November 02, 2010 09:10 ET
Compete Data Reveals Daily Reach Patterns for Fantasy Sports Sites
Advertisers Take Note; Reach Peaks on Sunday and Hits Lowest on Friday
BOSTON, MA--(Marketwire - November 2, 2010) - Compete, a Kantar Media company, today released data about online fantasy sports players showing a definitive weekly pattern for reach. The data, drawn from Compete's panel of more than two million US-based internet users, showed that in September daily reach peaked on Sundays and was at its lowest on Fridays. The weekly pattern, which likely reflects Sunday line-up setting by NFL fantasy players, is one of many useful data-driven insights for brands developing online strategies to reach fantasy players.
Other notable data points that could prove interesting to brands targeting fantasy players include:
Unique visitor numbers don't tell the entire story. Fantasysports.yahoo.com was the top site for UVs in September (6,115,530) but "attention" increased 130 percent -- still not bad, while fantasy.nfl.com attention increase by 370 percent. Perhaps the increased focus on video at fantasy.nfl.com is behind its relatively higher attention.
For search, ESPN was the clear winner for September. It captured three of the top five search-share positions: "espn" was the number one keyword sending traffic to the fantasy category, "espn fantasy football" was the number two keyword and "espn.com" was number four.
Fantasy players drop off as the season wanes. Baseball.cbssports.com, which reached its season high in April of 516,761 UVs, was down to 347,416 in September with attention down (44 percent) and visits per person down (25 percent) from August. It's likely that many players lose interest as they move out of contention and content related to the next fantasy season emerges (football, hockey and basketball). Wise brands should track these trends and use the insights to drive campaign creative and media buying.
Information regarding aggregate web categories is drawn from the Compete PRO Enterprise edition on Compete.com. For more information on the enterprise offering, please contact Gavin Blackmore at firstname.lastname@example.org.
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete's products and services to create engaging online experiences and highly profitable advertising campaigns. Compete's online panel -- the largest in the industry -- makes the web as ingrained in marketing as it is in people's lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit http://www.compete.com/.
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world's multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors -- Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com/.