsthathavepur

chasedeachtypeofsportinggood 46

%

30%

20%

18%

16%

10%

7%

7%

4%

11%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

AthleticShoes

Golf

Football

Ba

sketball

B

aseball

Softball

Soccer

Tennis

Hockey

Other

Havenotpurchasedinlast12months


79/167

18

Sporting

GoodsPurchasedbyFanta

sy

Sport

Fantas

y

SportPlayed

Sporting

GoodsPurchased

MLB

NBA

NFL

PGATOUR

NHL

NASCAR

Baseball

28%

18%

18%

21%

20%

16%

Basketball

23%

23%

23%

26%

26%

17%

Football

22%

22%

21%

21%

20%

21%

Golf

40%

33%

36%

52%

20%

25%

Hockey

4%

4%

4%

7%

9%

4%

Soccer

8%

9%

9%

13%

14%

7%

Softball

13%

13%

11%

11%

9%

10%

Tennis

8%

10%

8%

9%

11%

6%

AthleticShoes

58%

51%

51%

60%

46%

44%

Have

notpurchasedinlast12months

16%

16%

21%

12%

23%

27%

Sportinggoods

purchasesarenotalwaysdictatedbyfantasysportparticipation

NASCARandN

HLfantasyplayershaveahigh

erincidenceofnon-purchasein

thelast12months

thanotherfanta

sysportsplayers


80/167

19

ConsumerElectronics

Ownership

Fantasysports

playershavesignificantlyhigherhouseholdownershipinimportantconsumer

electronicscate

gories

Ownershipp

ercentagesareconsistentwithTVwatching,videogameplayingandmusic

listeninginte

restsandbehaviors

Only13%offantasysportsplayersdonotown

anyoftheseitems

34%

42%

69%

31%

15%

10%

41%

12%

33%

7%

0%

10%

20%

30%

4

0%

50%

60%

70%

80%

HighDe

fin

ition

TV DVR

Video

Game

System

Video

iPo

d/MP3Player

Sa

telliteRa

dioSystem

FSASurvey

USHouse

ho

lds


81/167

20

VideoGamePlayingT

ime

Between0-2hours

42%

Between3-5hours

17%

Between6-10hours

9%

Between11-20hours

4%

Over20hours

3%

Idonotplayvideogames

24%

Morefantasysportsplayersplayvideogames(76%)thanownvideogamesystems(69%)

Inadditiontoplayingtheirownsystem,playersareplayingon-line,usinghandhelddevices

andwithfriendssystems

HoursPlayingVideoG

amesperWeek


82/167

21

66%

41%

27%

11%

10%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Be

er

Liqu

or

Wine

Lique

ur

Flavoredmaltbeverage

Noneoftheabov

e

BeverageConsumptionBehavior

75%ofplayers

haveconsumedalcoholicbever

agesinthelast30days

65%haveconsumedmorethanonetypeof

beverageduringthatsametime

period

%

ofRespondentswhohaveconsumedeachtypeofbeverageinthelast30day

s


83/167

22

28%

27%

26%

24%

23%

23%

22%

22%

18%

17%

16%

13%

13%

12%

19%

0%

5%

10%

15%

20%

25%

30%

Spor

tingTickets

Spo

rtsApparel

A

utomobiles

SportingGoods

Beer

Onlin

eGambling

CellPhonesandService

VideoGames

C

reditCards

Sports

Beverages

Cable/SatelliteTV

Movies

Electronics

JobHunting

Idon'tremember

AdvertisementsonFantasySports

Websites

Sportsrelatedc

ategoriesholdthreeofthetopf

ourspots

Fastfoodwasn

otableinitsabsencefromthem

ostrememberedcategories

%

ofRespondentswhorememberseeinganadvertisementineachproductcate

gory

49%

ofrespondents

h

averesearchedor

purchasedan

automobileonline


84/167


85/167

24

AdvertisementsonFantasySports

Websites

45%haveclickedonanonlineadvertisement

Two-thirdsofthoseclickinghavedonesoonafantasysportswebsite

25%responded

thatamovieadwouldcatchtheirattention(42%ofrespondentsattendmovies)

%

ofRespondentsstatingadsforthese

productcategorieswouldcatchtheiratte

ntion

38%

38%

36%

31%

26%

24%

24%

19%

19%

19%

18%

16%

16%

16%

14%

14%

0%

5%

10%

15%

2

0%

25%

30%

35%

40%

45%

Sport

ing

Goo

ds

Spor

ting

Tickets

Spo

rts

Appare

l

Beer

Video

Games

Mov

ies

Electron

ics

A

utomo

biles

Music

Sports

Beverages

Liquor

Sports

Tra

ding

Cards

DVDs

Onlin

eGam

bling

En

ergy

Drin

ks

Trave

l


86/167

25

BehaviorTowardsOnlineAdsbySp

ort

MLB

NBA

NFL

PGATOUR

NHL

NASCAR

Rememberseeingadonfantasysp

ortssite

58%

60%

49%

55%

54%

43%

Clickedadonfantasysports

site

39%

40%

34%

40%

49%

30%

Top5ProductCategories

Remembered:

SportingTickets

SportingTickets

SportingTickets

SportsApparel

SportingT

ickets

SportingTickets

SportsApparel

SportsApparel

SportsApparel

SportingTickets

CellPhones/Service

SportsApparel

CellPhones/Service

Automobiles

Automobiles

Automobiles

VideoGa

mes

Automobiles

SportingGoods

VideoGames

SportingGoods

VideoGames

SportsAp

parel

CellPhones/Service

VideoGames

CellPhones/Service

OnlineGambling

CellPhones/Service

Movie

s

Beer

Likelyto"catchmyattention

":

SportingGoods

SportingTickets

SportingTickets

SportingGoods

SportingT

ickets

SportingTickets

SportingTickets

SportingGoods

SportingGoods

SportingTickets

VideoGa

mes

SportingGoods

SportsApparel

SportsApparel

SportsApparel

SportsApparel

SportingG

oods

SportsApparel

Beer

Beer

Beer

Beer

SportsAp

parel

Beer

VideoGames

VideoGames

VideoGames

VideoGames

Electron

ics

VideoGames

FantasySportPlayed


87/167


88/167

27

Attitudes

TowardsAdv

ertisements

Forrespond

entswhosaidtheya

remorelikelytopurchase

productsfromacompanythatad

vertisesonafantasysports

website,

the

mostcommonreasonswere(inorderof

frequency):

Iassume

thattheirproductswillinterestmesincethey

are

advertisin

gonafantasysportswebsite

Iwanttosupportthesponsorst

hatkeepthesiteinbusiness

Inoticeth

emmorebecauseIamonthesiteregularly

IfIlikethesite,

IfeelIcantrust

theadvertisers


89/167

28

MediaConsumptionBehavior

Fantasysports

playersareheavytelevisionand

internetusers

87%watchatleasttwohoursoftelevisionperweekday(88%onaweekend

day)

45%watchatleastsixhoursoftelevisionpe

rweekday(42%onaweekend

day)

75%spendatleasttwohoursperweekdayontheinternetforpersonalreasons(68%ona

weekendday)

35%spendatleastsixhoursperweekdayo

ntheinternetforpersonalreaso

ns(27%ona

weekendday)

N

oTime

0-1Hours

2-5Hours

6-1

0Hours

>10Hours

Readingnewspapersandmaga

zines

Weekday

20.0

%

50.6

%

26.4

%

2.4

%

0.6

%

Weekend

26.2

%

53.8

%

18.8

%

0.6

%

0.6

%

Listeningtotheradio

Weekday

7.5

%

24.2

%

35.7

%

19.6

%

12.9

%

Weekend

19.4

%

39.9

%

30.0

%

7.1

%

3.6

%

Watchinglivetelevision

Weekday

4.4

%

8.7

%

41.7

%

24.2

%

21.0

%

Weekend

5.2

%

6.7

%

46.0

%

29.0

%

13.1

%

Watchingrecordedshowsona

DVR(TiVo)

Weekday

50.8

%

18.5

%

22.2

%

5.2

%

3.4

%

Weekend

51.8

%

17.9

%

23.0

%

5.2

%

2.2

%

Ontheinternetforpersonal(no

tbusiness)reasons

Weekday

6.9

%

18.1

%

40.1

%

17.5

%

17.5

%

Weekend

10.5

%

21.6

%

40.9

%

16.1

%

10.9

%

HoursperDay


90/167

29

ReferencetoOutsideDataSources

BroadbandpenetrationNielsen/NetRatings,D

ecember2006

HDTVownershipEnvisioneeringGroup,

January2007

DVRownership

LeichtmanResearchGroup,November2006

VideoGameSystemownershipNielsenMediaResearch,

March2007

VideoiPod/MP3

ownershipIpsos/TEMPOStu

dy,

June2006

SatelliteRadioo

wnership-ConsumerElectronicsAssociation2006Ownership

&Market

PotentialSurvey


91/167

Contact:

ClayWalker202.9

57.5

319

AdamJ.

Rosenbaum

847.9

80.8

605


92/167

0

CopernicusMarketing

Cu

stomFantasyFootballStudy


93/167

1

Method

ology

StudyconductedbyCopernicusMarketing,aleadingresearchfirm

Atotalof1,066interviewsconductedonline

Respondentswererecruitedfrom

anationallyrepresentative

onlinepa

nelandscreenedtobemale,1854yearsold,

andhave

playedfantasyfootballin2005

Amixof

playerswererecruited:

From

thedifferentmajor

sites

Free

vs.payplayers

First

timeplayersandveterans

Individualplayersvs.LeaguePlayers


94/167

2

SummaryofFindings

ProfileofSitePlayers

Fantasy

footballcategoryhasexpandeddramaticallyoverpastth

reeyears

App

roximately60%offantasyfootballusersbeganplayingafter2002

Morethan30%ofusersin2005were1stt

imeplayers;NFLhadhighestnewplayer%

Wordofmouthandavailabilityoffreegamesweremostimportantinfluencers

for1stt

imeplayers

Averagefantasyfootballuserplayed

2.1teamsin2005,spent5.2

hoursperweek

onlinem

anagingfantasyteam,visite

dhostsite7timesperweek

Averagefantasyfootballplayerspen

t$51ongamesubscription/

entryfee

46%of

fantasyfootballplayersalso

playedanotherfantasysport

FantasyContent/Information

Approx

imately35%ofplayerspurchasedsupplementalonlinefeaturesuchas

livestat

stracker,

draftkit,orfantasynewsservice;averageexpenditureof$16

Fantasy

playersfrequentlyvisitsites

otherthanhostforinform

ation;average

playerv

isitednon-hostsites4.7timesperweekforfantasyfootb

allinformation

Majorityofnon-hostvisitsweretomajorfantasy/sportssites

Approx

imately23%offantasyplayersvisitedsecondarycontent

providerssuch

asrotoworld.comandfantasyguru.c

om


95/167

3

SummaryofFindings

OfflineBehavior/TelevisionViewing

Fantasy

Footballplayersparticipatedinrangeofofflinefantasyactivities

36%

purchasedafantasyfootballm

agazine

30%

attendedafantasydraftparty,event,ordinner

35%

watchedafantasyfootballprev

iewshow

12%

usedacellphone/servicetoch

eckfantasyteam

Averagefantasyfootballplayerwatc

hed4.1

NFLgames/wkfor

totalof6.8

hours;moreinvolvedfantasyplayerswatchedmorehoursofNF

Lgames

57%of

fantasyplayersnoticedfantasyfeaturesandinformation

inNFLgame

broadcasts;52%thoughtthesefeatu

reswereoutstandingorverygood

Fantasy

footballplayersmulti-task;24%watchedgamesandche

ckedweb

eachweek;another35%didoccasio

nally

Advertising

Impact

Players

whosawonlineadsinfantasysiteshadmuchmorefavorable

impress

ionoffantasyadvertisersthanthosewhohadntseenads


96/167

4

SummaryofFindings

MotivatingPo

werDriversofFantasyFootballSiteSelection

Overall,th

emostcriticalmotivatorsim

pactingsiteselectionwere:userfriendly,

reliable,free,andfamiliar(asiteeveryb

odywillbehappywith)

Forhighinvolvementplayers,customizablefeaturesweremoreim

portant;forlow

involveme

ntplayers,

freegameandu

serfriendlyweremoreimportant

Lessmotivatingfactorsincluded:comprehensivedraftkit,videohighlights,same

siteusedf

orsports,homepage,and/o

remail

NewOpportunities

Fantasyfo

otballplayersshowedstronginterestinweeklyfantasyT

Vshow,

TVstat

tracker,an

dfantasyfootballevents

Playersshowedmoderateinterestinw

eeklymagazine,fantasyTVhighlights,and

wirelessse

rvices

Ingeneral,

FoxandESPNaudiencesw

eremostreceptivetonewo

pportunities


97/167


98/167

6

AwarenessandUsageof

FantasyFootballSites

5

10

22

Myfa

ntasyleague.com

1

12

21

Sandbox.com

3

10

23

Sportingnews.com

2

8

26

SI.co

m

17

26

55

NFL.com

10

17

46

FoxS

ports.com

20

33

55

CBS

Sportsline.com

22

33

66

ESPN

.com

45

54

66

Yaho

o.com

1.3

2.3

na

Averagenumberplayed

1

6

18

USAToday.com

2

8

19

Fanball.com

6

12

25

AOL

.com

(1066)

%

Played

2005

(1066)

%Ever

Played

(1066)

%Ever

HeardOf


Yahoohastheh

ighestawarenessandusage.Abo

uthalfofplayershadateamonY

ahoolastseason

Onaverage,playershavetried2.3sitessincethey

beganplayingand1.3thispastse

ason


99/167

7

010

20

30

40

50

60

0

10

20

30

40

50

60

70

EverHeardOf

PlayedIn2005

RelationshipBetweenAwa

renessandCurrentUsage

Yahooisthemo

stsuccessfulintermsofconvertin

gawarenesstousage

ESPN,N

FL,an

dFoxSportsarebelowaveragein

generatingusageamongthoseaw

are

Yahoo.com

ESPN.com

CBSSportsline.com

NFL.com

FoxSports.com

AOL.com

R

Square=.594

ProfileOfSitePlayers


100/167

8

UsageofFantasyFootballSites

1.1233545251220173664(10

66)

%

Played

2004

0.82232322461592549(10

66)

%

Played

2003

0.73383444341271941(10

66)

%

Played200

2

(orearlier)

100

PlayedFantasyFootball

5

Myfantas

yleague.com

1

Sandbox.com

3

Sportingn

ews.com

2

SI.com

17

NFL.com

10

FoxSports.com

20

CBSSportsline.com

22

ESPN.com

45

Yahoo.co

m

1.3

Averagenumberplayed

1

USAToday.com

2

Fanball.com

6

AOL.com

(1066)

%

Played

2005


41%ofcurrentp

layershavebeenplayingsince2002(orearlier)

Categoryexpansionhasincreasedexponentiallyo

verthepast4seasons

PlayatYahoohasgrownconsistentlyovertime

ESPNandNFL

usageincreasedsharplyoverthepasttwoseasons

+56%

+31%

+

20%


101/167

9

31%

16%

21%

37%

46%

38%

50%

Total

CBSSportsl

ine.com

Yahoo.com

ESPN.com

NFL.com

FoxSpor

ts.com

AOL.com

PlayedFantasyFootballForTh

eFirstTimeThisPast

Season


31%ofresponde

ntsplayedfantasyfootballforthe

firsttimethispastseason


102/167

10

ReasonsForPlayingfortheFirstTimeThisPastSe

ason

35

34

19

15

27

20

34

17

26

16

24

Gamewasnowfree

45

54

69

63

22

44

46

63

76

77

59

Convincedby

someoneIknow

12

2

5

6

3

17

9

9

3

0

6

SawaTVshow

aboutfantasy

football

1118(156)

%18-24

Age

SitesPlayedin2005

820(335)

%35-44

1737(98)

%

FoxSports

.com

1364(70)

%

AOL

.com

825(403)

%25-34

9

17

11

4

11

9

Saw/heardason

TV,radio,orin

print

34

25

28

13

14

24

Sawadonline

(188)

%NFL

.com

(276) %

ESPN .com

(579)

%

Yahoo

.com

(253)

%

CBSSports

line.com

(1066)

%

Tota

l

(172)

%45-54

ProfileofFirstTimePlayers

Wordofmouthistheprimarycatalysttobeginplayingfantasyfootball

Particularlyamongyoungerplayersandtho

sewhoplayedatCBSSportslinea

ndYahoo

Promotion

sandswitchingtofreegamesmo

tivateolderplayerstobeginplaying

OnlineadvertisingattractedolderplayersandbroughtnewplayerstoAOL

Advertising(on-

andoff-line)promptedmanytob

eginplayingatFoxSports


103/167

11

PlayerDem

ographics

Age

55

70

72

63

73

79

71

%EmployedFull-time

64

69

55

59

66

70

64

%OwnHouse

45

43

41

38

38

38

39

%

WithChildrenUnder18

80

77

80

82

85

87

84

%Caucasian

17

16

7

4

6

7

8

%HispanicDescent

23

33

23

31

22

9

23

1824

29

26

28

28

38

36

33

2534

20

22

34

23

25

35

28

3544

29

19

16

19

16

20

18

45-54

36yrs

33yrs

34yrs

33yrs

33yrs

36yrs

34yrs

AverageAge

$67k

$78k

$62k

$73k

$73k

$82k

$73k

AverageHHIncome

41

51

42

43

52

59

50

%CollegeGradorMore

46

41

54

44

49

53

49

%Married

(1066)

%

Total

SitesPlayedin2005

(98)%

FoxSports.

com

(70)%

AOL.

com

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportslin

e

.com



104/167

12

OtherFantasyGamesPlayed

52

53

52

51

44

56

54

DidNotPlayOther(Net)

31

20

20

25

24

16

19

FantasyBasketball

6

4

11

6

10

9

8

Other

13

13

10

16

15

8

12

FantasyHockey

9

5

8

10

13

11

9

FantasyGolf

27

32

24

30

41

31

31

FantasyBaseball

(1066)

%

Total

SitesPlayedin2005

(98) %

FoxSports

.com

(70) %

AOL

.com

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportsline

.com

Halfonlyplayfantasyfootball

Yahooplayerssomewhatmorelikelytobeplayingotherfantasygamesaswell



105/167

13

SitesUsedForOth

erFantasySports

(AmongThoseWhoPlayedOtherFantasySports)

10

9

13

14

9

11

11

Sandbox.com

19

13

13

14

7

11

9

Sportingnews.com

25

57

21

18

5

7

13

FoxSports.com

35

38

35

29

16

75

28

CBSSportsline.com

21

38

40

73

21

36

33

ESPN.com

38

28

40

37

98

50

65

Yahoo.com

6

4

21

10

5

9

9

Other

2

11

10

6

2

2

4

USAToday.com

4

15

8

10

4

5

4

SI.com

27

23

33

14

4

30

11

NFL.com

6

13

2

8

2

7

4

Myfantasyleague.com

10

11

6

4

4

11

4

Fanball.com

92

19

17

14

4

9

13

AOL.com

(490)

%

Total

SitesPlayedin2005

(46)%

FoxSports

.com

(34)%

AOL

.com

(90)%

NFL

.com

(135)

%

ESPN

.com

(324)

%

Yahoo

.com

(111)

%

CBSSportsline

.com



106/167

14

NumberofFantasyTeamsPlayed

2.0

1.8

1.9

1.9

1.9

1.4

Average#of

teamsplayed(at

site)

8

11

9

7

4

2

Played6teams

2.6

2.8

2.7

2.6

2.3

2.1

Average#of

teamsplayed

(overall)

7

17

7

10

6

4

Played5teams

12

8

12

11

10

9

Played4teams

S

itesPlayedin2005

121537(64)

%

FoxSp

orts.com

123031(45)

%

AOL.com

16

17

14

14

Played3teams

30

21

29

28

Played2teams

26

34

39

43

Played1team

(126)

%

NFL.com

(158)

%

ESPN.com

(343)

%

Yahoo.com

(123)

%

CBS

Sportsline.com


Mostplay1-2teamsoverall

ParticularlyamongCBSandYahooplayers


107/167

15

AmountOfTimeSpentonFantasyFootballWebs

ites

4.1

4.8

5.5

4.4

3.8

5.3

4.0

Averagenumberofhours

lastseason(amongthos

e

whoplayedlastseason)

2

3

1

1

1

0

1

None

38

21

24

20

23

17

23

30-60minutes

26

29

28

32

29

30

30

2to3hours

17

22

22

26

28

30

25

4to10hours

11

15

17

14

11

19

12

Morethan10hours

5.28

(1066)

%

Total

4.6

6.0

5.8

5.4

5.3

7.1

Averagenumberofhours

onfantasyfootballwebs

ites

SitesPlayedin2005

10(98)

%

FoxSports

.com

7(70)

%

AOL

.com

8

7

7

5

Lessthan30minutes

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportsline

.com


Onaverage,playersspent5hoursperweekonfan

tasyfootballwebsites

Upfrom4

hoursperweeklastseason

CBSSportslinep

layersspentmoretimeonline(7h

oursonfantasyfootballsites)


108/167

16

MethodofJoiningFantasyFootballLeagues

SitesPlayedin2005

243853(98)

%

Fox

Sports

.com

173168(70)

%

AOL.

com

22

26

49

61

39

Asanentireleague

32

40

32

24

32

Withagroup,butless

thananentireleague

67

52

43

31

45

Asanindividual

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportsline

.com

(1066)

%

TotalP

rofileofSitePlayers

Themethodofjoiningfantasyleaguesvariesbysiteandnumberofteams

CBSSportslineplayers,andthosewith10+teams,aremorelikelytojoinasanentireleague

NFLandAOLplayersaremostlikelytojoinasindividuals


109/167

17

TimeInvestedinFantasyFootball

6.2

4.9

4.2

6.0

5.4

5.2

5.2

Averagenumberof

hoursonfantasy

footballwebsites

Tenure

JoinedAs:

(474)

%4+Years

(293)

%First

Time

(299)

%2-3

Years

(1066)

%

Total

(456)

%

League

(333)

%

Group

(488)

%

Individual


Themoreinvolv

edfantasyfootballplayersaremo

relikelyto:

Joinaspartofanentireleague

Havebeen

playingfor4+years


110/167

18

D

ollarsSpentonEntry

andSubscriptionFees

$79

$94

$58

$64

$30

$94

$51

Averagedollarsspent

20

17

15

12

13

14

14

$1-$24

6

18

6

15

7

12

10

$25-$49

8

6

9

10

9

24

11

$50-$99

30

27

17

23

9

36

18

$100ormore

47(1066)

%

Total

SitesPlayedin2005

32(98)

%

FoxSports

.com

37(70)

%

AOL

.com

54

40

62

15

$0

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportsline

.com


Halfdidnotspendanymoneyonentry/subscriptionfeeslastseason

Onaverage,playersspent$51

CBSSportslineandFoxSportsplayersspent

twiceasmuch($94.)

AOLplayersalsospentmore

thanavera

ge.

Yahoopla

yersspenttheleast($30onaverage)


111/167

19

D

ollarsSpentonEntry

andSubscriptionFees

42

50

50

40

41

57

47

$0

13

13

17

13

17

12

14

$1-$24

10

11

10

10

15

7

10

$25-$49

13

11

10

15

10

8

11

$50-$99

23

15

14

22

18

16

18

$100ormore

Tenure

JoinedAs:

$66

(474)

%4+Years

$42

(293)

%First

Time

$41

(299)

%2-3

Years

$61

$48

$48

$51

Mean

(1066)

%

Total

(456)

%

League

(333)

%

Group

(488)

%

Individual


Individualsarem

orelikelytohaveplayedforfree

Playerswithlongertenurespendmostonentry/subscriptionfees


112/167


113/167

21

FantasyContent/Information


114/167

22

NumberofVisitsToWebsitesfo

rFantasyFootballInformation

59%

57%

57%

60%

60%

61%

60%

Shareofvisitstohostsite

3.6

5.7

4.9

4.5

5.0

5.7

4.7

#ofvisitstonon-host

sitesperweek

5.2

7.7

6.6

6.8

7.5

8.8

7.0

#ofvisitstohostsite

s

perweek

(1066)

Total

SitesPlayedin2005

(98)

FoxSports

.com

(70)

AOL

.com

(188)

NFL

.com

(276)

ESPN

.com

(579)

Yahoo

.com

(253)

CBSSportsline

.com

FantasyFootballContent

Onaverage,playersvisittheirfantasyfootballwebsite7timesaweek

CBSSportslineplayersvisittheirhostsite

morefrequently

Playersalsovisitotherwebsites5timesaweekforinformationaboutfantasyfootball


115/167

23

Non-H

ostSitesVisitedForFantasyFootballInformation

2

4

3

3

7

12

6

Other

--

12

8

5

4

5

6

AOLSports

7

11

13

9

6

10

7

USAToday.com

7

10

11

11

10

16

10

LocalNewspaperWebsites

11

11

15

13

10

13

10

TheSportingNews.com

7

10

15

11

13

13

11

SI.com

93

87

85

86

83

89

85

Visitednon-hostforinformation

23

26

31

27

21

27

23

IndividualNFLTeamWebsite

19

19

23

21

--

25

26

YahooSports

36

43

--

51

44

59

45

NFL.com

42

45

50

--

53

62

51

ESPN.com

33

38

31

31

32

29

31

Percentoftimespentatnon-hostsites

forfantasyfootballinformation

2124(1066)

%

Total

19

27

22

22

19

--

CBSSportsline.com

SitesPlayedin2005

--(98) %

FoxSports

.com

19(70) %

AOL

.com

31

28

20

30

FoxSports.com

(188)

%NF

L

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253) %

CBSSpor

tsline

.com

FantasyFootballContent

Mostplayersvisitothernon-hostsitesforfantasyfootballinformation

ESPNandNFL

continuetobethemostvisitedsites


116/167

24

OnlineFeaturesPurchased

0

0

0

0

1

1

1

Other

24

25

14

15

8

19

13

Draftkits

15

27

19

21

8

21

15

Fantasynews/analysisservice

31

25

16

24

23

29

22

Livestattracking

48

47

35

40

29

43

35

PurchasedAny

4(1066)

%

Total

SitesPlayedin2005

16(98)

%

FoxSports

.com

3(70)

%

AOL

.com

7

4

2

5

Wirelessaccesstoonline

games

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportsline

.com

OnlineFeatures

Oneinthreepurc

hasedonlinefeatures

FoxSportsandAOLplayersmostlikelytobuyonlinefeatures

Livestattracking

wasthemostcommonlypurchas

ed,followedbyfantasynews/ana

lysisanddraftkits


117/167

25

DollarsSpentonOnlineFeatures

9

6

5

9

12

10

10

$1-$9

52

53

66

60

71

57

65

$0

10

8

2

7

9

7

7

$10to$19

17

18

19

18

6

20

13

$20-$99

12

15

8

6

2

6

5

$100+

$16

(1066)

%

Total

SitesPlayedin2005

$37

(98) %

F

oxSports

.com

$31

(70) %

AOL

.com

$27

$19

$10

$23

Average

(188)

%NFL

.com

(276)

%

ESPN

.com

(579)

%

Yahoo

.com

(253)

%

CBSSportsline

.com

OnlineFeatures

Averagespendin

gononlinefeatureswas$16

NFL,FoxSports

,andAOLplayersspentmoreon

onlinefeatures

Yahooplayersspenttheleast


118/167

26

23%

26%

19%

24%

30%

44%

26%

Total

CBSSportsl

ine.com

Yahoo.com

ESPN.com

NFL.com

FoxSpor

ts.com

AOL.com

S

econdaryContentProviders

FantasyFo

otballInformationPro

viders:UsedinthePastSeason

Overall,23%haveusedsecondaryinformationproviders(suchasFantasyguru.com

or

Rotoworld.com)

FoxSportsplayersaremorelikelytousethesewebsites


119/167

27

21

25

20

19

18

26

18

FantasyGuru.com

17

13

11

12

23

19

16

KFFL.com

12

15

14

11

15

21

13

Rotoworld.com

23

21

22

17

8

9

12

NFLFantasyextra.com

8

19

10

11

4

12

7

Footballinjuries.com

(1066)

%

Total

SitesPlayedin2005

(98) %

FoxSports

.com

(70) %

AOL

.com

(188)

%NFL

.com

(276)

%

ES

fsa complete

Documents