Second-Annual SVG, CEA Study Highlights sports as driver of HD sales

By Ken Kerschbaumer

The Sports Video Group and the CEA released the second-annual “Inside the Mind of the HD Sports Fan” survey at the Consumer Electronics Show, highlighting the power that HD sports content has as both a driver of HD set sales and glue that keeps viewers coming back.

The survey, conducted between November 27 and December 11, 2006, concluded that nearly 50 percent of sports fans purchased a HDTV for the purpose of watching a specific sporting event. Among the top sporting events driving HDTV purchases: the Super Bowl (13 percent), the Daytona 500 (7 percent), the NBA Finals (6 percent) and the college bowl games (5 percent).

“Sports fans have long been enthusiastic about HD content, but this report shows a direct correlation between sports enthusiasm and HDTV sales,” said Tim Herbert, CEA’s senior director of market research. “Twenty-nine percent of sports fans say HD programming impacts their decision to watch and 41 percent of sports fans believe that watching sports programming in HD is almost as good as attending the event live, proving they are not just enthusiasts but true HD aficionados.”
The complete survey will be available free of charge to all SVG members and sponsor companies. Here are some of the other highlights:

-More than 75% of sports fans are satisfied with the quantity of HD sports content they receive.

-Nearly half are interested in recording HD sports to an HD DVR and 56% are interested in being able to pause and rewind sports content.

-Advertisers should move to HD. Nearly 35% of HD viewers have a positive perception of companies that advertise in HD with 30% of those saying the companies are “more tech savvy.”

-Nearly 70% of non-HD set owners say they have begun research on buying an HD set.

-Bars looking to attract more fans might want to consider upping their HD commitment as well. Nearly 70% of HDTV owners who are sports fans say the quality of TVs influences their decision over which bar or restaurant to watch the big game in.

The survey also reviewed the top “favorite events” sports fans watch in HD. The list included:
1. Super Bowl
2. College football bowl games
3. World Series
4. NBA Finals
5. NCAA college basketball tournament

In 2006, more than 13.5 million HDTV sets were shipped in the U.S. and CEA predicts that nearly 16 million HDTV sets will be shipped in 2007. This is 57 percent of the total digital television unit sales predicted for 2007. U.S. factory-to-dealer shipments of HDTV have exceeded 30 million units since inception.

CEA’s “2006 Inside the Mind of the HD Sports Fan” survey was fielded to an online national sample of 2,631 U.S. adults during the period November 27 to December 11, 2006. Results are weighted to reflect national online demographics. There is an overall margin of error for HDTV owners of +/- 4.6 and an overall rate for HDTV future buyers of +/- 3.2. It was designed and formulated by CEA and SVG. The complete study is available free to SVG members and sponsors click here. Non-members can purchase the study for $499 at www.eBrain.org.