SOURCE: Unicast


January 24, 2011 08:00 ET

Men Want News and Sports... and Deals Too!

Unicast's "What Men Want from the Web" Report Reveals Those Who Visit Sports-Specific Sites Prefer Ads Featuring Sales Offers, Discounts or Special Promotion Codes

AUSTIN, TX--(Marketwire - January 24, 2011) -  According to Nielsen Ratings, the 2010 Super Bowl was the most watched television program of all time, garnering more than 106 million viewers. An estimated 14 percent of Super Bowl viewers in the U.S. with Internet access browsed the web at least once during the big game. With this year's average TV ad buy exceeding $3 million for a 30-second spot, many expect to see marketing dollars shifting to online platforms. In preparation for Super Bowl Sunday, Unicast (, a leader in online interactive rich-media and video advertising management and services solutions, today announced the results of a commissioned report on what men want from the web, which revealed that men primarily use the Internet to stay in the know -- from reading the latest headlines to checking football scores. 

"It is interesting to see that men, much like the women we surveyed in last year's What Women Want from the Web report, are motivated to engage by discounts and special deals, even when their online activities are not largely focused on shopping," said Gianluca Milano, vice president of product for Unicast. "Across the board, customers are asking advertisers to provide tangible rewards in return for their attention."

The "What Men Want from the Web" report identifies the most popular activities, web content, ad formats and product advertising for American men. According to the report, 94 percent of men plan to go online and more than one-third of male respondents (36 percent) plan to virtually follow their favorite sports teams and events. The subgroup most inclined to follow sports teams or competitions on the web is 35-44 year olds (46 percent), followed by the slightly younger 25-34 demographic (40 percent). It was also revealed that 66% of men surveyed who play web-based games online also follow sports teams and competitions on the Web.

Key findings from the report include:

Activities Men Engage in Online:

  • 67% - keep up with the news
  • 65% - connect with friends and family
  • 55% - shop for sales and/or compare prices
  • 51% - play games
  • 50% - listen to music
  • 48% - watch television or movies
  • 47% - look up entertainment options (summer movies, events in my area, sports)

Ads That Resonate With Men:

  • 44% - include sales, discount codes
  • 29% - feature creating/submitting an entry to win a prize
  • 24% - customized to include local information
  • 20% - offer interactive survey/quizzes

Products and Services with the Highest Recall Rates:

  • 38% - entertainment (music, movies, or television)
  • 35% - technology
  • 31% - food and beverage
  • 31% - gaming
  • 28% - automobile
  • 27% - sports 
  • 26% - travel

Unicast's "What Men Want from the Web" report was conducted by the polling company™, inc. The original online survey queried 1,062 Americans age 18+ and the report analyzes responses from the 484 men included.

View the full report here:

You can also access Unicast's 2010 "What Women Want from the Web" report here:

About Unicast:
Unicast has been providing state-of-the-art rich media solutions for publishers, agencies and advertisers since 1998. Integrating creative support with campaign management and detailed analytics, Unicast technologies empower customers to manage the complex process of deploying online advertising campaigns. Unicast is a proud member of the DG (NASDAQ: DGIT) family of companies -- a multichannel distribution network of thousands of advertisers and media publishers worldwide. Today, our solutions are leveraged globally by some of the world's most esteemed brands, including AOL, Fox Interactive Media, MSN, MindShare, NBC Universal, ABC, CBS, and Initiative Media.

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About DG:
DG provides innovative technology-based solutions to the advertising, broadcast and publishing industries. The company serves more than 5,000 advertisers and agencies through a media distribution network of more than 28,000 radio, television, print and Web publishing destinations throughout the United States, Canada and Europe. DG utilizes satellite and internet transmission technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. Through its Unicast, SourceEcreative, Treehouse and Springbox operating units, DG extends its benchmark of excellence to a wide roster of services ranging from custom rich media solutions and interactive marketing to direct response marketing and global creative intelligence. For more information, visit

Contact Information

  • Media Contact
    Katie Gerber
    Atomic PR, Los Angeles
    P: 323-648-5427
    E: Email Contact

    Unicast Contact
    Ellen Durbin
    Senior Marketing Manager
    P: 512-354-3154
    E: Email Contact