Fanalytics: Understanding More About Sports Fans

Analyzing the Super Bowl and beyond.

By on March 1, 2013

Data-driven decision-making has never been more accessible or more important, and marketers of all types are beginning to take notice. 

The evolution of mobile technology offers new opportunities to leverage large amounts of information, and the sports industry is among first to tap into this kind of business intelligence to help understand the groups of people coming to their venues and what they are doing while there. At the MIT Sloan Sports Analytics Conference, taking place this weekend in Cambridge, Mass., “fanalytics,” or the analysis of these groups, was front and center. 

Sports enthusiasts are often the most loyal of consumers, purchasing branded material and cheering for teams in good times and bad. Precision Market Insights from Verizon helps marketers understand what groups of people do and puts that activity in context inside and outside the venue. In some cases, the information enables sponsors to determine the most effective marketing messages or product promotions for a certain game or what other sporting events these fans may attend and they should sponsor.

And, after one of the biggest sporting events of the year, Precision gleaned insights on groups of people who attended and what they did while they were there from groups of people nationwide. The reports looked at the recent Super Bowl in New Orleans and found that fans from Baltimore outnumbered fans from San Francisco in the Superdome by an average of 3-to-1. During the infamous blackout at the start of the second half of the game, there was a shift in the mobile sites people nationwide visited compared with the prior hour when the game was being played. Gaming and news sites both saw an increase in users of more than 200 percent while the lights were out. 

Precision reports are generated from aggregated and de-identified mobile use and location information combined with demographic information, creating insights that connect the physical and mobile worlds. These insights give brands and marketers valuable information as they look to maximize their sponsorship dollars and create more successful events.