Cross--Platform, Millennial Style

Summary

Millennial sports fans use different platforms to consume sports content than sports fans older than 35. Younger Millennials (18-24) access different platforms to get sports content than older Millennials (25-35).  Ad effectiveness on ESPN among Millennials depends on marital status, the number of platforms they consumer ESPN content, and age within this group. Drawing from a variety of sources, ESPN presented data to show that:

• Although fan intensity tends to decline slightly with age, time spent viewing sports programming on TV increases with age for both genders.
• Millennials spend more time consuming sports content on mobile and in magazines than those 35 and over. Those 35 and over, particularly men, spend more time with sports content on the radio.
• Digital adds 45% to ESPN’s audience among 18-34 year-olds, while adding 20% to ESPN’s audience overall.
• Millennials are more likely to consume ESPN outside their homes; younger Millennials (18-24) are especially likely to do so in others’ homes, in public places, and in college dorms.
• Ad awareness and purchase intent on ESPN are greater for Millennials that consume ESPN on multiple platforms. This is especially the case among users who are 18-24.
• Among mobile viewers of ESPN, purchase intent tends to be stronger among married Millennials aged 25-34 than single Millennials.