JWB3 Media Insights, a full service consulting firm providing strategic expertise in consumer insights, audience measurement, primary research and content development to the Sports and Media Industries, has released the results of a new study offering an interesting snapshot into how much consumers are missing sports during the Coronavirus shutdown.
“As this study shows, fans agree that sports returning, will make them happier and will bring families and communities closer together,” says Joe Brown, Principal, JWB3 Media Insights. “Returning to competition can be a real sign of strength in the face of a crisis.”
The survey conducted May 5- 8, among 1,008 people, ages 18+, in participation with Full Circle Research, provides interesting insights around fan expectations for the reopening of Sports in the US. Fans miss sports more than church. 47% of avid sports fans miss watching sports on TV everyday, which is more than other activities that have been impacted by the shutdown, including attending church services, eating at restaurants, or going to the movies. Sporting events are as essential as restaurants and mall to most Americans.
Professional sporting events held without fans are viewed as essential or more essential than many businesses that are re-opening. Most Americans think professional sporting events are at least as essential as Bars/Restaurants (53%), Malls (59%), and Golf Courses (77%). But there remains a divide as 48% agree that sports should not return until other non-essential businesses are fully re-opened. Auto Racing, Golf and Tennis are viewed as “safe.” Individual sports are perceived as safe to play during the pandemic by nearly two-thirds of Americans, while contact sports – Boxing, Football, Basketball, Soccer and Hockey – have low safety scores. Leagues and Networks must give back. 66% expect some money from professional sporting events to be donated to Coronavirus related charities.
“When we reached out to consumers across the U.S., the majority of respondents made it clear that sporting events are looked upon as being as essential to their daily lives, as say, going out to a bar, a restaurant, or even shopping at the mall,” said Brown, “However, fans are conflicted around how that will work. They want normalcy, but they fear that the Coronavirus will spread if the re-opening of sports is conducted too quickly. The time is right to experiment with limited events that maximize safety. ” Download the full report at www.jwb3.com