Mediapost: Sports fans go online to get their news fix

Posted by IAB Australia On September 17, 2012 Research & Resources

By Gavin O’Malley, Sep 17, 2012, 4:47 PM

From true fanatics to casual viewers, TV remains the dominant channel through which consumers get their sports fix.

One-half — 49.8% — of all sports fans say the television is still their primary source for sports information, according to a recent survey of 950 U.S. online adults by Burst Media.

Still, more than a quarter — 26.5% — now cite content Web sites as their main connection to sports.

Interestingly, among all sports fans, the divide between television and content sites is reduced significantly — by 17.4% — when it comes to which medium respondents say is the best for sports news and information, versus what they indicated was their primary medium.

In fact, two-fifths — 41.3% — say TV is the best medium, while 35.4% say content sites are the best.

What’s more, one third — 35.1% — of all sports fans report going online at least once per day for sports-related reasons, with far more devoted fans — 66.8% — making their daily pilgrimage to the Web.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.